Post on 30-Mar-2015
BUS 343: INTRODUCTION TO MARKETINGSPRING 2013
Andrea Cameron(amcamero@sfu.ca)
Business Librarian @ SFU Surrey Library
OUTLINE
Research process Research questions Identify likely publishers Finding the perfect information Evaluating what you find
Show and tell Library research guides Sample resources
BRAINSTORMING RESEARCH QUESTIONS
Before starting to research your topic, decide what you need to know. (This will save you time later.)
Based on your assignment, spend a few minutes writing down specific research questions related to your topic (pick one). E.g., Who are the organization’s competitors?
WHO MIGHT HAVE PUBLISHED THE INFORMATION YOU WANT?
IDENTIFY LIKELY PUBLISHERS
Who might have published the information related to each of your research questions?
SAMPLE DOCUMENTS: LIGHTNING ROUND
I am going to show you five sample documents. <60 seconds per document
Do you think these documents could be useful for your assignment? Yes / No / Maybe
SAMPLE DOCUMENT 1: STARBUCKS
Source: Global Data Investments[found in LexisNexis database]
“Starbucks Corporation” (November 8, 2012)
Lists information related to contracts/agreements and acquisitions/mergers/takeovers from 2006 to 2009
Could this document be useful?
SAMPLE DOCUMENT 2: WENDY’S
Source: wikinvest.comEntry on “Wendy's International (WEN)” (no date)
“Currently Wendy's owns a 14% market share of the fast food, or Quick Service Restaurant (QSR) industry, far behind McDonald's 45% market share.”
Could this document be useful?
SAMPLE DOCUMENT 3: TIM HORTONS
Source: Ipsos News Centre database
From a press release (November 13, 2012):
“Two-thirds (68%) of Canadians who buy lunch at a restaurant, food court, or other eating establishment take 30 minutes or less before going back to work. One-quarter (23%) 15 minutes or less, while nearly half (45%) take roughly half an hour. “
Could this document be useful?
SAMPLE DOCUMENT 4: RED BULL
Source: Datamonitor [found in Business Source Complete database]
Document: Red Bull GmbH SWOT Analysis; October 2004, p5-8, 4p
Could this document be useful?
SAMPLE DOCUMENT 5: RAINCOAST BOOKS
Source: Datamonitor [found in Business Source Complete database]
Document: Publishing Industry Profile: Belgium; Mar2012, 33p, 12 charts, 4 graphs
Could this document be useful?
FINDING THE “PERFECT” INFORMATION
Often, you won’t be able to find ideal information for your assignment.
Some of the information you’d like to find won’t be available or it will be decidedly imperfect a report on your company that focuses on the ‘wrong’
geographical location SWOT analysis from 2004
THE “3 RS” CAN HELP EVALUATE INFORMATION
Reliability Is the source credible?
Relevance Does it apply to your topic?
Recency How current is the information?
WHERE SHOULD YOU SEARCH FOR INFORMATION?
There are a variety of places that might have the information you want. (Where to look depends on the organization you have.)
Library research guides are a good place to find where to look for certain types of information
SFU LIBRARY: FINDING RESEARCH GUIDES
SFU LIBRARY: RESEARCH GUIDES
SFU LIBRARY: LIBRARY GUIDES
WHERE SHOULD YOU SEARCH FOR INFORMATION?
There are a number of library resources that will be useful finding the information you want.
Here are the ones I’d recommend trying first: Business Source CompletePassport GMIDPrint Measurement BureauLexisNexis
SFU LIBRARY: FINDING DATABASES
SFU LIBRARY: DATABASES
Includes: Marketing
SFU LIBRARY DATABASES: BUSINESS SOURCE COMPLETE
BUSINESS SOURCE COMPLETE
My search: Red Bull
BUSINESS SOURCE COMPLETE
SFU LIBRARY DATABASES:LEXISNEXIS
LEXISNEXIS
Choose “company information”
Company name (e.g., Home depot
You can add search terms to limit your results. Here, I’ve entered SWOT (you won’t find a SWOT for all topics, of course)
LEXISNEXIS
LEXISNEXIS
SFU LIBRARY DATABASES: PASSPORT GMID
PASSPORT
CONSUMERS
COMPANIES
INDUSTRIES
COUNTRIES
PASSPORT GMID
SFU LIBRARY DATABASES: PMB
PRINT MEASUREMENT BUREAU (PMB)
Produced by the Print Measurement Bureau from their annual survey of Canadian consumers, media and publications.
The database contains information on the use of media, consumer products, and services such as financial and travel.
PRINT MEASUREMENT BUREAU (PMB)
PRINT MEASUREMENT BUREAU (PMB)
GIVING A PRESENTATION
SFU Library has many books (including e-books) on “business presentations” and “public speaking.”
The Library also loans digital projectors (practice, practice, practice!).
SFU LIBRARY CATALOGUE
My search: “business presentations”
I limited my search to eResources
111 results found
NEED HELP?
NEED HELP? ASK A LIBRARIAN