Secondary Market Research Tutorial – Getting To Know Your Industry

Title Secondary Market Research Tutorial - Getting To Know Your Industry
Faculty/College/Unit UBC Library
Status Active
Duration 1 Year
Initiation 04/01/2016
Funding Details
Year 1: Project Year Year 1
Year 1: Funding Year 2016/2017
Year 1: Project Type Small TLEF
Year 1: Principal Investigator Aleha McCauley
Year 1: Funded Amount 49,625
Year 1: Team Members

Kim Buschert, Reference & Instructional Librarian, David Lam Library, UBC Library (Co-Principal Investigator)
Elizabeth Newton, Full-time Lecturer, Marketing and Behavioural Science Division, Sauder School of Business
Ann Stone, Full-time Lecturer, Marketing and Behavioural Science Division, Sauder School of Business
Andy Talbot, Interim Director, Entrepreneurship @UBC

Project Summary

Secondary research is integral to successful venture design, business planning and marketing strategy, but is seen by many as a time-consuming and challenging process. Learning about one’s industry involves gathering general data about market trends, in addition to information about the external environment, competition and consumer behaviour. Understanding the difference between well-established and emerging or disruptive industries is an important first step to the research process. Doing secondary market research is now part of many marketing, as well as cross-listed entrepreneurial courses and programs. UBC librarians have been supporting students to learn how to identify and use credible open access and proprietary secondary sources through in-class demonstrations. This project will convert content that has traditionally been delivered in-person to an online, modular format. We will engage students to develop a fresh student-centred perspective to this new series of animated “explainer” videos that will be repurposed across courses, disciplines and target audiences.