Download - Tools Techniques Handbook
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Tools and Techniques
Handbook
Acknowledgment: During the first years of my professional
career I had the pleasure of working with many excellent
professionals at Arthur Andersen. It is because of their hard
work and dedication of advancing knowledge that this
document was prepared. So I feel it is somewhat ashamed to
see this document go to waste. Therefore I have decided tomake it available for students enrolled in !odule " of my
#xcellence in $inancial !anagement %rogram. This document
is made possible by the folks at Arthur Andersen and I do not
take any credit for this Tools and Techni&ues 'andbook. (
!att '. #vans
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Key Question
Typical Process Tricks & Tips
Tool Description
Typical Output Format
Training Modules
2
Tools and Techni&ues
Porters 5 Forces What are the key market drivers ?
SWOT What are the topline !actors a"ecting the issue at hand ?
Growth Share (BCG) Matrix What industries or sectors should #e $e in ?
Product Life Cyce What stage o! the product cycle are #e at ?
!OS " #OS $ #MS Does si%e matter ?
!OS " Lear%i%& Cur'e What are the $enets o! scale or e'perience ?
#OS #O* (o# #ell are #e using our assets ?
+aue ,isci-i%es What type o! possi$le strategies are there in this market ?
.a--y Li%e Where are #e oversatis!ying our customers ?
Co%'ersio% Waterfa Where do #e lose potential customers ?
SWOT What are the topline !actors a"ecting the issue at hand ?
Pareto Cur'e (/01"213) What matters ?
+aue Ma- (/Me44o3) What are the various segments and su$segments ?
+aue Chai% Where do our core competencies reside ?
Wei&hted Cou6% Ma4er Which are the most prota$le competitors in a$solute terms ?
Share Gai% Li%e Who has $een gaining market share ?
7PC Co68s What are the main purchasing criteria) and ho# do #e !are ?
.ar'ey Bas What is the $est #ay to display *so!t+ ,uantitative data ?
9uotes What is the $est #ay to display ,ualitative data ?
Loi-o-s -an . come up #ith creative data displays o! my o#n ?
Cha%%e Ma-s What is the relative importance o! various routes to market ?
Co%ce-tua Ma-s (o# can . simply structure a set o! data $e!ore analysing it ?
Forces at Wor4 What are the !orces at #ork ?
Crocodie Chart -an . come up #ith creative data displays o! my o#n too ?
Parfait What is the easiest #ay to display market gro#th ?
Lo&ic Tree (o# does one organise the research ?
Process Ma-s What are the key steps ?
Sa%ity Chec4s Does this num$er make sense ?
To-:dow% !sti6atio% (o# can . estimate a su$set ?
O%e:O;
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Key Question
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Training Modules
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Tools and Techni&ues Table of )ontents
1. Strategy Concepts
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Tool Description
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Tools and Techni&ues %orter*s + $orces
What are the key market drivers ?
Porters 6ode is a &reat chec4 ist whe% starti%& to descri8e a% i%dustry 6ore i6-orta%ty> -ro'ides a &ood fra6ewor4 i% whichto -rese%t your ?%di%&s
@ Start with to-:i%e ist of the 6ai%-ayers i% each of the 5 8oxes: 4ey co6-etitors: 4ey su--iers: 4ey custo6ers
: 6ost i4ey e%tra%ts: 6ost i4ey su8stitutio%
@ Carry out it search o% the %a6esco6-ied a8o'e
@ Gather a ree'a%t artices i% o%e
8i%der
@ /ift3 6ost co66o% co66e%ts i%toa word docu6e%t
@ Or&a%iAe resuts i%to 5 8oxes
@ Su66ariAe
@ 7ee- a &ood 8aa%ce 8etwee%words a%d data
@ /Force ua%ti?catio%3 of wordsFor exa6-e if you read
/custo6er -ower is i4ey toco%ti%ue &rowi%& at 8roadythe sa6e rate3 try a%d ?%dree'a%t data a%d write/custo6er -ower is i4ey toco%ti%ue &rowi%&> 4ee-i%&-rice hi4es o% historica e'e of2-a3
@ Thi%4 a8out ewto% a%d*rchi6edes (e'ery -roacti'e
force creates its ow% reacti'eforce) a%d try ca-turi%& 8oththe %et e;ect a%d the 2o--osi%& forces
@ Grou%d 6ode i% the a%aytica-rocess" what further researchwoud 8e reuired to co%cudeo% a &i'e% tre%dD
Market-I
Threat ofew !%tra%ts
Porters 5 orces !ap
Threat ofSu8stitutio%
Bar&ai%i%& -ower ofCusto6ers
Bar&ai%i%& -ower ofSu--iers
#i'arya6o%&
Co6-etitors
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Tools and Techni&ues S,-T
What are the top-line factors affecting the issue at hand ?
