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					BUS 345: MARKETING RESEARCH

    LIBRARY RESEARCH /
 SECONDARY DATA SOURCES

                                     Shane Plante
                  Business librarian, Surrey campus
                                    spa61@sfu.ca
Overview
Questions that will be addressed include …
 What are secondary data sources good (and not

  good) for?
 What are some key secondary data sources?



If you have any questions, feel free to ask at any
   time.
Overview
Things that will be mentioned include …
 Smoked salmon paté soda

 Apple’s Steve Jobs standing on the shoulders of

  Amazon’s Jeff Bezos
 12-17 year old Canadians who drink 10-30+ cups
  of coffee a week
Secondary data

   What is secondary data?
    < 10 words: data 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?”)
Primary data

   What is primary data?
     <10   words: data collected specifically for your study
Secondary data
Discuss (in groups of 2-4):
See your handout (p. 1): “You work in marketing for a
  medium-sized firm. You are about to …”

You are considering primary and secondary research
  options. What are the benefits and drawbacks of
  each approach?
Primary data: benefits
A few benefits of primary research:
 Results are directly related to your specific

  research question
     you   decide:
       who you study
       how you study them

   Recent results
   Reliable (that is, you control methodology, etc.)
Primary data: drawbacks
A few drawbacks of primary research:
 Pricey

 Possibly time consuming

 Potentially reluctant participants
Secondary data: benefits
A few benefits of secondary research:
 Fast

 Free

 Allows you to see what other researchers have done

  (and how they have done it!)
Secondary data: drawbacks
Some drawbacks of secondary research:
 Collected for a different purpose

   Who participated?

   What was studied?

   Why was the study done?

   Where?

   When?
“90% enjoy smoked salmon paté soda!”

                        Most people love Jones’ Smoked Salmon
                         Paté Soda. How do you feel about it?

                        a)   It’s deeeelicious!
                        b)   Smoked salmon + soda = Mmm!
                        c)   Tastes even better than Turkey and
                             Gravy Soda.
                        d)   No opinion.

 Note: This is not an actual survey. I enjoy Smoked Salmon Pate Soda as much as the next person.
Secondary data: drawbacks
Some drawbacks of secondary research (cont’d):
 Reliability

   Who conducted the study?

   What was the methodology?

   Why was the study done? Bias?

   How does it compare to other data you’ve found?

   Has the study been replicated?

   Does the data make sense?
Market Research Guides (pg.1)
On your handout: links to two SFU Library research
  guides:
 Primary Research guide

 Secondary Market Research guide
Imagine you have a market research problem that
  needs to be solved. You come up with a brilliant
                                             idea
  for a study.

What should you do next?
Review the literature on your topic
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?
Academic Articles
   Useful for seeing what is already known about your
    research topic (i.e., literature review)
   Business Source Complete, PsycINFO (pg. 2)
   PsycINFO tips:
     Can   limit by “Methodology”
       Empirical studies
       Literature reviews

     Subject heading searches
     “Times cited” links
Marketing Scales Handbook (pg.2)
   A “bibliography” of research questions appearing
    in research articles
   Offers potential pitfalls + suggestions, survey
    questions
   Older editions = in print (Bennett + Belzberg
    reference) + latest edition = online
Institutional Research and Planning at SFU (pg. 2)

   They “define, collect, analyze, maintain and
    disseminate institutional knowledge”
   Provides information on SFU student population
What resources have you already used to
 find info related to market research (e.g.,
 for BUS 343)?
Secondary data sources
The secondary data sources you use will depend on
  your topic.

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 papers
                    Etc.


                    *CANSIM = CANadian Socio-
                    economic Information
                    Management database
Statistics Canada
   To find the demographics and characteristics for a
    population of a given area:
     Census   Canada website
       Data   to the Census Tract level
     PCensus (standalone computer at both Bennett and
      Belzberg libraries – Sorry, not at Surrey).
       Unique   features:
            Data right down to the Census Dissemination Area, or to the
             Forward Sorting Area
            MapPoint software to create your own area
Provincial + local information

             Some sources for local information:

             •City of Vancouver (also see sites for other
                 municipalities)
             •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
A few other key secondary data
 sources …
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
PMB
PMB: Beverages > Coffee
Beverages > Coffee > 10-30+ cups
Passport GMID (pg.3)
   National level data on consumption by product
    type.
   Detailed market reports (fast moving consumer
    goods only) and demographic/economic data.
Ipsos News Centre (pg.4)
   Ipsos = a research firm
   Ipsos News Centre contains public opinion research
    from Canada and the USA, as well as some non-
    North American coverage.
Business Source Complete (pg.4)



Of possible interest:
•Market Research Reports
•Industry Profiles
Business Monitor Online (pg. 4)
   Broad industry reports for many countries, including
    Canada
   Tip: Try browsing rather than searching
Searching for secondary data
   Brainstorm research questions (and sub-questions)
   Identify likely publishers
Using secondary data sources
If you already have a research topic (or a topic you
   are considering), brainstorm a specific piece of
   information you want to find.
(Ideally, this will be a piece of information that you
   might find in a resource you haven’t used before.)

Try to find it.

OR …
Using secondary data sources
If you don’t have a topic, try finding information in
   PMB about …
 consumers of Red Bull

     Are any age groups and/or geographic regions
      overrepresented?
   which gender most often attends…
     foreign   films? science fiction films?
   which region seems most fond of chocolate soy
    beverages?
Getting help
Getting Help
   Ask anyone at the reference desk 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, or
    email).
                       Class? Due Date?
                       Where have you searched?
   Contact :          How have you searched?
                       Found anything close to what you
    Shane Plante
                       need?
    spa61@sfu.ca       (I’ll typically be accessible Tuesdays to
                       Fridays.)

				
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posted:9/9/2011
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