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BUS 442: Introduction to Marketing Research. Yolanda Koscielski ysk6@sfu.ca June 1, 2009. Objectives. Learn about the most highly relevant resources available to you for BUS 442 (particularly those on your handout). SFU Library Course Web Guides (2). 1. BUS 442: Primary Research web guide

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bus 442 introduction to marketing research

BUS 442: Introduction to Marketing Research

Yolanda Koscielski


June 1, 2009

  • Learn about the most highly relevant resources available to you for BUS 442 (particularly those on your handout).
sfu library course web guides 2
SFU Library Course Web Guides (2)
  • 1. BUS 442: Primary Research web guide
  • 2. BUS 442: Secondary Market Research web guide
marketing scales handbook
Marketing Scales Handbook
  • What? – A “bibliography” of research questions appearing in research articles
  • Who? – Published by the American Marketing Association
  • Why? – offers potential pitfalls + suggestions, survey questions
  • Where? – Reference section of the library
academic articles
Academic Articles
  • Useful for seeing what is already known about your broad research topic, i.e., literature review
  • Business Source Complete, PsycINFO
  • PsycINFO tips:
    • Age limit options and other limits
    • Subject heading searches/thesaurus
print measurement bureau pmb
Print Measurement Bureau (PMB)
  • Where: Access under “Journal articles and databases” + drill down to “category reports”.
  • What: Data on Canadian consumers based on an annual survey with a sample size of about 25,000 people
  • Provides data on Canadians’ leisure activities, product consumption (by type and by brand), media exposure, and more
  • How: PDF-like format; numerous tables organized by topic
  • Media Activity Tables: Viewers of specific kinds of TV shows

1. Which occupational demographic watches a significantly greater amount of “fashion, beauty shows”?

2. What percentage of Canadians 65+ years of age watch family dramas?

3. What percentage of viewers of Children’s cartoons has a post-graduate education?

ipsos reid databases 2
Ipsos Reid Databases (2)
  • Ipsos is a research firm
  • Ipsos News Centrecontains survey-based reports written by global IPSOS staff
  • Ipsos Trend Report Canada contains public opinion, statistics, and analysis.
private research found elsewhere
Private Research Found Elsewhere
  • Marketresearch.com
  • BBM: “supplies radio and television audience ratings services to the Canadian advertising industry”
  • NADBank: “NADbank designs and conducts research in Canadian urban markets…to assist in the buying and selling of daily newspaper advertising in Canada”.
  • Nielsen: “Nielsen offers an integrated suite of market information gathered from a wide range of sources…”
private research found elsewhere1
Private Research Found Elsewhere
  • Go to website
  • Look for excerpts in articles; search in BSC, LexisNexis, etc.
  • Check the library catalogue
  • Contains tabular data on companies, industries, products and demographics
  • Data culled from 1,000+ resources
  • Typical information: market share, market size, capacity, production, imports, exports, sales, product and brand rankings, healthcare
  • Search tips:
    • Keyword search only searches table title, text + descriptor field, so keep it simple!
    • Advanced search designed for more functionality, so keep it simple here, too.
statistics canada
Statistics Canada
  • To find the demographics and characteristics for a population of a given area:
    • Census Canada website
      • Data to the Census Tract level
    • PC Census (Standalone computer). Unique features:
      • Data right down to the Census Dissemination Area, or to the Forward Sorting Area
      • MapPoint software to create your own area
statistics canada1
Statistics Canada

Census Metropolitan Area


Census Tract


Census Dissemination Area

Directory of areas

local information
Local Information
  • Government can be a good source of local information:
  • City of Vancouver (also see sites for other municipalities)
  • Tourism Vancouver, especially the Marketing Research page
  • Vancouver Economic Development Commission
  • Downtown Vancouver Business Improvement Association
  • Business Council of British Columbia
  • BC Chamber of Commerce
  • Economic Development Association of British Columbia
  • Metro Vancouver (GVRD)
  • BC Stats
  • SFU's Office of Institutional Research and Planning
institutional research and planning at sfu
Institutional Research and Planning at SFU
  • They “define, collect, analyze, maintain and disseminate institutional knowledge”
  • Provides information on SFU student population
ask a librarian
Ask a Librarian
  • http://www.lib.sfu.ca/help/ask-us/
  • Ask Away
  • Ask Us by Email
  • Ask Us by Phone
  • Ask Us in person