MKTG102 Consumer Behaviour Aug 2010


Published on

Published in: Education
  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

MKTG102 Consumer Behaviour Aug 2010

  1. 1. <ul><li>Research: an Eye on </li></ul><ul><li>Consumer Behavior </li></ul><ul><li>(August 2010) </li></ul><ul><li>Joseph Kennedy </li></ul><ul><li>Research Librarian </li></ul><ul><li>Law & Business </li></ul>
  2. 2. Purpose <ul><li>Increase your awareness of Library resources </li></ul><ul><li>Increase your effectiveness when using Library resources </li></ul><ul><li>Provide information useful for you to better prepare for your group project presentation/report </li></ul>
  3. 3. Today’s Outline <ul><li>Locating Company Information </li></ul><ul><li>Finding Industry Information/Analysis </li></ul><ul><li>Discuss Search Strategy [Review?] </li></ul><ul><li>Locating Scholarly Literature </li></ul>
  4. 4. Company: Questions to Consider When Choosing a Company <ul><ul><li>What general knowledge do you have of this company? </li></ul></ul><ul><ul><li>Which industry is it a part of? </li></ul></ul><ul><ul><li>Is it a local company? </li></ul></ul><ul><ul><li>Is it private listed or public? </li></ul></ul><ul><ul><li>Do they have a webpage? </li></ul></ul><ul><ul><li>What aspect of the company do you want to research? </li></ul></ul><ul><ul><ul><li>Background and history, press releases and addresses, key personnel, summary sales and financial data, SIC/NAICS codes, ticker symbols, annual reports, m & a, case studies, SWOT analysis etc. </li></ul></ul></ul><ul><ul><li>Is there a specific time period that you are looking for relating to the company information? </li></ul></ul>
  5. 5. Type of Company Information <ul><li>Corporate Profile </li></ul><ul><li>Financials/Annual Reports </li></ul><ul><li>Analyst Reports </li></ul><ul><li>Corporate News & Articles </li></ul><ul><li>Rankings and Market Share/Competitors </li></ul><ul><li>SWOT Analysis </li></ul>
  6. 6. Case Study <ul><li>Company/Business entity: The National Kidney Foundation </li></ul><ul><li>You are researching consumer attitudes towards donating to this and other non-profit entities before developing your marketing plan </li></ul>
  7. 7. Where Do I Begin Looking for Company Information?
  8. 8. Selecting Databases
  9. 9. Databases by Subject: Company Data
  10. 10. OneSource
  11. 11. OneSource Company Search
  12. 12. OneSource: Strength in Private & Asian Company Coverage
  13. 13. OneSource News Related to Company? 7 th article was the first to mention NKF even though 1 st – 6 th articles were part of the “Latest News Stories” under NKF.
  14. 14. Company Financial Data: Thomson One Banker
  15. 15. Thomson One Banker (T1B)
  16. 16. T1B The “Companies” field at the top may retrieve zero hits, if the company is not typed in exactly as the T1B database has it. Click on “Search for Companies” field to locate a company if you are not sure of the exact company name match.
  17. 17. T1B
  18. 18. T1B
  19. 19. T1B
  20. 20. T1B Financials Available for NKF
  21. 21. Other Financial Options
  22. 22. Financials <ul><li>The business entity’s website may be useful to determine the financial happenings of the entity. </li></ul><ul><li>The National Kidney Foundation may have more details on their website then available on our databases. WHY? </li></ul>
  23. 23. Company Analysts Reports: Not always Available If Analysts Reports are available, “Research” would be highlighted with darker text. No “Research reports” are available for The National Kidney Foundation
  24. 24. Searching for Other Company Analysts Reports Click on “Conduct Research Reports Search” for various analysts reports on your company.
  25. 25. Industry Analysis <ul><li>Background </li></ul><ul><li>Size / Growth </li></ul><ul><li>Regulatory Issues </li></ul><ul><li>Recent News </li></ul><ul><li>In-depth View </li></ul>
  26. 26. Industry Research <ul><li>How do we identify an industry? </li></ul><ul><li>In which industry is The National Kidney Foundation? </li></ul><ul><li>What sources can we look for industry data? </li></ul><ul><li>Research Guide – Industry Research – Industry Resources tab (produced by University Librarian, Ruth Pagell) ( ) </li></ul>
  27. 27. Research Guide
  28. 28. OneSource Industry Information
  29. 29. OneSource News Article Leads us to Potential Legal Issues Discussion relating to corporate governance of charities
  30. 30. Regulatory Sources <ul><li>Acts / Subsidiary Legislation [Laws of the Land specific to an industry/topic] – Sources : LawNet or Ministry websites </li></ul><ul><li>Sample Codes (Best Practice / Not enforceable by law ). - Sources : Google or Association websites </li></ul><ul><ul><li>“ Code of Governance for Charities & Institutions of a Public Character (IPCs)” </li></ul></ul><ul><ul><li>“ Singapore Code of Advertising Practice </li></ul></ul>
