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Field Study Research

Ann Cullen

Fall 2008

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:

• Company information

• Industry information

• 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:

• Search in article databases (Factiva and ABI)

• Try the BakerHollis Online Catalog (for books!)

Find statistics and demographic data:• 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:• 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:

- 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 Marketshttp://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 Researchhttp://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.comhttp://www.law.com

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 rememberthey 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

• What are some of the major companies in this market? In the U.S.? Globally?

• What general industry sector(s) and subsectors 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?

Where Should You Look First?

Databases by Contenthttp://www.library.hbs.edu/databases/by_content_type/ Allows you to search for databases by content, subject or alphabetically.

Industry Research Guidehttp://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 SuisseThis 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 foodmarket?

3. What are the key issues to consider when researching the foodindustry?

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 foodmarket?

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 Marketsreports in Investext

6. How do I find a contact at Tesco?

A. HBS Alumni Navigator (also Capital IQ)

Review of Basic Points Covered Today:

• Start research with resources in Electronic Resources 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 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*:

• 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: 617.495.6040Email: 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:

• 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.

• Help Guides - http://www.library.hbs.edu/helpsheets/

• Full list of all Baker Research Guides -

http://www.library.hbs.edu/guides

And don’t forget…

• Keep track of your sources in detail (name of the publication, publisher, author, date, page numbers).

• Follow the Citation Guide for HBS Students http://www.library.hbs.edu/guides/citationguide.pdf

• Our Copyright and Licensing policies are outlined at http://www.library.hbs.edu/copyright_restrictions.html

• Additional Information for MBAs on Using Bakerhttp://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