1. Foundations of Marketing BSAD 231 Library resources
Rita Campbell, BSAD Liaison Librarian
January 26, 2015

2. Finding information for a marketing plan
Current Situation - Macro environment
economy
Current Situation – Market analysis
market size
industry structure and strategic groupings
Porter 5 forces analysis
Current Situation – Consumer Analysis
Demographics
Psychographics

3. Oh, the places you’ll go!
There is not likely one source that will provide all your information. Where you look may vary depending on the type of information you need.
Library databases
Industry reports
Country reports (economy)
Porter 5 forces
Consumer behaviour
Psychographics
Government websites
The economy
Industry statistics/analysis
Demographics
Other countries
Industry associations
Reports
Forecasts
Statistics
Analysis
Opinion polls
/ consumer surveys
Consumer behaviour
Demographics
Psychographics

4. Usually a good place to start
Library website:
BSAD Subject Research Guide
Check the tabs

5. Macro environment - economy
Types of information:
economic growth rates
levels of employment and unemployment
costs of raw materials such as energy, petrol and steel
interest rates and monetary policies
exchange rates and inflation rates

6. Macro environment - economy

7. Macro environment - economy
Types of information:
economic growth rates
levels of employment and unemployment
costs of raw materials such as energy, petrol and steel
interest rates and monetary policies
exchange rates and inflation rates
It is ok to use Google and the Internet.
Be sure to use credible sources.
Use recent sources. √ √ √

8. Current Situation - Market Analysis industry

9. Current Situation - Market Analysis industry
Industry associations may provide market information about their industry. Use Google to search for associations if you don’t find the one you need here.

10. Current Situation - Market Analysis industry

11. Current Situation - Market Analysis industry – five forces
If you want to find a report with a five forces analysis add the term “five forces” to the second search box. Change the search option in that box to “TX ALL Text”.

12. Current Situation - Market Analysis demographics

13. Current Situation - Market Analysis demographics & psychographics

14. Current Situation - Market Analysis psychographics
Useful library databases
Business Source Complete
ABI/Inform
Sage Journals
PsychInfo
Taylor & Francis Online
All can be found under Electronic Resources on the Library website
It is not always easy to find this research because there are so many terms used.
Try combining your industry/topic with terms such as
psychographics
lifestyle
motivation
behavior
personality
consumer
psychology
or terms or traits, such as
adolescent
student
senior

15. On library website, instant message for quick help.
Thank you.
Remember that you can ask for help!
Ask for help at the Reference desk in the library.
Reference
On library website, instant message for quick help.