Secondary Research Quiz ft. Chocolate It’s this sweetshop, where they’ve got everything... Pepper Imps — they make you smoke at the mouth — and great fat Chocoballs full of strawberry mousse and clotted cream, and really excellent sugar quills which you can suck in class and just look like you’re thinking what to write next —

Before we begin, read this...

Why Use Secondary Research

Marketers save time and money by using secondary research in the form of published articles, industry reports, company reports and demographic, economic and industry data to identify trends and to develop fact-based overviews of industries, customers, competitors and market conditions.

Sources of Secondary Research

The David Lam Library subscribes to a variety of sources of secondary research, including databases of articles, industry and market overviews, electronic books, and company profiles.

In order to access these databases, you must connect to them through the library website. When you attempt to access them from home, you will be asked to enter your CWL login information.
About the Quiz

Secondary Research Sources

In this quiz, you will search four key secondary market research sources:

  • IBISWorld
  • Passport GMID
  • WARC
  • Statista

For each source, you’ll engage with the content with the instructions on this page. The questions and where you will type your answers are located in your COMM 468 Course Canvas.

The Story

Honeydukes is a wizarding sweet shop located on High Street in the all-wizarding village of Hogsmeade....

Ambrosius Flume and his wife, the founder of Honeydukes wanted to expand their homemade chocolate line into the Muggle World. Aside from its delicious taste, chocolate became something that gave comfort to everyone in the Wizarding World.

As marketing students, you are going to help Mr. and Mrs. Flume to decided whether expanding their chocolate products into Canada by through research and using our business databases.

Market Research Sources and Quiz Questions

IBISWorld

IBISWorld is a database of commercial market research reports. It contains full-text reports for more than 700 US, 400 Canadian and 60 global industries.

Quiz Activity

  1. Enter search terms 'chocolate canada' in the search box
  2. For the purposes of this quiz, please click on the Chocolate Production in Canada report.
  3. Use the menu on the left hand side to navigate the report
Passport GMID

Passport GMID is a database of international commercial market research reports for consumer products and consumer services. It also contains international consumer lifestyle profiles for over 200 countries, trend analysis, and statistics relevant to marketers researching consumer products.

Quiz Activity

  1. Enter the search terms 'chocolate and canada' in the search bar.
  2. In the search results page, you will see two tabs, statistics and analysis.
  3. For the purposes of this quiz, choose analysis and click on Chocolate Confectionary in Canada.
WARC: World of Advertising Research Center

WARC contains case studies from major companies and advertising agencies, as well as articles from leading advertising journals and unpublished papers. It is useful for research on anything marketing, such as communications effectiveness and consumer insight and behaviour.

Quiz Activity

  1. Go to Strategy
  2. Click on Case Studies -> Case Finder
  3. Choose Categories -> Food; Location -> North America; Campaign Objectives -> Awareness
  4. Click on Oh Henry!: 4:25 Hunger Bar Launch

In this case study, you will learn how Oh Henry! reclaimed the number one spot in the candy bar market from rivals Snickers and Mars, and staked a claim to the untapped cannabis-induced 'munchies' space.

Statista

A simple to use statistics portal that integrates statistics from thousands of sources, on topics related to business, media, public policy, health and others. It is also contains company profiles and consumer reports for various goods and services.

Quiz Activity

  1. Type Confectionary Canada
  2. Choose Chocolate in Canada- statistics & facts
  3. Look for: Household expenditures on chocolate and candies in Canada, by province

Side note: some of your industries may be less obvious and here are some databases that you can explore:

  • Business Source Ultimate: article databases are a great way for you to look into industries that are not available conventionally
  • CB Insights: analyzes millions of data points on venture capital, startups, patents, partnerships and news mentions
  • Factiva: access to a deep archive of news and business information, allowing users to conduct in-depth research on companies, industries, regional affairs.
  • Vividata: resource for demographics, psychographics, lifestyle, life events, media, purchasing and brand preferences.
Quiz Conclusion

Congratulations on completing the secondary research quiz. Mr. and Mrs. Flume will be ecstatic to read the answers that you have found.

You can use the resources you’ve explored in this quiz for your other assignments, as well as in other courses which require industry or market research.

For any questions regarding access to the databases or about the database, please feel free to email your business librarian, Kim at kimberly.fama@ubc.ca
“Things we lose have a way of coming back to us in the end, if not always in the way we expect.” - Luna Lovegood, Harry Potter and the Order of the Phoenix