MSE 405: MARKET RESEARCH SKILLS & RESOURCES JUNE 8, 2015 ANIA DYMARZ ADYMARZ@SFU.CA

MSE 405:MARKET RESEARCH SKILLS & RESOURCES

JUNE 8, 2015

ANIA DYMARZ

ADYMARZ@SFU.CA

WHAT’S THE DIFFERENCEacademic research market research

BUSINESS INFORMATION

Big nameanalysis

Below + analysis

Aggregated information + gaps filled with primary research

Aggregated and incomplete information

Dispersed and incomplete information

$$$

BUSINESS INFO - ISSUES

$$$ analysis

+ analysis

+ primary research

Aggregated

Dispersed

Varying definitionsVarying qualityGaps

Issues below, plus…Methodology

Issues below, plus…Expertise ExperienceTrack record

Issues below (again)

THE SALMAPPLE!

= $$!

Discuss with a partner:1. Why should you be a bit cautious if I handed you a report that

answered all of your questions perfectly?

2. What information do we need before we can predict demand or put together our marketing strategy? What are our questions?

THE RESEARCH PROCESS

1. Choose a research question

2. Come up with sub-questions

3. Identify likely publishers

4. Search and cycle your search

5. Write your report

STEP 2: COME UP WITH SUB-QUESTIONS

ACTIVITY: With your neighbour/s brainstorm sub-questions for our market demand

• Customers: How much salmon and apples are people currently buying?

• Competition: Who else is producing enhanced apple products, what is the market share?

• Economic conditions: Is this a luxury product, or an economical product?

• Regulatory environment: Are the rules that will prevent distribution of our GMO product to certain countries or regions?

STEP 3: CONSIDER PUBLISHERS

STEP 4: TRY A FEW SEARCHES

There are library research guides for this!

• Market Research http://www.lib.sfu.ca/help/subject-guides/business/secondary-market

• International Market Researchhttp://www.lib.sfu.ca/help/subject-guides/business/international-market

• Company Informationhttp://www.lib.sfu.ca/help/subject-guides/business/company-info

• Industry Surveyshttp://www.lib.sfu.ca/help/subject-guides/business/industry-surveys

STEP 5: RETURN TO STEP 2 (REPEAT)

An iterative process… always cycle back as new information creates new questions

Repeat until you are confident that decisions can be made based on the information you have found.

TRIED THESE BEFORE?

1. Business Source Complete 

2. Passport GMID

3. IBISWorld

4. Business Plans Handbook

Other cool stuff…. PMB Reports, Best Customers, SimplyMap Canada, Encyclopedia of Major Marketing Campaigns/Strategies …

GETTING HELP

Ask a Librarian

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