This document provides guidance to students on conducting secondary market research for a competitive effectiveness project. It outlines objectives to find various types of secondary research from reliable sources and evaluate them. Tips are provided on updating reports, using multiple sources, and properly citing sources using APA style as the research is conducted. Examples of market research reports that can be accessed through the library are listed. The document also discusses how to evaluate sources and provides examples of properly citing sources in APA format.

1. COMPETITIVE EFFECTIVENESS
SPRING 2018, VANGUARD

2. OBJECTIVES
• Find secondary 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 BLACKROCK SWOT & PESTLE

13. GOOGLE MILLENNIAL INVESTORS

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