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Competitive Effectiveness: McNeil

Market Research

Go beyond the background provided in the case study to learn about over the counter (OTC) medications market.  Market research reports provide quick insight into the forces impacting markets, trends in sales, marketing and competitors. 

Mintel Oxygen


ReferenceUSA Search the Onesource module

Global Market Information Database (GMID)

Market Scan

What is the McNeil product lineup?  J&J Consumer Health Products List

Search GNPD to find out what new products have been introduced in the U.S. and globally in exisitng J&J consumer products catagories. 

  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.

Target Market

Explore the demographics, consumer behavioral patterns and media consumption habits of your target market.


Find other books like this one by searching our catalog for  "consumer behavior" or "marketing" and "young adults" or "generation Y" or "young consumers" or "young adult consumers"

  SRDS (Kantar Media)
Standard Rate and Data Service (SRDS) media planners directories for consumer magazines, newspapers, and out of home advertising.

Search and browse for datasets on topics ranging from banking to criminal justice to economic indicators to health to labor to natural resources and transportation gleaned from government agencies, private exchanges and international organizations. Statistical Datasets supports customized graphing, mapping and even some common statistical functions.

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.

Surveys & Focus Groups

The following resources will help you design an effective consumer survey or focus group.  Most of these resources were found by searching the Falvey Memorial Library Catalog for subject terms such as social surveys or focused group interviewing.  These aren't necessarily the best resource they are just a random sample!

Handbook of Online Marketing Research

Handbook for Focus Group Research

Survey Research Methods

How to Conduct Surveys a Step by Step Guide

Focus Groups a Practical Guide for Applied Research

Encyclopedia of Survey Research Methods

Sage Encyclopedia of Qualitative Research Methods

Find Articles

Use subscription article databases to find professonal literature and academic research on topics as they arise.  How do young adults typically treat and feel about pain, intestinal distress, or the common cold?  What medicine delivery systems are discussed discussed in the medical literature?  What are the trends in distribution for OTC medicines?

  MEDLINE (Thomson Scientific / ISI Web Services)

  Business Source Premier (EBSCO)

  PsycINFO (ProQuest)

  ABI/INFORM Complete (ProQuest)


PDR for Nonprescription Drugs  Use this reference to find brand name over the counter drugs, or to compare active ingredients and dosages.

Brand Planning for the Pharmaceutical Industry  Guide to marketing drugs

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

How-to Videos & Guides

SRDS Local Market Audience Analyst

Business Presentations

Citing Business Sources Using APA

MRI+ Tutorial

Check out summaries of famous advertising and promotion efforts or keep up to date with new ones!

  Encyclopedia of Major Marketing Campaigns

  Advertising Age Datacenter


Last Modified: 2017-06-09 15:36:01