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.

 

  First Research Industry Profiles (ABI/Inform Collection - ProQuest)
Provides industry profiles with critical analysis, statistics, and forecasts. Coverage extends back to 2009.

  IBISWorld
Provides access to U.S. and global industry market research reports.

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

  Sports Market Analytics
Offers statistics, articles, and reports on sporting goods, participation, fans, media, and facilities. Formerly known as Sports Business Research Network.

  Gartner  Limitations on Use
Features analyses, forecasts, and market statistics on IT products and services.
Subscription courtesy of Villanova UNIT.

  Mintel Reports  Limitations on Use
Offers product and industry market research reports covering U.S. and international marketplaces. Each report combines data and analysis of the competitive landscape, supply chain, market-share size and trends, and consumer profiles.

  Plunkett's games, apps and social media industry

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)
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, finance, economics, and management information systems. Full text access may be embargoed for up to three years. Coverage goes back to 1965.

  Communication & Mass Media Complete (EBSCO)
Indexes academic journals, magazines, books, and book reviews in the fields of communication, mass media, and other closely-related fields. Includes abstracts and full text for selected journals. Coverage goes back to the early 20th century.

  Film & Television Literature Index (EBSCO)
Indexes academic journals, popular magazines, and books in the fields of film and television. Includes abstracts for scholarly journal articles. Topics range from film & television theory to preservation & restoration, writing, production, cinematography, and technical aspects. Coverage goes back to the early 20th century and includes foreign language publications.

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.

 

  D&B Global Business Browser
Offers public and private company and industry information including company profiles, market research reports from Marketline, Freedonia, Euromonitor, and RMA updated with recent news, executive profiles, and analyst reports. Formerly known as Onesource/Avention.

  MarketLine Company Profiles (EBSCO)
Offers detailed reports on U.S. and foreign companies in a wide range of industries. These reports provide a description of the business, company history, key personnel, products, services, and competitors. MarketLine Industry Reports are available from the D&B Global Business Browser database.

  NetAdvantage (Standard & Poor's Capital IQ)
Offers market information, company quotes, equity index information, industry information (including the S&P Industry Surveys), and economic data.

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 be they parents or millennials or affluent consumers.

Surveys of consumer sentiment or attitudes or behaviors conducted by third parties may inform you customer analysis.

Customer analysis begins with estimating the number and possibly location of potential customers.   Look to demographic data from the Census or other statistical sources.

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. 

  Data-Planet (Sage)
Provides access to a wide variety of economic, social, and political indicators including data sets from the U.S. government, the International Monetary Fund, the World Trade Organization, the OECD, Eurostat, the United Nations, the world’s stock exchanges, and Zillow. Offers customized graphing and mapping.

  Sports Market Analytics
Offers statistics, articles, and reports on sporting goods, participation, fans, media, and facilities. Formerly known as Sports Business Research Network.

  Mintel Reports  Limitations on Use
Offers product and industry market research reports covering U.S. and international marketplaces. Each report combines data and analysis of the competitive landscape, supply chain, market-share size and trends, and consumer profiles.

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

  Simmons OneView  Limitations on Use
Provides access to the results of a National Consumer Study (most recent studies embargoed) encompassing demographics, lifestyle statements, and consumer behaviors. Supports the creation of custom cross tabulations or quick reports. Requires Adobe Flash.
Simmons instructions includes tips and videos on how to search this database.

  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."

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.

  WARC
Offers information on global advertising and marketing trends including case studies, articles, reports, opinion pieces, and expenditure data. Formerly known as World Advertising Research Center.

  Google Scholar
Google Scholar provides a simple way to broadly search for scholarly literature. From one place, you can search across many disciplines and sources: articles, theses, books, abstracts and court opinions, from academic publishers, professional societies, online repositories, universities and other web sites. Scholar search tips

  Falvey Library Catalog (Books & Media)
Search for books on viral and word or mouth marketing.

  Influencer marketing

  Digital Influence

  Direct Marketing Association Statistical Fact Book
Facts and benchmarks on marketing practices and returns.

  Advertising Age
This is the online home for Advertising Age. The site requires a free registration to view fulltext articles. Articles pertain to advertising and marketing efforts.