This document provides guidance for students on conducting secondary market research for a competitive effectiveness project on IKEA. It outlines objectives to find and evaluate relevant industry reports, market research, company profiles, statistics, news and scholarship. Students are advised to use a variety of reliable sources and properly cite them using APA style. The document offers tips on updating reports, evaluating sources, conducting online searches, and citing sources with examples of APA citations. It is intended to help students effectively research the industry and compete intelligence needed for their IKEA competitive effectiveness project.

1. Competitive Effectiveness, Spring 2018
IKEA

2. Objectives
 Find secondary market research relevant to your CE project
 industry reports
 market research reports
 company profiles
 statistics
 news
 scholarship
 Evaluate secondary market research for quality, reliability and suitability for
use.
 APA Citation Style

4. Research Tips
 Update reports with news from WSJ, ABI Inform, Business Source Premier
 Don’t rely on a single source, use a variety of sources
 Make sure the sources you use are reliable
 Make APA Citations as you go and edit them for accuracy and consistency.
 Evaluation criteria: Source Variety, Source Quality, APA formatting,
Attribution provided where needed

5. What kind of market research can the
library help you with?

6. Reports: Industry

7. Reports: Market Research

8. Reports: Company

9. What is real news and where do you
find it?

10. Which report best covers industry regulation?
Which report could be used to identify competitors?
Which report will tell you about trending styles?
Which report offers the most detailed customer profile?
Which report will help you understand the supply chain?

11. Evaluating Sources
 Currency
 Reliability
 Authority
 Purpose
Be on the lookout for CRAP!!!
 Nature of publication
 Author/Publisher credentials &
reputation
 Purpose of publication
 Evidence & methods transparency
 Date of article

12. Google IKEA SWOT

13. Google Millennial Shoppers

14. 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
 APA Style Guide to Electronic References or Purdue OWL

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

16. Examples
Levy, E. (2016, December). Industry surveys: Specialty retail. Retrieved from
NetAdvantage database
(Levy, 2016, p.12)
Euromonitor International. (2017). Brand shares: USA home furnishings [data table].
Retrieved from Passport Euromonitor database
According to Euromonitor (2017) sales of home furnishings…..
About the IKEA Group. (n.d.) Retrieved from http://www.ikea.com/ms/en_US/this-is-
ikea/company- information/index.html
(About the IKEA, n.d.)

17. Citation Challenge
 Work with a classmate, find an industry, market research or company
report related to your category, make an APA citation for it and post it on
 https://padlet.com/linda_hauck/CESpring2017

18. Questions?
 Linda.hauck@villanova.edu