The SWOT 8ox is a ess for6a > 6ore i%tuiti'e 'ersio% of Porters 6ode etc8ac4 i% co%te%tio% for H s-ot
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Tools and Techni&ues
ow 'igh
/rowth Share 01)/2 !atrix
Which industries or sectors should we be in?
The Share:Growth 6atrix is a si6-e 6atrix de'ised to 'isuaise 6uti-e i%'est6e%tater%ati'es &oodo--ortu%ity
: to-:ri&ht> /star3> 8i& 6ar4et shareof a8o'e -ar &rowth i%dustry>&reat o--ortu%ity
: 8otto6:ri&ht> /cow3> 8i& 6ar4etshare at 8eow -ar &rowth>su-er8 -ositio% 8ut itteo--ortu%ity > ti6e to 6i4 E
@ Ori&i%a BCG had the x:axis with#MS (reati'e 6ar4et share) a%dwas -otted with eaders o% theeft rather tha% the ri&ht
Market-I
%ish oo& ser'ice seg!ents( Share ) gro*th( 1++,
2egmentFO34-02Tgro#th567
#estaura%ts
1 J1 21 H1 I1 51 K1
Fish Chi-s
Ser'ices
Cu8s
Pu8s
.otes
!ducatio%
.eathCateri%&
:2>1
1>1
2>1
I>1
K>1
0>1
J1>1
J2>1
2egment share 56 o! market7
'igh
ow
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Training Modules
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Tools and Techni&ues %roduct ife )ycle
What stage of the cycle are we at ?
The Product Life Cyce is a co%ce-t de'ised to 4ee- i% 6i%d that reati'e co6-etiti'ead'a%ta&es ca% e88 a%d ow
-e%etratio% e'es> etc)
@ Create !xce ta8e with6easure6e%t records o'er ti6e
@ Pot
@ Ti- " it is usuay uic4er : a%das iustrati'e to -ot H or I6iesto%es tha% it is -otti%&the whoe i%e
Market-II
Measure orphenomenon5ie sales in 8)
penetration in 6)etc7
Time line o! phenomenon5in years) or months) or days) etc7
Pro&uct lie cycle cur'e
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Training Modules
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Tools and Techni&ues
The #OS:#MS is a si6-e chart dis-ayi%& toðer reati'e siAe of co6-etitors a%d-ro?ta8iity e'es a%d order a%%ua re-orts
@ Create !xce ta8e with ast yearssaes N ast H years -ro?ts
@ Pot
@ *%%otate co6-etitors withi%co6-ete a%d or 6is&uidi%&data> such as ess tha% H years of-ro?ts atest year of saes is %otast year ?%er data a'aia8ei%cudes other di'isio%s> %ot ustsaes a%d -ro?ts of ree'a%tse&6e%ts> etc
@ Stri- dow% co6-etitor saes toree'a%t se&6e%ts
@ !sti6ate co6-arati'e -ro?ta8iityof re6ai%i%& se&6e%ts
@ Order a%%ua re-orts i% ad'a%ce" 2 wee4s ead:ti6e for forei&%co6-a%ies
@ ,o%t for&et H years a'era&e for
#OS
@ Start -otti%& data you ha'e "-artia is 8etter tha% %othi%&
@ ,o %ot hesitate to caco6-etitor directy : afterceara%ce fro6 case tea66a%a&er : to &ai% idea ofse&6e%t -ro?ta8iity (ie /hi&hertha% a'era&e of co6-a%y3> etc)
-oes sie !atter /
1>1J 1>J1 J>11 J1>11
0"S 0Sn&ustry A
3M2 5log7
3O25last9
years) 67
1>1J 1>J1 J>11 J1>11
:21
:J5
:J1
:5
1
5
J1
J5
21
:25
25
:21
:J5
:J1
:5
1
5
J1
J5
21
:25
25
3M2 5log7
3O25last9
years) 67
0"S 0Sn&ustry
Competitor-I & II
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Training Modules
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Tools and Techni&ues
The Lear%i%& Cur'e is a 'ery si6-e co%ce-t" it is the tre%d i%e of a set of datawhere the axis re-rese%ts the costu%it of the Q axis -urchasi%&> etc)
@ Choose the %u68er of data -oi%tsyou %eed (5 wi resut i% ratheriustrati'e outco6e> J1 : J2 wi&i'e 6ore co%?de%ce)
@ Gather data o% costu%it fro6cie%t for ree'a%t o8ects (e&" &etexact ca-acity a%d costto%%e forcie%t i% I -a%ts)
