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![Market Share 9
Determining Market Share:
1. Find out if it has been done already
Search: [Company Name] Market Share
OR
2. Do it yourself
Search: [Company Name] SIC code
Example:
HOB SIC (industry) code is 7929
Next search: SIC 7929 on census web site (www.census.gov)
Next find 7929 on page and look up the figures under receipts & annual payroll
Receipts & Annual payroll= Industry revenue
Example: For SIC 7929 (2,674,915,000 - 1,560,139,000 = $1,114,776,000)
Search (Company Name) Annual revenue
Example: HOB annual revenue = $250,500,000
Company revenue/Industry revenue = Market Share
Example: 250,500,000/1,114,776,000 = .22;
HOB has 22% of the industry market share](https://image.slidesharecdn.com/researchingonline-100607194848-phpapp02/85/Researching-online-11-320.jpg)
![Business Consultants and Organizations 20
American Management Association
www.amanet.org
“[A] world leader in professional development, advancing the skills of individuals to drive business success,” the
AMA provides detailed information on industry-specific issues as well as general business topics.
American Society of Association Executives
www.asaenet.org
An excellent resource for finding a trade association for your industry, and all related supplementary informa-
tion.
Better Business Bureau
www.bbb.org
With its site organized regionally as well as nationally, the Bureau has long been a resource for researching com-
panies aspiring to high standards within a particular industry or community.
Business for Social Responsibility
www.bsr.org
With more than 1,400 companies belonging to this national organization, BSR’s scope is now international in
“[providing] socially responsible business solutions to many of the world’s leading corporations.”
Census Bureau, U.S. Government
www.census.gov
Profiling the U.S. economy every five years, the “Economic Census” link within this standard, exhaustive
site provides statistics on population, income, industry, and other categories. Links to other
government-statistics sites and to all of the states’ Internet sites are available, as well.](https://image.slidesharecdn.com/researchingonline-100607194848-phpapp02/85/Researching-online-22-320.jpg)
![Business Consultants and Organizations, cont. 22
National Association of Government Guaranteed Lenders
www.naggl.org
The association comprises those banks and lending institutions “that [utilize] SBA and other government guaran-
teed loan programs.”
Nolo
www.nolo.com
Within the vast amount of free legal information Nolo provides are extensive resources on patents, copyrights,
trademarks, and the licensing of art and music.
Relocation Essentials
www.relocationessentials.org
Offering its resources as a “personal move planner”, this site, in turn, is a rich source of business and other infor-
mation, for virtually any community in the U.S.
SICCODE
www.naics.org
This site offers a definitive resource for searching and cross-referencing industries by SIC and NAICS codes.
U.S. Small Business Administration (SBA)
www.sba.gov
Among its many resources, the SBA lists, by geographic area, banks and lending institutions that offer loans to
small businesses.](https://image.slidesharecdn.com/researchingonline-100607194848-phpapp02/85/Researching-online-24-320.jpg)
Uploaded byKen DeGilio
Researching online
Business Storytelling and Brand Development This document provides an overview of market research and resources for conducting online research in the entertainment industry. It discusses approaching research, evaluating resources, factors to consider in research, and researching online. It then covers topics like where to start with market research, competitive analysis, industry trends, and target markets. Finally, it provides examples of helpful research databases and business consultants/organizations. The document aims to guide readers through online market research for the entertainment sector.
Researching online
- 1. Business Storytelling and Brand Development Market Research Guide Your Guide to Online Research for the Entertainment Industry
- 2. Table of Contents Introductionto Research 1 Approaching Research 2 Evaluating Resources 3 Factors in Research 4 Researching Online 5 Market Research 7 Where to Start 8 Market Share 9 Competitive Analysis 10 Industry Trends 11 Target Market 15 Market Research and Trend Resources 19 Business Consultants and Organizations 22 Selected Business Periodicals: Full-Text Access 23 Selected Periodicals: Web Sites 24 Entertainment Industry Resources 25 Media Career Web Sites 26
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- 4. Approaching Research 2 What is RESEARCH? ... the search for knowledge or any systematic investigation to establish facts Primary Sources Original data collected through observation, interviews, focus groups, surveys, etc. = Using an online survey service such as Survey Monkey VS Secondary Sources Data collected by another source through observation, interviews, focus groups, etc. = Using data from the U.S. Census Bureau or a published research article Effective, Efficient Research • Skim articles quickly. • Print out or download to a “research” file, articles that you feel are important. • Highlight the statements that strike you as significant as you read the article. • As you read, pause to write down any thoughts that come to you. These ideas may be valuable later.
