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SBIBuyer Behavior 

Consumer Research Project

June 25, 2007

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Contacts

• Librarians are assigned to work directly with the Villanova School of Business.

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Finding information

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Resources

• Primary is compiled by the author without

using information gathered or reviewed by

any other party.

• Secondary sources interpret or analyze a

primary resource and are “at least one

step away” from the event.

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Research

1. Company• Financials (10-K, ratios, annual reports, SWOT)

2. Conditions

• Finding articles and research on topics affectingbusiness

3. Consumers• Marketing Reports, Surveys, Demographics,

Census

4. Competitors• Industry overview, SIC/NAICS codes

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Mergent 

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Lexis - Nexis

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Annual Reports

• Glossy publications from the

company to the shareholders

• Often contain a narrative and a

financial component

• Found on most companywebsites, Lexis-Nexis, and

other sources.

A page from the 2005 Starbucks Annual Report

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Annual Reportcontinued

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Company Analysis

• Marketline (Datamonitor) – SWOT analysis (Strength, Weakness, Opportunities, Threats

• Value Line – Analyst reports

• Morningstar  – Analyst reports / Stock ratings

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Marketline

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Value Line

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Morningstar 

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Industry Analysis

• Market Insight – Standard and Poor’s publishes very detailed industry reports

• Euromonitor  – Incredibly deep information about industry, financial statistics,

and other economic data

• Industry Associations – Though not always free, these sources can be very helpful in

finding industry specific information.

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Market Insight

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Euromonitor 

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Consumers

• MarketLine – Company and Industry reviews as well as SWOT analysis for a company

• MarketResearch.com – Marketing reports sorted by demographics and industry.

• Business and Industry – Trade publications

• SRDS lifestyle analyst - PRINT – An amazing resource available in print. Supporting titles are available online.

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Guides for Primary Research

• Perdue University

• Northwestern

Using the Falvey Library Catalog you can also search for the subject heading:

Social sciences Research Methodology.

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Citing your work

• Follow the style guidelines set forth in the syllabus

• Journal of Consumer Research Style Sheet

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Public Websites

• Evaluate any web site you plan to utilize

• Use the library’s “tips and guides”

• Do not assume that Google’s results will be comprehensive, authoritative, or truthful

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Contacts