1. Business 343: Introduction to Marketing Research Resources @ Simon Fraser University Library

2. Main Topics  First Steps  Market Overview  Competitors  Business Conditions  Demographics and Consumer Behavior  Citing your sources & Research Assistance

3. First Steps: Two Approaches to Market Research  Primary Research  Why: tailored, customizable, expensive  How: focus groups, surveys, field tests, interviews or observation  Secondary Research  Why: (relatively) cheap, quick, less targeted  How: literature research (print and online), Web research (organization and government websites)

4. First Steps: What are you are searching for?  What do you need to know about the broad market for your type of product or for your industry?  What would you like to know about the competitors?  Are the broad business conditions likely to play a factor?  Do you need to know anything about the demographics and preferences of consumers?

5. First Steps: Who might publish the information you need? Common sources of marketing information:  Trade Associations  Government Departments  Private Research Firms  Academic Researchers

6. First Steps: Where do you find the information? Economic Information LOOKING FOR: CPI, labour Production GDP Import/Export FIND IT IN: Government websites, Commercial databases Industry & Company Information LOOKING FOR: Profile, Market size, Key players, customers Trends, Forecasts, Opportunities FIND IT IN: Commercial databases Journals, Trade associations, Company web sites, Government websites Consumer Information LOOKING FOR: Behaviour Demographics Preferences Motivators FIND IT IN: Government websites, Commercial databases, Reference Books, Journals

7. First Steps: SFU Library Website The library’s home page: www.lib.sfu.ca Click on “Browse research guides”

8. Click on Business Administration, -then on Topic/Format -then on Market Research

9. First Steps: Secondary Market Research Resources @ SFU Library First Steps Market Overview Business Conditions Demographics & Consumer Behavior Competitors

10. Market Overview  Articles in the business press are a great source of information about industry trends, new products, market projections, and other topics.

11. Analyzing Your Topic  Before searching the databases, analyze your topic: break it down into concepts and think of synonyms for each idea.  Use AND / OR / NOT to combine terms to narrow or broaden your database searches.  Use * Truncation symbol to find all variations of a word ex. A search for "forest* " will result in items containing any of: forestry, forest, and forests

12. Sample Search Question  Topic: What are the trends in the women's clothing market?  Concepts: clothing AND women AND trend*  Synonyms: apparel AND female AND fashion

13. Market Overview: Indexes & Databases  Business Source Complete  CBCA  Canadian Newsstand  LexisNexis

14. Business Source Complete

15. Business Source Complete: Industry Profiles & Publications From: Datamonitor International. (2007, October). Advertising Industry Profile: Canada. Retrieved May 21, 2008, from Business Source Complete database.Advertising Industry Profile: Canada

16. CBCA Full-text Business & Canadian Newsstand

17. LexisNexis

18. Market Overview: Industry surveys and market reports Industry Canada Strategis Passport

19. Competitors Directories  BC Manufacturers' Directory  Strategis: Canadian Company Capabilities Annual Reports / Financial Information  SEDAR (Canada), EDGAR (USA)  FPinfomart.ca

20. Competitors – Market Share  Global Market Information Database : Includes market share information for over 3000 consumer goods companies in about 70 countries. Global Market Information Database  Market Share Reporter (Surrey Reference collections: HF 5410 M35)  TableBase : Finds statistical tables buried deep within publications such as industry magazines, annual statistical reviews, and government, association, and brokerage reports. TableBase  Also search Business Source Complete, CBCA Fulltext Business, Canadian Newsstand, and LexisNexis (Business >> Industry News ) for articles in the business press.Business Source CompleteCBCA Fulltext BusinessCanadian Newsstand LexisNexis Rankings  Globe & Mail Report on Business 1000

21. Competitors – Market Share Passport A portion of a table from… Euromonitor. (20 May 2008). Hot Drinks – Singapore. Retrieved 21 May 2008 from Passport database.

22. Competitors – Market Share: TableBase

23. Business Conditions  Search Business Source Complete, CBCA Fulltext Business, CPI.Q, Canadian Newsstand and/or LexisNexis for articles on business conditions and economic forecasts. CBCA Fulltext BusinessCPI.Q Canadian Newsstand LexisNexis  Government Sources  BCSTATS BCSTATS  Statistics Canada Statistics Canada

24. Business Conditions: Government Sources

25. Demographic & Consumer Behavior Journals and Magazines  Search Business Source Complete, CBCA Fulltext Business, Canadian Newsstand and/or LexisNexis for articles on demographics and consumer behavior. CBCA Fulltext BusinessCanadian NewsstandLexisNexis

26. Demographic & Consumer Behavior: Statistics Canada

27. Demographic & Consumer Behavior: Passport

28. Demographic & Consumer Behavior: Ipsos News Centre

29. Demographic & Consumer Behavior: PMB Reports

30. Guide to Marketing Information Resources at the SFU Library

31. Search Examples  Business Search Complete  Canadian Newsstand  Passport

32. Evaluate Search Results Too many retrieved Limit by additional concepts Too little retrieved Include synonyms or alternate terms Nothing retrieved Use more general search terms Reduce the number of concepts used Refocus the search

33. Citing Your Information Sources

34. Doing Your Research @ Home

35. Reference & Research Assistance  In-person, Telephone, E-mail & Virtual Ask Us Now Reference Service SFU Surrey Shane Plante: shane_plante@sfu.ca SFU Burnaby Mark Bodnar: mbodnar@sfu.ca