Category Analysis

The specific category is tenant screening, which is a a specific use of credit reporting or might be considered an aspect of identity protection services and background check services.  It is always best to use market and industry reports that most closely align with your precise category, but when relying on secondary research a broader encompassing category may be the next best thing.  Search the market research and industry report databases listed below.

 

  IBISWorld

Category Update

Update industry reports by browsing an searching trade journals and association web sites.  This is where you will find the latest trends, news about regulatory developments and hot topics

General business article databases such as ABI Inform and Business Source Premier bring together relevant articles from a wide range of publishers too.

National Association of Professional Background Screeners

Consumer Data Industry Association

  ABI/INFORM Complete (ProQuest)

  Business Source Premier (EBSCO)

Brand Analysis

Much of the qualitative assessment of the brand will come from searching the trade news sources.  Of course the brand's web site social media presence and advertising are rich sources for inferring brand positioning.

You may also want to look at how the brands stack  up against each other in terms of advertising spending, consumer surveys and web metrics. 

Social Bakers Get analytics on facebook, YouTube & Twitter presence by brand

Alexa Get web analytics

AppAnnie Get app analytics

Quantcast Get web analytics

SimilarWeb Get web analytics

MarketShare Reporter  Short cut to market share reported in various publications

Business Ranking Annual Short cut to business rankings reported in various publications

Interbrand Best Global Brands

America's Greatest Brands

Ads of the World

AdForum

  Ad$pender (Kantar Media)

Competitor Analysis

The first step in the competitor analysis is to choose relevant competitors.  The industry reports and news you've accessed in the category analysis should provide insight into firms competing in your defined market.  Business Directories may also be useful for identifying competitors.

Once you have identified potential competitors reading company profiles and reports (see this of databases below) will be helpful.  Don't neglect looking over 10K's or annual reports for public companies.

Just as you updated industry reports with news, do so for the competitor analysis.

  D&B Global Business Browser

  Mergent Online

  Morningstar Investment Research Center

  NetAdvantage (Standard & Poor's, Capital IQ)

  MarketLine Company Profiles (EBSCO)

Customer Analysis

Market research reports are rich sources for understanding consumer behavior around product categories.  Mintel and Marketresearch.com are particularly useful for understanding target customers such as millennials or Gen Y and renters.

MRI+ National Consumer Survey is not strong on psychographic data but it does provide reliable demographic and media consumption attributes for consumers. 

Scholarly research (discoverable through ABI Inform, Business Source Premier & PsycInfo)  on "consumer behavior" "consumer attitudes" purchasing or "decision making" may not always be timely but it is typically reliable. 

If you use market research found on the free web, do due diligence to make sure the research is high quality.  You can use some well recognized social science research organizations such as Pew as a model.

ESRI (contact linda.hauck@villanova.edu for access) offers demographic data and a proprietary market segmentation scheme called Tapestry.

You may find some very interesting results by googling such as this Renter Profile Insights Survey  Be discriminating about using reports that don't source data presented.  Whenever appropriate seek out underlying source data.  See Business Sources:  How to Evaluate Them

  Mintel Reports

  MRI University Internet Reporter

  American FactFinder
American FactFinder is a web site used to distribute data collected by the United States Census Bureau.
It provides data for recent survey years for a range of geographies, including by Census tract, Zip Code Tabulation Area, Metropolitan Statistical Area, county, and state.

  ESRI Business Analyst Online
Provides geographic analysis tools. Includes demographic, consumer spending, and business data.
For username & password contact linda.hauck@villanova.edu. Look for an email from ArcGIS Notification to confirm the invitation (check your junk folder). Account administration may take up to 3 days.
Access courtesy of the Department of Geography & the Environment.

  Pew Research Center
"The Pew Research Center is a nonpartisan "fact tank" that provides information on the issues, attitudes and trends shaping America and the world. It does so by conducting public opinion polling and social science research; by reporting news and analyzing news coverage; and by holding forums and briefings. It does not take positions on policy issues."

  American Housing Survey
The AHS is sponsored by the Department of Housing and Urban Development (HUD) and conducted by the U.S. Census Bureau. The survey is the most comprehensive national housing survey in the United States.

  Joint Center for Housing Studies from Harvard University
Research organization devoted to understanding housing issues and policy.

Marketing Plan

Crafting an integrated marketing plan is primarily a creative project.  Nontheless, expect to be able to defend your marketing recommendations by referring to studies and cases evaluating similar techniques.  You can find "how to", practitioner advice and rigerous reseach on marketing topics in books and articles discoverable in the following databases

 Marketing Plan

Ad$pender (Kantar Media)
Creates custom reports on advertising expenditures across twelve media channels including TV, cable, magazines, newspapers, radio, outdoor and internet display on the level of industries, categories, brands, products and advertisers going back to 2007.

Advertising Age Datacenter (AdAge)
Features news, reports and statistics about the advertising industry. For off campus access follow these instructions.

Catalog at Falvey
Keyword and subject searches in the Library's catalog are good starting points when first exploring a topic. Search results can be narrowed with facets such as topic, era, language or region. Facets are located on the right hand side of the results screen.

Encyclopedia of Global Brands
Model articles that provide comprehensive brand analyses covering brand origin, elements, identity, strategy, equity & outlook.

Encyclopedia of Major Marketing Campaigns

WARC
Offers information on global advertising and marketing trends including case studies, articles, reports, opinion pieces, and expenditure data. (Previous title: World Advertising Research Center)

eMarketer
Offers data and reports related to digital marketing. Topics include advertising spending, digital marketing, social media, media usage, e-commerce, e-mail marketing, and device usage. Coverage is global.