Introduction to PR Research #2: Ethics, Library Research & Databases
Business Research Databases
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Transcript of Business Research Databases
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How to begin
• Ask yourself – what kind of information your are looking for? What type of information do you need?
• Learn the basic language of business, mechanics of a balance sheet
• Do some pre-research on your topic• Remember – private and foreign company
information are difficult to find; numbers are easily manipulated; business research is not financial analysis; and learning about company/industry is a process
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Types of Research Questions
• Company Research• Industry Research• Statistics• Marketing and/or demographics
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Company Research Questions
• Is the company private or public?• Is the company U.S. or foreign-owned?• Is the company located in the U.S?• Is the company a local company?• Is the company located abroad?
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Industry Research
• What industry does the company belongs in?• Who are the competitors?• What are the industry’s metrics?• What is the state of the industry?• What newsworthy events are shaping the
industry?
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Marketing Research (different from market research)
• What is the perception of the company?• Who are the customers?• What are their behaviors, customs, and
spending habits?• How are the company’s competitors reaching
their customers?
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Sources
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Pre-Research: terms, ticker symbol, news
• Credo Reference (e-books)– Business: The Ultimate Resource, Dictionary of Accounting, Dictionary of Finance and Investment Terms, The Ultimate Business Library
• Gale Virtual Reference Library ( e-books) – Encyclopedia of Business and Finance
• Yahoo Finance (“Get Quotes” Search box), Google Finance, Hoovers (free version)
• Lexis Nexis Academic – Company Dossier
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Industry (coverage on competitors, NAICS codes, industry
metrics)• Gale Virtual Reference Library (e-books) –
Encyclopedia of American Industries (also in available in print)
• EBSCO’s Business Source Premier – Industry Profile
• Hoover’s Industries A-to-Z (free info), Hoover’s paid content is available through Lexis Nexis
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Company Research
• Plunkett’s Retail Industry Almanac 2009 • Business Source Premier – Market Research
Reports, SWOT Analysis• InfoTrac’s General Business File – Advanced
Search/Company Profiles
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Company Research
• International Directory of Company Histories• LexisNexis Academic – Business/Company
Dossier (enter the TKR symbol), access Hoover’s full report, SEC filings, company news
• Mergent Online – Search by TKR symbol, access annual reports, competitors, create a report
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Stealth, Beta Companies
• Do keyword searches on job search websites like Monster.com and Career Builder
• Monitor tradeshows• Monitor news, blogs, press releases (through
LexisNexis)
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Marketing Research
• ABI Inform – marketing information like advertising campaigns, demographics, customers
• The American Marketplace – demographics information
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People search
• Pipl• Zoominfo• Zabasearch
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Screenshots: Researching WalMart
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Industry, SWOTS, Market Research Reports: Business Source Premier
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Marketing Info: ABI Inform
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SEC Filings, News Search: LexisNexis
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Good Business Search: General Business File ASAP
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Financials and History Search: Mergent Online
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Library Guide for Economics and Business Administration Research
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Whittemore Library’s Business Lounge