FieldStudyResourcesFa+ - Baker Library

Field Study Research
Meghan Dolan
October 4, 2010 and October 6, 2010
Copyright © President & Fellows of Harvard College
Reason for Today’s Workshop
1. Provide a strategy in planning your research.
2. Help you think about the questions to ask in
researching your topic and what resources Baker has
to help you answer those questions.
3. Highlight extensive resources available to you.
Research Strategy
The Basics:
Company information
Industry information
Market research data
You can get basic guidance for this in:
Databases, by Content
Industry Research Guide
Our Website -
Research strategy beyond the “basics”
Explore a new business opportunity or idea:
Search in article databases (Factiva and ABI)
Try the Baker Online Catalog (for books!)
Find statistics and demographic data:
Use the Baker Research Guides
i.e. Demographics and Consumer Behavior Guide
Find a network of contacts in a company or industry:
HBS Alumni Navigator at my.hbs
Executive listings in company information databases – i.e. Capital IQ, BoardEx, ZoomInfo
Trade Associations, Conferences and Trade shows – i.e. Trade Show News Network
Industry trade magazines and directories – listed in Baker Research Guides
Google Book Search via HOLLIS catalog
HBS Alumni Navigator
HBS Alumni Navigator
Market Research Reports on various Industries
Suggested Resources for packaged market research reports
for various industries:
Global Market Information Database [Euromonitor]
OneSource – once in, click on “Industries”
Forrester Research (new media, internet, telecommunications)
Frost and Sullivan Online (technology, energy, healthcare) Academic
Mintel (US focus, consumer market research)
Datamonitor [in Business Source Complete and OneSource]
ISI Emerging Markets – once in, click on “Industry” tab
IDC – search by keyword or browse by selecting the “Research” tab
Where are they all listed? In Baker Databases A-Z List
Market Research Reports: Emerging Markets
ISI Emerging Markets – see Industry Tab
Interesting industry profiles:
Pharma in Argentina
In addition…
• You’ll need to locate financial data
• You might also need legal information
Financial Analysis Resources
Baker provides access to a number of the major resources commonly used
today for financial analysis:
Capital IQ
- Public and private company data, investment firms, capital transactions.
The Deal Pipeline
- Data coverage and analysis on M&A, private equity, IPOs and bankruptcies.
Thomson ONE Banker
- Features market quotes, earnings estimates, financial fundamentals, press releases, transaction
data, corporate filings, and ownership profiles. Access to investment analyst reports.
Financial Markets Research Guide
- List of all the resources available at Baker for financial analysis research.
Suggested Resources for Legal Information
LexisNexis Legal Research
Once in, click “Legal” at the top of the screen.
Start-up & emerging companies : planning, financing, and operating
the successful business / Richard D. Harroch, Ref. KF1414 .S73 1998
Legal information and forms for start-ups. [Book and Cd-Rom]
Harvard Law Library Research Resources
Sample Resources for Industry Overviews
The examples below are included in the Industry Research Guide
S&P NetAdvantage- these reports tell you how the industry is
organized and how to analyze it
- “Retailing- Specialty” industry report
- Industry in Focus reports “Sectors: Social Games Represent Opportunity for
Thomson ONE Banker - provides reports from investment banks and
investment research firms on a company or industry [Ignore
pricing, no charge for reports!]
- “European Luxury Goods - Macro indicators, momentum & valuation”
(Credit Suisse, September 2010)
You might also review HBS Cases
HBS cases can often be excellent guides to relevant information for
industry research but should not be used as a sources themselves.
Cases are based primarily on hard facts, but it's important to remember
they are created for classroom use not research support. If required,
it's not unheard of for data to be adjusted to support a designated teaching
Recommended sources:
•Harvard Business School Publishing Online
At this website an index to HBS case studies is available openly on the internet
however there is a charge for accessing the cases themselves.
•European Case Clearing House
ECCH is an independent, non-profit organization that provides a broad collection
of management case studies at its website, including HBS cases. There is a
charge for accessing cases.
