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Competitive Effectiveness Spring 2013 Johnson & Johnson

Getting Started with Market Research

Market & industry research reports are the encyclopedia articles of business literature.  They're even better then Wikipedia because not only do they bring you up to speed fast, but professors love when you cite them!

Look for reports on over the counter (OTC) pain relievers, analgesics and nonsteroidal anti-inflammatory drugs (NSAIDS), because it is helpful to know about catagory competitors.

Market research reports typically include a discussion of market drivers, the supply, distribution and marketing channels, demographic and lifestyle characteristics of customers and key competitors.

Market research reports are available on particular consumer segments.  Don't for get to search for reports on spanish speaking or latino shoppers too.

  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

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.

  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.  This resource is a database of demographic, economic, lifestyle, and consumer market information for over 350 markets and 207 countries. Statistics cover consumer lifestyles, retailing, and consumer market sizes and forecasts. The data includes 6-year historic market size data for more than 330 consumer products in 52 countries, plus 5-year forecasts. Lifestyle indicators for 71 countries, lifestyle reports for 65 countries, and country profiles for 250 countries are also included.

Understanding Your Target Market

National Consumer Surveys

Use national consumer surveys to define the demographic characteristics and lifestyle preferences of your target market.

  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.

  ESRI Business Analyst Online
Business, consumer and marketplace geographic analysis tool.  .Access courtesy of the Department of Geography & the Environment.  For access email linda.hauck@villanova.edu to request Business Analyst Online group access.  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.

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.

  Pew Research Center's Hispanic Trends Project
Launched in 2001 as the Pew Hispanic Center, the project  seeks to improve public understanding of the diverse Hispanic population in the United States and to chronicle Latinos’ growing impact on the nation. The project conducts public opinion surveys, publishes demographic studies and other social science research and is well-known for its estimates of the unauthorized immigrant population in the U.S.

Buyer Behavior

Find scholarly research on hispanics health concerns and attitudes toward pain medications

  PsycINFO (ProQuest)
Indexes journals, dissertations and some books in the fields of personality psychology, social psychology, educational psychology and more.
Practice advanced search features with the interactive PsycINFO Tutorial.

  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.

  MEDLINE (Thomson Scientific / ISI Web Services)
Search the Medline portion of PubMed.Citations export easily to EndNote.

  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.

Primary Market Research

These guides and handbooks may be helpful in crafting primary market research on 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

Advertising & Marketing


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.


Most of our subscription databases on advertising are collected in this Topic Guide

Evaluating Sources

Not all information sources are created equal.  You will be expected to do due diligence on the sources you rely on.  This means you should investigate and analyse the documents you find both on the free web and via library subscription databases.

  • Research the authors credentials and expertise by searching for degrees, certifications, affiliations and other publications.
  • Research the reputation of the issueing agency or author by searching for news organizations that cite or rely on the source.
  • Analyse the document internally.  Are data sources documented?  Are methods for gathering data and analysing it described?
  • Ascertain the financial health and longevity of the organization by checking business directories.
  • Find another source that restates or supports data provided.  Can your source be corroborated?
  • Use blogs judiciously. This NYT articles on the business interests of TechCrunch's publisher discusses potential conflicts.
  • Found an on point "white paper"?  Before using it think about the goals and objectives of the authors. 
lhauck Linda Hauck
Business Librarian
Falvey Library, Villanova University
800 Lancaster Avenue
Villanova , PA , 19085
Room 222

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Last Modified: Wednesday, September 4th, 2013