Field Study Research
Ann Cullen
Fall 2008
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
probing your topic and what resources Baker has
to answer those questions.
3. Highlight extensive resources available to you.
Research Strategy
The Basics:
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Company information
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Industry information
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Market research data
You can get basic guidance for this in:
Databases, by Content
http://www.library.hbs.edu/databases/by_content_type/
Industry Research Guide
http://www.library.hbs.edu/guides/industry_research/
Research Strategy beyond the “basics”:
Explore a new business opportunity or idea:
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Search in article databases (Factiva and ABI)
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Try the BakerHollis Online Catalog (for books!)
Find statistics and demographic data:
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Use the Baker Research Guides - http://www.library.hbs.edu/guides/
i.e. Statistics Guide or Demographics and Consumer Behavior Guide
Find a network of contacts in a company or industry:
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HBS Alumni Navigator at my.hbs
Executive listings in company information databases – e.g. Capital IQ, Boardex, ZoomInfo
Professionally focused social networking offerings - e.g. LinkedIn.com
Trade Associations, Conferences and Trade shows – e.g. 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:
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Global Market Information Database [Euromonitor]
Onesource – once in, click on “Industries”
Forrester Research
Frost and Sullivan Online
MarketResearch.com Academic
Mintel
Jupiter Communications
Datamonitor [in Orbis & Business Source Complete]
ISI Emerging Markets – once in, click on “Industry” tab
Where are they all listed? In Baker Databases A-Z List
http://www.library.hbs.edu/databases/completelist.html
ISI Emerging Markets- see Industry tab
ISI Emerging Markets
http://www.library.hbs.edu/go/ISI.html
Interesting report: Women
as Consumers in China
In addition…
• You’ll need to locate financial data
• You might also need legal information
Financial Analytical Resources
Baker provides access to a number of the major resources commonly used
today for financial analysis:
Capital IQ
http://www.library.hbs.edu/go/capitaliq.html
- Public and private company data, investment firms, capital transactions.
The Deal Pipeline
http://www.library.hbs.edu/go/thedeal.html
- Data coverage and analysis on M&A, private equity, IPOs and bankruptcies.
Bloomberg Professional
http://www.library.hbs.edu/go/bloombergprofessional.html
- Vast array of equity, debt, fund and other market data; analytical features.
Financial Markets Research Guide
http://www.library.hbs.edu/guides/financial_markets/data.html
- List of all the resources available at Baker for financial analysis research.
Suggested Resources for Legal Information
LexisNexis Legal Research
http://www.library.hbs.edu/go/lexisnexis.html
Once in, click “Legal” at the top of the screen.
Bankruptcy Law360
http://www.library.hbs.edu/go/banklaw.html
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
http://www.law.harvard.edu/library/services/research/
Law.com
http://www.law.com
You might also review HBS Cases
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HBS cases can often be excellent guides to relevant information for
industry research but should not be used as a sources themselves.
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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
objective.
Recommended sources:
•Harvard Business School Publishing Online
http://harvardbusinessonline.hbsp.harvard.edu/hbsp/case_studies.jsp
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
http://www.ecch.com
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.
Sample Field Study Search
“Analysis of Business Opportunities in the
Organic Food Market”
Important questions to ask when exploring this topic
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What are some of the major companies in this market?
In the U.S.? Globally?
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What general industry sector(s) and subsectors encompass
this market?
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Who are the target customers in this market? What are their
needs and expectations?
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What products and services do they buy today to meet those
needs and what price are they willing to pay?
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What is the size of the market today? How will it change in
the future?
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What are the key channels to market and how do you expect
these channels to change in the future?
Where Should You Look First?
Databases by Content
http://www.library.hbs.edu/databases/by_content_type/
Allows you to search for databases by content, subject or alphabetically.
Industry Research Guide
http://www.library.hbs.edu/guides/industry_research/
This guide includes the following sections:
– Identify Companies within an Industry
– Industry Classifications
– Overviews, analysis and data
– Small Sectors and Niche Industries
– News, Trends and Trade Publications
– Industry Associations and Trade Shows
Sample Resources for Industry Overviews
The examples below are included in the Industry Research Guide
S&P Industry Surveys - these reports tell you how the industry is
organized and how to analyze it
- “Foods and Nonalcoholic Beverages” industry report retrieved in search
Investext - provides reports from investment banks and
investment research firms on a company or industry [Ignore
pricing, no charge for reports!]
