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Competitive Effectiveness: Vanguard 529

Target Market

Who saves for college? What are the salient characteristics of South Carolinians including but not limited to the population of children approaching college age, higher education participation rates and income levels?

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

  Survey of Consumer Finances
The Survey of Consumer Finances (SCF) is a triennial survey of the balance sheet, pension, income, and other demographic characteristics of U.S. families. The survey also gathers information on the use of financial institutions. The links to the surveys provide summary results, codebooks and other documentation, and the publicly available data.
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  American FactFinder
American FactFinder is a web site used to distribute data collected by the United States Census Bureau.
It provides data for the lowest level of geography, to largest geographic entities, from zip code areas, to Census tracts.
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  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. 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
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  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.
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Competitor Analysis

A competitor analysis for this project may involve not only identifying 529 plans but broadly understanding the debate and policies around college savings and finance.

An Introduction to 529 Plans (from the Securities & Exchange Commission)

Qualified Tuition Program (from the Internal Revenue Service)

Office of the South Carolina Treasurer College Savings Plans

An Analysis of Section 529 College Savings and Prepaid Tuition Plans

Financing the Dream:  Securing College Affordability For the Middle Class

  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.
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  Accounting & Tax Periodicals (ProQuest)

  Business Source Premier (EBSCO)
Business Source Premier is a full-text, scholarly and trade article database covering a wide range of topics including management, marketing, accounting, finance, economics, international business, operations management and management information systems.
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  Education Full Text (EBSCO)
Education Full Text™ provides full text of articles from over 350 journals as far back as 1996, in addition to indexing of more than 770 periodicals dating back to 1983. Subject coverage includes adult education, multicultural/ethnic education, teaching methods and much more. Content includes in-depth coverage of special education and more than 100,000 controlled and cross-referenced names of educational tests. ERIC, the government education file, can be searched simultaneously by clicking Open Database Selection Area and selecting ERIC.
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  Chronicle of Higher Education
The online version of The Chronicle, published every weekday, features the complete contents of the latest issue, providing news, advice, and jobs for people in academe. Coverage includes the daily news and advice columns; thousands of current job listings; vibrant discussion forums; and career-building tools such as online CV management, and salary databases. Articles published since September 1989 are available.
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  ERIC (ProQuest)
The ERIC (Educational Resources Information Center) database is sponsored by the U.S. Department of Education to provide extensive access to educational-related literature. It indexes both journal articles and reports from government and private agencies.
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  Education Administration Abstracts (EBSCO)
Includes bibliographic records covering areas related to educational administration, including educational leadership, educational management, educational research, and other areas of key relevance to the discipline.
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SWOT Analysis

Start off by looking at a company report or profile SWOT analysis in Datamonitor or ReferenceUSA and dig deeper by searching business news in ABI/Inform and Business Source Premer.  Check out the guide to Company SWOT Analysis

  MarketLine Company Profiles
Recently rebranded from Datamonitor to MarketLine company reports 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. Datamonitor industry reports are available from ReferenceUSA and OneSource
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  ReferenceUSA
Directory with US private and public company reports. Also includes household data.
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Plan the Advertising/Promotional Budget

SRDS Media Solutions Suite of directories for media planners within traditonal channels.

Ad$Summary  Reference work with historical ad spending by brand.

e-Marketer  Database bringing together statistics and reports on digital marketing.

Advertising Red Book Traditional directory of advertising agencies

MRI+ Advertising rates for consumer magazines only.

Message

To craft effective advertising copy it may be helpful to consult writing manuals:

Gabay's Copywriters Compendium

Adweek Copywriting Handbook

Do some primary research to findout what messages resonante with your target market.

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

Get educated about marketing and advertising techniques that have worked for consumer finance and retail investment companies.

  Encyclopedia of Major Marketing Campaigns

  ABI/INFORM Complete (ProQuest)
The most comprehensive ABI/INFORM™ database, this comprises ABI/INFORM Global, ABI/INFORM Trade and Industry, and ABI/INFORM Dateline. The database features thousands of full-text journals, dissertations, working papers, key business and economics periodicals, country-and industry-focused reports.
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lhauck Linda Hauck
Business Librarian
Falvey Library, Villanova University
800 Lancaster Avenue
Villanova , PA , 19085
Falvey Library, Room 222
610-519-8744


How-to Videos & Guides

SRDS Local Market Audience Analyst

Business Presentations

Citing Business Sources Using APA

Advertising


 


Last Modified: 2017-06-13 21:23:01