Research Guides: MKTG 445: Global Marketing: Consumers & Advertising

Cook OneSearch for Target Market Research

Consider searching outside of business-specific resources when investigating your target market.

Cook OneSearch -- which searches across subject areas -- is a great option for this.

You may find scholarly articles that contextualize different consumer behaviors or interests with useful statistics, or give intriguing insights about them.

A sample search:

Box 1: Norway

Box 2: hiking OR camping OR outdoors

NOTE: the word OR gives "wiggle room" --
"OR" allows any of the 3 words, hiking, camping, or outdoors, to appear in the results.
AND is the default between the boxes--pinning down the search has the word "Norway" and at least 1 of the words in Box 2.

Try brainstorming with your team members about keywords that seem relevant to your product/consumers.
Consider demographics or psychographics as appropriate.
Remember, you can try looking for these aspects in other countries too if you need to.

Consumers & Cultures

Countries & Their Cultures
Focuses on cultures and countries around the world, specifically what is and is not shared culturally by the people who live in a particular country. Entries contain descriptive summaries of each country.
Worldmark Encyclopedia of Cultures and Daily Life
Overviews of nationalities and ethnicities, touching on Folklore, Living Conditions, Entertainment and Recreation, and more.

Dollar Street
From the folks that brought you Gapminder, Dollar Street lets you virtually visit families of different income levels around the world
Passport: Consumers
Statistics and analysis on consumers for 200+ countries.

PROTIP:
-Select Consumers below the search bar at the top of the page
-Select the type of report: Income & Expenditure OR Lifestyles

NOTE: Passport is for use by TU students, faculty and staff only.
Country Insights
Each national profile includes questions on interpersonal, cultural, & workplace norms, with answers from both a local and Canadian perspective. From Canada’s Centre for Intercultural Learning.

CultureGrams
5th floor, call number GT150 .C85

Cultural information for 200+ countries.
Kiss, Bow, or Shake Hands: The Bestselling Guide to Doing Business in More than 60 Countries
5th floor, call number HF5389 .M67 2006

International Advertising

Ads of the World
An international advertising archive hosted by WebMedia Brands.
Adeevee
An online platform to find ads from around the world in a variety of formats (print, film, mobile, etc.)

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MKTG 445: Global Marketing

Cook OneSearch for Target Market Research

Consumers & Cultures

International Advertising