Strategy Field Study - 601 Library Research Workshop Sophie Bury| Business Librarian & Head | Bronfman Business Library | sbury@yorku.ca Stephanie Quail| Business Librarian | Bronfman Business Library | quailste@yorku.ca Fall 2015 Sophie

Workshop agenda Jumping off points for 601 research at the library Organizing your research from the get go: Citation management tools Company research Articles research Industry research Market research Statistics and data sources Sophie

Libraries’ web site www.library.yorku.ca Access Business Library using Library Branches menu choices Use search box to find books, journals or databases Sophie

Bronfman business library http://www.library.yorku.ca/web/bbl/ Sophie

Organizing your research from the get go: Citation management tools Proper citation is important for all work, whether from a print , electronic, or web resource.  Style Guides & Writers' Manuals (APA, MLA and more): Provides some tools and manuals to help you with citing sources in papers. Business Citation Guide using APA or MLA style from the Bronfman Business Library Citation Management Tool supported by the Bronfman librarians: Zotero User Guide Sophie

Company Research Sophie

Public vs private companies: what kind of information can you expect to find Publicly-Traded Private Sophie Key question to consider as you begin your research is: What type of company am I dealing with and how will that affect the amount of information I am likely to find about it? Have the list of companies you are working with – some are publicly traded, some are subsidiaries of a parent, some are private, some are non-profit. Tailor as appropriate. Which type easiest to find information about? (ask them) Publicly-traded: are traded on stock exchanges or over-the-counter and are subject to regulation by securities commissions/authorities. They are required by law to report publicly and to provide annual reports to shareholders. You will find lots of information on public companies including a mission statement, company profile and history, the executives and officers of the company, a business description, brief product descriptions, stock information, financial statements and ratios, recent developments, career information, community relations/corporate social responsibility statements, etc. Private company information is much more difficult to find. You may find a profile, contact information, senior executives, brief business description, date of incorporation, and sometimes broad annual sales/revenue estimates that are self-reported. Core Resource: Company Research Guide available from the Bronfman Business Library home page

Public Company filings – Annual reports and more Mergent Online International Click on the reports link for the selected company Lexis Nexis Securities Mosaic North American - SEDAR & EDGAR SEDAR Canada EDGAR United States Sophie Explain that they may not get all the filings on a company web site. If they want to be sure they get all filings and an archive use the sites where companies must file by law. companies that report to the Canadian Securities Administrator, e.g. those listed on the TSX, must file annual reports, quarterly statements, management discussion and more on SEDAR . Similarly companies traded on U.S. stock exchanges must file their documents on the SEC (Securities and Exchange Commission) EDGAR database. Please note annual reports on EDGAR are actually 10-K documents and not the traditional annual report. They contain much more information. If you are looking for annual reports for companies outside of North America, Mergent Online is recommended. Using one of their companies show how SEDAR can be used to find an annual report. Mention we’ll get to Mergent Online later. Check out:Guide to finding annual reports/filings

Key library databases – Publicly traded companies Mergent Online International coverage Publicly-traded companies Factiva Click on companies/markets tab to search for companies Marketline Advantage Useful for SWOTs and case studies Lexis Nexis Academic Useful for SWOTs For more information see the: Publicly-traded companies section of our company research guide Sophie

Key library resources – Private companies Hoovers Publicly traded and private companies International coverage PrivCo Over 400,000 private companies Canadian Company Capabilities Canadian coverage Detailed search supports searching by NAICS code and many other criteria Sophie

Sophie

Key library resources - Private companies NetAdvantage U.S. coverage Select Directories - > Click on the option to search by private companies which appears under Register of Corporations, Executives and Directors Bronfman Business Library: Reference Collection Scott’s Directories T 12.5 C22 O6 Ontario Business to Business Sales and Marketing Directory HF 3229 O5 O56 Sophie For more information see the: Private companies section of our company research guide

