Professional Documents
Culture Documents
Research
Hiromi Kubo
Thomas J. Ottaviano
Abstract
The goal of this book is to describe information search strategies and techniques critical for business practitioners and to pinpoint credible sources
of information on specific topics in company and industry research. In
todays Information Age, businesses have an ever-growing need to obtain
quality information in a timely manner and incorporate it effectively into
decision making, and when such a need occurs business managers often
face a situation of performing information research themselves with a
limited budget.
Rather than frantically running searches on random websites with
much time wasted, it is imperative that they understand the nature of
business information research, develop a systematic plan for data collection, and use appropriate information from credible sources. Becoming
familiar with the significance of these information resources is a key for
successful business research.
Keywords
business plan, business research, company research, competitive analysis,
industry research
Contents
Preface...................................................................................................ix
Acknowledgmentsxi
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Index101
Preface
This book is organized into five chapters. Chapter 1 introduces key
concepts and general procedures of business research with a focus on
company and industry information research. Chapters 2 and 3 describe
essential resources and search strategies for conducting company and
industry research. Chapter 4 covers additional vital resources for company and industry research that do not fit into a single category. Each
chapter begins with a quick list of these resources and a discussion of a
step-by-step research strategy, followed by detailed reviews of each resource presented. The research strategy includes the thought processes
and common research activities that must be followed to obtain business
information relevant to the particular needs. Finally, Chapter 5 illustrates
how to develop a successful business plan and discusses in detail the key
components.
Although the information compiled in this book is aimed largely at
those who are in the early stages of their business professions and entrepreneurships, as well as college students in business programs, it will also
be valuable for those who have substantial experience in seeking business
information. We hope that the book will provide a concise compilation
of credible business information resources as a foundation and prepare
you to proceed with successful company and industry research from a
strategic base.
Please be aware that the lists of resources are not exhaustive. While
we covered many of the most notable resources, there are additional resources that due to lack of access or familiarity, we were unable to review.
Please note that the authors do not endorse any commercial products
listed in this book.
Acknowledgments
A number of people were helpful in the development of this book. We
would especially like to acknowledge Donald N. Stengel, who read early
drafts of this manuscript and brought us the publishing opportunity. We
also wish to express our appreciation to our library colleagues and friends
who have given helpful suggestions and encouragement. Lastly, we are
grateful to our families for all their love and support throughout the preparation of this book.
CHAPTER 1
Introduction to Company
and Industry Research
It is generally agreed that our modern society has experienced a major
change in producing, disseminating, and accessing information as it has
transitioned into todays Information Age. A great deal of information
is being generated every day, and many more facts and data are easily
and quickly accessible to the public. Without question, the advent of
the Internet and the overall growth of communication technology particularly in the past two decades have accelerated these changes, and this
technological growth is expected to continue even more drastically in
the near future. Furthermore, thanks to smartphones, tablets, and other
ever-evolving mobile devices, the same information we enjoy obtaining
at home is now available while we are on an airplane, at the beach, or
overseas as long as an Internet connection is secured.
The Internet and the associated technology also have benefited information gatherers by reducing the cost of information and data. Some data
sources that used to be expensive or accessible only at specific dedicated
locations are now available on the Internet for much less or even free.
Along with commercial entities, many authoritative information providers such as the U.S. government, which is the largest publisher in the
world, have also been moving rapidly to make more and more content
available over the Internet, making it easier than ever for the public to find
and obtain information.
Although this phenomenon is enormously beneficial for information
researchers, it also means that people must become skillful at weeding out
unnecessary and inadequate information to get to the truth. Particularly
in the business field, a companys success relies heavily on the strategic
use of information. Indeed, carefully cultivated, applied information is
information, terms used for keyword searches, and other key factors of your research using your preferred notetaking system.
Seek reliable information tenaciously. Performing business
research is time consuming and often requires patience. Those
who are new to systematically conducting business research
tend to quit searching for reliable data once a small piece
of related information is found and easily dismiss the idea
of spending the time to carry on with extensive research.
