BUS 442: Introduction to Marketing Research

Yolanda Koscielskiysk6@sfu.ca

June 1, 2009

Objectives

1. Learn about the most highly relevant resources available to you for BUS 442 (particularly those on your handout).

SFU Library Course Web Guides (2)

• 1. BUS 442: Primary Research web guide

• 2. BUS 442: Secondary Market Research web guide

Marketing Scales Handbook

• What? – A “bibliography” of research questions appearing in research articles

• Who? – Published by the American Marketing Association

• Why? – offers potential pitfalls + suggestions, survey questions

• Where? – Reference section of the library

Academic Articles

• Useful for seeing what is already known about your broad research topic, i.e., literature review

• Business Source Complete, PsycINFO• PsycINFO tips:– Age limit options and other limits– Subject heading searches/thesaurus

Print Measurement Bureau (PMB)

• Where: Access under “Journal articles and databases” + drill down to “category reports”.

• What: Data on Canadian consumers based on an annual survey with a sample size of about 25,000 people

• Provides data on Canadians’ leisure activities, product consumption (by type and by brand), media exposure, and more

• How: PDF-like format; numerous tables organized by topic

Print Measurement Bureau Category Reports

Sample Table from PMB

Review

• Media Activity Tables: Viewers of specific kinds of TV shows

1. Which occupational demographic watches a significantly greater amount of “fashion, beauty shows”?

2. What percentage of Canadians 65+ years of age watch family dramas?

3. What percentage of viewers of Children’s cartoons has a post-graduate education?

Ipsos Reid Databases (2)

• Ipsos is a research firm• Ipsos News Centre contains survey-based

reports written by global IPSOS staff• Ipsos Trend Report Canada contains public

opinion, statistics, and analysis.

Private Research Found Elsewhere

• Marketresearch.com• BBM: “supplies radio and television audience ratings

services to the Canadian advertising industry” • NADBank: “NADbank designs and conducts research

in Canadian urban markets…to assist in the buying and selling of daily newspaper advertising in Canada”.

• Nielsen: “Nielsen offers an integrated suite of market information gathered from a wide range of sources…”

Private Research Found Elsewhere

• Go to website• Look for excerpts in articles; search in BSC,

LexisNexis, etc.• Check the library catalogue

TableBase

• Contains tabular data on companies, industries, products and demographics

• Data culled from 1,000+ resources• Typical information: market share, market

size, capacity, production, imports, exports, sales, product and brand rankings, healthcare

TableBase

• Search tips:– Keyword search only searches table title, text +

descriptor field, so keep it simple!– Advanced search designed for more functionality,

so keep it simple here, too.

Statistics Canada

• To find the demographics and characteristics for a population of a given area:– Census Canada website• Data to the Census Tract level

– PC Census (Standalone computer). Unique features:• Data right down to the Census Dissemination Area, or

to the Forward Sorting Area• MapPoint software to create your own area

Statistics Canada

Census Metropolitan Area|

Census Tract|

Census Dissemination Area

Directory of areas

Local Information

• Government can be a good source of 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) • BC Stats • SFU's Office of Institutional Research and Planning

Institutional Research and Planning at SFU

• They “define, collect, analyze, maintain and disseminate institutional knowledge”

• Provides information on SFU student population

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