Gail Strachan, Campus Librarian Markham Campus Library Fall 2012
25
Gail Strachan, Campus Librarian Markham Campus Library Fall 2012 MRK 510– Applied Research
description
MRK 510– Applied Research. Gail Strachan, Campus Librarian Markham Campus Library Fall 2012. Agenda. Secondary Research Where to begin Subject Guides Databases Library Databases: Marketing – Marketline , PMB Product Data - PowerPoint PPT Presentation
Transcript of Gail Strachan, Campus Librarian Markham Campus Library Fall 2012
Gail Strachan, Campus LibrarianMarkham Campus LibraryFall 2012
MRK 510– Applied Research
AgendaSecondary Research
Where to begin1. Subject Guides2. Databases
Library Databases:1. Marketing – Marketline, PMB Product Data2. News & Trends – CBCA Business; ABI/Inform; Business
Source Premier3. Statistics – CANSIM
Research1. Identify the need for information.
2. Nature of information required. [format / type]
3. Searching for or accessing information.
4. Evaluating the information. CRAAP
Where to BeginDatabasesSubject Guides
Subject Guides
Company Reports
Business Description
History
Key Employees
SWOT Analysis
Key Competitors
Major Products & Services
Exercise #11. Locate a company using the ‘Company
Information’ resources on the Company and Industry Research Subject Guide.
2. Locate a company report in Marketline for that selected company. [Alternatively search for a report on The Gap]
PMB
Exercise #21. Using the company you selected from the
first exercise, or using The Gap, locate Canadian consumer data on a product or service associated with that company
For example: Select “Men’s clothing” from the Apparel category, look at the category for Jeans and where the clothing has been purchased.
a) In the past 12 months where are men buying their clothing?
b) How is The Gap doing?
News and TrendsMagazinesTrade JournalsTrade NewsNewspapers
Current News and analysis
Sample Search
Exercise #31. Using the company you selected from the
first exercise, or using The Gap, search for company news using one of the business news databases:
CBCA BusinessBusiness Source PremierABI Inform
Make sure you use limiters: company fields, date limits, etc.
CANSIM
Exercise #41. Using the company you selected from the
first exercise, or using The Gap, locate Canadian statistical data from CANSIM on an industry associated with that company
For example: Select “Retail and Wholesale” from the subject categories, look at the category for ‘retail sales by type of product’.
a) How much was spent on clothing, footwear, accessories in August 2012?
RecapSecondary Research
Databases Business and Marketing [Directories, Marketline, PMB] News [CBCA Business, ABI Inform, Business Source] Statistics [CANSIM]
Always evaluate information! Use the CRAAP test. (Currency, Reliability, Authority, Accuracy and Position)
Always cite your research!
Research Help AvailableOnline:Email:[email protected] answer within 24 hours
Twitter: @gailseneca
Live Chat:instant message conversation with a librarian
In Person: Ask for help at the Reference Desk
