BUS 343:
SECONDARY RESEARCH
SKILLS & RESOURCES
JUN 2, 2015
SARAH PARKER
SPA101@SFU.CA
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/secondarymarket
• International Market Research
http://www.lib.sfu.ca/help/subject-guides/business/internationalmarket
• Company Information
http://www.lib.sfu.ca/help/subject-guides/business/company-info
• Industry Surveys
http://www.lib.sfu.ca/help/subject-guides/business/industrysurveys
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. Passport GMID
2. IBISWorld
3. Business Source Complete
4. PMB Reports
5. Ipsos News Centre
Other cool stuff…. Market Share Reporter, Best Customers,
SimplyMap Canada, Encyclopedia of Major Marketing
Campaigns/Strategies …
PASSPORT GMID
IBIS
PMB
GETTING HELP
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