1. BUS 347: CONSUMER BEHAVIOUR LIBRARY RESEARCH Mark Bodnar mbodnar@sfu.ca

2. 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

3. BUS 347 research guide 3 http://bit.ly/bus347

4. Choosing a publication and an ad 4

5. 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

6. READERS: Media KitMedia Kit 6 Source: PMB

7. 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 https://vividata.ca/markets-publications/ Read by Canadians  Consider browsing at your local public library (in person or online via Zinio or PressDisplay)

8. READERS: VividataVividata 8

9. READERS: VividataVividata 9

10. 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

11. CONSUMERS: PMBPMB 11

12. 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.

13. CONSUMERS: VividataVividata 13

14. CONSUMERS: VividataVividata 14

15. CONSUMERS: VividataVividata 15

16. CONSUMERS: VividataVividata 16

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

18. CONSUMERS: Best CustomersBest Customers 18

19. CONSUMERS: Passport GMIDPassport GMID 19

20. COMPANIES: Passport GMIDPassport GMID 20

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

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

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

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

25. Help? 25