Marketing Research 4243 Library Resources Frederic Murray Assistant Professor MLIS, University of British Columbia BA, Political Science, University of.

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Presentation transcript:

Marketing Research 4243 Library Resources Frederic Murray Assistant Professor MLIS, University of British Columbia BA, Political Science, University of Iowa Instructional Services Librarian Al Harris Library

What We Are Going to Do Resources for Topic Selection Resources for Market Research

Market Research Project I.Proposal II.Analysis III. Presentation

Market Research - Elements 1. Size of Market. 2. Geographic location of customers. 3. Demographic description of customers. 4. Market Segmentation on the basis of age, sex, income, education, standard or living etc. 5. Analysis of market demand. 6. Sales analysis by customers. 7. Consumer needs, wants, habits and behavior. 8. Dealer wants and preferences. 9. Degree of competition and the market end.

Research: Content is Key News/trade/academic articles Company and/or industry profiles Analyst reports Consumer and marketing information International information Directory information Raw (mostly financial/economic) data

Olive Oil Markets 2015 Italy & Spain are largest exporters xylella fastidiosa International Olive Council (IOC) 28 % increase imports of Greek Olive Oil

Leaders in Market Research Forrester Research Gartner IMS Health Holdings Westat

New & Improved!

Quick Review Search Engines Databases Catalogs Journals (Peer-Reviewed) Boolean: And/Or/Not Keywords

Useful Keywords Market demand Sales analysis Consumer needs Competition Consumer behavior

Topic Selection Hoovers D & B Business Blog –Sales & Marketing Trends Forrester –Coverage Areas –Latest Research Bloomberg Businessweek

Library Business Databases Business Source Complete Hoovers First Search Discovery* Resources for Market Research

Researching the Assignment Industries Companies People All Three are options for finding good information

Business Source Complete Journal/News Articles Market Research Reports* SWOT Analysis * –Strength/Weakness/Opportunity/Threats

Video Tutorial

Hoovers Use Hoovers to review the following criteria: –Industry Information –Challenges –Competitors –Financial Summary –Competitive Landscape –NAICS Code Attack the Challenges

NAICS North American Industry Classification System NAICS is the standard used by Federal statistical agencies in classifying business establishments for the purpose of collecting, analyzing, and publishing statistical data related to the U.S. business economy. Standard Industrial Classification (SIC) System (Older)

Hoovers Database Build a List Specific Company Information Industry Overview D & B Business Blog

Video Tutorial 2

Locating the Databases

Using Discovery Boolean Keywords Limiters Citations/Folders/

Useful Keywords Market demand Sales analysis Consumer needs Competition Consumer behavior

Class Assignment

Authentication Issues “I can’t get into the library’s databases.” “I keep seeing the message ‘Login failed: Invalid username, password, or ID number.’” “I’m trying to search [database] and I can’t get in.” “My employee ID isn’t being accepted.”

Outlook Usernames and Passwords i.Have you changed your default Outlook password? Students must change their default Outlook password before logging into the library. ii.Have you forgotten your Outlook password? Go to Outlook’s password reset link on the Outlook login page. After the student has successfully reset his/her password, ask them to try logging into the library again.reset link iii.Within the last 15 minutes, have you made ten (or more) unsuccessful library login attempts? The proxy server will block logins for 15 minutes from any user who has made 10 or more failed login attempts within a 5-minute period. You can login again after the block has expired.

Questions? Contact me: –Frederic Murray

Thanks!