Using only one resource could leave you in a tight spot when
authenticity of the information source is somehow shaky. Do
not stop your research quest simply because it is too much
work. Keep going down the list of potential resources until
you find trustful information or you recognize a need of
altering the original research plan. Keep in mind that all work
you do on the foundation of inadequate information can
cause a total waste of your time and money.
Ask research experts. If a research decision critical to your
business requires complicated research or if you get
overwhelmed with complex research tools beyond your
experience, do not hesitate to contact business research
experts and get help from them. Besides professional
researchers, consultants, and statisticians, excellent help can
be found at public and academic libraries. In particular,
colleges and universities that offer business graduate
programs generally have business librarians whose job is
dedicated to help with diverse business-related research.
They will be happy to lend their expertise to you and point
your research in the right direction.
Analyze what you found before making decisions. Once the
research is completed and sufficient information is acquired,
it is important to carefully examine the quality of all of the
gathered information and use selected information to make
a decision. Although the criteria for evaluating information
will vary depending on the nature of the research, the primary
factors that you should be concerned with are authority (e.g.,
Who produced the information and is it of trustworthy
Index
ABI/INFORM Complete database,
40, 5455
Advertising, 9495
Almanac of Business and Industrial
Financial Ratios, 3435
American FactFinder, 67, 9091
American Society of Association
Executives (ASAE), 63
ASAE Gateway to Associations, 63
Assets, 12. See also specific assets
Balance sheet, 12
common-sized, 16
Bloomberg database, 5860
Bloomberg Industry Classification
system (BICS), 41
Bloomberg L.P., 58
Branding, 95
Break-even analysis, 97
Bureau of Economic Analysis, 6768
Bureau of Labor Statistics, 49, 6869
Bureau of the Census, 6162, 67
Business Insights: Essentials, 2526,
4344
Business plans
components to
business description, 8485
consumer behavior, 93
demographics, 90
executive summary, 8284
facilities, 89
financial analysis, 9598
industry analysis, 85
key strategic plans, 98
market drivers, 9293
market research/analysis, 8993
market share, 92
market size, 9192
market trends, 92
marketing plan, 9395
operations plan, 8889
102 INDEX
Consumer/marketing research,
resources for, 7175
Corporate social responsibility (CSR),
32. See also ESG Manager
Database
ABI/INFORM Complete, 5455
Almanac of Business and Industrial
Financial Ratios, 3435
ASAE Gateway to Associations, 63
Bloomberg, 5860
Business Insights: Essentials, 2526,
4344
CIA World Factbook, 75
Datastream/Worldscope, 6061
EBSCOhost Business Source
Complete, 2930, 4647,
5556, 78
Encyclopedia of Associations, 6263
ESG Manager, 3233
Esri Business Analyst Online, 7172
eStatement Studies, 35
Export.gov, 7576
Factiva, 5657
Federal Reserve Economic Data, 66
Foundation Directory Online, 63
Free Web Resources, 34
Frost & Sullivan, 4445
GlobalEDGE, 7677
Hoovers, 1920
IBISWorld, 4546
LexisNexis Academic, 2627, 5758
MarketLine, 2930, 4647
Mergent Intellect, 2123
Mergent Online, 2021, 4748
Mintel, 4849
Morningstar Investment Research
Center, 2728
National Trade and Professional
Associations of the United
States, 63
NationMaster, 7778
Occupational Outlook Handbook,
4950
Passport, 5051
Plunkett Research Online, 5152
Political Risk Yearbook, 78
ReferenceUSA, 2324
RMA Annual Statement Studies, 35
SEC-EDGAR, 3334
SimplyMap, 7374
SRDS Local Market Audience
Analyst, 7475
Standard & Poors Capital IQ, 2829
Standard & Poors Capital IQ
NetAdvantage, 5253
Thomson ONE, 2425
UNData, 6970
