Finding Business Information for 3MC3 Jeanne An Ines Perkovic Innis Library October 2006

The Big Questions  How do I get at the e-resources?  I know how to find marketing information for Canada, but how do I get it for Hamilton or Burlington? Articles Competitors lists Market share Business statistics

Your Challenges  Hard to find information for low levels of geography  Many of the establishments you’re working with are small and private (no obligation to report sales, etc.)  Statistics Canada and other agencies obligated to maintain confidentiality

Innis Library web site:  Contains specific resources for business/commerce students  Key links on left navigation menu “Top Business Databases” Research Guides for Business  Class Guides for Business  Commerce 3MC3 – Applied Marketing Management  Class Presentation & Quick Start Research Guide  Research Guide contains a list of resources you will find useful for this specific class

Library Home Page Redesigned  More search functionality directly on home page  MORRIS (library catalogue of what McMaster owns at all four libraries)  Databases (article, company & market research databases)  MultiSearch (search many databases all at once)  Web – search library, university or Google New

Best Databases for 3MC3 – industry & company information:  CBCA and CPI.Q for articles on broad Canadian industry and consumer trends  LexisNexis or Factiva for access to the Hamilton Spectator and other local newspapers! NOTE: Factiva is limited to 6 simultaneous users.  MarketResearch.com Academic for market research reports (mostly U.S. content, but small, niche industries are often covered) HOT PICK

Finding articles on Stoney Creek Furniture in the Hamilton Spectator via Factiva Selected full-text search

Result: 36 articles in Hamilton Spectator since 1986

Canadian Business Database: Best source for finding local competitors  Over 1.3 million Canadian companies!  Includes private companies  Provides sales and employee size (in ranges)  Allows you to get down to the postal code level.  Only lets you search by SIC.  Also available off-campus. NOTE: Access is limited to 3 simultaneous users.

Canadian Business Database: Custom Search Select search criteria & create form

Finding all the hair salons in Hamilton Key in your SIC code(s) Indicate city & province

Result: 321 salons in Hamilton

Entries include address, contact, employee size ranges, sales ranges credit rating lines of business

Another Source: Hamilton Business Directory (11,500 companies)  default.htm default.htm  Contains over 11,500 profiles  Browse by industry or use your NAICS (North American Industry Classification System)

Hamilton Business Directory Use Advanced Search mode to search by NAICS code

Market Share  No easy answers, especially when dealing with small companies  Like putting together an old puzzle You may not be able to find all the pieces!

Canadian Business Database: Screening by Sales Volume Pick one or more sales ranges

Result: 11 salons with sales $500,000 - $1 Million To modify or revise search

Constructing very rough market share using Canadian Business Database range data Hair Salons in Hamilton (Estimated Sales) Company NameRevenue RangeMidpoint% of Total Joseph's Coiffures$500,000-$1 M$750,000X% Madison Avenue Hair Design$500,000-$1 M$750,000X% Robert's Hair Styling$500,000-$1 M$750,000X% Hair CraftersUnder $500,000$250,000X% Hair BendersUnder $500,000$250,000X% Hair DudesUnder $500,000$250,000X% …….. ……. TOTAL $X Million100% Step by step guide for calculating market share in CBD is included in the 3MC3 research guide

Business Statistics: Statistics Canada: New Design and Added Functionality Useful Links Search

Summary Tables - Canadian Statistics Statistics by subject – overview of trends and brief articles

Community Profiles (2001): Census data for Hamilton

The Daily - access to newly released data

E-STAT: Time Series Data Includes CANSIM and Census data  Use library web site to access free data from E-STAT including CANSIM and Census data  Use Databases tab Type in e-stat in search box At the welcome screen don’t forget to click on the Accept and Enter button

E-STAT ToC: Population & Demography – Census databases

E-STAT – Select geographic area by name or postal code

E-STAT: Tract 45 includes postal code L8S 4M4

Boundaries of Census Tract 45

E-STAT: FREE access to CANSIM data e.g. Finding Consumer Spending Data Click here then select Consumer spending

E-STAT: Household spending table: Avg. clothing expenditures Select a table & choose items from the menus

Result: Create a table, bar graph, etc.

Canadian Business Patterns How many businesses are there in Canada?  Provides counts of active business establishments on the basis of geography (e.g., Hamilton CMA), employment size ranges (e.g., 1-4), and industrial activity (e.g. NAICS code)  1996 to the present  Available via Library Data Mills (1st floor). Must sign license agreement - McMaster Users Only  Useful for industry trend analysis

Trial Products – Limited Time Only  Business Source Complete Trial extended to Oct 31 Access from Innis web site bubble or on 3MC3 guide Good source for industry / company profiles  Plunkett Research Online New very limited trial until Nov 1 US in focus but excellent source for industry analysis, overview, statistics…

Quick Start Page for 3MC3:

Research/Reference Help Desk Hours: M-F 9:00 am to 5:00 pm Phone: (905) , ext IM: justask/chat.htm