1. BUS 446: Marketing Strategy
Secondary Research
Mark Bodnar

2. The Research Process
Where do you begin?

3. 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

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

5. Identify likely publishers
NEWS
Government
Associations
Companies
Private research
Academic

6. 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

7. Print Measurement Bureau (PMB)

8. Passport GMID

9. Passport GMID

10. IBISWorld

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

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

14. Getting help
THANK YOU!