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BUS 343: INTRODUCTION TO MARKETING SPRING 2013 Andrea Business SFU Surrey Library.

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Presentation on theme: "BUS 343: INTRODUCTION TO MARKETING SPRING 2013 Andrea Business SFU Surrey Library."— Presentation transcript:

1 BUS 343: INTRODUCTION TO MARKETING SPRING 2013 Andrea Business SFU Surrey Library

2 O UTLINE Research process Research questions Identify likely publishers Finding the perfect information Evaluating what you find Show and tell Library research guides Sample resources

3 B RAINSTORMING R ESEARCH Q UESTIONS 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 organizations competitors?

4 W HO MIGHT HAVE PUBLISHED THE INFORMATION YOU WANT ?

5 I DENTIFY L IKELY P UBLISHERS Who might have published the information related to each of your research questions?

6 S AMPLE DOCUMENTS : L IGHTNING 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

7 S AMPLE D OCUMENT 1: S TARBUCKS 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?

8 SAMPLE DOCUMENT 2: WENDYS Source: wikinvest.com Entry 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?

9 S AMPLE D OCUMENT 3: T IM H ORTONS 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?

10 S AMPLE D OCUMENT 4: R ED B ULL Source: Datamonitor [found in Business Source Complete database] Document: Red Bull GmbH SWOT Analysis; October 2004, p5-8, 4p Could this document be useful?

11 S AMPLE D OCUMENT 5: R AIN C OAST B OOKS Source: Datamonitor [found in Business Source Complete database] Document: Publishing Industry Profile: Belgium; Mar2012, 33p, 12 charts, 4 graphs Could this document be useful?

12 FINDING THE PERFECT INFORMATION Often, you wont be able to find ideal information for your assignment. Some of the information youd like to find wont be available or it will be decidedly imperfect a report on your company that focuses on the wrong geographical location SWOT analysis from 2004

13 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?

14 W HERE 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

15 SFU L IBRARY : F INDING R ESEARCH G UIDES

16 SFU L IBRARY : R ESEARCH G UIDES

17 SFU L IBRARY : LIBRARY GUIDES

18 M ARKETING R ESOURCES

19 W HERE 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 Id recommend trying first: Business Source Complete Passport GMID Print Measurement Bureau LexisNexis

20 SFU L IBRARY : F INDING D ATABASES

21 SFU L IBRARY : DATABASES Includes: Marketing

22 SFU L IBRARY D ATABASES : B USINESS S OURCE C OMPLETE

23 B USINESS S OURCE C OMPLETE My search: Red Bull

24 B USINESS S OURCE C OMPLETE

25 SFU L IBRARY D ATABASES :L EXIS N EXIS

26 L EXIS N EXIS Choose company information Company name (e.g., Home depot You can add search terms to limit your results. Here, Ive entered SWOT (you wont find a SWOT for all topics, of course)

27 L EXIS N EXIS

28

29 SFU L IBRARY D ATABASES : P ASSPORT GMID

30 P ASSPORT CONSUMERS COMPANIES INDUSTRIES COUNTRIES

31 P ASSPORT GMID

32 SFU L IBRARY D ATABASES : PMB

33 P RINT M EASUREMENT B UREAU (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.

34 P RINT M EASUREMENT B UREAU (PMB)

35

36 S IMPLY M AP C ANADA S IMPLY M AP C ANADA ( PG. 4)

37 S IMPLY M AP C ANADA S IMPLY M AP C ANADA ( PG. 4)

38 S IMPLY M AP C ANADA S IMPLY M AP C ANADA ( PG. 4)

39 G IVING A P RESENTATION SFU Library has many books (including e-books) onbusiness presentations and public speaking. The Library also loans digital projectors (practice, practice, practice!).

40 SFU L IBRARY C ATALOGUE My search: business presentations I limited my search to eResources 111 results found

41 N EED H ELP ?

42 N EED H ELP ? A SK A L IBRARIAN


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