bus 343: secondary research skills & resources jun 2, 2015 sarah parker [email protected]
TRANSCRIPT
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?
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
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?
STEP 3: CONSIDER PUBLISHERS
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
• International Market Researchhttp://www.lib.sfu.ca/help/subject-guides/business/international-market
• Company Informationhttp://www.lib.sfu.ca/help/subject-guides/business/company-info
• Industry Surveyshttp://www.lib.sfu.ca/help/subject-guides/business/industry-surveys
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.
TRIED THESE BEFORE?
1. Passport GMID
2. IBISWorld
3. Business Source Complete
4. PMB Reports
5. Ipsos News Centre
Other cool stuff…. Market Share Reporter, Best Customers, SimplyMap Canada, Encyclopedia of Major Marketing Campaigns/Strategies …
GETTING HELP
Ask a Librarian
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