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Business 75-290 Market Research

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75-290 Fundamentals of Entrepreneurship. Presentation by Katharine Ball

75-290 Fundamentals of Entrepreneurship. Presentation by Katharine Ball

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  • 1. Location Of Library Engineering Building Odette Building
  • 2. If you need help, just drop by and see me
  • 3. My Contact Information: Katharine Ball Business Librarian Leddy Library Office Location: Leddy West Building, 2nd Floor, Room 214B Email: kball@uwindsor.ca Telephone: (519) 253-3000 ext. 3852
  • 4. Deep Dive Project: Gathering Market Research Types of information needed: • General business/economic environment • Product/service characteristics • The Industry and competitors • The market and potential consumers
  • 5. Deep Dive Project: Gathering Market Research Sources of information needed: • Commercial: e.g. publishers, distributors, think tanks, market research firms, other consultants • Government Sources: international, national, provincial, local • Trade/Industry Associations • Educational Institutions and Nonprofits
  • 6. Leddy Library Home Page http://leddy.uwindsor.ca Library hours My contact information Focus on this area
  • 7. General Business/Economic Environment Start with the Conference Board of Canada: • Canada: short-term and long-term economic outlook reports • Provinces: short-term and long-term economic outlook reports • Metropolitan: twice yearly economic reports for cities, including Windsor For more information, see the guides: Canadian Economic Outlook and United States Economic Outlook
  • 8. Size of Market and Overview of Competitors Try the following sources: • Million Dollar Database • ThomasNet • Buy WindsorEssex • Trade Associations, e.g. Aerospace Industries Association of Canada Sometimes, industry reports and government resources, e.g. Canadian Business Patterns can also be useful.
  • 9. Industry Reports / Industry Information There are many potential sources. For example: Business Source Complete: the Marketline/Datamonitor Industry Profiles (right hand side). They cover hundreds of industries and are both global and country-specific. ProQuest Business: the Business Monitor International (BMI) Industry Reports, First Research Reports, and the Just-Series Market Research Reports (top right, under Browse). They cover a variety of industries; some are global in coverage, some are country specific. Conference Board of Canada: quite detailed forecasts for key Canadian industries. Browse by Topic. Then choose Industry Sector Economics. Factiva: the Mergent Industry Reports. The reports cover North America, Europe, and Asia- Pacific and include country breakdowns.
  • 10. Industry Reports / Industry Information There are many potential sources. For example: Global Market Information Database: global and country level industry reports and statistics. Information includes industry overviews, the competitive landscape, trends and prospects. (Select the Industries tab at the top.) MarketResearch.com: global and country level reports for service industries, consumer goods, food & beverage, heavy industry, life science, the public sector, and technology & media Industry Canada: Canadian Industry Statistics For the manufacturing sector, the industry information is available down to the 5-digit NAICS code level. Note: most of the information is under the headings on the left-hand side. Trade Associations can also be an excellent resource for industry information. See also the guide North American Industry Information
  • 11. Information About Potential Consumers Global Market Information Database: Consumer trends and lifestyle reports for Canada and other countries Statistics Canada: • Under Browse by Subject, select: Income, pensions, spending, and wealth. Look at publications such as Spending patterns in Canada • Canadian Census and National Household Survey detailed profiles of Canadians at small geographic levels, e.g. census tracts, dissemination areas, postal codes Economist Intelligence Unit: Select the database Market Indicators and Forecasts; estimates and forecasts for consumer spending and market demand
  • 12. More Product, Company, & Industry Information Business Source Complete and ProQuest Business are both good sources for covering trends and outlooks for products, companies and industries because they index a lot of trade magazines.

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