- 5. Evaluating Resources 3 Books: • A commonly used resource • Have been through an editing process that includes fact checking, which validates the information • Disadvantage: Books can become outdated quickly Periodicals: These include journals and magazines and are published on a regular basis (containing more up-to-date information) • Peer-reviewed journals - highly respected resource for research • Professional journals - written by and for people in a particular industry • Trade journals - supported by an organization within the field • General - magazines published for the general public Electronic Sources: This can include anything on the Internet • Likely the most up-to-date information • Disadvantage: Does not go through an editing process Questions to help evaluate sources: 1. Who are they? 2. What is their viewpoint? 3. How dated is the material?
- 6. Factors in Research 4 Validity and Reliability: Determining Validity: Do the results accurately reflect the truth? Determining Reliability: Does the experiment or survey get roughly the same results every time data is collected? Populations and Sampling: Population: The group of people we want to study Sample: A part of the population that we collect data from in order to represent the entire population Types of Sampling Simple Random Sample: Drawn completely random from the population Systematic Sample: Take a certain number (n) and then select every nth person Stratified Sample: Divide population into groups and take a random smampleing to gather from each group Sample Size Be sure the sample size is big enough to yeild valid and reliable data Variables Variables are the factor research is designed around. It is important to control the variables and limit them to one or two. Independent variable: Those being examined by the researcher Dependent variable: The one that may be affected by the independent variable
- 7. Researching Online 5 PROS Abundant amount of resources Wealth of information from different points of view Fast Times CONS Lake of editorial review Lack of reliability Lake of permanence Sources to look for: News/Newspapers Industry Research Magazines and E-Journals Books and E-texts Search Engines: Remember, they can only index a portion of all pages, so search more than one Google has additional search options available like Google Scholar and Google Reader Databases: Fee Based: Available through the Full Sail University Library (www.online.fullsail.com) EBSCO Host, Inter Library, LIRN, Wilson Web BUT, how are databases different than jsut doing a Google search? Databases provide a limited scope and are more structured than web pages, giving them more advanced search options and credible information.
- 8. Researching Online: SearchStategies 6 • Enter key words and phrases (use “quotes” to look for a specific phrase) • Use synonyms for your key words Example: minors: youthful, young, teenager, children, juvenile • Truncation: putting a special symbol after the root of your keyword so you can find all variations of the root word Example: smok* will give you smoke, smoker, smoked, smoking, etc. • Field Searching: limits your search to just works in the title to ensure matches are more relevant. Example: on Alta Vista you would enter: “title: Ireland” if you only want information on articles with Ire- land in the title • Boolean Searching: create more effective searches by establishing relationships between your keywords • AND requires all the words or phrases to be present Example: diabetes AND children AND treatment requires that all of those words be present on the web pages retrieved • OR requires any of the entered words or phrases be present Example: “heart attack” OR stroke OR “high blood pressure” requires that any of those words are present on the web pages retrieved • NOT requires that a word or phrase not be present Example: Computers NOT IBM will retrieve web pages that have computers in them but will exclude any that have IBM in them. If your getting too few responses: • Check for typos in your search • Look carefully at key words (Can you use broader ones to turn up any Web pages?) • Consider using a metasearch engine (one that searches multiple search engines) Examples: Dogpile, Clusty, SurfWax, Copernic Agent
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- 10. Where to Start 8 Q. To maintain a competitive edge. To understand your Why do target market. To increase sales. market research? A. To survive.
