MARK 4060 - Marketing Research: Home

Dr. Durvasula's course on research methods
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Introduction

This guide was prepared for Dr. Durvasula's course on marketing research methods. The guide provides sources for secondary research only.

Off campus access methods (authentication)

  • Library Login:  This method (a proxy server) is quick and easy, and requires no setup.  But a few databases will not work with it, and it is less reliable when there is heavy internet traffic or a slow connection.
  • VPN (virtual private network): The VPN requires you to download an app onto both your cell phone and your computer.  It is much more reliable during times of heavy internet traffic, and is well worth the necessary setup time. Outline of the steps required for the VPN:
    1. Find detailed VPN instructions here. Once there, click on "How do I start using GlobalProtect VPN and Duo?"
    2. Register for Duo Mobile. Two ways to do that: via an email from ITS (helpdesk@marquette.edu; you can email and ask for "the VPN registration invitation email"); or via Office365.
    3. Download the Duo Mobile app onto your cell phone. Allow push notifications for it.
    4. Download the GlobalProtect app onto your computer.

Although the detailed instructions page refers you to Information Technology Services for help, at the Raynor Information Desk we can also help with some parts of the process.  Give us a call at (414) 288-7556.

About finding industry profiles

The databases below offer industry profiles that are regularly updated, some quarterly, some annually, etc.  There are more industry profiles in two of our article databases, ABI-Inform Collection and Business Source Premier

The After Market Research (AMR) module in Refinitiv Workspace is another good source for industry information, but it is more difficult to use and requires registering for an individual account.  I've put the AMR module into its own box below, with more instructions for getting to the industry-wide reports. Please be aware that you can often find really useful reports in the AMR module, but it can take some time to find them.

Databases for Industry Profiles

Below are links to industry reports from individual publishers, and to databases that contain industry reports. Many of these reports are available in general business databases:  where possible, the links go directly to that content, not to a general search screen.  But where such direct linking is not possible, the links go to the main database search screen (e.g. Passport).

Two notes about MarketLine reports:

MarketLine reports are available in two different databases, Ebsco's Business Source Premier, and Refinitiv Workspace's After Market Research module (aka AMR or Investext). Each has advantages and disadvantages. 

  1. For slightly easier searching, use Business Source Premier
  2. For the most complete collection of MarketLine industry and company reports, use Refinitiv Workspace; Ebsco does not always receive the current reports in a timely way. Notice that Refinitiv Workspace requires registration for an individual account.
Links to reports from individual publishers or vendors:

These reports are pulled from large aggregator databases (ABI-Inform Trade & Industry, Business Source Premier, and Business Insights Essentials). The interfaces of these large databases allow me to create these individual links, which is not possible in other interfaces.

Links to databases:

Sample reports

Just for fun, read this short entry about the word 'toilet'!

Customer analysis

Below are two online books which will provide overviews of the customers for various products.

For more detailed information, especially at the brand-level, you would need to use a consumer survey dataset.  These have a steeper learning curve, so be prepared to ask for help and spend some time on them.  Here are links to more information:

After Market Research in Refinitiv Workspace

The After Market Research module in Refinitiv Workspace is a collection of research reports written by investment analysts from many different research companies.  Some of the 'big names' are:  Deutsche Bank, JP Morgan, William Blair, AE Edwards, CitiBank, Credit Suisse, and many more.  It also includes reports from market research companies (non-broker research companies) such as MarketLine.

Here are things to know about the content:

  • Reports are embargoed by 2-3 weeks (i.e. we get delayed access)
  • Over 1,400 providers of in-depth research reports on companies and industries worldwide
  • An industry report is defined as a report which discusses at least three companies.  Although many of the industry reports offer very valuable content, this oddball definition means that some industry reports are less useful.
  • It is also sometimes called AMR or Investext
Download limitation:

For each 24-hour period, you are allowed to download a maximum of 150 pages of AMR content.  Below is more discussion about how to avoid downloading extraneous pages.

Getting to the AMR module:

The instructions below are for searching directly in the AMR module. Of course you can also get to reports for specific companies just by starting with a search on an individual ticker or company name.

Assuming you have already registered for an individual account, once you have logged in:

  1. Click on Research
  2. Then click on Advanced Research (see screenshot above).
The AMR filters:

RWS After Market Research module filter menu

The AMR filter menu is located in the left margin and has many options! 

At left is a smaller, composite screenshot of the complete filter menu. To see the screenshot full-size, right-click on the image and select "Open image in new tab".  Not ideal, but there it is. 

Below are suggestions on filters to use or consider.  The line numbers below correspond to the numbers in the screenshot image. 

To exit an opened filter menu, be aware you usually have to click on a Done button.  

 

  1. Date range:  When searching for more than just one company, change this to 1-2 years.
  2. Keyword search:  Here's where you enter keywords to search WITHIN the documents.  
  3. Sort By Relevance:  Notice this checkbox.
  4. Contributors:  You can enter the names of specific research companies here.
  5. Industry: There is an expandable hierarchical menu of industries. 
  6. Report types:  You can specify that you want industry reports here; be aware that the indexing for this filter is not reliable.
  7. Subjects/Topics:  The filter for Initiation of Coverage is here.
  8. Page count:  To eliminate shorter, less substantive reports, enter a number here (e.g. greater than 10 or 15).
  9. Search:  To apply the filters you have selected, click on Search.