1. Finding Business Information for 3MC3 Jeanne An anjean@mcmaster.ca Ines Perkovic perkovic@mcmaster.ca perkovic@mcmaster.ca Innis Library October 2006

2. The Big Questions  How do I get at the e-resources?  I know how to find marketing information for Canada, but how do I get it for Hamilton or Burlington? Articles Competitors lists Market share Business statistics

3. Your Challenges  Hard to find information for low levels of geography  Many of the establishments you’re working with are small and private (no obligation to report sales, etc.)  Statistics Canada and other agencies obligated to maintain confidentiality

4. Innis Library web site: http://library.mcmaster.ca/innis  Contains specific resources for business/commerce students  Key links on left navigation menu “Top Business Databases” Research Guides for Business  Class Guides for Business  Commerce 3MC3 – Applied Marketing Management  Class Presentation & Quick Start Research Guide  Research Guide contains a list of resources you will find useful for this specific class

5. Library Home Page Redesigned  More search functionality directly on home page  MORRIS (library catalogue of what McMaster owns at all four libraries)  Databases (article, company & market research databases)  MultiSearch (search many databases all at once)  Web – search library, university or Google New

6. Best Databases for 3MC3 – industry & company information:  CBCA and CPI.Q for articles on broad Canadian industry and consumer trends  LexisNexis or Factiva for access to the Hamilton Spectator and other local newspapers! NOTE: Factiva is limited to 6 simultaneous users.  MarketResearch.com Academic for market research reports (mostly U.S. content, but small, niche industries are often covered) HOT PICK

7. Finding articles on Stoney Creek Furniture in the Hamilton Spectator via Factiva Selected full-text search

8. Result: 36 articles in Hamilton Spectator since 1986

9. Canadian Business Database: Best source for finding local competitors  Over 1.3 million Canadian companies!  Includes private companies  Provides sales and employee size (in ranges)  Allows you to get down to the postal code level.  Only lets you search by SIC.  Also available off-campus. NOTE: Access is limited to 3 simultaneous users.

10. Canadian Business Database: Custom Search Select search criteria & create form

11. Finding all the hair salons in Hamilton Key in your SIC code(s) Indicate city & province

12. Result: 321 salons in Hamilton

13. Entries include address, contact, employee size ranges, sales ranges credit rating lines of business

14. Another Source: Hamilton Business Directory (11,500 companies)  http://www.hamiltonbusinessdirectory.ca/ default.htm http://www.hamiltonbusinessdirectory.ca/ default.htm  Contains over 11,500 profiles  Browse by industry or use your NAICS (North American Industry Classification System)

15. Hamilton Business Directory Use Advanced Search mode to search by NAICS code

16. Market Share  No easy answers, especially when dealing with small companies  Like putting together an old puzzle You may not be able to find all the pieces!

17. Canadian Business Database: Screening by Sales Volume Pick one or more sales ranges

18. Result: 11 salons with sales $500,000 - $1 Million To modify or revise search

19. Constructing very rough market share using Canadian Business Database range data Hair Salons in Hamilton (Estimated Sales) Company NameRevenue RangeMidpoint% of Total Joseph's Coiffures$500,000-$1 M$750,000X% Madison Avenue Hair Design$500,000-$1 M$750,000X% Robert's Hair Styling$500,000-$1 M$750,000X% Hair CraftersUnder $500,000$250,000X% Hair BendersUnder $500,000$250,000X% Hair DudesUnder $500,000$250,000X% …….. ……. TOTAL $X Million100% Step by step guide for calculating market share in CBD is included in the 3MC3 research guide

20. Business Statistics: Statistics Canada: http://www.statcan.ca New Design and Added Functionality Useful Links Search

21. Summary Tables - Canadian Statistics Statistics by subject – overview of trends and brief articles

22. Community Profiles (2001): Census data for Hamilton

23. The Daily - access to newly released data

24. E-STAT: Time Series Data Includes CANSIM and Census data  Use library web site to access free data from E-STAT including CANSIM and Census data  Use Databases tab Type in e-stat in search box At the welcome screen don’t forget to click on the Accept and Enter button

25. E-STAT ToC: Population & Demography – Census databases

26. E-STAT – Select geographic area by name or postal code

27. E-STAT: Tract 45 includes postal code L8S 4M4

28. Boundaries of Census Tract 45

29. E-STAT: FREE access to CANSIM data e.g. Finding Consumer Spending Data Click here then select Consumer spending

30. E-STAT: Household spending table: 203-0001 Avg. clothing expenditures Select a table & choose items from the menus

31. Result: Create a table, bar graph, etc.

32. Canadian Business Patterns How many businesses are there in Canada?  Provides counts of active business establishments on the basis of geography (e.g., Hamilton CMA), employment size ranges (e.g., 1-4), and industrial activity (e.g. NAICS code)  1996 to the present  Available via Library Data Service @ Mills (1st floor). Must sign license agreement - McMaster Users Only  Useful for industry trend analysis

33. Trial Products – Limited Time Only  Business Source Complete Trial extended to Oct 31 Access from Innis web site bubble or on 3MC3 guide Good source for industry / company profiles  Plunkett Research Online New very limited trial until Nov 1 US in focus but excellent source for industry analysis, overview, statistics…

34. Quick Start Page for 3MC3: http://library.mcmaster.ca/innis/find/3mc3.htm

35. Research/Reference Help Desk Hours: M-F 9:00 am to 5:00 pm Phone: (905) 525-9140, ext. 23318 E-Mail: innisref@mcmaster.ca IM: http://library.mcmaster.ca/ justask/chat.htm