Apparel And Female And FashionPresentation Transcript
Business 343: Introduction to Marketing Research Resources @ Simon Fraser University Library
Demographics and Consumer Behavior
Citing your sources & Research Assistance
First Steps: Two Approaches to Market Research
Why: tailored, customizable, expensive
How: focus groups, surveys, field tests, interviews or observation
Why: (relatively) cheap, quick, less targeted
How: literature research (print and online), Web research (organization and government websites)
First Steps: What are you are searching for?
What do you need to know about the broad market for your type of product or for your industry?
What would you like to know about the competitors?
Are the broad business conditions likely to play a factor?
Do you need to know anything about the demographics and preferences of consumers?
First Steps: Who might publish the information you need?
Common sources of marketing information:
Private Research Firms
First Steps: Where do you find the information? Economic Information LOOKING FOR: CPI, labour Production GDP Import/Export FIND IT IN: Government websites, Commercial databases Industry & Company Information LOOKING FOR: Profile, Market size, Key players, customers Trends, Forecasts, Opportunities FIND IT IN: Commercial databases Journals, Trade associations, Company web sites, Government websites Consumer Information LOOKING FOR: Behaviour Demographics Preferences Motivators FIND IT IN: Government websites, Commercial databases, Reference Books, Journals
First Steps: SFU Library Website The library’s home page: www.lib.sfu.ca Click on “ Browse research guides ”
Click on Business Administration , -then on Topic/Format -then on Market Research
First Steps: Secondary Market Research Resources @ SFU Library First Steps Market Overview Business Conditions Demographics & Consumer Behavior Competitors
Articles in the business press are a great source of information about industry trends, new products, market projections, and other topics.
Analyzing Your Topic
Before searching the databases, analyze your topic: break it down into concepts and think of synonyms for each idea.
Use AND / OR / NOT to combine terms to narrow or broaden your database searches.
Use * Truncation symbol to find all variations of a word ex. A search for " forest* " will result in items containing any of: forestry , forest , and forests
Sample Search Question
Topic: What are the trends in the women's clothing market?
Concepts: clothing AND women AND trend*
Synonyms: apparel AND female AND fashion
Market Overview: Indexes & Databases
Business Source Complete
Business Source Complete
Business Source Complete: Industry Profiles & Publications From: Datamonitor International. (2007, October). Advertising Industry Profile: Canada . Retrieved May 21, 2008, from Business Source Complete database.
CBCA Full-text Business & Canadian Newsstand
Market Overview: Industry surveys and market reports Industry Canada Strategis Passport
BC Manufacturers' Directory
Strategis: Canadian Company Capabilities
Annual Reports / Financial Information
SEDAR (Canada), EDGAR (USA)
Competitors – Market Share
Global Market Information Database : Includes market share information for over 3000 consumer goods companies in about 70 countries.