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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
• Text• Phone• Email• Chat• In-person