Important questions to ask when exploring this topic
What are some of the major companies in this market?
In the U.S.? Globally?
What general industry sector and (sub?)sectors encompass
this market?
Who are the target customers in this market? What are their
needs and expectations?
What products and services do they buy today to meet those
needs and what price are they willing to pay?
What is the size of the market today? How will it change in
the future?
What are the key channels to market and how do you expect
these channels to change in the future?
Sample Field Study Search
“Analysis of Business Opportunities in the
Organic Food Market”
Additional Questions for this Topic
Which region of the world is the biggest consumer/purchaser of
organic food? Which area of the US?
What are some of the leading companies in the organic food
What are the key issues to consider when researching the food
Where is the US organic food market going?
What are analysts saying about Whole Foods Market?
How do I find a contact at Tesco?
Where would you look?
Where would you look to answer these questions?
Where should you look first?
Databases Guide
Allows you to search for databases by content, subject or from
Industry Research Guide
This guide includes the following sections:
•Find news and trends
•Analyze companies
•Analyze industries
•Prepare for interviews
Resources Used
Which region of the world is the biggest consumer/purchaser of
organic food? Which area of the US?
“Global Organic Food Market Segmentation by Geographic Region” and
“United States survey percentages of organic food purchases by metropolitan
area” in TableBase
What are some of the leading companies in the organic food
“Organic Food Industry Profile: Global” in Business Source Complete
What are the key issues to consider when researching a company within
the food industry?
S&P NetAdvantage “Food and Non-Alcoholic Beverages” industry report or First Research
“Specialty Food Stores”
Resources Used (continued from previous slide)
Where is the US organic food market going?
Recent articles including “The Going Gets Tough for Organics” , “Organics
Face Market Challenges” and “Organic Food Becomes Latest Casualty in Credit
Crunch” in Factiva.
What are analysts saying about Whole Foods Market?
Morgan Stanley, JP Morgan, Argus and Deutsche Bank analyst reports
in Thomson ONE Banker
How do I find a contact at Tesco?
Capital IQ
Review of Basic Points Covered Today:
Start research with resources in Databases by Content Type and Industry
Research Guides.
Using article databases and books to explore an idea.
Baker Research Guides on various industry and topic categories will
lead you to sources for various types of information, including statistics,
demographics, and more.
Locating Contacts: Baker databases and HBS alumni navigator
database can help!
And Finally…..
Key Tips on Using HBS Baker and other Harvard University
• Database Passwords – Baker Databases A-Z List The “More Info” will tell you if
a resources needs an extra password or Harvard PIN; also searching
tips, database trouble-shooting.
• No extra charge for reports [i.e. Thomson ONE Banker analyst reports]
• Always use database’s indexing and “Advanced Search” features
• Numerous download formats often available
• Where did the information come from? – feel free to ask the librarians
about data sources
Still Need Help?
In-Person Assistance:
Reference librarian (Please ask for reference librarian at the front desk)
Reference hours:
SUN: 12 pm – 7 pm; MON-THUR: 9am – 7pm; FRI: 9am – 5pm
Stamps Reading Room Quiet Study hours*:
SUN – THUR: 7pm – 12am; SAT: 12pm - 7pm
Phone: (617) 495-6040
Request a consultation (email: to schedule an appointment
for an in-depth research consultation with a reference librarian.
* Please Note: Reading Room hours vary during the summer and holidays, see “Baker Hours”
Still Need Help?
Online Assistance:
Fast Answers -
Search and browse about 200 answers to library service and
substantive research questions. New answers are added throughout
the year.
Help Guides -
Full list of all Baker Research Guides -
And don’t forget…
Keep track of your sources in detail (name of the publication,
publisher, author, date, page numbers).
Citation management software
Follow the Citation Guide for HBS Students
Our Copyright and Licensing policies are outlined at
Additional Information for MBAs on Using Baker
For Your Review:
This presentation will be posted to the library website.
Information Sessions
Thank you!
Meghan Dolan