- 11. Market Share 9 Determining Market Share: 1. Find out if it has been done already Search: [Company Name] Market Share OR 2. Do it yourself Search: [Company Name] SIC code Example: HOB SIC (industry) code is 7929 Next search: SIC 7929 on census web site (www.census.gov) Next find 7929 on page and look up the figures under receipts & annual payroll Receipts & Annual payroll= Industry revenue Example: For SIC 7929 (2,674,915,000 - 1,560,139,000 = $1,114,776,000) Search (Company Name) Annual revenue Example: HOB annual revenue = $250,500,000 Company revenue/Industry revenue = Market Share Example: 250,500,000/1,114,776,000 = .22; HOB has 22% of the industry market share
- 12. Competitive Analysis 10 R esearching your competitors is a great strategy for businesses for many reasons. Companies use competitive analysis to help monitor the industry, keep track of changes and monitor advertising expenses within an industry. In the retail industry, price-monitoring data is used to track and adjust product pricing daily, if needed. Thinking broadly could help you define your unique niche. For example, movie theaters compete not only with other cinemas but also with restaurants, live music venues, even cable TV, video rent- als and video games. As you become more familiar with your competitors in the industry, you can think about the following questions: What new technology or innovations are being used? What type of advertising are they doing? What does their service costs? What are their customer service policies? Do they charge for shipping? The best way to get started is to think about your competitors both direct and indirect and start tracking those companies. You can find your competitors on websites like Compete.com, (see example that follows) in industry directories and trade shows, public filings, local business journals and Chambers of Commerce.
- 13. Competitive Analysis 11 Websites to help you with competitive analysis: http://www.bizjournals.com/twitter/ http://www.chamberofcommerce.com/chambers/ http://www.spyfu.com/Domain. aspx?d=277189981429828870
- 14. Industry Trends 12 To help in market research and determining industry trends, this list includes trade associations and publications of various entertainment and electronic industries, as well as general sources for demographic information. Many trade sites offer charts, statistics or data about the industry in general, ratings and sales information and notes on how different genres of product are performing. This is a starting point; more sources are online. Find the industry code: NAICS http://www.census.gov/cgi-bin/sssd/naics/naicsrch?chart=2007 71: Arts and Entertainment Go to http://www.census.gov/econ/www/index.html And enter keyword: 711 To get the industry report or online at: http://www.census.gov/econ/census02/data/industry/E7113.HTM You can also look here or on EBSCO: Dun & Bradstreet www.dnb.com HarrisInfoSource www.HarrisInfo.com Hoovers www.hoovers.com InfoUSA www.infousa.com Business Information Manta.com www.manta.com TV/Cable/Radio Arbitron http://www.arbitron.com/home/content.stm Nielsen Media Research http://www.nielsenmedia.com/nc/portal/site/Public/ Broadcasting and Cable http://www.broadcastingcable.com/
- 15. Industry Trends, cont. 13 Multichannel News http://www.multichannel.com/ Media Week www.mediaweek.com/ Corporation for Public http://www.cpb.org Broadcasting News Project for Excellence http://www.journalism.org/ in Journalism Recording Arts Billboard magazine http://www.billboard.biz/bbbiz/index.jsp Recording Arts Association http://www.riaa.com/ of America IFPI- International http://www.ifpi.org/ Federation Phonographic Motion Pictures Daily Variety http://www.variety.com/ Hollywood Reporter www.hollywoodreporter.com Film Journal International News www.filmjournal.com
- 16. Industry Trends, cont. 14 Gaming The Entertainment http://www.theesa.com Software Association Gamasutra http://www.gamasutra.com Entertainment Software http://www.esrb.org/ratings/ratings_guide.jsp Ratings Board Themed Environments International Assoc. of Amusement http://iaapa.org Parks and Attractions (IAAPA) Themed Entertainment Association http://www.themeit.com/ Amusement Today http://www.amusementtoday.com Comics Comic World News www.comicworldnews.com/
- 17. Target Market: GeneralFinancial and Demographic Information 15 Market Research studies/reports http://www.marketresearch.com/ Securities and Exchange http://www.sec.gov/edgar.shtml Commission Edgar database of SEC reports US Census Bureau http://www.census.gov/ US Jobs/Salary information http://www.bls.gov Principles of Marketing Tutorial http://www.knowthis.com/ Knowledge source Advertising Age http://adage.com/ (Check out: Data Center, Digital) VALS Lifestyles Research http://www.sric-bi.com/VALS/ Scarborough Research http://www.scarborough.com/index.php Consumer and buying patterns Cable Network Information http://www.cabletvadbureau.com/02Profiles/ Blog Search: http://blogsearch.google.com/blogsearch?hl=en Google Trend Search: http://www.google.com/trends Google Scholar: http://scholar.google.com/advanced_scholar_search?hl=en&as_sdt=40000 Google Reader: https://www.google.com/reader
