marketing research 4243 library resources frederic murray assistant professor mlis, university of...
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Marketing Research 4243Library Resources
Frederic Murray Frederic Murray Assistant ProfessorAssistant ProfessorMLIS, University of British ColumbiaMLIS, University of British ColumbiaBA, Political Science, University of IowaBA, Political Science, University of Iowa
Instructional Services LibrarianInstructional Services LibrarianAl Harris Library Al Harris Library [email protected]
What We Are Going to Do
• Resources for Topic Selection
• Resources for Market Research
Market Research Project
I. Proposal
II. Analysis
III. Presentation
Market Research - Elements1. Size of Market.2. Geographic location of customers.3. Demographic description of customers.4. Market Segmentation on the basis of age, sex, income, education, standard or living etc.5. Analysis of market demand.6. Sales analysis by customers.7. Consumer needs, wants, habits and behavior.8. Dealer wants and preferences.9. Degree of competition and the market end.
Research: Content is Key
• News/trade/academic articles • Company and/or industry profiles • Analyst reports • Consumer and marketing information• International information • Directory information• Raw (mostly financial/economic) data
Olive Oil Markets 2015
• Italy & Spain are largest exporters
• xylella fastidiosa
• International Olive Council (IOC)
• 28 % increase imports of Greek Olive Oil
Leaders in Market Research • Forrester Research
• Gartner
• IMS Health Holdings
• Westat
New & Improved!
Quick Review
• Search Engines• Databases• Catalogs• Journals (Peer-Reviewed)
• Boolean: And/Or/Not • Keywords
Useful Keywords • Market demand
• Sales analysis
• Consumer needs
• Competition
• Consumer behavior
Topic Selection
•Hoovers D & B Business Blog– Sales & Marketing Trends
• Forrester– Coverage Areas – Latest Research
•Bloomberg Businessweek
Library Business Databases• Business Source Complete• Hoovers• First Search
• Discovery*
Resources for Market Research
Researching the Assignment• Industries• Companies • People
• All Three are options for finding good information
Business Source Complete• Journal/News Articles
• Market Research Reports*• SWOT Analysis *
– Strength/Weakness/Opportunity/Threats
Hoovers
• Use Hoovers to review the following criteria:– Industry Information– Challenges– Competitors– Financial Summary– Competitive Landscape– NAICS Code
Attack the Challenges
NAICS
• North American Industry Classification System
• NAICS is the standard used by Federal statistical agencies in classifying business establishments for the purpose of collecting, analyzing, and publishing statistical data related to the U.S. business economy.
• Standard Industrial Classification (SIC) System (Older)
• http://www.census.gov/eos/www/naics/
Hoovers Database
• Build a List
• Specific Company Information
• Industry Overview
• D & B Business Blog
Video Tutorial 2
Locating the Databases
Using Discovery
• Boolean
• Keywords
• Limiters
• Citations/Folders/Email
Useful Keywords • Market demand
• Sales analysis
• Consumer needs
• Competition
• Consumer behavior
Class Assignment
Authentication Issues
“I can’t get into the library’s databases.”
“I keep seeing the message ‘Login failed: Invalid username, password, or ID number.’”
“I’m trying to search [database] and I can’t get in.”
“My employee ID isn’t being accepted.”
Outlook Usernames and Passwords
i. Have you changed your default Outlook password?
Students must change their default Outlook password before logging
into the library.
ii. Have you forgotten your Outlook password?
Go to Outlook’s password reset link on the Outlook login page. After
the student has successfully reset his/her password, ask them to try
logging into the library again.
iii.Within the last 15 minutes, have you made ten (or more)
unsuccessful library login attempts?
The proxy server will block logins for 15 minutes from any user who
has made 10 or more failed login attempts within a 5-minute period.
You can login again after the block has expired.
Thanks!