@ woud 8eo;set 8y i%creased distri8utio% a%dother costs
029 :5;
1>1
1>2
1>I
1>K
1>0
J>1
J>2
J 111 J1 111 J11 111
Brox8ur%
Li%4o-i%&
,ura%&o
L
aura&ais QJ
Q2
.atto%
*sh8yGyor
Maastricht
y'as .y'a
Carise,ort6u%d
Ge%oaTy%eside
Competitor-II
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Tools and Techni&ues 3-S 5 3-6A
such as di;ere%t de?%itio% of%et assets> ess tha% H years of-ro?ts ?%er data a'aia8ei%cudes other di'isio%s> %ot ustsaes a%d -ro?ts of ree'a%t
se&6e%ts> etc@ Stri- dow% co6-etitor saes to
ree'a%t se&6e%ts@ !sti6ate co6-arati'e -ro?ta8iity
of re6ai%i%& se&6e%ts
@ Order a%%ua re-orts i% ad'a%ce" 2 wee4s ead:ti6e for forei&%co6-a%ies
@ ,o%t for&et H years a'era&e for
#OS
@ Start -otti%& data you ha'e "-artia is 8etter tha% %othi%&
@ Let 6a%a&er 4%ow eary ifa&reed de?%itio% of %et assetscreates data -ro8e6 : there are6a%y -ossi8e de?%itio%s a%da%other o%e 6i&ht 6a4e thi%&seasier for you without a;ecti%&
usefu%ess of i%for6atio%
@ ,o %ot hesitate to caco6-etitor directy : afterceara%ce fro6 case tea66a%a&er : to &ai% idea ofse&6e%t -ro?ta8iity (ie /hi&hertha% a'era&e of co6-a%y3> etc)
a=or retailers 0"S0">A( ?K( 1++3+5
#O*()
1
51
H1
J112
I
K
0
J1
J2
JI
JK
J>021
1 J 2 H I 5 K 0 U J1
3O25last 9
years)67
0sset Turn
M SBoots
7i%&?sher
oh% Me%Aies
W. S6ith
.ouse ofFraser
BodySho-
Competitor-I & II
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Tool Description
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Training Modules
11
Tools and Techni&ues 7alue Disciplines
#hat types o possile strategies are there in this !ar$et /
The +aue ,isci-i%e 6ode he-s you -ositio% co6-etitors or i%dustries a&ai%st o%ea%other accordi%& to H -ossi8e 6ai% &e%eric strate&ies Wor4s 8etter o% atheoretica e'e rather tha% with ots of data
@
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Tools and Techni&ues )ustomer 8'appy ine9
Where are we over-satisfying our customers ?
The Custo6er /.a--y Li%e3 is a co6-ex> 8ut -owerfu co%ce-t that he-s iustrate theareas where we u%der:dei'er o% custo6ers ex-ectatio%s a%d those where we o'er:dei'er a%dthe% horiAo%tay to the ri&ht
Customer-I
I
5
K
0
U
J1
I>555>5KK>5>500>5U
KP- 2core 5i>e> relative importance o! criteria to -ustomers7
oo&
!portant Secon&ary
Our scoreagainsteach KP-5: to :@7A'erage
a&
Critical
B
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Tools and Techni&ues )onversion ,aterfall
Where do we lose potential customers ?
The Co%'ersio% Waterfa is a co%ce-t that he-s you su66arise the ?%di%&s of acusto6er i%ter'iew -ro&ra66e ao%& K 6aor 6easures data:esse'e
@ Create !xce ta8e with outco6e ofcusto6er i%ter'iew -ro&ra66e "share of the sa6-e -o-uatio% that6eets the successi'e 6easures
@ Pot
@ Sef:ex-a%atory
Customer-I
1
J1
21
H1
I1
51
K1
1
01
U1
J11
*ware%ess 7%owed&e Li4i%& Prefere%ce +isit Purchase
Fra%ceGer6a%y
6 o!population
Con'ersion *aterall( 0etailer E( %rance ) er!any( 1++8
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Tool Description
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Training Modules
14
Tools and Techni&ues Table of )ontents
2. Key Visual Tools
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15
Tools and Techni&ues %areto )urve 08;:";92
What matters ?
