research for competitive effectiveness vanguard
TRANSCRIPT
Research for Competitive Effectiveness: VanguardLinda Hauck, Spring 2015
Objectives
Nature of sound secondary research
Familiarity with industry reports, company profiles, consumer surveys, trade associations and news
Providing attribution for sources using APA Style
Indicators Good Research
Source Variety : Different kinds of source materials are used. There is not excessive reliance on only one or two types of resources. Types of resources include market or industry research reports, trade news, general & business news, trade associations, company web sites, company profiles, academic studies, & data sets.
Source Quality: The sources used are written by qualified authors, are timely, are relevant, employ rigerous methods, and are appropriate to the task. Business Sources How to Evaluate Them
References: The reference list conforms to the APA style in organization and form, attribution is provided as needed and parenthetical or in-text citations conform to APA style.
Getting Started
Industry or market research reports: Operations, competitive forces (economic, demographic regulatory, technological), trends, prospects, competitors
Update by trade and business news and associations. (ABI Inform, WSJ, Business Source Premier)
Use what you learn from industry report for competitor and customer analysis.
Competitor analysis: Company profile (MarketLine, ReferenceUSA, Morningstar), company web site, SEC filings, news beyond the press release.
Customer analysis: Market research report on target demographic, objective social science research (PEW or ICI), consumer surveys, demographics and segmentation schemes (MRI+ or ESRI Business Analyst Online), social science on buyer behavior/attitudes (PsycInfo)
APA Citations
How do you make your reference list?
Easybib, bibme, citationmachinge, noodletools, refworks, zotero, Word Reference tab, database utilities
What you still need to know: APA style and what you are trying to cite
Research and Documentation Online or APA Style Guide to Electronic References or APA Style
APA Basics
Reference:
Author, A. (publication date). Title. Place of publication.
In Text: authors (date, page)
Parenthetical: (authors, date, page)
Examples
Leon, K. (2014, October). Industry surveys: Investment services. Retrieved from S&P Capital IQ
Netadvantage
Zoll, A. (2015, January 15). Is my target date fund layer on extra fees? The Short Answer. Retrieved from http
://library.morningstar.com/Article/article?id=68037
Getting Help
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