Market research a comparison of databases By Wong

Market research: a comparison of databases By Wong Kah Wei & Luo Linyu NUS Libraries

Download the handouts: • Go to: http: //bit. ly/nuslrumkt • Download to Desktop : o PPT o Handouts A, B, C

Research Cycle IDEATION Get your literature review done Do a literature search WIDEN REACH LOTS of information Organise and manage WRITE, PUBLISH and PROTECT your idea

Outline of workshop • What is market research? • Using a hypothetical example, explore 2 market research databases: • Passport • Frost & Sullivan • Compare Passport and Frost & Sullivan • Using your own topic, explore Passport and Frost & Sullivan • Q&A

Market research • Is “…. to assist in new product or service launches; to evaluate a product or service’s strengths and weaknesses which will help determine how to improve a product or service; to determine consumer wants, needs, and desires; to analyse competition. ” • Secondary research – reports, analysis, etc. • Primary research – surveys, interviews, observations, etc. Doyle, C. (2016). A dictionary of marketing (4 th ed. ). Oxford: Oxford University Press.

Hypothetical example: The use of silicon waste to produce high performance lithium batteries which have longer life, durable and flexible. Lithium batteries are use in what electronic devices or machines? • Mobile devices such as phones, tablets, etc. • Home appliances such as razors, drills, etc • Toys such remote control cars, drones, etc. . . Etc.

Hypothetical example: The use of silicon waste to produce high performance lithium batteries which have longer life, durable and flexible. I think I shall try the wearable electronics market. A – Market information • What is the overview of the market? • What are the market trends? B – Consumer information • Who are the consumers? • What are their preferences? C – Company information • Who are the top companies in this market? • What company information can I find? Secondary research 2 market research databases: 1. Passport 2. Frost & Sullivan

Some market research databases Databases: Passport (from Euromonitor) Frost & Sullivan Why use it: Consumer products and services Market analysis and statistics Consumer analysis and statistics Not so much on emerging technologies Emerging technologies Analysis on technological drivers and threats Includes technological forecasts Not so much on market analysis For other market research databases: libguides. nus. edu. sg/marketing

1. Use: Firefox or Chrome 2. Go to NUS Libraries portal (http: //www. lib. nus. edu. sg)

3. Click on Databases 4. Search for Passport 5. Open another tab 6. Search for Frost & Sullivan You should have 2 windows opened – 1 for each database

Handout A – Market information • What is the market overview for wearable electronics? • Find the information in: o Passport o Frost & Sullivan

Market information: Reflection 1. What is the difference in the market information retrieved from Passport and Frost & Sullivan?

Handout B – Consumer information • What types of consumers would buy wearable electronics? • Find the information in: o Passport o Frost & Sullivan

Consumer information: Reflection Both Passport and Frost & Sullivan did not have a report specifically on consumer attitudes towards wearable electronics. • Does this mean you have to embark on primary research? • Can you still use Passport or Frost & Sullivan to get any useful information? What information is useful?

Handout C – Company information • What information can you find on a specific company in the wearable electronics market? • Find the information in: o Passport o Frost & Sullivan

Company information: Reflection Both Passport and Frost & Sullivan did not have much company information. • Are there any company information databases? Go to: http: //libguides. nus. edu. sg/marketing • Do I have to do any primary research on companies?

Use your own topic and explore: • Passport • Frost & Sullivan

Q&A • Go to Padlet url: https: //padlet. com/researcherunbound/qna • Post your questions. You may remain anonymous.

Please give us your feedback • Go to: http: //bit. ly/ru-esurvey