The Pareto Cur'e is a si6-e a%d -owerfu co%ce-t " it -osits that uite re&uary21 of a &i'e% -o-uatio% wi accou%t for 01 of this -o-uatio%s actio%s with athird -arty (ie saes> -urchases> etc) a%d saes8y custo6er
@ #a%4 custo6ers i% cou6% 8ydecreasi%& saes
@ Cacuate wei&ht of each custo6eras a of tota cie%ts saes
@ Set:u- cou6% with cu6uati'eshare of custo6er saes
@ Pot scatter of cu6uati'e saes
cou6%
@ V " i%stead of usi%& the scatterfu%ctio% you ca% use the Barfu%ctio%> Seect ,ata series>a%d set O-tio%s Ga- to /13
@ Ti- " do %ot des-air if you o%yha'e saes of the To- 51custo6ers (or of the To- 51su--iers) Fi%d out how 6a%ycusto6ers (or su--iers) 6a4eu- the tota ist a%d -osit thateach of the s6aer o%es hasthe sa6e : ti%y : wei&ht ouca% %ow draw a -seudo:Paretowhere the to- ri&ht ha%d -artof the cur'e wi e;ecti'ey 8e
a %ear:at strai&ht i%e
Customer-I & II
1
21
I1
K1
01
J11
1 J1 21 H1 I1 51 K1 1 01 U1 J11
-ustomers 53anked $y decreasing 2ales7
-umulative 6 o!2ales
21 of a &i'e% -o-uatio%accou%ts for 01 of this-o-uatio%s actio%s (e& 21 ofa custo6er 8ase accou%t for01 of saes)
Pareto 0ule
Co!pany E( Custo!er Pareto( 1++,
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16
Tools and Techni&ues 7alue !aps 08!ekko92
#hat are the 'arious seg!ents an& suseg!ents /
* Me44o is a 'isuay si6-e 8ut a%ayticay co6-ex too that he-s you dis-ay i% o%esoeside 2 successi'e cuts at a data set (e& 6ar4et siAe 8y -roduct cate&ory a%d 8y-roduct> i%dustry saes 8y sector a%d 8y co6-etitor> etc) C$n
Motor
8B$n
0ccident& (ealth8C>$n
Pecuniary=oss
8C>9$n=ia$ility8 :>;$n Tota Mar4et R2JU8%
Perso%a
P
Co%seue%tiaLoss
,o6esticMort&a&e
@ Create !xce ta8e for6atted asfoows " : o%e se&6e%t 8y cou6%
: ra%4 se&6e%ts 8ydecreasi%& siAe : each su8:se&6e%t of a &i'e% se&6e%t i%
the successi'e rows of theree'a%t cou6%
: ra%4 su8:se&6e%ts 8y decreasi%& siAe
@ O-e% /Me44o Ma4er3
@ Co-y !xce ta8e i%to /Me44oMa4er3
@ Ti- " use o%y a8soute 6easureof siAe (ie R)> %ot 6ar4et sharesor other reati'e 6easures ratios
@ For carity of readi%& se&6e%tsof siAe i%ferior to 5 of tota6ar4et siAe shoud 8e &rou-edi%to a% /other3 se&6e%t
@ Li4ewise> a su8:se&6e%ts ofsiAe i%ferior to H of tota siAeof a &i'e% se&6e%t shoud 8e&rou-ed i%to a% /other3 su8:se&6e%t
@ =se shadi%& -atter%s
Market-I & II
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17
Tools and Techni&ues 7alue )hain
#here &o our core co!petencies resi&e /
The +aue Chai% 6ode he-s you hi&hi&ht for di;ere%t co6-etitors withi% a &i'e%i%dustries the co6-ete%cies each o%e has de'eo-ed to succeed Wor4s 8etter o% atheoretica e'e rather tha% with ots of data
Fi%a%ce
.#
Tech%oo&y
Lo&istics
Ma%ufi%& Mar4eti%&
Saes
Purchasi%&
@ artices> etc) a%d o%e:o;i%ter'iews the area of the 'auechai% where each co6-etitorchooses to focus (/coreco6-ete%cies3)
@ ,o %ot hesitate to ater thearrow a8o'e
@ O%y -ri%ci-e to foow for'isua "
: horiAo%ta di'isio%se-arate /su--ort3fu%ctio%s fro6 o-erati%&o%es: 4ey o-erati%& -rocessesare s-it 'erticay
@ This -ri%ci-e wi ustifytreati%& di;ere%t fu%ctio%sdi;ere%ty 8y i%dustry (e&tech%oo&y is a su--ort
co6-ete%cy i% 6ost i%dustries>8ut a 4ey o-erati%& o%e for asoftware co6-a%y)
@ Ti- " a% or&a%isatio% chart isofte% a &ood starti%& -oi%t tou%dersta%d e6-hasis attachedto the co6-ete%cy
Competitor-I
Value chain
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18
Tools and Techni&ues
* Wei&hted Cou6% chart is a si6-e too that he-s you dis-ay at o%ce 8othco6-etitor -ro?ta8iity e'e a%d o'era i%dustry -ro?ts etc