  31. 31. Sample Code Source: Charity Portal (
  32. 32. Sample Code
  33. 33. Singapore Code of Advertising Practice (SCAP) The SCAP is the guiding principle of ASAS. This Code seeks to promote a high standard of ethics in advertising through industry self-regulation. The basic premise of SCAP is that all advertisements should be legal, decent, honest and truthful . SCAP was formulated against the background of national law, international law and practice, including the International Code of Advertising Practice published by the International Chamber of Commerce. Source:
  34. 34. Locating Scholarly Literature <ul><li>Recommendations (in order of preference) : </li></ul><ul><ul><li>Discover the most appropriate Database for your topic and search them individually </li></ul></ul><ul><ul><li>Sources such as EBSCOHost databases and ProQuest databases have a feature to narrow results to “Scholarly Journals” </li></ul></ul><ul><ul><li>Search “PYXIS Articles” for a “quick and dirty search only”…not considered comprehensive </li></ul></ul><ul><ul><li>Search within a specific journal after searching PYXIS eJournals </li></ul></ul>
  35. 35. Searching Databases for Psychology Content
  36. 36. Databases by Subject: Psychology
  37. 37. Search Help
  38. 38. Search Help Screen
  39. 39. <ul><li>• What search techniques are you going to use? </li></ul><ul><ul><li>Boolean Operators [AND, OR] e.g. attitudes OR behaviors </li></ul></ul><ul><ul><li>Phrase e.g. “consumer behavior” </li></ul></ul><ul><ul><li>Truncation e.g. consum* [consumer, consumers, consumerism, consumption, etc] </li></ul></ul><ul><li>Create Effective Search Strings </li></ul><ul><ul><li>Simple to Complex/ Broad to Specific </li></ul></ul><ul><ul><li>“ consumer behaviour” AND trends </li></ul></ul><ul><ul><li>“ consumer behaviour” AND “purchasing trends” </li></ul></ul><ul><li>(“consumer behaviour” OR “consumer behavior”) AND “purchasing </li></ul><ul><li>trends” </li></ul><ul><li>“ consumer behavio#r” AND valu* AND “purchasing trends” </li></ul><ul><li>Note: Check each individual database for search features and explore the Help options…they are not standardized. </li></ul>Developing Thorough Search Techniques
  40. 40. PsycINFO
  41. 41. Choosing all Psyc Content
  42. 42. Combined Psyc Results List Click to locate full-text article at SMU.
  43. 43. Share Your Results Share your results with your project group – Click on Alert/Save/Share and send them the Persistent link.
  44. 44. Searching additional EBSCOHost Databases
  45. 45. Narrowing to Scholarly Journals using EBSCOHost databases
  46. 46. EBSCOHost Search
  47. 47. EBSCOHost Results List Review Subjects
  48. 48. Searching EBSCOHost Subject Field
  49. 49. Create Your Own Account
  50. 50. ProQuest Databases
  51. 51. Narrowing to Scholarly Journals using ProQuest databases
  52. 52. SMU’s Institutional Repository <ul><li>An additional source for scholarly content </li></ul>
  53. 53. SMU’s Institutional Repository (IR) <ul><li>Records of publications produced by SMU faculty </li></ul><ul><li>Support collaboration and sharing </li></ul><ul><li>Various formats </li></ul><ul><ul><li>PDF </li></ul></ul><ul><ul><li>HTML </li></ul></ul><ul><ul><li>Some are only references to a publication </li></ul></ul>
  54. 54. SMU’s IR
  55. 55. SMU’s IR
  56. 56. IR Formats
  57. 57. Institutional Repository
  58. 58. Scholarly Journal Articles (Plus Other Content)
  59. 59. PYXIS Article Search
  60. 60. Articles Results List
  61. 61. Database Choices Using Advanced PYXIS Article Search Default is “Best Bets”, change if required
  62. 62. PYXIS Article Search Options
  63. 63. Browsing eJournals
  64. 64. Searching for eJournal Titles
  65. 65. Locating eJournals
  66. 66. Our 5 Services for You <ul><li>1 Enquiry Service </li></ul><ul><li>[send enquiry 24/7; walk-in 12– 6pm] </li></ul><ul><li>2 Research Consultations </li></ul><ul><li>[group help for your paper] </li></ul><ul><li>3 Database Training </li></ul><ul><li>[skills using subject databases] </li></ul><ul><li>4 Research Guides </li></ul><ul><li>[course/subject research navigators] </li></ul><ul><li>5 In-Class Training </li></ul><ul><li>[see you in the classroom] </li></ul>
  67. 67. <ul><li>Walk-In: Li Ka Shing Library </li></ul><ul><li>Information Service Centre </li></ul><ul><li>Level 3; 12 - 6pm </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>-Seek assistance with a question </li></ul><ul><li>-Schedule a Research Consultation for more in-depth project </li></ul><ul><li>Telephone: 6828 0355 </li></ul>Contact Us