This document provides an overview of resources for a marketing course at Seneca College. It outlines various databases and tools available through the Seneca Libraries for conducting market research, analyzing companies and industries, and finding consumer data. These include Nexis Uni for company profiles, IBISWorld for industry reports, and Vividata for Canadian consumer demographic and lifestyle information. The document provides guidance on how to use these resources, including tutorials and examples of creating cross tables in Vividata and exploring industry classifications. It also covers citing sources and academic integrity policies regarding plagiarism.

1. MKT183: MARKETING I
PROFESSOR JAMES DAVIDSON
Librarian: Therese Tisseverasinghe
29 January 2020
Honours Bachelor of Healthcare Management

2. SENECA LIBRARIES HOMEPAGE

3. MARKETING SUBJECT GUIDE
Library Home Subject Guides Marketing

4. MARKET RESEARCH & SEGMENTATION TABS

5. MARKET RESEARCH & SEGMENTATION TABS
Market Research
• Market Analysis & Industry Information
• Company Research
• Consumer Information
• Advertising Campaigns
• Business and Industry News
Segmentation: Demographic
Geographic
• Toronto
• Ontario
• Canada
Segmentation: Psychographic
& Behaviouristic
• Library Databases
• Websites

6. COMPANY INFORMATION: NEXIS UNI
Marketing Market Research Company Research
Must login with Seneca Username & Password

7. CLASS EXERCISE: FIND COMPANY PROFILE
Select: Company Info
Type in the
company’s name
Click: Search Find: Company Profile
By clicking on “Export Citation” then selecting MLA you can get citation.
However, always double-check to see if the citation is correctly formatted.

8. CLASS EXERCISE: ANALYZE COMPANY PROFILE
WHAT ARE SOME OF THE RELEVANT INFO ON THE COMPANY PROFILE?
• Description
• Size (no. employees)
• Industry type
• Classification (Subject)
• Competitors

9. CONSUMER DATA: VIVIDATA
(Vividata) A database of consumer demographics, media usage, lifestyle and attitudinal data, and product usage across 150+ categories, resulting from an annual national
survey of readers of Canadian magazines and newspapers. Vividata is the amalgamated organization of two other media measurement bodies, NADbank and PMB.
 When you click the above link, you will first be required to log in with your full Seneca e-mail address, and then you will be given instructions on how to log into
the Vividata site. For help with this database, see Seneca's Vividata Training Sheet as well as Vividata's own Dapresy Tool Guide and their FAQ page.

10. VIVIDATA CROSS TABLE
Table Column: Split  Target Market Who is it I want to study?
Table Row: Question  About Target Market What do I want to know about
them?
• Vividata: Introduction To Vividata
• Vividata: Creating A Cross Table
• Vividata: Reading A Cross Table
Split:
Target Market

Age: Generation-Baby Boomers
Geo: Region- Provinces
Question:
What do I want to know
Atlantic Quebec Ontario Praries BC
Home- If Rented- $ Monthly Rent
Over $2000
Income- Personal Income
Under $25,000

11. CLASS EXERCISE: CREATE A CROSS TABLE
CREATE CROSS TABLE FOR A TARGET MARKET
Login to Vividata
1. Rows & Columns
Splits:
Demographics:
 Geo-Region  Add as
Splits
 Age-Generation  Add as
Splits
Questions:
Search: Income
 Demographics:
Income: Personal Income
Add as Questions
Search: Rent
 Real Estate, Home
Improvements:
Home: If Rented $ Monthly
Rent
Add as Questions
2. Filter
Splits:
• Region All (leave as is)
• Generation Baby Boomers
• Delete: 14+
Questions:
• $ Monthly Rent Over $2000
• Personal Income Under
$25,000