“Food Investors’ Handbook”, Feb. 2008, Credit Suisse
This 213 page report retrieved in search:
- Title search: food*
- Report Type: Industry reports only
Topical Research
For example:
Factiva - http://www.library.hbs.edu/go/factiva.html
Conduct article search on the topic of organic dairy products.
List of other article databases to check out
– http://www.library.hbs.edu/findarticles.html
Article Searching Tips
- http://www.library.hbs.edu/helpsheets/articlesearchingtips.html
Additional Questions for this Topic
1.
Which region of the world is the biggest consumer/purchaser of
organic food? Which area of the US?
2.
What are some of the leading companies in the organic food
market?
3.
What are the key issues to consider when researching the food
industry?
4.
Where is the US organic food market going?
5.
What are analysts saying about Whole Foods Market?
6.
How do I find a contact at Tesco?
Where would you look?
Where would you look to answer these questions?
Resources Used
1.
Which region of the world is the biggest consumer/purchaser of
organic food? Which area of the US?
D. “Global Organic Food Market Segmentation by Geographic Region” and
“United States survey percentages of organic food purchases by metropolitan
area” in TableBase
2.
What are some of the leading companies in the organic food
market?
E. “Organic Food Industry Profile: Global” in Business Source Complete
3.
What are the key issues to consider when researching a company within
the food industry?
C. Link to “How to Analyze a Food or Beverage Company” within the
S&P NetAdvantage “Food and Non-Alcoholic Beverages industry report.
Resources Used
4.
Where is the US organic food market going?
B. Recent articles including “The Going Gets Tough for Organics” , “Organics
Face Market Challenges” and “Organic Food Becomes Latest Casualty in Credit
Crunch” in Factiva.
5.
What are analysts saying about Whole Foods Market?
F. Wall Street Strategies, THINKEQUITY Partners and BB&T Capital Markets
reports in Investext
6.
How do I find a contact at Tesco?
A. HBS Alumni Navigator (also Capital IQ)
Review of Basic Points Covered Today:
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Start research with resources in Electronic Resources and Industry
Research Guides.
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Using article databases and books to explore an idea.
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Baker Research Guides on various industry and topic categories will
lead you to sources for various types of information, including statistics,
demographics, and more.
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Locating Contacts: Baker Resources and HBS alumni navigator
database can help!
And Finally…..
Key Tips on Using HBS Baker and other Harvard University
Databases
• Database Passwords – Baker Databases A-Z List – will tell you if
a resources needs an extra password or Harvard PIN; also searching
tips, database trouble-shooting.
• No extra charge for reports [e.g. Investext]
• 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:
MON-THU: 9 am – 7 pm ; FRI: 9 am - 6pm SAT: 12 pm – 4 pm
Standard Baker Library Reading Room Hours*:
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MON-THURS: 9 a.m.–12 a.m.; FRI: 9 a.m. – 6 p.m.
SAT: 12 p.m. – 7 p.m.; SUN: 12 p.m. – 12 a.m.
Phone: 617.495.6040
Email: infoservices@hbs.edu
Request a consultation (email: infoservices@hbs.edu) to schedule an appointment
for an in-depth research consultation with a reference librarian. For more information see our
Consultation page at: http://www.library.hbs.edu/services/consultation.html
*Please Note: Reading Room hours vary during the summer and holidays, see “Baker Hours”
at: http://www.library.hbs.edu/info/hours.html.
Still Need Help?
Online Assistance:
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Fast Answers - http://www.library.hbs.edu/cgi-bin/faq/
Search and browse about 200 answers to library service and
substantive research questions. New answers are added daily.
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Help Guides - http://www.library.hbs.edu/helpsheets/
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Full list of all Baker Research Guides - http://www.library.hbs.edu/guides
And don’t forget…
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Keep track of your sources in detail (name of the publication,
publisher, author, date, page numbers).
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Follow the Citation Guide for HBS Students
http://www.library.hbs.edu/guides/citationguide.pdf
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Our Copyright and Licensing policies are outlined at
http://www.library.hbs.edu/copyright_restrictions.html
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Additional Information for MBAs on Using Baker
http://www.library.hbs.edu/resources_mba.html
Questions?
Thank you!
Ann Cullen
acullen@hbs.edu
This presentation will be posted to Baker Library website
at: http://www.library.hbs.edu/services/workshops.html#slides