1. BUS 444 B2B MARKETING RESEARCH SKILLS & RESOURCES FALL 2014 MARK BODNAR MBODNAR@SFU.CA

2. THE RESEARCH PROCESS Choose a research question Think of some sub-questions Identify likely publishers Choose a database/tool/source Search and cycle your search Evaluate your results Write and present your report Get help

3. QUESTIONS (AD INFINITUM…) Note. Figure to the right is reprinted from Meredith, Lindsay, “A Diagrammatical Template for Business Market Demand Estimation”, Industrial Marketing Management, Elsevier Science Inc., Vol. 35 Issue 4, (2006) p.431-445. Link: http://tinyurl.com/5autbbhttp://tinyurl.com/5autbb

4. THINK OF SOME SUB-QUESTIONS What are your sub-questions if you work for Merck, maker of GARDISIL®, and you need to… estimate the demand for HPV vaccine for Chinese-Canadian boys in Richmond

5. IDENTIFY LIKELY PUBLISHERS NEWS GOVASSOCCOMPPRIVACAD

6. THINK OF SOME SUB-QUESTIONS What are your sub-questions if you are a vintner in BC’s Okanagan region and you are hoping to… estimate the demand for organic red wine in Alberta in 5 years?

7. IDENTIFY LIKELY PUBLISHERS NEWS GOVASSOCCOMPPRIVACAD

8. YOUR CHOICE… 1.SimplyMap-Canada 2.Passport Industrial – Canada 3.IBISWorld 4.Plunkett Industry Handbooks 5.Factiva 6.PMB Reports & IMS/Nielsen Clear Decisions

9. TEST! IDENTIFY SOURCES AND SOURCE TYPES 1.What full-service restaurants are operating in Calgary? 2.Are there any industry statistics for Canadian wine stores? 3.Where do I find information on industrial procurement, product differentiation or supply chain management in the wine industry? 4.Who are the key export markets for Canadian wine? 5.What are complements to purchases of wine.

10. THANK YOU! HELP? Mark Bodnar mbodnar@sfu.ca