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MRK 510– Applied Research. Gail Strachan, Campus Librarian Markham Campus Library Fall 2012. Agenda. Secondary Research Where to begin Subject Guides Databases Library Databases: Marketing – Marketline , PMB Product Data

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MRK 510– Applied Research

Gail Strachan, Campus Librarian

Markham Campus Library

Fall 2012

agenda
Agenda

Secondary Research

Where to begin

Subject Guides

Databases

Library Databases:

Marketing – Marketline, PMB Product Data

News & Trends – CBCA Business; ABI/Inform; Business Source Premier

Statistics – CANSIM

research
Research
  • Identify the need for information.
  • Nature of information required. [format / type]
  • Searching for or accessing information.
  • Evaluating the information. CRAAP
where to begin
Where to Begin

Databases

Subject Guides

company reports
Company Reports

Business Description

History

Key Employees

SWOT Analysis

Key Competitors

Major Products & Services

exercise 1
Exercise #1
  • Locate a company using the ‘Company Information’ resources on the Company and Industry Research Subject Guide.
  • Locate a company report in Marketline for that selected company. [Alternatively search for a report on The Gap]
exercise 2
Exercise #2
  • Using the company you selected from the first exercise, or using The Gap, locate Canadian consumer data on a product or service associated with that company

For example: Select “Men’s clothing” from the Apparel category, look at the category for Jeans and where the clothing has been purchased.

    • In the past 12 months where are men buying their clothing?
    • How is The Gap doing?
news and trends
News and Trends
  • Magazines
  • Trade Journals
  • Trade News
  • Newspapers

Current News and analysis

exercise 3
Exercise #3
  • Using the company you selected from the first exercise, or using The Gap, search for company news using one of the business news databases:

CBCA Business

Business Source Premier

ABI Inform

Make sure you use limiters: company fields, date limits, etc.

exercise 4
Exercise #4
  • Using the company you selected from the first exercise, or using The Gap, locate Canadian statistical data from CANSIM on an industry associated with that company

For example: Select “Retail and Wholesale” from the subject categories, look at the category for ‘retail sales by type of product’.

    • How much was spent on clothing, footwear, accessories in August 2012?
recap
Recap
  • Secondary Research
    • Databases
      • Business and Marketing [Directories, Marketline, PMB]
      • News [CBCA Business, ABI Inform, Business Source]
      • Statistics [CANSIM]
      • Always evaluate information! Use the CRAAP test. (Currency, Reliability, Authority, Accuracy and Position)
      • Always cite your research!
research help available
Research Help Available

In Person: Ask for help at the Reference Desk

Online:

Email:

gail.strachan@senecacollege.ca

answer within 24 hours

Twitter: @gailseneca

Live Chat:instant message conversation with a librarian