Industrial classification codes Industrial classification codes group together companies based on the goods and services produced. SIC codes are used in a number of databases and print reference resources. In some cases, the SIC codes used in Canada differ from those used in the U.S. A print version of the SIC table of codes is found in the Canadian Key Business Directory available in the Bronfman Business Library Reference Room. SIC codes for Canada are also available on Statistics Canada's web site . The North American Industry Classification System (NAICS) is an industrial classification system common to Canada, United States and Mexico. Gradually, the SIC system will be phased out in favour of the NAIC system. There are some national differences however so if questions arise you will need to refer to: Canada - NAICS Canada 2012 U.S. Census Bureau: NAICS Sophie There are some other codes systems e.g. MSCI/S&P: GICS or BIC in Bloomberg Check out the: Industry codes section of our company research guide

Competitor analysis Most company databases allow you to search by industrial code Or search a competitor you know of and look for a link to a competitors listing. 1 2 Sophie Check out the: Competitors section of our company research guide

Companies – Specialized research areas ESG performance Example: Sustainalytics and Bloomberg (check FA for company and then choose ESG tab) Financial Analysis Check out our finance guide for information on how to find financial statements, bond and stock information, ratios and benchmarks Analyst reports Example: Investext Plus and Lexis Nexis Academic Supplier relationships Example: Bloomberg (Use command SPLC) Sophie

Industry Research Stephanie Core Resource: Industry Research Guide available from the Bronfman Business Library home page

Finding business articles relating to your company or industry Many different kinds of articles especially scholarly, popular and trade Stephanie Click the icon images to get to the databases! Newspapers (primarily)

Identify key trade journals for your industry Do a search for themes or trends you wish to examine in your industry using Proquest Business or Business Source Premier Limit your search to results found in trade journals Take note of the titles that recur frequently Observe whether certain titles have a special focus on the industry you are interested in. Ulrichs International Periodical Directory This is a searchable database of information about periodicals, including trade journals, published across the globe. Use advanced search mode to limit your search to trade journals published in Canada or the United States Use subject or keyword terms to help you isolate those titles which focus on specific industries. Stephanie

Articles: Search strategy tips Stephanie

Industry trends and analysis Consumer goods and services Industrial manufacturing Information Technology Resource Industries: Agribusiness, energy, metals & mining Different databases have different strengths. Our industry research guide helps you choose the one(s) that will help you best – check out the links for different industry sectors under “Industry Reports” Still got questions? Come to the reference desk Stephanie

Industry trends and analysis – Library databases Demonstrations Consumer Goods and Services Information Technology Industrial manufacturing Resource industries: mining, metals, agribusiness, utilities etc. Stephanie Niche industries – Use IBISWorld (Canada and U. S.) or Canadean Reports (international) and First Research Reports (U.S. focus) available via Investext Plus

Industry associations Associations Canada Gateway to Associations Stephanie

Bloomberg Bloomberg is a real-time financial service that provides current and historical data, news and financial analysis of companies, equities, fixed income, bonds, indices, foreign exchange, commodities, etc from various sources. Economic statistics are also available. Sophie

Bloomberg Financial Analysis Sophie

Bloomberg Relative Valuation Sophie

Bloomberg MGMT or PEOP Sophie

Bloomberg EQS Sophie

Bloomberg EQS Sophie

Bloomberg BI Sophie

Industry regulations Check out the: Regulatory section of our company research guide Consult the legal experts on campus at the Osgoode Hall Law Library. Stephanie

Market research – Market segmentation, consumer analysis 1 2 3 PMB Online Stephanie 4 Available in the Reference Room at the Bronfman Business Library. HF 5410 M33

Passport (formerly GMID) Stephanie Use search box in top right hand area of screen to search. Useful to combine with country name. Browse menu options

Market research – Market segmentation, consumer analysis Example - Ice Cream in Canada Stephanie Trends

Marketline Advantage Five Forces Analysis is available for industries covered Stephanie

