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.
U.S. and global industry market research reports.
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)
Provides access to scholarly journals, dissertations, working papers, key business and economics periodicals, and country-and industry-focused reports.
Business Source Premier (EBSCO)
Provides access to a wide range of academic business journals and trade magazines. Topics include management, marketing, accounting, finance, economics, international business, operations management and management information systems. Full-text access may be embargoed for up to three years. Coverage goes back to 1965.
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
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.
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 (formerly Onesource/Avention)
Offers public and private company profiles and screener, industry market research reports from Marketline, Freedonia, Euromonitor and RMA updated with recent news, executive profiles and analyst reports.
Provides 15 years of detailed financial statements for international and U.S. companies. Enables customized viewing and output to retrieve company reports and financials into software applications such as Word, Excel or Adobe, and enables accurate cross-border searches using a variety of financial and text variables. Also provides access industry and country profiles. LIMITED TO 4 SIMULTANEOUS USERS.
Morningstar Investment Research Center
Best known for performance and financial data on mutual funds, Morningstar Investment Research Center is also a great source for company data and analyst reports.
NetAdvantage (Standard & Poor's, Capital IQ)
Standard & Poor’s NetAdvantage is a comprehensive, professional source of proprietary analysis on industry trends, corporate activities, and investments. For non-business students, the service includes a Financial Education section with tools for understanding personal finance.
MarketLine Company Profiles
Cover both U.S. and foreign companies in a wide range of industries. Typically reports are 15-20 pages and provide a description of the business, company history, key personnel, products and services and competitors. Marketline industry reports are available from D&B Global Business Browser.
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 firstname.lastname@example.org 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
Authorized users (on and off campus) limited to current Villanova students, faculty and staff. Mintel's published market research has been helping leading businesses achieve their goals for over 30 years. As a globally recognised market analyst, Mintel produces hundreds of reports into European, UK-specific and US consumer markets every year. Each report that Mintel publishes provides a unique overview of a market's dynamics and prospects, giving you the knowledge to devise informed and profitable marketing strategy. DO NOT USE IE6
MRI University Internet Reporter
MRI University Internet Reporter is a platform for the results of a national consumer survey useful for gaining insights into target markets and their media usage. Only currently enrolled faculty, students and staff may use this resource for academic research and teaching. Commercial use of this data is not permitted.
Registration with a Villanova email address is required. Follow these registration instructions
American FactFinder is a web site used to distribute data collected by the United States Census Bureau.
ESRI Business Analyst Online
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.
Business, consumer and marketplace geographic analysis tool. Access courtesy of the Department of Geography & the Environment. For username & password contact email@example.com. Look for an email from ArcGIS Notification to confirm the invitation (check your junk folder as it may land there). Account administration may take up to 3 days.
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.
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
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 FalveyKeyword
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
. 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 CampaignsWARC
Offers information on global advertising and marketing trends including case studies, articles, reports, opinion pieces, and expenditure data. (Previous title: World Advertising Research Center)e-Marketer
e-Marketer is an international aggregator of data and reports on digital marketing from over 4000 sources. Access reports, data and news about media usage, social media, mobile, digital advertising, e-commerce, e-mail marketing, and search across a wide range of industries.