12. CLASS EXERCISE: EXPLORE VARIABLES IN VIVIDATA
WHAT OTHER INFORMATION WOULD YOU LIKE TO KNOW ABOUT YOUR TARGET MARKET?
Tip: Either use Search box or
browse the categories.
Consider:
• Further segmenting Target
Market by Age, Geography…
• Learn more about their
Finances, Health &
Wellbeing, Family status,
Livelihood, Transportation
preference
• Try Searching:
• Advertising
• Public Transit

13. NAICS: NORTH AMERICAN INDUSTRY CLASSIFICATION SYSTEM
• A hierarchical structure of industry classification system developed by the statistical agencies of Canada,
Mexico & US
• It divides the economy into 20 sectors
• Each sector is subdivided into 102 sub sectors, 322 industry groups, 708 industries, and 923 Canadian
industries
• NAICS Canada 2017 Version 1.0 – Introduction

14. CLASS EXERCISE: INDUSTRY RESEARCH
EXPLORE & IDENTIFY THE INDUSTRY RELEVANT TO YOUR RESEARCH
Login to IBISWorld Canada
Select: Industry Research
Go to: Canada Industry Reports
(NAICS)
Browse categories & Select the
most appropriate one
NOTE: Your company could
possibly belong to multiple
sectors. For example:
Retirement Community:
Real Estate Apartment Rental
Healthcare & Social Assistance
Home Care Providers
 How many sectors did you find that relates to your company?
 Is there one sector that is most relevant? If so, how did you select
it?

15. CLASS EXERCISE: EXPLORE INDUSTRY REPORT
WHAT INFO IS RELEVANT TO YOUR RESEARCH?
Look over your assignment and identify which
parts of the Industry Report is relevant to your
research:
• Products & Services
• Key Trends
• Competition
• SWOT Analysis
• Risks
• Major Players

16. DOWNLOAD INDUSTRY REPORT(S)

17. MARKETING TO TARGET MARKET:
MINTEL REPORTS
Login to Mintel
Reports
Type in Keyword, ie.
Baby boomers.
Tip: If it suggests a
keyword with a link,
click on the link (more
precise search)
Explore Items listed
Try the filters to limit
search:
Trend Drivers
Region

18. DATABASE PAGE

19. CITING SOURCES
Why is citing important?
• To give credit to study author
• Current knowledge is built upon previous ones.
• Anyone can locate and verify the published study that has been cited
Why is it so exacting?
A specific format provides important information about the item referenced such as:
• What type of source and where, how, & when was it created

20. SENECA LIBRARIES: CITING SOURCES
 Go to Citing Sources
Page
 Select MLA Citation
Style
 Under the tab How do
I Cite? Select Business
Reports from Library
Databases
 Then, select the
Database and Type of
Report for citing
instructions and
examples of both
Works Cited List and
In-Text Citation.

21. CITING SOURCES
HAVE A QUESTION OR NEED CLARIFICATION?
 Go to Citing Sources
Page
 In the Do you need
citation help? Box,
under Citation
Presentations, you can
access MLA
Presentation
 Below, in the Citation
Support Schedule,
Select King Campus
for Citation Workshop
Schedule for the Day
& Week.

22. PLAGIARISM
Merriam Webster

23. PLAGIARISM: REAL WORLD CONSEQUENCES

24. SENECA’S COPYRIGHT POLICY: ENFORCEMENT
Enforcement
4.1 Where it is determined that a violation of this policy has occurred, Seneca shall exercise its right and
obligation to sanction the offending student or employee, which may include:
• Verbal/written warnings
• Rescinding of Seneca services
• Removal of materials from computer equipment facilities and networks
• Denial of using copyright material in the academic environment/classroom
• Restitution for costs associated with copyright material
• Disciplinary directives
• Behavioural contracts
• Suspension
• Expulsion
• Dismissal
4.2 The appropriate Chair, Dean or Director shall discuss, confirm and convey the recommended sanction for a
violation of this policy.
4.3 Documentation outlining Seneca’s decisions in a specific violation may be placed on the student’s and/or
employee’s file for up to two years, subject to the provisions of the appeal and/or collective agreement processes.

25. QUESTIONS?