1. BUS 343: SECONDARY RESEARCH SKILLS & RESOURCES JUN 2, 2015 SARAH PARKER SPA101@SFU.CA

2. THE SALMAPPLE! = $$! Discuss with a partner: 1.Why should you be a bit cautious if I handed you a report that answered all of your questions perfectly? 2.What information do we need before we can predict demand or put together our marketing strategy? What are our questions?

3. THE RESEARCH PROCESS 1.Choose a research question 2.Come up with sub-questions 3.Identify likely publishers 4.Search and cycle your search 5.Write your report

4. STEP 2: COME UP WITH SUB-QUESTIONS ACTIVITY: With your neighbour/s brainstorm sub-questions for our market demand Customers: How much salmon and apples are people currently buying? Competition: Who else is producing enhanced apple products, what is the market share? Economic conditions: Is this a luxury product, or an economical product? Regulatory environment: Are the rules that will prevent distribution of our GMO product to certain countries or regions?

5. STEP 3: CONSIDER PUBLISHERS

6. STEP 4: TRY A FEW SEARCHES There are library research guides for this! Market Research http://www.lib.sfu.ca/help/subject-guides/business/secondary- market http://www.lib.sfu.ca/help/subject-guides/business/secondary- market International Market Research http://www.lib.sfu.ca/help/subject-guides/business/international- market http://www.lib.sfu.ca/help/subject-guides/business/international- market Company Information http://www.lib.sfu.ca/help/subject-guides/business/company-info http://www.lib.sfu.ca/help/subject-guides/business/company-info Industry Surveys http://www.lib.sfu.ca/help/subject-guides/business/industry- surveys http://www.lib.sfu.ca/help/subject-guides/business/industry- surveys

7. STEP 5: RETURN TO STEP 2 (REPEAT) An iterative process… always cycle back as new information creates new questions Repeat until you are confident that decisions can be made based on the information you have found.

8. TRIED THESE BEFORE? 1.Passport GMIDPassport GMID 2.IBISWorldIBISWorld 3.Business Source Complete Business Source Complete 4.PMB ReportsPMB Reports 5.Ipsos News CentreIpsos News Centre Other cool stuff…. Market Share Reporter, Best Customers, SimplyMap Canada, Encyclopedia of Major Marketing Campaigns/Strategies …Market Share ReporterBest Customers SimplyMap CanadaEncyclopedia of Major Marketing Campaigns/Strategies

9. PASSPORT GMID

11. IBIS

13. PMB

15. GETTING HELP Ask a Librarian Text Phone Email Chat In-person