Summer Business InstituteBuyer Behavior

Consumer Research Project

June 27, 2008 Research Guide compiled and presented by Dan Overfield: Business

Librarian.

Contacts

Resources

• Primary is compiled by the author without using information gathered or reviewed by any other party.

• Secondary sources interpret or analyze a primary resource and are “at least one step away” from the event.

Guides for Primary Research

• Perdue University • Northwestern

Using the Falvey Library Catalog you can also search for the subject heading:

Social sciences Research Methodology.

Public Websites

• Evaluate any web site you plan to utilize• Use the library’s “tips and guides”

• Do not assume that Google’s results will be comprehensive, authoritative, or truthful.

Research

1. Company• Financials (10-K, ratios, annual reports, SWOT)

2. Conditions • Finding articles and research on topics affecting

business

3. Consumers• Marketing Reports, Surveys, Demographics,

Census

4. Competitors• Industry overview, SIC/NAICS codes

Company Financials

• Mergent• Up to 15 years of quarterly or annual financial data

• Lexis-Nexis• Full text of many newspapers including the

Financial Times

Both have 10-K and other filings made the Securities Exchange Commission (SEC).

Lexis-Nexis has more information on private companies.

Annual Reports

• Glossy publications from the company to the shareholders

• Often contain a narrative and a financial component

• Found on most company websites, Lexis-Nexis, and other sources.

A page from the 2005 Starbucks Annual Report

Annual Reportcontinued

Company Analysis

• Marketline (Datamonitor)– SWOT analysis (Strength, Weakness, Opportunities, Threats

• Value Line– Analyst reports

• Morningstar– Analyst reports / Stock ratings

Marketline

Value Line

Morningstar

Industry Analysis

• Market Insight– Standard and Poor’s publishes very detailed industry reports

• GMID – (Euromonitor)– Incredibly deep information about industry, financial statistics,

and other economic data

• Industry Associations– Though not always free, these sources can be very helpful in

finding industry specific information.

Market Insight

GMID

Consumers

• Mintel Reports– Establish a user profile with your Villanova email address and start with

the “advanced” search function.

• MarketLine– Company and Industry reviews as well as SWOT analysis for a

company

• MarketResearch.com– Marketing reports sorted by demographics and industry.

• Business and Industry– Trade publications

• SRDS lifestyle analyst - PRINT– An amazing resource available in print. Supporting titles are available

online. Ask for this at the library’s reference desk.

Citing your work

• Follow the style guidelines set forth in the syllabus • Journal of Consumer Research Style Sheet

Contacts