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BUS 444: Business to Business Marketing

BUS 444: Business to Business Marketing. Research tips Spring 2014. The Research Process. Choose a research question Think of some sub-questions Identify likely publishers Choose a database/tool/source Search and cycle your search Evaluate your results Write and present your report.

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BUS 444: Business to Business Marketing

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  1. BUS 444: Business to Business Marketing Research tips Spring 2014

  2. The Research Process • Choose a research question • Think of some sub-questions • Identify likely publishersChoose a database/tool/source • Search and cycle your search • Evaluate your results • Write and present your report Get help

  3. Think of some sub-questions • What are your sub-questions if you are trying to… • Estimate the demand for low-cost, locally sourced vegetarian takeout in Mount Pleasant, Vancouver?

  4. Questions Ad infinitum… Note. Figure to the right is reprinted from Meredith, Lindsay, “A Diagrammatical Template for Business Market Demand Estimation”, Industrial Marketing Management, Elsevier Science Inc., Vol. 35 Issue 4, (2006) p.431-445. Link: http://tinyurl.com/5autbb

  5. Identify likely publishers

  6. Activity 1 • Thinking about 100 Mile Catering, what are some questions you might want to consider about: • Producing/ sourcing • Distribution • Aggregation • Reuse • Waste diversion • Choose one and brainstorm with the person nearest to you

  7. Activity 2 • Think of some potential sources for the answers to your questions • Government • Associations/Think Tanks • Commercial researchers • Academics • Companies • News • These can be as broad as the sources above, or specific databases if you can think of some.

  8. Identify sources… • Demographic/Market • How do I know what Vancouverites spend on takeout? PMB, Simply Map • How much do Vancouverites care if food is local? Business Source Complete, Passport GMID, Canadian NewsStand Pacific

  9. Identify sources… • Sourcing • Who are my local farm producers? BC Farm Fresh • What are current waste diversion and re-use practices in Vancouver? ??

  10. Identify sources… • Competition/Trends • What other limited service restaurants are operating in Vancouver? Simply Map • Are there any industry statistics for limited service restaurants? IBISWorld

  11. Identify sources… • Strategy • Where do I find information on industrial procurement, product differentiation or supply chain management? Business Source Complete , Library Catalogue • Have similar strategies been successful in other cities? Business Source Complete

  12. Thank you! • Andrea Cameron • amcamero@sfu.ca

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