@ Stri- dow% co6-etitor saes toree'a%t se&6e%ts
@ !sti6ate co6-arati'e -ro?ta8iity ofre6ai%i%& se&6e%ts
@ Order a%%ua re-orts i% ad'a%ce "2 wee4s ead:ti6e for forei&%co6-a%ies
@ ,o%t for&et H years a'era&e for
#OS
@ Start -otti%& data you ha'e "-artia is 8etter tha% %othi%&
@ ,o %ot hesitate to ca co6-etitordirecty : after ceara%ce fro6case tea6 6a%a&er : to &ai% ideaof se&6e%t -ro?ta8iity (ie/hi&her tha% a'era&e ofco6-a%y3> etc)
@ Pot Wei&hted *'era&e i%dustry-ro?ta8iity i%e 8ased o%i%for6atio% you ha'e> 8uti%dicate what tota of i%dustrysaes you ha'e -ro?ta8iity datafor
Competitor-I & II
#hich are the !ost pro6tale co!petitors in asolute ter!s /
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19
Tools and Techni&ues Share /ain ine
#ho has een gaining !ar$et share /
The Share Gai% Li%e is a 'isuay si6-e too : if a 8it diXcut to &ras- at ?rst : thathe-s you dis-ay reati'e share -erfor6a%ce of co6-etitors i% the 6ar4et co%text 6ar4et siAe %ow(%)> co6-etitors saes o a%dco6-etitor saes %
@ Pot
@ ,raw i%e 8isecti%& the two axes
@ *ways write 6ea%i%& of8isecti%& i%e o% the chart"a8o'e i%e &ai%i%& share8eow i%e osi%& share
@ Ti- " for 6uti:se&6e%ts o% o%e&ra-h a the 8u88es i% a &i'e%6ar4et shoud 8e o% the sa6e'ertica i%e
Share !o'e!ents y co!petitor( usic( Car&s ) Vi&eo retail( ?K( 1++51+++
:J1
1
J1
21
H1
I1
51
K1
:J1 1 J1 21 H1 I1 51 K1
Total Market Ero#th
-ompetitors Ero#th56 over
years7
+ideoCardsMusic
Co6-etitors&ai%i%& share
Co6-etitorsosi%& share
W. S6ith
Boc48uster
,is%ey Store
Wooworths
Me%Aies
,is%ey Store
Pa-erchase
BootsW. S6ith
Me%AiesWooworths
Our Price
W. S6ith
Competitor-I & II
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20
Tools and Techni&ues seect the Criteriai%e &o i%to Chart O-tio%s a%d
seect a Bar
@ ,o %ot for&et to set 6i%i6u6a%d 6axi6u6 of axis to'aues of the ra%&e o;ered (e&fro6 J to J1> %ot 1 to J1)
@ Ti- " for a ar&e i%ter'iew-ro&ra66e> the dis-ersio% ofthe a'era&e scores wi 8e6i%i6a ou ca% i%crease
'isi8iity of di;ere%ces 8ysetti%& 'aues 6ore ?%ey o%either side of the a'era&e (e&dis-ay fro6 H to 0> or I to >i%stead of fro6 J to J1)
Customer-I & II
CriteriaCo6- JCo6- 2Co6- HCie%t
J
2
H
I
5
K
0
U
J1
2core5: to:@7
Criteria J Criteria 2 Criteria H Criteria I Criteria 5 Criteria K
Key Purchasing -riteria
Key purchase criteria GKPCH co!( n&ustry E( er!any( 1+++
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Key Question
Typical Process Tricks & Tips
Tool Description
Typical Output Format
Training Modules
21
Tools and Techni&ues 'arvey 1alls
What is the best way to display soft! "uantitative data ?
.ar'ey Bas are a tech%iue that he-s you su66arise the resuts of a8e%ch6ar4i%& exercise where the ite6 8e%ch6ar4ed o8ey di;ere%t 6etrics data:ess e'e
Su--y chai%eXcie%cy
Custo6errete%tio% e'e
Sta; utiisatio%e'e
!tc
Co!petitors
KP
W.S6ith
oh%Me%Aies
Boots Wooworths etc
Co!petitor ench!ar$ su!!ary tale( i7e& retailers( ?K( 1+++
@ Seect di6e%sio%s to 8e i%cuded i%ta8e
@ Write dow% a code for eachdi6e%sio% (ie what score usti?es a
fu 8a> what deser'e haf> what isa uarter> what is Aero)
@ &i'e awei&hti%& to each di6e%sio% a%dcacuate tota for each cou6%
@ .a%d:draw
@ Ti- " Write code 8efore ?i%&the ta8e> as ?i%& a .ar'eyBa ta8e usuay throws o-e%at east o%e i6-icatio% thatwas%t foresee% with ust the
8ase data
Competitor-I
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Tools and Techni&ues =uotes
What is the best way to display "ualitative data ?
