BUS 446: Marketing Strategy

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Presentation transcript:

BUS 446: Marketing Strategy Secondary Research Mark Bodnar mbodnar@sfu.ca

The Research Process Where do you begin?

The Research Process Choose a research question Think of some sub-questions Identify likely publishers Choose a database/tool/source Search and repeat Evaluate your results Write and/or present your report Get help

What is the demand estimation for DIY access to auto shops? Can you think of some sub-questions? What about sub-sub-questions?

Identify likely publishers NEWS Government Associations Companies Private research Academic

Choose a database/source Government: Statistics Canada, Industry Canada... Associations: Automotive Industries Association of Canada Academic: Business Source Complete, PsycInfo News: BSC, Factiva, CDN Newssand Private Research: Passport GMID, IBISWorld, PMB, SimplyMap Canada, ORBIS

Print Measurement Bureau (PMB)

Passport GMID

Passport GMID

IBISWorld

More? Business Plans Handbooks (online) Gale Virtual Reference Library Plunkett Industry Almanacs US Consumer Expenditure Survey

How do you know when you’ve done enough research?

Getting help THANK YOU!