Market research – Demographic analysis Passport (formerly GMID) Useful for demographic analysis at national level Countries and Consumers - > Consumer Trends & Lifestyles FP Markets. Canadian Demographics. BBL Ref Room. HF 5349 C2 2012 Very useful for current population estimates for census metropolitan areas in Canada. Census Profiles Now contains data released from the 2011 census Can search by place name, postal code or geographic code. Toronto Neighbourhoods PMB Online Use to retrieve data on Canadian consumer patterns and media habits. Can browse by product, activity, or service category options provided. Gives demographic information by province and key cities for individual product/service/activity categories, e.g. answers questions such as which age groups of Canadians are most likely to drink tea? Stephanie

Use Internet Explorer or Firefox. Chrome will not work. PMB Online Use Internet Explorer or Firefox. Chrome will not work. Product category example: Toothpaste Stephanie Lifestyle/Attitudes is new this year and you can find everything you need for PMB 2014- Spring including demographics. Within the reports once you generate one, you have the option in the drop down menu under demographics to select lifestyle and attitudes as well.

Assume you want to explore market for natural toothpaste. PMB Online Assume you want to explore market for natural toothpaste. Stephanie Click on any of the items (in blue) in the columns beside “natural” to get specific demographics

Simply Map Canada Includes demographic estimates (very current) from Environics Analytics and Census data from 2006 and 2011. Allows you to create maps and tables for geographic areas in Canada using demographic variables. Includes data from Statistics Canada’s Survey of Household Spending and allows you to create maps or tables using selected variables for provinces, census metropolitan areas, zip codes and more. Allows you to geolocate businesses in a specific industry using NAICS code and other search options. Features handy wizards and export features Simply Map Demo Simply Map Guide with business research scenarios Sophie

Steps for creating a table where using Simply Map’s psychographic data, i.e. PRIZM C2 Data (Marketer’s Handbook 2014, Environics Analytics) Sophie

Statistics and data Data & Statistics by Walter Giesbrecht Statistics Canada CANSIM SDA ODESI Sophie

CANSIM – StatCan’s Key Socioeconomic database Over 40 million time series and thousands of tables Updated daily Provides search and browse facilities Freely accessible via Statistics Canada and CHASS It can be used to Track trends Analyze market potential Study economic activity Make investment decisions Evaluate social conditions Conduct feasibility studies Forecast economic conditions Plan programs or services Profile demographics Sophie

Most frequently retrieved series by academia Search by text, tables or time series numbers Browse by subjects, keywords, surveys, table titles/numbers Various download formats Some key concepts: Table – made up of series Dimension – a checklist of factors/categories or variables Series: statistics over time for a combination of dimension members/values, e.g. strawberries produced in Ontario in the past 20 years. Sophie

24/7 and on/off campus access Get familiar with a survey effortlessly Covers over 700 common StatCan PUMFs e.g. Census, SHS, SLID, GSS, CCHS etc. 24/7 and on/off campus access Get familiar with a survey effortlessly Browse/search variables within a study View codebook/frequencies Web-based Statistical Analysis - without standalone statistics software. Frequencies & Crosstabulation Comparison of means Correlations Multiple Regression More Data download facilities Whole file/subsetting Various download formats: SAS/SPSS/Stata/Excel totinc(r: 0-20000; 20001-40000; 40001-60000; 60001-100000; 100001-250000; 250001-*) Sophie

With extensive collections of polling and social survey data A web-based data exploration, extraction and analysis tool Allows searching of survey questions (variables) Supports basic tabulation and analysis online Allows downloading of most datasets in various formats Sophie

THANKS FOR YOUR ATTENTION – Questions? http://www.library.yorku.ca/web/bbl/assignments/601-workshops/ Business librarians are available to help you: at the reference desk Bronfref@yorku.ca 416-736-5139 or by chat reference at http://www.library.yorku.ca/web/bbl/ Sophie