Marketing research | Études de marché : MGCR 352,  CMRK 200, CMRK 542
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Introduction to marketing research resources at McGill University. A presentation given to all Desautels Management undergraduate students. | Une introduction aux ressources en recherche des études ...

Introduction to marketing research resources at McGill University. A presentation given to all Desautels Management undergraduate students. | Une introduction aux ressources en recherche des études de marché à l'Université McGill. Une formation documentaire donnée à tous les étudiants de premier cycle de la Desautels Faculté de gestion.

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Marketing research | Études de marché : MGCR 352, CMRK 200, CMRK 542 Presentation Transcript

  • 1. Marketing research - Automne 2014 Michael David MILLER, B.A., B.A., M.S.I. Bibliothécaire de liaison | Gestion et affaires Liaison Librarian | Management and business Bibliothèque des sciences humaines et sociales Humanities and Social Sciences Library michael.david.miller@mcgill.ca
  • 2. Plan of action ▪ Accessing McGill Library resources remotely (off-campus) ▪ Finding information on: ▪ Industries / Markets size / Market growth / Market trends ▪ Advertising information ▪ Consumers demographics / Consumer trends ▪ Competitors (public vs. private) ▪ Course research guide to be consulted : ▪ MGCR 352 : Marketing Principles and Applications Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 3. Remote access | Off-campus access firstname.lastname@mail.mcgill.ca Email password Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER It is important to note that in order to access electronic resources provided to you by the McGill University Libraires, it is obligatory that one pass via the McGill University Library web page in order to activate the authentification process.
  • 4. Industry information ▪ Library Research Guide : Industry Research ▪ Passport GMID (Euromonitor) ▪ Marketline (Datamonitor) ▪ What do these databases do for us? ▪ Industry reports ▪ Industry growth, trends and size (past, present and future) ▪ Also try Industry Canada ▪ Statistics by industry Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER La tour de la Bourse de Montréal
  • 5. Industry information ▪ Principal business databases: ▪ CBCA Complete - Proquest Platform ▪ Academic articles, trade journal articles and newspaper articles. ▪ Canadian specific content ▪ Business Source Complete - EBSCOhost Platform ▪ Academic articles, trade journal articles and newspaper articles. ▪ ABI/INFORM trade & industry - Proquest Platform ▪ Academic articles, trade journal articles and newspaper articles. ▪ Trade association webpages Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 6. Passport GMID - Industry information Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 7. Passport category briefing - 1 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 8. Passport category briefing - 2 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 9. Passport category briefing - 3 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 10. Passport category briefing - 4 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 11. Passport category briefing - 5 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 12. Passport category briefing - 6 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 13. Markeline Advantage - Industry information Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 14. Marketline - 1 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 15. Marketline - 2 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 16. Marketline - 3 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 17. Marketline - 4 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 18. Industry | Industrie Canada - Industry information Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 19. Industry Canada - 1 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 20. Industry Canada - 2 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 21. Industry Canada - 3 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 22. Industry Canada - 4 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 23. Industry Canada - 5 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 24. Advertising information ▪ Library Research Guide : Advertising ▪ Canadian Media Directors' Council Media Digest ▪ eMarketer (Canadian specific advertising articles and data) ▪ Advertising RedBooks (principally U.S. companies) ▪ MarketingCharts ▪ IAB Canada (Canadian specific advertising data) Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER Moulin Rouge : La Goulue
