BodnarBus345 fall2012 Bath by S4j8rHb



   An imperfect world: Primary vs secondary research
    (benefits & drawbacks)

   QPA!
     Coming up with good Questions
     Identifying likely Publishers
     Seeking Answers
           Exploring some sources.

If you have any questions, feel free to ask at any time.
Secondary information
Discuss (in small groups or pairs):
See your handout (p. 1): Shoe App!

1. What information do you need? That is, what are
  your research questions?

2. You are considering primary and secondary
  research options to gather the info needed to make
  a marketing decision. What are the benefits and
  drawbacks of each approach?
Secondary information

   What is secondary information?
    < 10 words: info collected for a different purpose than
     your study
       Examples:
            A polling firm asks for people’s opinions on a topic (e.g., “Do you
             support random roadside breath testing?”)
            The Canadian government gathers data on Canadians and
             Canadian companies (e.g., “How many females in Squamish lived
             at the same address 5 years ago?”)
Secondary information: drawbacks
Key drawbacks of secondary research:
 Collected for a different purpose

   Who participated?

   What was studied?

   Why was the study done?       TIP: Keep these
                                  points in mind when
   Where?
                                  you get frustrated
   When?
                                  trying to find
   How?                          perfect information!
Likely publishers
   Now that you have questions, where should you
    start searching?

Likely publishers
Designing your study: Lit Review
Find out what other researchers have already done.
 Has someone else done the exact same study?

 What similar research has been done?

 What did they find?

 What was their methodology?
Designing your study: Lit Review
   Business Source Complete & PsycINFO (p. 2)
   PsycINFO tips:
     Can   limit by “Methodology”
       Empirical studies
       Focus group
       Literature reviews
     “Timescited” links
     Sample Searches: #1 & #2
Marketing Scales Handbook (pg. 2)
   A “bibliography” of research questions appearing
    in research articles
   Offers potential pitfalls + suggestions, survey
   Older editions = in print (Bennett + Belzberg
    reference) + latest edition = online
Market research resources
What resources have you already used to find info
 related to market research (e.g., for BUS 343)?

On your handout (pg.1): links to two SFU Library
  research guides:
 Primary Research guide

 Secondary Market Research guide
Market research resources
The secondary sources you use will depend on your

Here are a few that might be helpful …
Government sources
Governments collect a wealth of data that they make
 available to the general public. Often this data is
 very useful when conducting market research.

Here is a sampling of government sources and topics
  that they provide some data for …
Statistics Canada (pg. 3)

                   Key resources:
                      Canadian Census
                      CANSIM
                      Publications and research

                      SimplyMap Canada (p. 4)
                           Mix of Statistics
                            Canada, Environics, and
                            D&B data
SimplyMap Canada (pg. 4)
SimplyMap Canada (pg. 4)
SimplyMap Canada (pg. 4)
BC Stats
    Some sources for local information

   Municipality websites, including the City of Vancouver, the City of Langley,
    and the City of Surrey.
   Tourism Vancouver, especially the Marketing Research page
   Vancouver Economic Development Commission
   Downtown Vancouver Business Improvement Association
   Business Council of British Columbia
   BC Chamber of Commerce
   Economic Development Association of British Columbia
   Metro Vancouver (GVRD)
   SFU's Office of Institutional Research and Planning
Print Measurement Bureau (PMB - pg. 3)

   Produced by the Print Measurement Bureau from
    their annual survey of Canadian consumers, media
    and publications.

   The database contains information on consumers’
    use of media, product consumption (by type and
    brand), and services such as finance and travel.
PMB: Apparel > Footwear
Apparel > Footwear >
    “Spent over $500 in last 12 months”

      * Big spenders on shoes are significantly
      more likely to have Bachelors or higher
Apparel > Footwear >
    “Spent over $500 in last 12 months”
Using secondary info sources
Try finding information in PMB about …
 consumers of Red Bull

     Are any age groups and/or geographic regions
   which gender most often attends…
     foreign   films? science fiction films?
   which region seems most fond of chocolate soy
Passport GMID (pg. 3)
   National level data on consumption by product
   Detailed market reports (fast moving consumer
    goods only) and demographic/economic data.
Ipsos News Centre (pg. 3)
   Ipsos News Centre contains public opinion
    research from Canada and the USA, as well as
    some non-North American coverage.

                                     The cool stuff!
Business Source Complete (pg. 4)

              Of possible interest

              • Market Research Reports
              • Industry Profiles
              • E.g.,
                 • Footwear Industry
                   Profile: Canada
                 • MarketWatch – Drinks
IBISWorld (pg. 4)
Institutional Research and Planning at SFU (pg. 2)

   They “define, collect, analyze, maintain and
    disseminate institutional knowledge”
   Provides information on SFU student population
Internal secondary data
   Data collected by companies for a different
   Can be valuable when the company undertakes a
    market research study
   Examples:
     Sales data
     Marketing data

     Financial data

     Company reports
Getting help
   Ask anyone at the reference desks in any of the
    three campus libraries

   Use our Ask a Librarian services (via the Library
    home page) to contact a librarian (by phone, IM,
    Text, or email).
Getting help

   Contact :
    Burnaby: Mark Bodnar
                           Class? Due Date?
                           Where have you searched?
    Surrey: Jenna Walsh    How have you searched?         Found anything close to what you

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