U.S. Bureau of Economic Analysis,
6768
U.S. Bureau of Labor Statistics, 49,
6869
U.S. Bureau of the Census,
6162, 67
U.S. International Trade
Commission, 7879
Value Line Investment Survey,
3031, 5354
WEDDLES Association
Directory,64
World Bank Data, 7071
World Trade Organization7980
Datastream/Worldscope, 6061
Debt, 18
equity versus, 99100
Demographic information. See
also Consumer behavior,
Consumer/marketing
research, and Market
demographics
Dow Jones, 56
Earnings per share (EPS), 13
EBSCO Information Services, 55
EBSCOhost Business Source
Complete, 2930, 4647,
5556, 78
EBSCOhost Business Source Premier
database, 56
Economic Census, 6162, 67
Economic data, resources for, 6671
Encyclopedia of Associations, 6263
Environmental Systems Research
Institute (Esri), 71
Equity, 18
versus debt, 99100
ESG Manager, 3233
ESRI Business Analyst Online, 7172
INDEX
103
eStatement Studies, 35
Euromonitor, 50
European Unions Statistical
Classification of Economic
Activities in the European
Community (NACE), 40
Executive summary, 8284
Factiva, 5657
Federal Reserve Economic Data
(FRED), 66
Financial analysis, 9598
Financial research, 1118
balance sheet, 12
cash flow statement, 1314
common-sized financial
statement, 1516
income statement, 13
reported financial statement, 15
resources, 3435
Financial statement
common-sized financial
statement, 1516
reported financial statement, 15
standardized financial statement, 15
for strengths and weaknesses of
company, 1617
Five Forces model, 38
Fixed-income market, 18
Form 10-K, 8, 13, 19
Form 10-Q, 8
Form 20-F, 10
Foundation Center, 64
Foundation Directory Online, 63
Franchise, 9
Free Web Resources, 34
Frost & Sullivan, 44
database, 4445
Gale Cengage Learning, 25, 43
Gale Research Co., 62
Geographic Research, Inc., 73
Global Industry Classification
Standard (GICS), 41
GlobalEDGE, 7677
Google Finance, 34
Hoovers Inc., 19
database, 1920
IBISWorld, 45
database, 4546
Income statement, 1314
common-sized, 16
Industry analysis, 38, 85
market research/analysis, 90
Industry and trade associations,
6264.
Industry description, 56, 85, 90
Industry research
industry classification
systems, 3942
key considerations
for, 3843
questions for, 39
resources for, 37, 4364.
See also Database
Intellectual property (IP), 86
International business information,
resources for, 7580
International companies, United
States vs., 1011
Internet
information and data, 12
resources for business research, 65
LexisNexis Academic database,
2627, 5758
Line items, 13, 15
common-sized income
statement and, 16
Long-term assets, 12
Market demographics, 90
Market drivers, 9293
Market penetration, 92
Market segmentation, 91
Market share, 92
Market size, 9091
Market trends, 92
Marketing plan, 8384, 9395
Marketing research
and analysis, 8993
consumer and, 7175
industry research and, 42
marketing plan. See Marketing plan
MarketLine International Limited,
2930, 4647
McDonald, 9
104 INDEX
ReferenceUSA, 23
database, 2324
Reported financial statement, 15
Request for assistance, in business
plan, 99
Research and development (R&D),
8687
Reuters Finance, 34
Revenue, 4143
in income statement, 1314
Risk Management Association
(RMA), 35
RMA Annual Statement Studies, 35
INDEX
105
10-K, 8, 13, 19
10-Q, 8
Target market, 91, 94
Thomson ONE, 2425
Thomson Reuters, 24, 60
Troy Almanac. See Almanac of
Business and Industrial
Financial Ratios
20-F, 10
UNData, 6970
United Kingdom Standard Industrial
Classification of Economic
Activities (UKSIC), 40
United Nations (UN) Statistics
Division, 69
United Nations International
Standard Industrial
Classification of All Economic
Activities (ISIC), 40
United States, vs. International
companies, 1011
University of Michigans Kresge
Library Services, The, 10
U.S. Bureau of Economic Analysis
(BEA), 6768
U.S. Bureau of Labor
Statistics (BLS), 49, 6869
U.S. Bureau of the Census, 6162, 67
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