Secondary Market Research
Skills & Resources
BUS 556: Spring 2013
Mark Bodnar
Asking the right questions
Can I find/buy a report on
Salm-Apple products?
BUS 556
Spring 2013
Secondary Market Research
?
Mark Bodnar
Business Librarian
mbodnar@sfu.ca
Asking the right questions
What do I need to look for to
create my own Salm-Apple report
BUS 556
Spring 2013
Secondary Market Research
?
Mark Bodnar
Business Librarian
mbodnar@sfu.ca
Asking the right questions
• Industry/Competitors
• Customers
• Economic/Regulatory
Environment
BUS 556
Spring 2013
Secondary Market Research
?
Mark Bodnar
Business Librarian
mbodnar@sfu.ca
Identifying likely publishers
BUS 556
Spring 2013
Secondary Market Research
Mark Bodnar
Business Librarian
mbodnar@sfu.ca
Identifying likely publishers
Who would publish…
information on how much salmon is
consumed in Canada?
BUS 556
Spring 2013
Secondary Market Research
Mark Bodnar
Business Librarian
mbodnar@sfu.ca
Identifying likely publishers
Who would publish…
info on whether (and how) people’s
GMO purchase intentions translate to
reality?
BUS 556
Spring 2013
Secondary Market Research
Mark Bodnar
Business Librarian
mbodnar@sfu.ca
Business information
$$$
Big name
analysis
Below
+ analysis
Aggregated information
+ gaps filled with primary research
Aggregated and incomplete information
Dispersed and incomplete information
BUS 556
Spring 2013
Secondary Market Research
Mark Bodnar
Business Librarian
mbodnar@sfu.ca
Business information
Issues below (again)
$$$
analysis
+ analysis
+ primary research
aggregated
dispersed & incomplete
BUS 556
Spring 2013
Secondary Market Research
Issues below, plus…
Expertise
Experience
Track record
Issues below, plus…
Methodology
Varying definitions
Varying quality
Gaps
Mark Bodnar
Business Librarian
mbodnar@sfu.ca
Resources
Deep and broad info needed? Books and eBooks!
Samples…
• Assessing the willingness to pay in the Pacific Northwest
for salmon produced by Integrated Multi-Trophic
Aquaculture
• Functional foods and nutraceuticals
• Results from the Functional food and nutraceuticals
survey, 2005
• The propensity for consumers to offset health risks
through the use of functional foods and nutraceuticals :
the case of lycopene
BUS 556
Spring 2013
Secondary Market Research
Mark Bodnar
Business Librarian
mbodnar@sfu.ca
Resources
Articles, data, analysis, and more…?
Start with our guides for database suggestions.
<http://www.lib.sfu.ca/
Browse research guides
Business
Additional resources>
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BUS 556
Spring 2013
Secondary Market Research
Market Research
International Marketing Research
Industry Surveys
Company Information
Mark Bodnar
Business Librarian
mbodnar@sfu.ca
Resources
Possible demos?
Passport GMID: Huge amount of data (with forecasts) on
international market sizes, brand shares, economic indicators,
and demographics, as well as deep analysis reports
IBISWorld: Industry reports for US & China (& some global)
PMB Reports: Canadian brand-level consumer demographics
SimplyMap Canada: Map and rank Canadian neighbourhoods
by their spending and census descriptions.
Anything else of interest?
BUS 556
Spring 2013
Secondary Market Research
Mark Bodnar
Business Librarian
mbodnar@sfu.ca
Questions?
Thank you!
BUS 556
Spring 2013
Secondary Market Research
Mark Bodnar
Business Librarian
mbodnar@sfu.ca