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Competitive Effectiveness Fall 2017 Johnson & Johnson

  Advertising Subject Guide

  Citing Business Sources Using APA
Not just for business articles


Category Analysis

Bring yourself up to speed by starting with a market or industry report.  These secondary research tools define catagories (sometimes not precisely as you would wish), estimate market size and growth potential, describe the competitive forces impacting the industry and identify key players. 

Don't forget to take advantage of the links to trade news and associations to learn about the most recent developments.

 

  Euromonitor (Passport)
Authorized users (on and off campus) limited to current Villanova students, faculty and staff. Use for research or private study for academic purposes only.� The scope of this database is global so you will need to limit to the US

  Mintel Reports
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.  DO NOT USE IE6

  IBIS World
Only covers brand name pharmaceutical manufacturing and some other more specific categories. Report still helpful for understanding industry environment.

  NetAdvantage (Standard & Poor's, Capital IQ)
Industry survey's are very broad in scope, cover all of pharmaceuticals, but still may be helpful for insight into industry operations.

Category Update

Update industry reports by browsing and searching trade journals and association web sites.  These sources discuss 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 trade journals.

  ABI/INFORM Complete (ProQuest)

  Business Source Premier (EBSCO)

Competitor Analysis

The first step in the competitor analysis is to choose relevant competitors.  The industry reports, news you've gathered in the category analysis and the case itself should provide insight into firms competing in your defined market. 

Once you have identified potential competitors reading company profiles and reports (see the list of databases below) will be helpful. 

Of course your'll scour your competitors web sites, but don't neglect looking over 10K's or annual reports for public companies. 

Note that reports and data on private companies may be sparse, so you may need to rely on news and an analysis of their web sites. 

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

 

  Global New Products Database (Mintel)
Authorized users (on and off campus) limited to current Villanova students, faculty and staff.  Global New Products Database (GNPD) monitors new product activity in consumer packaged goods markets worldwide.

  Euromonitor (Passport)

  MarketLine Company Profiles
Many profiles include SWOT analysis.

  D&B Global Business Browser (formerly Onesource/Avention)
Many company reports include SWOT analysis.

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 parents and influencing children.

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 is typically reliable. 

You may find some very interesting results by googling.  Be discriminating about using reports that don't source data presented.  See Business Sources:  How to Evaluate Them

  American FactFinder
Portal for the Census Bureau which is the backbone for demographic data.

  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

  ESRI Business Analyst Online
Business, consumer and marketplace geographic analysis tool.  Access courtesy of the Department of Geography & the Environment.  For username & password contact linda.hauck@villanova.edu.  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.

  PsycINFO (ProQuest)
Find scholarly articles on consumer behavior.

  MarketResearch
Provides marketing reports for many industries and demographic reports on a variety of age groups. Documents are formatted as Adobe Acrobat or PowerPoint files.  Licensed for academic uses only.  May not be used for commercial uses.

Marketing Plan

Crafting a 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.

  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.

  WARC
Case studies, news and data on global marketing and advertising.

  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.

lhauck Linda Hauck
Business Librarian
Falvey Library, Villanova University
800 Lancaster Avenue
Villanova , PA , 19085
Falvey Library, Room 222
610-519-8744


Use the icon below to schedule an appointment in my office at Falvey.  If you want to meet during a day or time not available, do not hesitate to email your request.  I try and accommodate variable schedules.

 


 


Last Modified: 2017-09-01 11:33:27