- 18. Target Market, cont. 16 To help in market research and determining industry trends, this list includes trade associations and publications of various entertainment and electronic industries, as well as general sources for demographic information. Many trade sites offer charts, statistics or data about the industry in general, ratings and sales information and notes on how different genres of product are performing. This is a starting point; more sources are online. Find the industry code: NAICS http://www.census.gov/cgi-bin/sssd/naics/naicsrch?chart=2007 71: Arts and Entertainment Go to http://www.census.gov/econ/www/index.html And enter keyword: 711 To get the industry report or online at: http://www.census.gov/econ/census02/data/industry/E7113.HTM You can also look here or on EBSCO: Dun & Bradstreet www.dnb.com HarrisInfoSource www.HarrisInfo.com Hoovers www.hoovers.com InfoUSA www.infousa.com Business Information Manta.com www.manta.com TV/Cable/Radio Arbitron http://www.arbitron.com/home/content.stm Nielsen Media Research http://www.nielsenmedia.com/nc/portal/site/Public/
- 19. Helpful Research DatabaseResources 17 Academic Search Complete Academic Search Complete is the world’s most valuable and comprehensive scholarly, multi-disciplinary full-text database, with more than 6,100 full-text periodicals, including more than 5,100 peer-reviewed journals. In ad- dition to full text, this database offers indexing and abstracts for more than 10,100 journals and a total of more than 10,600 publications including monographs, reports, conference proceedings, etc. The database features PDF content going back as far as 1887, with the majority of full text titles in native (searchable) PDF format. Search- able cited references are provided for more than 1,000 journals. Communication & Mass Media Complete Communication & Mass Media Complete provides the most robust, quality research solution in areas related to communication and mass media. CMMC incorporates the content of CommSearch (formerly produced by the National Communication Association) and Mass Media Articles Index (formerly produced by Penn State) along with numerous other journals in communication, mass media, and other closely-related fields of study to create a research and reference resource of unprecedented scope and depth encompassing the breadth of the commu- nication discipline. CMMC offers cover-to-cover (“core”) indexing and abstracts for more than 460 journals, and selected (“priority”) coverage of nearly 200 more, for a combined coverage of more than 660 titles. Furthermore, this database includes full text for 350 journals. Computers & Applied Sciences Complete Computers & Applied Sciences Complete covers the research and development spectrum of the computing and applied sciences disciplines. CASC provides indexing and abstracts for more than 1,800 academic journals, pro- fessional publications, and other reference sources from a diverse collection. Full text is also available for more than 730 periodicals.
- 20. Helpful Research DatabaseResources 18 Literary Reference Center Literary Reference Center (LRC) is a comprehensive literary reference database, which provides users with a broad spectrum of reference information from antiquity to the present day. LRC is a comprehensive database that combines information from over 1,000 books and monographs, major literary encyclopedias and reference works, hundreds of literary journals, and unique sources not available anywhere else. LRC contains detailed in- formation on the most studied authors and their works and is an essential resource for public, academic and high school libraries. Psychology and Behavioral Sciences Collection Psychology & Behavioral Sciences Collection is a comprehensive database covering information concerning topics in emotional and behavioral characteristics, psychiatry & psychology, mental processes, anthropology, and obser- vational & experimental methods. This is the world’s largest full text psychology database offering full text cover- age for nearly 600 journals. SocINDEX with Full Text SocINDEX with Full Text is the world’s most comprehensive and highest quality sociology research database. The database features more than 1,986,000 records with subject headings from a 19,600+ term sociological thesaurus designed by subject experts and expert lexicographers. SocINDEX with Full Text contains full text for 708 jour- nals dating back to 1908. This database also includes full text for more than 780 books and monographs, and full text for 9,333 conference papers.
- 21. 19 Market Research and Trend Resources
- 22. Business Consultants andOrganizations 20 American Management Association www.amanet.org “[A] world leader in professional development, advancing the skills of individuals to drive business success,” the AMA provides detailed information on industry-specific issues as well as general business topics. American Society of Association Executives www.asaenet.org An excellent resource for finding a trade association for your industry, and all related supplementary informa- tion. Better Business Bureau www.bbb.org With its site organized regionally as well as nationally, the Bureau has long been a resource for researching com- panies aspiring to high standards within a particular industry or community. Business for Social Responsibility www.bsr.org With more than 1,400 companies belonging to this national organization, BSR’s scope is now international in “[providing] socially responsible business solutions to many of the world’s leading corporations.” Census Bureau, U.S. Government www.census.gov Profiling the U.S. economy every five years, the “Economic Census” link within this standard, exhaustive site provides statistics on population, income, industry, and other categories. Links to other government-statistics sites and to all of the states’ Internet sites are available, as well.
