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Competitive Effectiveness Spring 2013 Vanguard ECA

Mutual Fund Industry

Morningstar Reseach and rating service for mutual funds and ETFs. Fund Families Assets Under Management Report.Morningstar_Asset_Flows_2011-2012.docx

Mutual Fund Classes Guide by the SEC on types of funds and the regulatory environment

Investment Company Institute Trade association for investment companies and mutual funds.

Security Industry and Financial Markets Association Trade association for securities and asset managment firms.

Market Research Reports

Look for market research reports both on the mutual fund industry (and perhaps broader financial services industry) and on your target market (early career accumulators or generation Y or millennials).

  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

  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.

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.

  NetAdvantage (Standard & Poor's, Capital IQ)
Standard & Poor’s NetAdvantage is a comprehensive, professional source of proprietary analysis on industry trends, corporate activities, and investments. For non-business students, the service includes a Financial Education section with tools for understanding personal finance.

Target Market Research

Look for secondary research about the demographic and behavioral or lifestyle characteristics of your target market.  Secondary market research is limited to the questions others have asked about your target.  Primary market research via survey or focus groups should be used to deepen your knowledge of your unique target.

Pew Millennials  Highly regarded social science research organization covering demographics, attitudes and trends of the American public.

National Consumer Surveys

These platforms provide access to demographic and lifestyle data from variousl national consumer surveys conducted by public (U.S. Census Bureau) and private (Simmons & MRI) organizations.

  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.

  MRI+ University Internet Reporter

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.

  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.

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

Buyer Behavior

Find scholarly research on the attitudes of young adults about saving and investing.

  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.

  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.

  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 Tips

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

Marketing & Advertising


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.  Apply the secondary research findings on buyer behavior to your message.


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

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

How-to Videos & Guides

SRDS Local Market Audience Analyst

Business Presentations

Citing Business Sources Using APA


MRI+ Internet Reporter


Last Modified: Wednesday, September 4th, 2013