9uotes are a syste6aticay u%der:used tech%iue for dis-ayi%& uaitati'e data i% a-owerfu way
@ Create o% a% o%:&oi%& 8asis adata8ase 8i%der of co66e%ts with&ood uote 'aue
@ Write co6-rehe%si'e %otes duri%&
o%e:o; i%ter'iews
@ Ma%a&e a &ood ?i%& syste6 whe%carryi%& outit search
@ 9uote 'aue rests i% the %ature ofco66e%t heard or read a%d or i%the authority of the source
@ For6at a uotes i% aco%siste%t 6a%%er> -refera8yas a8o'e
@ Try a%d &et a %u68er i% e'ery
other uote> ie "$ seect the uotes o% the 8asis
of their %u68er co%te%t (ex:-ost)
$ force i%ter'iewee to ua%tifyuaitati'e state6e%ts (ex:a%te)
Customer-I
/ There has 8ee a tre%d away fro6 s-ort shoes a%d towards /wor438oots wor% as streetwear This has 8ee% &oi%& o% at the rate of 2:H-a o'er the ast H years> is &etti%& stro%&er %ow> a%d is %o o%&er
ust a tee%a&e fashio%3 G> 2#art%) -4O) Tim$erland
/Co%su6er shift towards &ood 'aue a%d chea-er shoes> toðer withthe a'aia8iity of i6-orts fro6 the Far !ast a%d eco%o6icay wea4ercou%tries ha'e i%te%si?ed -rice -ressure a%d co6-etitio% i% the6ar4et3
4uromonitor
/Ca6e is the 8est sei%& 8oot i% Ger6a%y> with i% excess of 56ar4et share3
Marketing Director) -amel AK
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Tools and Techni&ues ollipops
Can I come up with creative data displays of my own ?
Loi-o-s are a tech%iue that he-s you dis-ay i% o%e soe side a ar&e %u68er ofdetaied i%for6atio% across a ar&e seectio% of o8ects (co6-etitors> -roducts> etc) the detai of which is%ecessary 8ut ess i6-orta%t thatthe o'era -icture it -ai%ts
@ * /Me44o3 is a%other creati'e way
to so'e the -ro8e6 descri8eda8o'e
@ *%y soutio% you 6ay co6e u- withthat so'es your dis-ay issue has&ot to 8e a &ood o%e E
@ Ti-J " aways try creati'esoutio% o% -a-er 8eforeau%chi%& i%to 8i& !xce6a%i-uatio%
@ Ti-2 " re6e68er that a %iceyaid out !xce ta8e is aways a6ore -owerfu 'isua tha% acu68erso6e &ra-h
#$%
Plant sies ) total capacity y co!petitor( Storage pro&ucts in&ustry( Iurope( 1++
Poy-a
Co%structor
Schaefer
,exio%
Mecaux
)edco%
Meta
Feraco
Tixit
Gaer
!s6e%a
Stow
*-ex
Ma&ista
Tra'hydro
*re6sa
Mauser
*r8itec
Plant si%e5k tonnes7)
1
J1
21
H1
I1
51
K1
14
Total -apacity5k tonnes7
K14to%%es
=7
!
,,
=7
,
,
,=7
B
=7
B
!
LL
,
SF
S
-ompetitor
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Tools and Techni&ues )hannel !aps
In&Custo!ers
Pro&uct
s
Channels
R22H8%
R18%
RIK8% RKH8%
RII8%
RH28%
RH8%
R158%R108%
RJ028%
RJ5H8%
RK8%
Co%structio% Materias
Ma%ufacturers Garde% Ce%tres etc
BuidersCo%tractors .o6e Custo6ers
*dditio%a
ProductsV
,istri8utorsStoc4ists
S-eciaistMercha%ts FactorsWhoesaers
@ Gather o% o%e -a&e a the data youha'e a8out the i%dustry saes(6a%ufacturer saes> retai saes>whoesae saes)> a%d or&a%iAe datai%to H tiers " -roducts (or
6a%ufacturers)> cha%%es> a%d e%d:custo6ers (or retaiers)
@ Firsty> draw the -roduct a%d e%d:custo6er horiAo%ta 8ars
@ Seco%dy> draw the /direct3 ow8etwee% these 2 8ars (o% the eft ofthe a8o'e 6a-)> a%d i%fer fro6 thisa MSP to #SP ratio
@ Thirdy> s-it this ratio i% two to/8ody dou8e3 the MSP to WSP a%dWSP to #SP ratios> a%d /co%'ert3your whoe data set i% the ree'a%tu%it you are usi%&
@ Fi%ay> draw a ?rst 6a-> a%diterate
@ Be sure to use the sa6e u%itsthrou&hout> RJ11 of6a%ufacturer saes ca% 8eexacty the sa6e as R211 ofretaier saes if #SP (retai
sei%& -rice) 2xMSP(6a%ufacturer sei%& -rice) i%thi i%dustry
@ Ti- " whe% -ossi8e 'ou6esare a 8etter 6easure tha%'aues (as stay the sa6ethrou&hout the ow :%or6ayZ)
Market-I
What is the relative importance of various routes to market ?
