RESEARCHING PUBLIC COMPANIES Asking questions, finding

sources

OBJECTIVES Think of questions first

Start broad Know the usual

suspects Connect questions to

possible sources

ASKING QUESTIONS FOR RESEARCH

If your boss asked you research this company, what three things would be most important to tell him or her?

WHAT DO YOU NEED TO KNOW TO UNDERSTAND A COMPANY'S OPERATING ENVIRONMENT? Take a couple of minutes to think and write. Find a partner and share some of your questions.

START BROAD NAICS codes, industry overviews, and other sources

NAICS CODES North American Classification System Used to classify industries for statistical purposes by the US government

Drill down through the lookup tool Find the NAICS code through a sample company

Used to target specific industries in business databases or to find government statistics

START BROAD WITH INDUSTRY OVERVIEWS1. Go to the page for industry information on the guide, “Business

Resources for Public Relations.”2. You already found the NAICS code for the airline industry (481111).3. In Business Insights: Global, search with the NAICS code and

“Industry” from the drop down menu. Click on the correct industry.4. Note the links in the left column.5. There are two industry essays. Click into the industry overview for

the American market.6. What kind of information can you find? How is the overview helpful

for your research?

WHAT ARE OTHER SOURCES FOR BACKGROUND INFORMATION? Company profile and history (like what you found in Mergent) Company website Industry statistics and market share reports Professional association reports

PROFESSIONAL ASSOCIATIONS

1. Found “National Air Transportation Association” homepage URL through Business Insights: Global, industry profile page.

2. Searched related:http://www.nata.aero in Google to find more.

KNOW THE USUAL SUSPECTS Connect questions to

possible sources

INFORMATION TYPES ASSIGNMENTFind a group of three or four people. Find examples of your assigned information type covering the airline industry or American Airlines. Use the research guide for help.Put together a quick presentation for the class that covers these topics:1. What are the titles and publication sources for your pieces of

information?2. What kind of research questions can you answer with this type of

information? 3. Why include this kind of information in your reference list?4. Where could you find this type of information? (Be specific.)5. Are there any limitations to this type of source?

KEEP ASKING QUESTIONS

FINAL TASK:EMAIL TO

MHEUER@SMU.EDU

What are the most important things you learned today?Do you have any unanswered questions?