BUS 347: CONSUMER BEHAVIOUR LIBRARY RESEARCH Mark Bodnar

Today’s Goals 1. Attitude Change Assignment (#1) From your assignment: “I STRONGLY recommend that you restrict your [ad] choices to products found in the Vividata database and use other SFU Library resources...”  Making the best choices and using the best resources 2. Assign. #2 – darts vs. eavesdropping 3. Getting help 2

BUS 347 research guide 3

Choosing a publication and an ad 4

5  Publication:  Likely to have specific readers (Hobby mag? Special interest? Clearly aimed at young women/old men, etc.)  Demographics of readers available detailed Media Kit

READERS: Media KitMedia Kit 6 Source: PMB

Choosing a publication and an ad 7  Publication:  Likely to have specific readers (Hobby mag? Special interest? Clearly aimed at young women/old men, etc.)  Demographics of readers available detailed Media Kit or even more detailed Vivdata data Read by Canadians  Consider browsing at your local public library (in person or online via Zinio or PressDisplay)

READERS: VividataVividata 8

READERS: VividataVividata 9

Choosing a publication and an ad 10  Advertisement:  Product isn’t too new – brand has been around for at least a few years.  Likely to have distinctive consumers  Covered by the Vividata Reports (our main source of consumer demographic data at a brand level)  Sold in Canada

CONSUMERS: PMBPMB 11

CONSUMERS: VividataVividata 12 No brands showing up? Try clicking on Change Survey at the top of the PMB screen, then choose an older version of the survey.

CONSUMERS: VividataVividata 13

CONSUMERS: VividataVividata 14

CONSUMERS: VividataVividata 15

CONSUMERS: VividataVividata 16

CONSUMERS: Business SourceBusiness Source 17 One of the articles that came up in my Business Source Complete search for: Gillette and fusion and consumer

CONSUMERS: Best CustomersBest Customers 18

CONSUMERS: Passport GMIDPassport GMID 19

COMPANIES: Passport GMIDPassport GMID 20

TEST! 21 Would this ad... found in this publication... work for your assignment? Why? / Why not?

Assignment #2  How do you approach... “gather 15 articles”? 22 Playing darts... blind? 1

Assignment #2  How do you approach... “gather 15 articles”? 23 A scavenger hunt in a dense fog? 2

Assignment #2  How do you approach... “gather 15 articles”? 24 Eavesdropping on a conversation? 3

Help? 25