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BUS 345: MARKETING RESEARCH SECONDARY RESEARCH Andrea Cameron, Spring 2013 Overview An imperfect world: Primary vs secondary research (benefits & drawbacks) QPA! Coming up with good Questions Identifying likely Publishers Seeking Answers Exploring some sources. If you have any questions, feel free to ask at any time. Secondary information Discuss (in small groups or pairs): See your handout (p. 1): Shoe App! 1. What information do you need? That is, what are your research questions? 2. You are considering primary and secondary research options to gather the info needed to make a marketing decision. What are the benefits and drawbacks of each approach? Secondary information What is secondary information? < 10 words: info collected for a different purpose than your study Examples: The Canadian government gathers data on Canadians and Canadian companies (e.g., “How many females in Squamish lived at the same address 5 years ago?”) A polling firm asks for people’s opinions on a topic (e.g., “Do you support random roadside breath testing?”) Secondary information: drawbacks Key drawbacks of secondary research: Collected for a different purpose Who participated? What was studied? TIP: Keep these Why was the study done? points in mind when Where? you get frustrated When? trying to find How? perfect information! Likely publishers Now that you have questions, where should you start searching? ? Likely publishers Designing your study: Lit Review Find out what other researchers have already done. Has someone else done the exact same study? What similar research has been done? What did they find? What was their methodology? Designing your study: Lit Review Business Source Complete & PsycINFO (p. 2) PsycINFO tips: Can limit by “Methodology” Empirical studies Focus group Literature reviews “Times cited” links Sample Searches: #1 & #2 Market research resources What resources have you already used to find info related to market research (e.g., for BUS 343)? On your handout (pg.1): links to two SFU Library research guides: Primary Research guide Secondary Market Research guide Market research resources The secondary sources you use will depend on your topic. Here are a few that might be helpful … Government sources Governments collect a wealth of data that they make available to the general public. Often this data is very useful when conducting market research. Here is a sampling of government sources and topics that they provide some data for … Statistics Canada (pg. 3) Key resources: Canadian Census CANSIM Publications and research papers SimplyMap Canada (p. 4) Mix of Statistics Canada, Environics, and D&B data SimplyMap Canada (pg. 4) SimplyMap Canada (pg. 4) SimplyMap Canada (pg. 4) BC Stats Some sources for local information Municipality websites, including the City of Vancouver, the City of Langley, and the City of Surrey. Tourism Vancouver Vancouver Economic Development Commission Downtown Vancouver Business Improvement Association Business Council of British Columbia BC Chamber of Commerce Economic Development Association of British Columbia Metro Vancouver (GVRD) SFU's Office of Institutional Research and Planning Associations Print Measurement Bureau (PMB-pg. 3) Produced by the Print Measurement Bureau from their annual survey of Canadian consumers, media and publications. The database contains information on consumers’ use of media, product consumption (by type and brand), and services such as finance and travel. PMB PMB PMB: Apparel > Footwear Apparel > Footwear > “Spent over $500 in last 12 months” * Big spenders on shoes are significantly more likely to have Bachelors or higher degrees. Apparel > Footwear > “Spent over $500 in last 12 months” Using secondary info sources Try finding information in PMB about … consumers of Red Bull Are any age groups and/or geographic regions overrepresented? which gender most often attends… foreign films? science fiction films? which region seems most fond of chocolate soy beverages? Passport GMID (pg. 3) National level data on consumption by product type. Detailed market reports (fast moving consumer goods only) and demographic/economic data. Ipsos News Centre (pg. 3) Ipsos News Centre contains public opinion research from Canada and the USA, as well as some non-North American coverage. The cool stuff! Business Source Complete (pg. 4) Of possible interest • Market Research Reports • Industry Profiles • E.g., • Footwear Industry Profile: Canada • MarketWatch – Drinks IBISWorld (pg. 4) Internal secondary data Data collected by companies for a different purpose Can be valuable when the company undertakes a market research study Examples: Sales data Marketing data Financial data Company reports Institutional Research and Planning at SFU (pg. 2) They “define, collect, analyze, maintain and disseminate institutional knowledge” Provides information on SFU student population Marketing Scales Handbook (pg. 2) A “bibliography” of research questions appearing in research articles Offers potential pitfalls + suggestions, survey questions Older editions = in print (Bennett + Belzberg reference) + latest edition = online PsycTests New database containing thousands of psychological tests and measures Unpublished tests. Published tests like the Myers Briggs need to be purchased, and may require professional credentials Try searching “Consumer behavior” as an example Online Research Methods Online Set of online encyclopedias and handbooks providing information and definitions Try searching “focus group” for an outline of standard procedures and aspects to consider (choosing subjects, facilitating) Online Getting help Ask anyone at the reference desks in any of the three campus libraries Use our Ask a Librarian services (via the Library home page) to contact a librarian (by phone, IM, Text, or email). Getting help Contact : Surrey: Andrea Cameron [email protected] Class? Due Date? Burnaby: Mark Bodnar Where have you searched? [email protected] How have you searched? Found anything close to what you need?