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Competitive Effectiveness Vanguard Sp18

  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.

For this project search for open ended investment funds or unit investment trusts or investment vehicles or investment pools(of which ETF's are segments). The NAICS classification for investment funds is 5259.   It is sometimes helpful to familiarize yourself with related industries such as portfolio managers, or securities brokers or the much broader categories banking and financial services.

Additionally you will benefit by learning more about how ETF's are organized and operate.

SEC Mutual Funds and ETFS: A Guide for Investors

SEC Investor Bulletin: Exchange Traded Funds

FINRA ETFs: What You Need to Know

FINRA Exchange Traded Funds

  Morningstar Investment Research Center
Browse the ETF Investor under the newsletter tab.


  Library Catalog
Search for ebooks on exchange traded funds.

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 investors and millennials.

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

The following reports are examples of credible research sources on the free web.  Note that they are published by respected firms and describe their methodology.

Schwab 2017 ETF Investor Study

BBH 2017 U.S. ETF Investor Survey Results

Blackrock/Greenwich Associates Global ETF Study

EY Global ETF Research

  Mintel Reports


  PsycINFO (ProQuest)

  Business Source Premier (EBSCO)

  ABI/INFORM Complete (ProQuest)

  MRI University Internet Reporter

  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.

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.

  MarketLine Company Profiles

  D&B Global Business Browser

  NetAdvantage (Standard & Poor's, Capital IQ)

  Mergent Online

  Morningstar Investment Research Center

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 research on marketing topics in books and articles discoverable in the following databases.

Offers information on global advertising and marketing trends including case studies, articles, reports, opinion pieces, and expenditure data. (Previous title: World Advertising Research Center)

  Advertising Age Datacenter (AdAge)
Features news, reports and statistics about the advertising industry. For off campus access follow these instructions.

  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.

  Library Catalog
The Library's catalog enables patrons to search & browse Falvey Memorial Library’s collection of books, journals, audio/video materials, electronic resources and more.

  ABI/INFORM Complete (ProQuest)

  Business Source Premier (EBSCO)

Business News & Scholarship

These are key business database give you access to general business news found in mainstream publications and academic research journals. Search them for articles about marketing techniques, category trends, competitor developments and more.

  ABI/INFORM Complete (ProQuest)

  Business Source Premier (EBSCO)

  Google Scholar


Competitive effectiveness, spring 2018 vanguard from lindahauck
lhauck Linda Hauck
Business Librarian
Falvey Library, Villanova University
800 Lancaster Avenue
Villanova , PA , 19085
Room 222


Last Modified: 2018-02-09 12:50:32