BUS 347: CONSUMER BEHAVIOUR
LIBRARY RESEARCH
Mark Bodnar
mbodnar@sfu.ca
Today’s Goals
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
Focus: Attitude Change Assignment (#1)
From your assignment:
***CHOOSE A COMPANY, BRAND, & MAGAZINE/NEWSPAPER/OTHER
MEDIA VEHICLE FOR WHICH YOU CAN FIND LOTS OF HIGH-QUALITY
INFORMATION.***
Asking the best questions
 Using the best resources
 Getting help

Questions
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What are you hoping to find?
• Readers/Viewers?
• Consumers?
• Companies?
Where would you normally start looking?
BUS 347 research guide
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http://tiny.cc/bus347
Choosing a publication and an ad
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
Publication:
 Print
 Media
Kit or PMB data available on readers
 Read by Canadians
 Covered by the PMB Reports
 Likely to have specific readers (Hobby mag? Special
interest? Clearly aimed at young women/old men, etc.)
 Consider browsing at your local public library
Choosing a publication and an ad
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
Advertisement:
 Nothing
too new – brand has been around for at least
a few years.
 Sold in Canada
 Covered by the PMB Reports (our main source of
consumer demographic data at a product level)
 Likely to have distinctive consumers
READERS: Media Kit
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Cineplex Media Kit:
http://files.cineplexmedia.com/2012_mediakit.pdf (See page 59...)
READERS: Media Kit
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READERS: PMB
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READERS: PMB
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CONSUMERS: Business Source
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One of the articles that came up in
my Business Source Complete
search for:
Gillette and fusion and consumer
CONSUMERS: PMB
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Note: You may need to clear you browser
cookies or change browsers if you look at
magazine reader demographics in the
PMBs before viewing product data.
CONSUMERS: PMB
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CONSUMERS: PMB
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CONSUMERS: Best Customers
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CONSUMERS: Passport GMID
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COMPANIES: Passport GMID
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