MRKT 434 MARKETING RESEARCH Finding Company Information Prof. Traci Welch Moritz Public Services Librarian/Assistant Professor Heterick Memorial Library Prof Ron Tatham, Spring 2010
1. MRKT 434Marketing Research
Finding Company Information
Prof Ron Tatham, Spring 2010
Prof. Traci Welch Moritz
Public Services Librarian/Assistant Professor
Heterick Memorial Library
2. Some things to consider
Not all company information is readily available
Proprietary information
Trade secrets
Possible to get an overview and enough information so you can
prepare for a job interview
Resources shown today may not be available once you leave ONU
Alternative resources may be available at your place of business or
through your local public library
3. Things youll need to know
Private or Public
Parent or Subsidiary
United States or International company
4. Glossary of Terms
Ticker modern letter-only ticker symbols were developed by Standard
& Poor's (S&P) to bring a national standard to
investing
CIK -- Central Index Key, number given to an individual or company
by the SEC
SIC --standard industrial classification system, classification of
businesses and business units by type of economic activity
NAICS -- North American Industry Classification System, replaces
SIC
DUNS -- industry standard for keeping track of the world's
businesses
Private Company -- ownership is private
Public Company -- company that has permission to offer its
registered securities (stock, bonds, etc.) for sale to the general
public, typically through a stock exchange
Subsidiary -- Controlled/owned by a parent company
5. Finding Company Information
Companys website
Companys annual report
International directory of company history
Business Source Complete (datamonitor report)
Thomson Research (SEC, Edgar searchs)
Hoovers (financials)
Mergent (financials, SEC filings)
Edgar online (SEC filings)
S&P Netadvantage (financials, stock)
6. Tools for Company Information
Annual reports
http://www.zpub.com/sf/arl/arl-read.html
Overview
Histories
Competitors
Revenues, cash flow
SWOT
News and Views
7. Print Resources
D&B Directory of Service Companies
HML REFERENCE q338.7610002573 D111 2010
http://polar.onu.edu/record=b1332231~S7
D&B million dollar directory
HML REFERENCE q338.740973 D11 2010
http://polar.onu.edu/record=b1273642~S7
Telephone books
9. International Directory of Company Histories
Each three- to five-page entry is meticulously crafted with facts
gathered from popular magazines, academic periodicals, books,
annual reports, archives of the companies themselves and much more.
Peppered with statistics, dates and names of key players, entries
contain information on:
Founders
Expansions and strategies
Labor/management actions
Stock exchanges, ticker symbols and industries
Principal subsidiaries, divisions, operating units and
competitors
9
10. Business Source Complete
Articles for latest company news, reviews of company,
commentaries
non-journal content
financial data
case studies
investment research reports
market research reports
industry reports
country reports
company profiles
SWOT analyses
11. Company News
Lexis Nexis Academic (fee)
PR Newswire Company News On-Call
CNNMoney.com
Business Wire
AJR NewsLink
12. Thomson Research
Provides access to real-time and historical SEC EDGAR filings,
including as-filed HTML documents, and foreign exchange
filings.
Includes more than 3.4 million research reports, with an average of
3,000 new reports added each business day.
Provides full-text keyword searching of SEC EDGAR filings and
spreadsheet-ready financials..
Must know company name or ticker
13. Hoovers Online
Good place to check if public or private, parent or
subsidiary
Company reports
Industry information
Market intelligence on both public and private companies
Some free information available at Hoovers.com
14. Standard & Poor's Net Advantage
http://www.bus.umich.edu/KresgeLibrary/Instruction/standard_and_poors_netadvantage_guide.pdf
Company information
market snapshot
company quote
equity indexes page
S & P stock report
economic calendar
economic insight
mutual funds
S&P industry surveys for the US, Europe, Asia and Latin
America
15. Other types of co info
Stock information
Mergent Online
Value Line Investment Survey
Standard & Poor's Net Advantage
Company rankings
Fortune
Forbes
Company philanthropy
Foundation Directory
16. Accessing Resources
Click on Databases
17. Accessing Resources
Choose Business
18. Research Guides
19. Free Resources
Google, company sites, etc
www.google.com
Yahoo! Finance
http://finance.yahoo.com
List of Lists
http://www.specialissues.com/lol/dispLOLIntro.cfm
Rankings sources from the Library of Congress
http://www.loc.gov/rr/business/company/rankings.html
Researching Companies Online
http://www.learnwebskills.com/company/
20. Additional Free Resources
Thomas Register of American Manufacturershttp://www.thomasnet.com/
(free but must register)
Public Register's Annual Report Service
Linked In http://www.linkedin.com/
21. Fee based resources
Dialog
http://www.dialog.com/products/guide/
Hoovers (premium subscription)
www.hoovers.com
American Marketing Association
www.marketingpower.com
22. Misc, info
http://www.learnwebskills.com/company/ -- Resources listed are
often not free but may be available through a library, ie. Hoovers
Online
http://www.census.gov/cgi-bin/sssd/naics/naicsrch?chart=2007 --
help finding SIC and NAICS numbers
http://www.quintcareers.com/researching_companies.html#company-research
-- job seeking site but has some helpful information and
links
23. HELP
Email [email protected]
IM 8a-12:30p M-F
Ext. 2473
Reference desk most days 8a-12:30p
Check out MRKT 431 Research Guide