Marketing research | Études de marché : MGCR 352, CMRK 200, CMRK 542

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

[email protected]

Marketing research Winter 2015 | MGCR 352 : Marketing management 1

mailto:[email protected]

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

http://www.mcgill.ca/library/librarians/michael-david-miller

http://www.mcgill.ca/library/find/courses/guides/mgcr352


remote access | off-campus access

[email protected]

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.


http://www.mcgill.ca/library


▪ 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


http://www.mcgill.ca/library/find/subjects/management/industry/

http://proxy.library.mcgill.ca/login?url=http://www.portal.euromonitor.com

http://proxy.library.mcgill.ca/login?url=http://advantage.marketline.com/

http://www.ic.gc.ca/eic/site/icgc.nsf/eng/home

http://www.ic.gc.ca/eic/site/cis-sic.nsf/eng/home?Open&src=mm1


▪ 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


http://mcgill.worldcat.org/oclc/783108020?page=frame&url=http%3A%2F%2Fproxy.library.mcgill.ca%2Flogin%3Furl%3Dhttp%3A%2F%2Fsearch.proquest.com%2Fcbcacomplete%3Faccountid%3D12339%26checksum%3Daa194dd7b1f8f55142e149600595122b&title=&linktype=lhrFtLinkDR&detail=:noframes

http://mcgill.worldcat.org/oclc/61711083?page=frame&url=http%3A%2F%2Fproxy.library.mcgill.ca%2Flogin%3Furl%3Dhttp%3A%2F%2Fsearch.ebscohost.com%2Flogin.aspx%3Fauthtype%3Dip%2Cuid%26amp%3Bprofile%3Dehost%26amp%3Bdefaultdb%3Dbth%26checksum%3D6a1495b53de87692357ce29c1513d97f&title=&linktype=lhrFtLinkDR&detail=:noframes

http://mcgill.worldcat.org/oclc/224062275?page=frame&url=http%3A%2F%2Fproxy.library.mcgill.ca%2Flogin%3Furl%3Dhttp%3A%2F%2Fsearch.proquest.com%2Fabitrade%3Faccountid%3D12339%26checksum%3D5ded5ebc7e5b8b80c54cd2081d1643ab&title=&linktype=lhrFtLinkDR&detail=:noframes


Passport GMID - Industry information


http://www.mcgill.ca/library/find/subjects/management/databases/passport-gmid


Passport category briefing - 1



Markeline Advantage - industry information


http://www.mcgill.ca/library/find/subjects/management/databases/marketline


Marketline - 1



Marketline - 2



Marketline - 3



Marketline - 4



Industry | Industrie Canada - Industry information


http://www.ic.gc.ca/eic/site/cis-sic.nsf/eng/home


Industry Canada - 1


http://www.ic.gc.ca/eic/site/icgc.nsf/eng/home


Industry Canada - 2


http://www.ic.gc.ca/eic/site/cis-sic.nsf/eng/home?Open&src=mm2


Industry Canada - 3



Industry Canada - 4


http://www.ic.gc.ca/eic/site/cis-sic.nsf/eng/00063.html


Industry Canada - 5



▪ 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


http://www.mcgill.ca/library/find/subjects/management/advertising

http://www.cmdc.ca/useful-links.html

http://proxy.library.mcgill.ca/login?url=https://totalaccess.emarketer.com/Extranet.aspx?mcgill

http://mcgill.worldcat.org/oclc/80737832?page=frame&url=http%3A%2F%2Fwww.redbooks.com%2FdotCMS%2FvalidateLogin%3Fdispatch%3DsiteLogin%26checksum%3Ddba30a331527078af2fffdd4716023c3&title=&linktype=opacFtLinkDR&detail=:noframes

http://www.marketingcharts.com

http://iabcanada.com/research/revenue-reports/


eMarketer - Canadian advertising information (new media and technology)




eMarketer - 1 - Canadian advertising information



▪ 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?


http://www.mcgill.ca/library/find/subjects/management/consumers

http://proxy.library.mcgill.ca/login?url=http://www.pmb.ca/public/e/index.shtml


http://www.statcan.gc.ca


PMB Online - Canadian consumption habits


http://www.mcgill.ca/library/find/subjects/management/databases/pmb-online


PMB Online - 1



PMB Online - 2



PMB Online - 3

Total number of Canadians (not the

number of Canadians sampled



PMB Online - 4

Sample size NOTE! This is a projection.

They surveyed ~22 000 people and then extrapolated

to the entire Canadian population



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



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



PMB Online - 7

In terms of all 12 to 17 year olds in Canada, 56,8 % purchased baking goods in the last six months.



PMB Online - 8

Above average consumption of higher than 100, below average consumption if lower than 100.



▪ 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


https://www.youtube.com/watch?v=Y4uQASuOxws&feature=youtu.be

http://www.mcgill.ca/library/find/subjects/management/databases/pmb-online

https://www.youtube.com/watch?v=ce2dYzFYowE&feature=youtu.be



Passport GMID - Consumer trends and lifestyles




▪ 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





▪ 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 …



competitor and company information



▪ 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


http://proxy.library.mcgill.ca/login?url=http://search.proquest.com/hooverscompany?accountid=12339




http://proxy.library.mcgill.ca/login?url=http://www.mergentonline.com/

http://proxy.library.mcgill.ca/login?url=http://www.mergentonline.com/

https://www.mcgill.ca/library/find/subjects/management/business-articles

http://proxy.library.mcgill.ca/login?url=http://search.ebscohost.com/login.aspx?authtype=ip,uid&profile=ehost&defaultdb=bth

http://proxy.library.mcgill.ca/login?url=http://search.proquest.com/abitrade?accountid=12339

http://proxy.library.mcgill.ca/login?url=http://search.proquest.com/cbcacomplete?accountid=12339

https://www.mcgill.ca/library/find/subjects/management/company


summary of resources to consult



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


http://www.mcgill.ca/library/find/subjects/management/industry/

http://www.mcgill.ca/library/find/subjects/management/consumers/




http://www.mcgill.ca/library/find/subjects/management/business-articles


http://proxy.library.mcgill.ca/login?url=http://www.pmb.ca/public/e/index.shtml

http://www.statcan.gc.ca

http://www.mcgill.ca/library/find/subjects/management/company/

http://www.mcgill.ca/library/find/subjects/management/business-articles





Coordonnées|Contact details Courriel | Email

[email protected]

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?


mailto:[email protected]



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


http://commons.wikimedia.org/wiki/File:TourDeLaBourse_night.jpg

http://www.flickr.com/photos/europedistrict/4292948126/

http://commons.wikimedia.org/wiki/File:Lautrec_moulin_rouge,_la_goulue_(poster)_1891.jpg?uselang=fr

Marketing research | Études de marché : MGCR 352, CMRK 200, CMRK 542

Education

Transcript of Marketing research | Études de marché : MGCR 352, CMRK 200, CMRK 542