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