BUS 347: CONSUMER BEHAVIOURLIBRARY RESEARCH

Mark Bodnar Mark Bodnar mbodnar@sfu.cambodnar@sfu.ca

Today’s Goals1. 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.***

2. Using the best resources

3. Getting help

2

BUS 347 research guide3

http://tinyurl.com/bus347

Choosing a publication and an ad

4

Choosing a publication and an ad

5

Publication: Likely to have specific readers (Hobby

mag? Special interest? Clearly aimed at young women/old men, etc.)

Demographics of readers available detailed Media Kit

READERS: Media Kit6

Source: PMB

Choosing a publication and an ad

7

Publication: Likely to have specific readers (Hobby mag?

Special interest? Clearly aimed at young women/old men, etc.)

Demographics of readers available detailed Media Kit or even more detailed PMB data

<http://tinyurl.com/pmb-pubs> Print Read by Canadians

Consider browsing at your local public library (in person or online via Zinio or PressDisplay)

READERS: PMB 8

READERS: PMB 9

Choosing a publication and an ad

10

Advertisement: Product isn’t too new – brand has been

around for at least a few years. Likely to have distinctive consumers Covered by the PMB Reports (our main

source of consumer demographic data at a product level)

Sold in Canada

CONSUMERS: PMB 11

Note: You will probably need to clear your browser cookies or change browsers if you look at magazine reader demographics in the PMBs before viewing product data.

CONSUMERS: PMB 12

No brands showing up? Try clicking on Change

Survey at the top of the PMB screen, then choose an older

version of the survey.

CONSUMERS: PMB 13

CONSUMERS: PMB 14

CONSUMERS: PMB 15

CONSUMERS: PMB 16

CONSUMERS: Business Source

17

One of the articles that came up in my Business Source Complete search for:

Gillette and fusion and consumer

CONSUMERS: Best Customers

18

CONSUMERS: Passport GMID

19

COMPANIES: Passport GMID20

TEST!21

Would this ad...

found in this publication...

work for your assignment?

Why? / Why not?

Help?22