Transcript Marketing Research - Indiana University

Basic Business Research for the
Non-Specialist
Nels Gunderson, IUB
Steven Sowell, IUB
Jessica Trinoskey, IUPUI
Personal Investment Research
S&P NetAdvantage
S&P Stock Picks and Pans
S&P’s Outlook
S&P Mutual Fund Search page
Business & Company Resource Center
Business & Company Resource Center
Results for GE search
Value Line
Google Finance Page
Google – GE page
The Motley Fool
Marketing Research
“Marketing is an organizational function and a
set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders.”
American Marketing Association
Marketing Research:
• General marketing resources
• Consumer lifestyle and buying habits
• Consumer Demographics
• Industry Position/Competitors
IU Business/SPEA Research Guide
http://www.libraries.iub.edu/index.php?pageId=1178
IUPUI Research Guide
www.ulib.iupui.edu/subjectareas/business/marketing
Sample Marketing Plans
Subject heading: Marketing - - Planning
Consumer Lifestyle/Buying Habits
• Bureau of Labor Statistics (US Department of Labor) :
Consumer Expenditure Survey : buying habits of
American consumers
American Time Use Survey : how Americans spend
their time
• MediaMark / MRI Plus (subscription database @
IUPUI)
• Marketing Research : A Quarterly Business
Management Publication of the American
Marketing Association (available electronically
through Business Source Premier)
Consumer Expenditure Survey
American Time Use Survey
MRI MediaMark Reporter (IUPUI)
National / State
Consumer Demographics by
Geographic Location
• American FactFinder (US Census Bureau):
Population data & geographic comparisons
for United States and Puerto Rico
• STATS Indiana: Data on Indiana cities and
counties, including income, population, &
economic forecasts
County / City
Consumer Demographics by
Geographic Location
• DemographicsNow (IUPUI)
• SimplyMap (IUB)
• American FactFinder (Year 2000 data for
areas with populations < 20,000)
DemographicsNow
SWOT / Situation Analysis
“The systematic collection and study of past and present
data to identify trends, forces, and conditions with the
potential to influence the performance of the business
and the choice of appropriate strategies.”
-American Marketing Association
SWOT = Strengths, Weaknesses, Opportunities, Threats
Available through Marketline and Business Source Premier
Market Share
• Market Share Reporter
– Print copies throughout IU system
– Online access through IUPUI
• Business & Company Resource Center
• US Economic Census: Divide company’s sales by state
total sales for similar businesses
Industry Data
reports, available through
Marketline and Business Source Premier, include:
– Market Value
– Market Segmentation
– Leading Companies
– Market Forecasts
Sample titles: “Consumer Electronics in Brazil”,
“Accountancy in Canada”, “Air Fresheners in the
United States”
Industry Research
Industry codes are numerical “subject headings” to
describe a company’s line(s) of business:
1. North American Industry Classification Systems
(NAICS):
– 6-digit
– Current standard
2. Standard Industrial Classification (SIC):
– 4-digit
– Older than NAICS, but still used
Industry Code Example:
Primary NAICS: 441310 - Automotive Parts and
Accessories Stores
Primary SIC: 5531 - Auto and home supply stores
Industry Data
Economic Census :
– Every 5 years
– 2007 data will be
released gradually
through 2011
– Data classified
according to NAICS
(searchable by
keyword)
– Includes total
establishments in an
area & total industry
sales in an area
Professional Associations
American Marketing Association (AMA)
Resource Library contains online dictionary of
marketing terms
Association for Consumer Research (ACR)
Starting a Small Business
Small Business
“ an enterprise that is independently owned and
operated, is not dominant in its field, and
employs fewer than 500 people.”
- Small Business Sourcebook
Business Plan
“A document that spells out a company’s expected
course of action for a specific time period, usually
including a detailed listing and analysis of risks and
uncertainties. For small business, it should examine
the proposed products, the market, the industry, the
management policies, the marketing policies,
production needs, and financial needs. Frequently, it
is used as a prospectus for potential investors and
lenders.”
- Small Business Sourcebook
U.S. Small Business
Administration
•Place to start for those
opening a new business
•Advice
•Forms
•Legal information
•Sample business plans
•Extensive list of publications
LC Business Reference
Services: Small Business
Resources
•Directory of links to support
small businesses
•http://www.loc.gov/rr/business/beon
line/subjects.php?SubjectID=10
Business Plans Handbook
•Actual business plans
•Business plan templates
•Directories of organizations,
agencies and consultants
including venture capital and
finance companies
•Glossary of small business
terms
•Cumulative index to all
volumes
Encyclopedia of Small
Business
•Resource for the small
business owner or would-be
entrepreneur
•In depth articles on most
aspects of business activity,
including human resources,
finance, accounting, and
management
•605 entries in alphabetical
order by topic
•Each entry includes further
readings
Questions?