  • 25. eMarketer - Canadian advertising information (New media and technology) Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 26. eMarketer - 1 - Canadian advertising information Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 27. eMarketer - 2 - Canadian advertising information Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 28. eMarketer - 3 - Canadian advertising information Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 29. eMarketer - 4 - Canadian advertising information Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 30. Consumer information - To whom are we selling? ▪ Consult the McGill University Consumer research library guide for additional resources and databases to consult. ▪ PMB Online (Print measurement bureau) ▪ Passport GMID (Euromonitor) ▪ Consumer lifestyle reports ▪ Statistique Canada | Statistics Canada Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 31. PMB Online - Canadian consumption habits Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 32. PMB Online - 1 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 33. PMB Online - 2 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 34. PMB Online - 3 Total number of Canadians (not the number of Canadians sampled Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 35. PMB Online - 4 Sample size NOTE! This is a projection. They surveyed ~22 000 people and then extrapolated to the entire Canadian population Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 36. PMB Online - 5 Of the people surveyed who said yes, I purchased baking ingredients in the last six months, • 1 368 aged 12-17 years old • 1 697 aged 18-24 years old • 2 889 aged 25-34 years old Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 37. PMB Online - 6 Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER Of the people surveyed who said yes, I purchased baking ingredients in the last six months, • 7,4 % were aged 12-17 years old • 9,2 % were aged 18-24 years old • 15,7 % were aged 25-34 years old
  • 38. PMB Online - 7 In terms of all 12 to 17 year olds in Canada, 56,8 % purchased baking goods in the last six months. Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 39. PMB Online - 8 Above average consumption of higher than 100, below average consumption if lower than 100. Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 40. Additional PMB Online assistance ▪ PMB tutorial by Ms. Jessica Lange of the McGill University Libraries ▪ https://www.youtube.com/watch? v=Y4uQASuOxws&feature=youtu.be ▪ PMB Online Database Guide from the Humanities and Social Sciences Library of McGill University ▪ PMB tutorial by Mr. Olivier Carbonneau of the Concordia University Libraries ▪ https://www.youtube.com/watch? v=ce2dYzFYowE&feature=youtu.be ▪ Contact Michael David MILLER, your Management liaison librarian Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 41. Passport GMID - Consumer trends and lifestyles Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 42. Additional Passport GMID assistance ▪ Passport GMID database guide from the Humanities and Social Sciences Library ▪ Visit the help section of Passport ▪ Contact Michael David MILLER, your Management liaison librarian Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 43. Consult this ressource if … ▪ Use PMB if … ▪ One does not know what the consumer looks like ▪ Example : What is the profile of someone who buys wine ? ▪ Use Passport GMID consumer reports if … ▪ One already has an idea of who is being targeted ▪ Example : People in their 20s are the target, what are they like ? ▪ Use Statistics Canada if … ▪ One needs a specific statistic ▪ Example : How many people between the ages of 15-24 live in Montréal ? Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 44. Competitor and company information Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 45. Competitor information ▪ Public or private companies ? ▪ Hoovers company records ▪ Public companies ▪ Marketline & Passport GMID (SWOT analyses) ▪ Hoovers (basic company information and reports) ▪ Mergent (Annual reports and financial statements) ▪ Private companies ▪ Mergent (Select the D&B private tab) ▪ Article databases (Business source complete | ABI/Inform | CBCA Complete) ▪ Company research library guide Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 46. Summary of resources to consult Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 47. Summary of which ressources to consult Industry Consumer Passport GMID Markeline eMarketer (technology specific) Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER Article databases Passport GMID PMB Online Statistique Canada Statistics Canada Competitor Article Hoovers Marketline databases Passport GMID
  • 48. Merci ! Thank you! Questions? Comments? Coordonnées|Contact details Courriel | Email michael.david.miller@mcgill.ca Téléphone | Telephone 514 398-4770 Bibliothèque des sciences humaines et sociales Humanities and Social Sciences Library Page de profil de bibliothécaire|Librarian profile page http://www.mcgill.ca/library/librarians/michael-david-miller Services disponibles en français et en anglais Services available in French and in English Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
  • 49. Photo credits DeCA opens new commissary in Belgium with a little help from USACE by USACE Europe District http://www.flickr.com/photos/europedistrict/4292948126/ La Tour de la Bourse de Montréal, vue la nuit prise par Pierre Vignau http://commons.wikimedia.org/wiki/ File:TourDeLaBourse_night.jpg Moulin Rouge : La Goulue de Henri de Toulouse-Lautrec http://commons.wikimedia.org/wiki/ File:Lautrec_moulin_rouge,_la_goulue_(poster)_1891.jpg? uselang=fr Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER