SBI 2008


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A discussion of resources for the SBI Buyer Behavior Class.

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SBI 2008

  1. 1. Summer Business Institute Buyer Behavior Consumer Research Project June 27, 2008 Research Guide compiled and presented by Dan Overfield: Business Librarian.
  2. 2. Contacts
  3. 3. Resources <ul><li>Primary is compiled by the author without using information gathered or reviewed by any other party. </li></ul><ul><li>Secondary sources interpret or analyze a primary resource and are “at least one step away” from the event. </li></ul>
  4. 4. Guides for Primary Research <ul><li>Perdue University </li></ul><ul><li>Northwestern </li></ul><ul><li>Using the Falvey Library Catalog you can also search for the subject heading: </li></ul><ul><li>Social sciences Research Methodology. </li></ul>
  5. 5. Public Websites <ul><li>Evaluate any web site you plan to utilize </li></ul><ul><li>Use the library’s “tips and guides” </li></ul><ul><li>Do not assume that Google’s results will be comprehensive, authoritative, or truthful. </li></ul>
  6. 6. Research <ul><li>Company </li></ul><ul><ul><ul><li>Financials (10-K, ratios, annual reports, SWOT) </li></ul></ul></ul><ul><li>Conditions </li></ul><ul><ul><ul><li>Finding articles and research on topics affecting business </li></ul></ul></ul><ul><li>Consumers </li></ul><ul><ul><ul><li>Marketing Reports, Surveys, Demographics, Census </li></ul></ul></ul><ul><li>Competitors </li></ul><ul><ul><ul><li>Industry overview, SIC/NAICS codes </li></ul></ul></ul>
  7. 7. Company Financials <ul><li>Mergent </li></ul><ul><ul><ul><li>Up to 15 years of quarterly or annual financial data </li></ul></ul></ul><ul><li>Lexis-Nexis </li></ul><ul><ul><ul><li>Full text of many newspapers including the Financial Times </li></ul></ul></ul><ul><li>Both have 10-K and other filings made the Securities Exchange Commission (SEC). </li></ul><ul><li>Lexis-Nexis has more information on private companies. </li></ul>
  8. 8. Annual Reports <ul><li>Glossy publications from the company to the shareholders </li></ul><ul><li>Often contain a narrative and a financial component </li></ul><ul><li>Found on most company websites, Lexis-Nexis, and other sources. </li></ul><ul><li>A page from the 2005 Starbucks Annual Report </li></ul>
  9. 9. Annual Report continued
  10. 10. Company Analysis <ul><li>Marketline (Datamonitor) </li></ul><ul><ul><li>SWOT analysis (Strength, Weakness, Opportunities, Threats </li></ul></ul><ul><li>Value Line </li></ul><ul><ul><li>Analyst reports </li></ul></ul><ul><li>Morningstar </li></ul><ul><ul><li>Analyst reports / Stock ratings </li></ul></ul>
  11. 11. Marketline
  12. 12. Value Line
  13. 13. Morningstar
  14. 14. Industry Analysis <ul><li>Market Insight </li></ul><ul><ul><ul><ul><li>Standard and Poor’s publishes very detailed industry reports </li></ul></ul></ul></ul><ul><li>GMID – (Euromonitor) </li></ul><ul><ul><ul><ul><li>Incredibly deep information about industry, financial statistics, and other economic data </li></ul></ul></ul></ul><ul><li>Industry Associations </li></ul><ul><ul><ul><ul><li>Though not always free, these sources can be very helpful in finding industry specific information. </li></ul></ul></ul></ul>
  15. 15. Market Insight
  16. 16. GMID
  17. 17. Consumers <ul><li>Mintel Reports </li></ul><ul><ul><li>Establish a user profile with your Villanova email address and start with the “advanced” search function. </li></ul></ul><ul><li>MarketLine </li></ul><ul><ul><li>Company and Industry reviews as well as SWOT analysis for a company </li></ul></ul><ul><li> </li></ul><ul><ul><li>Marketing reports sorted by demographics and industry. </li></ul></ul><ul><li>Business and Industry </li></ul><ul><ul><li>Trade publications </li></ul></ul><ul><li>SRDS lifestyle analyst - PRINT </li></ul><ul><ul><li>An amazing resource available in print. Supporting titles are available online. Ask for this at the library’s reference desk. </li></ul></ul>
  18. 18. Citing your work <ul><li>Follow the style guidelines set forth in the syllabus </li></ul><ul><li>Journal of Consumer Research Style Sheet </li></ul>
  19. 19. Contacts