AD CAMPAIGN RESEARCH Dallas Area Rapid Transit

CLASS OBJECTIVES To formulate questions to guide secondary research To identify specific tools and techniques for researching industries, companies, and consumers

AVOIDING INFORMATION OVERLOAD

Formulate questions. What do I need to know? What evidence can I piece together?

Start with broad understanding. Strategize your approach to sources. Likely places to look Primary or secondary? Specificity? Regional, national, or international information?

Be open to where the path leads you.

Ask for help.

 "Alicia Martin's Book Cascade" by Inhabit is licensed CC 2.0

WHAT DO YOU NEED TO KNOW?

In your groups, come up with a list or map questions you have about your topic.

“Why?” by Buzz Famers is licensed CC 2.0

WHAT TERMS MIGHT YOU USE TO SEARCH?

In your groups, brainstorm a list of possible terms.

DART over I-35E, Dallas, Texas by Patrick Feller is licensed CC 2.0

STRATEGIZE YOUR RESEARCH

Think of sources firstKnow the usual suspectsKeep asking questions

WHAT ARE THE PARTICULAR PROBLEMS FOR THIS RESEARCH TOPIC?

ANSWERING QUESTIONS ABOUT THE INDUSTRYWhat are the usual suspects?

Industry overview (Business Insights: Global)

ANSWERING QUESTIONS ABOUT THE INDUSTRYUsual suspects

Industry overview (Business Insights: Global)

Trade magazine articles Market share reports Professional association reports Newspaper articles Statistics

Your tasks Find the industry’s NAICS code. Find an industry overview using the NAICS code. (Business Insights: Global)

Check the reference list for useful sources.

WEB TRICK – LOOK FOR SOURCES FIRSTGoogle search of “professional association public transit”

WEB TRICK – LOOK FOR SOURCES FIRSTGoogle search of “related:www.apta.org”

ANSWERING QUESTIONS ABOUT COMPANIESWhat are the usual suspects?

Company overviews (Business Insights: Global)

ANSWERING QUESTIONS ABOUT COMPANIESWhat are the usual suspects?

Company overviews (Business Insights: Global)

Annual reports (Form 10-k) SWOT reports Newspaper articles Company website Market share reports

Your task Find articles about DART in the local business journals. (Dallas Business Portal)

ANSWERING QUESTIONS ABOUT CONSUMERSUsual suspects

Market research reports (Mintel, Business Source Complete, etc.)

ANSWERING QUESTIONS ABOUT CONSUMERSUsual suspects

Market research reports (Mintel, Business Source Complete, etc.)

Consumer surveys (Simmons) Scholarly articles on consumer choice, demographics, etc.

Professional association reports Social media GIS

Resource highlight - Simmons Find consumer brand preferences, attitudes, and media consumption trends.

RESEARCH GOODIES SRDS – Local Media Subject searches in article databases

www.arcgis.com www.socialmention.com