bus 347: consumer behaviour library research mark bodnar
DESCRIPTION
BUS 347 research guide 3TRANSCRIPT
BUS 347: CONSUMER BEHAVIOURLIBRARY RESEARCH
Mark Bodnar Mark Bodnar [email protected]@sfu.ca
Today’s Goals1. Focus: Attitude Change Assignment
(#1)From your assignment:
***CHOOSE A COMPANY, BRAND, & MAGAZINE/NEWSPAPER/OTHER MEDIA VEHICLE FOR WHICH YOU CAN FIND LOTS OF HIGH-QUALITY INFORMATION.***
2. Using the best resources
3. Getting help
2
BUS 347 research guide3
http://tinyurl.com/bus347
Choosing a publication and an ad
4
Choosing a publication and an ad
5
Publication: Likely to have specific readers (Hobby
mag? Special interest? Clearly aimed at young women/old men, etc.)
Demographics of readers available detailed Media Kit
Choosing a publication and an ad
7
Publication: Likely to have specific readers (Hobby mag?
Special interest? Clearly aimed at young women/old men, etc.)
Demographics of readers available detailed Media Kit or even more detailed PMB data
<http://tinyurl.com/pmb-pubs> Print Read by Canadians
Consider browsing at your local public library (in person or online via Zinio or PressDisplay)
READERS: PMB 8
READERS: PMB 9
Choosing a publication and an ad
10
Advertisement: Product isn’t too new – brand has been
around for at least a few years. Likely to have distinctive consumers Covered by the PMB Reports (our main
source of consumer demographic data at a product level)
Sold in Canada
CONSUMERS: PMB 11
Note: You will probably need to clear your browser cookies or change browsers if you look at magazine reader demographics in the PMBs before viewing product data.
CONSUMERS: PMB 12
No brands showing up? Try clicking on Change
Survey at the top of the PMB screen, then choose an older
version of the survey.
CONSUMERS: PMB 13
CONSUMERS: PMB 14
CONSUMERS: PMB 15
CONSUMERS: PMB 16
CONSUMERS: Business Source
17
One of the articles that came up in my Business Source Complete search for:
Gillette and fusion and consumer
CONSUMERS: Best Customers
18
CONSUMERS: Passport GMID
19
COMPANIES: Passport GMID20
TEST!21
Would this ad...
found in this publication...
work for your assignment?
Why? / Why not?
Help?22