Copyright © President & Fellows of Harvard College Field Study Research Meghan Dolan October 4, 2010 and October 6, pm-4pm

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)FactivaABI Try the Baker Online Catalog (for books!)Baker Online Catalog Find statistics and demographic data: Use the Baker Research GuidesBaker Research Guides i.e. Demographics and Consumer Behavior GuideDemographics and Consumer Behavior Guide Find a network of contacts in a company or industry: HBS Alumni Navigator at my.hbsHBS Alumni Navigator Executive listings in company information databases – i.e. Capital IQ, BoardEx, ZoomInfoCapital IQBoardExZoomInfo Trade Associations, Conferences and Trade shows – i.e. Trade Show News NetworkTrade AssociationsTrade Show News Network Industry trade magazines and directories – listed in Baker Research GuidesBaker Research Guides

Google Book Search via HOLLIS catalog

HBS Alumni Navigator

Market Research Reports on various Industries Suggested Resources for packaged market research reports for various industries: - Global Market Information Database [Euromonitor]Global Market Information Database - OneSource – once in, click on “Industries”OneSource - Forrester Research (new media, internet, telecommunications)Forrester Research - Frost and Sullivan Online (technology, energy, healthcare)Frost and Sullivan Online - MarketResearch.com AcademicMarketResearch.com Academic - Mintel (US focus, consumer market research)Mintel - Datamonitor [in Business Source Complete and OneSource]Business Source CompleteOneSource -ISI Emerging Markets – once in, click on “Industry” tabISI Emerging Markets -IDC – search by keyword or browse by selecting the “Research” tabIDC Where are they all listed? In Baker Databases A-Z List

Market Research Reports: Emerging Markets ISI 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.S 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 GuideIndustry Research Guide S&P NetAdvantage- 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 Investment” Thomson ONE Banker 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 objective. 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 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?

Where should you look first? Databases Guide Allows you to search for databases by content, subject or from alphabetically Industry Research Guide This guide includes the following sections: Find news and trends Analyze companies Analyze industries Prepare for interviews

Resources Used 1.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 TableBaseTableBase 2. What are some of the leading companies in the organic food market? “Organic Food Industry Profile: Global” in Business Source CompleteBusiness Source Complete 3.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” S&P NetAdvantage First Research

Resources Used (continued from previous slide) 4.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.Factiva 5.What are analysts saying about Whole Foods Market? Morgan Stanley, JP Morgan, Argus and Deutsche Bank analyst reports in Thomson ONE BankerThomson ONE Banker 6.How do I find a contact at Tesco? Capital IQ 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 Databases 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. Baker Databases A-Z List 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) Request a consultation ( to schedule an appointment for an in-depth research consultation with a reference * Please Note: Reading Room hours vary during the summer and holidays, see “Baker Hours” at:

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! Questions? Meghan Dolan