1. Business Research
for Competitive
Effectiveness, J&J
LINDA HAUCK, SPRING 2015

2. Session Objectives
 Sources for syndicated industry and market research reports
 Navigation of Passport Euromonitor
 Ways of reading industry and market research reports
 Competitor profiles & updates
 APA attribution

4. Industry & Market Research Reports
 Secondary research
 Succinct, convenient, relatively inexpensive (despite $$$)
 Scope market or industry definition varies
See S&P Capital IQ Healthcare: Pharmaceuticals or BMI Mexico
Pharmaceuticals & Healthcare Report or Kalorama World Market for Pain
Management Drugs & Devices or Mintel’s Analgesics US
 Industry report content: competitive landscape, regulatory
environment, market drivers, trends, forecasts
 Market research content: consumer surveys on attitudes and
behaviors

5. Passport Euromonitor

6. Passport Euromonitor

8. Competitor Analysis
 Market reportscompeting brandscompanies
 Get Company Information
 Company Profiles (ReferenceUSA, Marketline, Morningstar and
others)
 Company web sites
 SEC filings for public companies only
 Independent news and analysis via WSJ, ABI Inform, Business Source
Premier, Bloomberg terminals

9. Attribution with APA
 How do you make your reference list?
 Easybib, bibme, citationmachinge, noodletools, refworks, zotero,
Word Reference tab, database utilities
 What you still need to know: APA style and what you are trying to
cite
 Research and Documentation Online or APA Style Guide to
Electronic References or APA Style

10. APA Basics
Reference:
Author, A. (publication date). Title. Place of publication.
In Text: authors (date, page)
Parenthetical: (authors, date, page)

11. APA Citation Examples
 Report from a private organization:
Euromonitor International. (2014, May 27). Analgesics in the U.S.
Retrieved from
http://www.portal.euromonitor.com/portal/analysis/tab
(Euromonitor International, 2014)
 Data set
Euromonitor International. (2014). Market sizes historic/forecast 2009-
2019: Analgesics, digestive remedies and pediatric OTC healthcare
[Data table]. Retrieved from
http://www.portal.euromonitor.com/portal/analysis/tab
Euromonitor International’s (2015) forecast for pediatric is strongest.

12. You ticket out of class
http://padlet.com/vubusinesslibra/CE_McNeil