Cha%%e Ma-s are a tech%iue that he-s you dis-ay the co6-exity of 'ariousroutes to 6ar4et whist ua%tifyi%& their reati'e i6-orta%ce There is%t a softwarea'aia8e to &e%erate the6 " they %eed to 8e ha%d draw%
Channel !ap( Construction !aterials( ?K( 1+++
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Tools and Techni&ues )onceptual !aps
ow can I simply structure a set of data before analysing it ?
Co%ce-tua Ma-s are 8asic tech%iues that he- you 8rea4dow% co6-ex issues i%tosu8:sets so as to 8etter either ay out the thi%4i%&> -a% the research or 6a- theresuts They do %ot reuire i%tricate softwares ust a ruer> a -e%ci> a%d a%eraser
@ Co%ce-tua Ma-s co6e i% 'arioussha-es The 6other of aco%ce-tua is the /2 x 23 Matrix>where 'arious o8ects are -otted i%I 8oxes " di6e%sio%s J 2 with
su8:sets /ow3 a%d /hi&h3
@ * Co%ce-tua Cross -ro'idesa%other way to thi%4 a8out howo8ects ca% 8e cassi?ed a&ai%st 2other di6e%sio%s
@ The 2x2 Matrix is the 6ostusefu co%suti%& too e'er Z
@ The Co%ce-tua Cross is6ar&i%ay ess he-fu
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Tools and Techni&ues $orces at ,ork
What are the forces at work ?
The Forces at Wor4 'isua is si6-e 'ersio% of Porters 6ode try a%dor&a%iAe these forces either i%Porters 5 Forces 6ode> or i%SWOT 8ox
#$%
Threat ofchea- i6-orts
fro6 *sia
Threat ofchea- i6-orts
fro6 *sia
Shorte%i%& -roduct ifecyces i% fashio%
Shorte%i%& -roduct ifecyces i% fashio%
Cothi%& 6a%ufacturersshifti%& -roductio% fro6West to !ast a%d South
!uro-e
Cothi%& 6a%ufacturersshifti%& -roductio% fro6West to !ast a%d South
!uro-e
Priceco%'er&e%ce
8etwee%6ar4ets dri'e%
8y the !uro
Priceco%'er&e%ce
8etwee%6ar4ets dri'e%
8y the !uro
Co%'er&e%ce i%
%atio%a tastesacross !uro-e
Co%'er&e%ce i%
%atio%a tastesacross !uro-e
e&i4e Be%etto%
Growth ofi%ter%atio%a
custo6ers> e&i4e Be%etto%
Custo6ers de6a%di%&shorter ead ti6es
Custo6ers de6a%di%&shorter ead ti6es
Cothi%& 6a%ufacturi%&shifti%& -roductio%
o'erseas
Cothi%& 6a%ufacturi%&shifti%& -roductio%
o'erseas
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Tools and Techni&ues )rocodile )hart
Can I come up with creative data displays of my own too ?
Crocodie Charts are a tech%iue that he-s you dis-ay i% o%e soe side how theissue you are studyi%& %arrows dow% to your s-eci?c area of focus
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Tools and Techni&ues %arfait
What is the easiest way to display market growth ?
* Parfait is a 'isuay si6-e too that he-s you dis-ay oi%ty 8oth the reati'e siAeof 6ar4et se&6e%ts a%d their reati'e &rowth
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Tools and Techni&ues Table of )ontents
3. nalysis Tec!ni"ues
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Tools and Techni&ues ogic Tree
ow does one organise the research ?
O%e haf of Structured Thi%4i%&> the Lo&ic Tree tur%s the i%itia cie%t 8rief i%to a set ofdiscrete uestio%s !ach Lo&ic Tree has a /twi%3 i% the sha-e of the #esearch TreeO%ce the 4ey uestio%s ha'e 8ee% esta8ished it is usuay cear which research6ethod is the 6ost a--ro-riate
@ Write /to- of tree3 as a -ositi'estate6e%t a%sweri%& the cie%tuestio%
@ Create su8:8ra%ches 8y s-itti%& the
to- of the tree i%to its %aturaco6-o%e%ts (writi%& a &ood Lo&ic
Tree is a% art a%d a tech%iue thato%e acuires with ex-erie%ce)
@ The su8:8ra%ches shoud o8ey theM!C! 6ethod (Mutuay !xcusi'eCo6-etey !xhausti'e)> iea thesu8:8ra%ches ta4e% toðer 6ustexhausti'ey su--ort the 8ra%cha8o'e> a%d each su8:8ra%ch 6ust
dea with so6ethi%& di;ere%t fro6the other su8:8ra%ches
@ The M!C! 6ethods i6-ies that: if o%e of the su8:8ra%ches is fasethe% the to- of the tree 6ust 8efase
: if a the su8:8ra%ches are truethe% the to- of the tree 6ust 8etrue
@ * -ositi'e state6e%t is 6orediXcut tha% a %e&ati'estate6e%t> a%d thus &i'escie%t 6ore co%?de%ce o%stre%&th of our a%swer
@ Ti- " so6e ?rst e'e /s-it3 ofthe o&ic tree occur ratherre&uary Ty-ica ?rst e'e8ra%ches are "
: Saes> Mar&i%s a%d Costs
: Custo6ers> Co6-etitors a%d
Cost
@ Ti- " do the research tree o%yo%ce ?%ished with o&ic tree(o% 01"21 8asis)
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Tools and Techni&ues %rocess !aps
What are the key steps ?
