Post on 26-May-2015
description
Michael David MILLER, B.A., B.A., M.S.I. Bibliothécaire de liaison | Bibliothèque des sciences humaines et sociales
Disciplines : Lettres françaises, gestion & sciences économiques
Liaison Librarian | Humanities and Social Sciences Library
Disciplines: French literature, management & economics
michael.david.miller@mcgill.ca
Marketing research Winter 2015 | MGCR 352 : Marketing management 1
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
▪ at the end of the presentation, we will be able to :
▪ access McGill Library resources remotely (off-campus)
▪ find information on: ▪ industries / markets size / market growth / market trends
▪ advertising information
▪ consumers demographics / consumer trends
▪ competitors (public vs. private)
▪ access the course research guide for MGCR 352 : Marketing Principles and Applications
Presentation objectifs
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
remote access | off-campus access
firstname.lastname@mail.mcgill.ca
Email password
It is important to note that in order to access electronic resources provided to you by the McGill University Libraires, it is obligatory that one pass via the McGill University Library web page in order to activate the authentification process.
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
▪ library Research Guide : Industry Research
▪ Passport GMID (Euromonitor)
▪ Marketline (Datamonitor)
▪ what do these databases do for us?
▪ industry reports
▪ industry growth, trends and size (past, present and future)
▪ also try Industry Canada
▪ Statistics by industry
industry information
La tour de la Bourse de Montréal
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
▪ principal business databases:
▪ CBCA Complete - Proquest Platform ▪ academic articles, trade journal articles and newspaper articles.
▪ Canadian specific content
▪ Business Source Complete - EBSCOhost Platform ▪ academic articles, trade journal articles and newspaper articles.
▪ ABI/INFORM trade & industry - Proquest Platform ▪ academic articles, trade journal articles and newspaper articles.
▪ trade association webpages
Industry information
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Passport GMID - Industry information
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Passport category briefing - 1
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Passport category briefing - 2
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Passport category briefing - 3
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Passport category briefing - 4
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Passport category briefing - 5
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Passport category briefing - 6
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Markeline Advantage - industry information
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Marketline - 1
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Marketline - 2
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Marketline - 3
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Marketline - 4
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Industry | Industrie Canada - Industry information
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Industry Canada - 1
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Industry Canada - 2
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Industry Canada - 3
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Industry Canada - 4
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Industry Canada - 5
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
▪ library research guide : advertising
▪ Canadian Media Directors' Council Media Digest
▪ eMarketer (Canadian specific advertising articles and data)
▪ Advertising RedBooks (principally U.S. companies)
▪ MarketingCharts
▪ IAB Canada (Canadian specific advertising data)
advertising information
Moulin Rouge : La Goulue
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
eMarketer - Canadian advertising information (new media and technology)
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
eMarketer - 1 - Canadian advertising information
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
eMarketer - 2 - Canadian advertising information
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
eMarketer - 3 - Canadian advertising information
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
eMarketer - 4 - Canadian advertising information
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
▪ consult the McGill University Consumer research library guide for additional resources and databases to consult.
▪ PMB Online (Print measurement bureau)
▪ Passport GMID (Euromonitor)
▪ Consumer lifestyle reports
▪ Statistique Canada | Statistics Canada
consumer information - to whom are we selling?
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
PMB Online - Canadian consumption habits
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
PMB Online - 1
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
PMB Online - 2
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
PMB Online - 3
Total number of Canadians (not the
number of Canadians sampled
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
PMB Online - 4
Sample size NOTE! This is a projection.
They surveyed ~22 000 people and then extrapolated
to the entire Canadian population
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
PMB Online - 5
Of the people surveyed who said yes, I purchased baking ingredients in the last six months, • 1 368 aged 12-17 years old • 1 697 aged 18-24 years old • 2 889 aged 25-34 years old
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
PMB Online - 6
Of the people surveyed who said yes, I purchased baking ingredients in the last six months, • 7,4 % were aged 12-17
years old • 9,2 % were aged 18-24
years old • 15,7 % were aged 25-34
years old
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
PMB Online - 7
In terms of all 12 to 17 year olds in Canada, 56,8 % purchased baking goods in the last six months.
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
PMB Online - 8
Above average consumption of higher than 100, below average consumption if lower than 100.
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
▪ PMB tutorial by Ms. Jessica Lange of the McGill University Libraries
▪ https://www.youtube.com/watch?v=Y4uQASuOxws&feature=youtu.be
▪ PMB Online Database Guide from the Humanities and Social Sciences Library of McGill University
▪ PMB tutorial by Mr. Olivier Carbonneau of the Concordia University Libraries
▪ https://www.youtube.com/watch?v=ce2dYzFYowE&feature=youtu.be
▪ contact Michael David MILLER, your Management liaison librarian
additional PMB Online assistance
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Passport GMID - Consumer trends and lifestyles
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
▪ Passport GMID database guide from the Humanities and Social Sciences Library
▪ Visit the help section of Passport
▪ Contact Michael David MILLER, your Management liaison librarian
additional Passport GMID assistance
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
▪ Use PMB if …
▪ One does not know what the consumer looks like
▪ Example : What is the profile of someone who buys wine ?
▪ Use Passport GMID consumer reports if …
▪ One already has an idea of who is being targeted
▪ Example : People in their 20s are the target, what are they like ?
▪ Use Statistics Canada if …
▪ One needs a specific statistic
▪ Example : How many people between the ages of 15-24 live in Montréal ?
consult this ressource if …
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
competitor and company information
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
▪ Public or private companies ?
▪ Hoovers company records
▪ Public companies
▪ Marketline & Passport GMID (SWOT analyses)
▪ Hoovers (basic company information and reports)
▪ Mergent (Annual reports and financial statements)
▪ Private companies
▪ Mergent (Select the D&B private tab)
▪ Article databases (Business source complete | ABI/Inform | CBCA Complete)
▪ Company research library guide
competitor information
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
summary of resources to consult
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
summary of which ressources to consult
Industry
Consumer
Passport GMID Markeline eMarketer
(technology specific)Article
databases
Passport GMID
PMB Online
Statistique Canada Statistics Canada
Competitor Article databasesMarketlineHoovers Passport
GMID
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Coordonnées|Contact details Courriel | Email
michael.david.miller@mcgill.ca
Téléphone | Telephone
514 398-4770
Bibliothèque des sciences humaines et sociales Humanities and Social Sciences Library
Page de profil de bibliothécaire|Librarian profile page
http://www.mcgill.ca/library/librarians/michael-david-miller Services disponibles en français et en anglais Services available in French and in English
Merci ! Thank you! Questions? Comments?
Bibliothécaire de liaison | Liaison Librarian : Michael David MILLER
Photo credits
La Tour de la Bourse de Montréal, vue la nuit prise par Pierre Vignau http://commons.wikimedia.org/wiki/File:TourDeLaBourse_night.jpg
DeCA opens new commissary in Belgium with a little help from USACE by USACE Europe District http://www.flickr.com/photos/europedistrict/4292948126/
Moulin Rouge : La Goulue de Henri de Toulouse-Lautrec http://commons.wikimedia.org/wiki/File:Lautrec_moulin_rouge,_la_goulue_(poster)_1891.jpg?uselang=fr