Marketing Research 4243
Library Resources
Frederic Murray
Assistant Professor
MLIS, University of British Columbia
BA, Political Science, University of Iowa
Instructional Services Librarian
Al Harris Library
frederic.murray@swosu.edu
What We Are Going to Do
• Resources for Topic Selection
• Resources for Market Research
Market Research Project
I. Proposal
II. Analysis
III. Presentation
Market Research - Elements
1. Size of Market.
2. Geographic location of customers.
3. Demographic description of customers.
4. Market Segmentation on the basis of age, sex,
income, education, standard or living etc.
5. Analysis of market demand.
6. Sales analysis by customers.
7. Consumer needs, wants, habits and behavior.
8. Dealer wants and preferences.
9. Degree of competition and the market end.
Research: Content is Key
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News/trade/academic articles
Company and/or industry profiles
Analyst reports
Consumer and marketing information
International information
Directory information
Raw (mostly financial/economic) data
Olive Oil Markets 2015
• Italy & Spain are largest exporters
• xylella fastidiosa
• International Olive Council (IOC)
• 28 % increase imports of Greek Olive Oil
Leaders in Market Research
• Forrester Research
• Gartner
• IMS Health Holdings
• Westat
New & Improved!
Quick Review
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Search Engines
Databases
Catalogs
Journals (Peer-Reviewed)
• Boolean: And/Or/Not
• Keywords
Useful Keywords
• Market demand
• Sales analysis
• Consumer needs
• Competition
• Consumer behavior
Topic Selection
• Hoovers D & B Business Blog
– Sales & Marketing Trends
• Forrester
– Coverage Areas
– Latest Research
• Bloomberg Businessweek
Library Business Databases
• Business Source Complete
• Hoovers
• First Search
• Discovery*
Resources for
Market Research
Researching the Assignment
• Industries
• Companies
• People
• All Three are options for finding good
information
Business Source Complete
• Journal/News Articles
• Market Research Reports*
• SWOT Analysis *
– Strength/Weakness/Opportunity/Threats
Video Tutorial
Hoovers
• Use Hoovers to review the following
criteria:
– Industry Information
– Challenges
– Competitors
– Financial Summary
– Competitive Landscape
– NAICS Code
Attack the
Challenges
NAICS
• North American Industry Classification System
• NAICS is the standard used by Federal statistical
agencies in classifying business establishments for the
purpose of collecting, analyzing, and publishing
statistical data related to the U.S. business economy.
• Standard Industrial Classification (SIC) System (Older)
• http://www.census.gov/eos/www/naics/
Hoovers Database
• Build a List
• Specific Company Information
• Industry Overview
• D & B Business Blog
Video Tutorial 2
Locating the Databases
Using Discovery
• Boolean
• Keywords
• Limiters
• Citations/Folders/Email
Useful Keywords
• Market demand
• Sales analysis
• Consumer needs
• Competition
• Consumer behavior
Class Assignment
Authentication Issues
“I can’t get into the library’s databases.”
“I keep seeing the message ‘Login failed: Invalid
username, password, or ID number.’”
“I’m trying to search [database] and I can’t get in.”
“My employee ID isn’t being accepted.”
Outlook Usernames and Passwords
i. Have you changed your default Outlook password?
Students must change their default Outlook password before logging into the
library.
ii. Have you forgotten your Outlook password?
Go to Outlook’s password reset link on the Outlook login page. After the
student has successfully reset his/her password, ask them to try logging into
the library again.
iii. Within the last 15 minutes, have you made ten (or more) unsuccessful library
login attempts?
The proxy server will block logins for 15 minutes from any user who has made
10 or more failed login attempts within a 5-minute period. You can login again
after the block has expired.
Questions?
• Contact me:
– Frederic Murray
• 774-7113
• frederic.murray@swosu.edu
Thanks!