- 23. Business Consultants andOrganizations, cont. 21 Consumer Information Center www.pueblo.gsa.gov/smbuss.htm Free or inexpensive small-business publications are available here, encompassing topics that range from health care to trademark and copyright. Dun & Bradstreet www.dnb.com Long the industry standard for corporate credit reporting (or what the site describes as “commercial information and insight on businesses”). Florida Trend www.floridatrend.com This is the online site of the magazine that covers “Issues, people, and ideas that define Florida.” Government Printing Office www.gpo.gov The GPO is nothing less than the U.S. Government’s “primary centralized resource for . . . the production and distribution of information products and services for all three branches of the Federal Government.” Hoover’s Online www.hoovers.com Although its famed Company Profile Reports typically require a substantial fee, the Hoover site also offers basic essential information on thousands of companies, for no charge.
- 24. Business Consultants andOrganizations, cont. 22 National Association of Government Guaranteed Lenders www.naggl.org The association comprises those banks and lending institutions “that [utilize] SBA and other government guaran- teed loan programs.” Nolo www.nolo.com Within the vast amount of free legal information Nolo provides are extensive resources on patents, copyrights, trademarks, and the licensing of art and music. Relocation Essentials www.relocationessentials.org Offering its resources as a “personal move planner”, this site, in turn, is a rich source of business and other infor- mation, for virtually any community in the U.S. SICCODE www.naics.org This site offers a definitive resource for searching and cross-referencing industries by SIC and NAICS codes. U.S. Small Business Administration (SBA) www.sba.gov Among its many resources, the SBA lists, by geographic area, banks and lending institutions that offer loans to small businesses.
- 25. Selected Business Periodicals:Full-Text Access 23 Full-text access to the following selected business and media-industry periodicals, among many others, is avail- able within the EBSCOHost database suite, accessible through the “Library” tab on the FSO home page: Advertising Age Billboard Brandweek Entrepreneur Forbes Fortune Harvard Business Review Inc.
- 26. Selected Periodicals: WebSites 24 Advertising Age http://www.adage.com Billboard http://www.billboard.com Brandweek http://www.brandweek.com Entrepreneur http://www.entrepreneur.com Inc. http://www.inc.com Variety http://www.variety.com The Wall Street Journal http://www.wsj.com
- 27. Entertainment Industry Resources 25 Digital Media Wire http://www.dmwmedia.com Featuring headings in music, games, video, mobile, and marketing, DMW provides “a daily briefing of the most important news stories about the business of digital media.” GI (Games Industry) http://www.gamesindustry.biz From job listings to featured interviews and analysis, this site provides coverage of the gaming industry. Life After Death by PowerPoint http://www.youtube.com/watch?v=cagxPlVqrtM A funny skit by comedian Don McMillian with insightful advice about presenting with slides. Media Post http://www.mediapost.com Free registration brings you entrance into “the media, marketing and advertising professional’s leading resource” for news, research, job listings, events calendars, and limitless other forms of essential media information. Radio and Internet Newsletter (RAIN) http://textpattern.kurthanson.com Essential for its Bookmarks list of media news resources alone, RAIN also has articles and discussion on radio Show Biz Data http://www.showbizdata.com this site provides information on everything from literary sales and international box-office receipts to works in pre-production and jobs in media industries.
- 28. Media Career WebSites 26 Career Guide for Broadcast Media and Journalism http://www.khake.com/page43.html Actually, the page’s title understates its scope; included are links to solid career and job information in creative fields and occupations ranging from interpreter to poet, proofreader to project manager. Freelancers.com http://www.freelancers.com “Find something interesting” in careers ranging from website design and creative writing to graphic design and illustration. I Want Media http://www.iwantmedia.com Job listings, organizations links, interviews with professionals, news items and blogs—this is a goldmine for career information and research. Media Bistro http://www.mediabistro.com “Career and community for media professionals.” The Biz http://thebiz.variety.com Far more than a job-search resource, Variety’s site offers opportunities to “meet professionals directly inside en- tertainment” as well as to “exchange ideas, projects, or test your latest big pitch among peers.”
- 29. Business Storytelling and Brand Development Market Research Guide Your Guide to Online Research for the Entertainment Industry