Process Ma-s are a tech%iue that he-s you &rou- a set of research a%dor actio%-oi%ts i%to 8road seue%tia ste-s
@ Sef:ex-a%atory @ Try to ai6 for I to ste-s to4ee- the -rocess 6a- usefu
#$%
,eaOri&i%atio%
Biddi%&>e&otiatio%
Cosi%&
Ow%i%&
!xit(Trade
Sae orFotatio%)
@ Strate&y
de'eo-6e%t@ Post:acuisitio%
dis-utes
@ Mar4et Study strate&icdue dii&e%ce: !xter%a 'aidatio%: *66u%itio% for
%e&otiatio%s
: [Bac4 hoes chec4@ #eso'e co6-etitio% a%d
re&uatory issues@ +auatio% a%aysis
@ Busi%ess -a%-re-aratio%
@ Mar4et study for-ote%tia -ros-ectus
@ [Outside i% 'iew for
-ote%tia 8uyers: Sy%er&y 'auatio%
for %e&otiatio%s
@ Tar&etide%ti?catio%
@ *ssess6e%tof -ote%tia-ost:dea
sy%er&ies
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Tools and Techni&ues
Sanity C!ec#s are $asic tec!ni"ues t!at !elp you assess t!e %ia$ility o& a 'ata point o$taine' t!roug! 'es#
researc! or one(o&& inter%ie)s. T!is 'o not re"uire anyt!ing else t!an care&ul consi'eration ...
Sanity )hecks
'oes this number make sense ?
@ See a8o'e Ge%eric #esearch @ Most i6-orta%t test is6ateriaity test> ie howdi;ere%t are the 'ariousesti6ates o8tai%ed D
@ Ti- " choose a di;ere%t coor :red for exa6-es : for the 8odydou8es i% a% !xce wor4sheet
Co%?de%ce#a%&i%&
Fee #i&htTest
MateriaityTest
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Tools and Techni&ues Top 4 Down #stimation
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Tools and Techni&ues -ne4-ff Interviews
What are the main issues with one-off interviews ?
Chec4:ist for O%e:O; es-eciay tosecretaries
@ Be ri&orous i%usi%&secretarieswhere -ossi8e
@ Write a-rofessio%a8ut defere%tiafax
@ -o not lie MM
"neoN nter'ie*s Chec$list
(eneric )esearch
@ Go throu&h the chec4:ist a&ai% a&ai% E
@ Ti- " aways 4ee- i% 6i%d the*SW!#S you are ex-ecti%&
a%d -articuary the di;ere%tSO W.*T that di;ere%ta%swers wi -oi%t to
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Tools and Techni&ues
.ntervie# Programme -heck=ist
Interview %rogrammes
What are the main issues with interview programmes ?
Chec4:ist for
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Tools and Techni&ues $ocus /roups
What are the main issues with organising focus groups ?
Chec4:ist for Focus Grou- =se fra6ewor4 8eow 8efore -roceedi%& with or&a%isi%&&rou-s
@ See Tric4s Ti-s @ -re:seect to e%surere-rese%tati'e cross sectio% 8yas4i%& 4ey uestio%s o% the-ho%e
@ Co%?r6 detais i% writi%& (8y
fax for s-eed)@
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Tools and Techni&ues
Cluster analysis( Storage pro&uct in&ustry( 1++,
)lustering
ow can I group people by preferences ?
Custuri%& is a co6-ex tech%iue that he-s you &rou- o8ect (e& custo6ers)accordi%& to their si6iarity of -refere%ce 8etwee% a set of di6e%sio%s (e& custo6er-urchasi%& criteria) such as SPSS
@ Create !xce ta8e with detai ofcusto6er i%ter'iew -ro&ra66e "score &i'e% to each criteria 8y eachcusto6er (o%e custo6er -er row>o%e criteria -er cou6%)
@ create Custer cou6% to ta&each row accordi%& to ree'a%tcuster
@ Cacuate a'era&e criteria score 8ycuster
@ S-e%d H or I hours readi%& theco%oi%t a%aysis software6a%ua> a%d -ractici%& o%?ctitious dataset E
@ * Custer a%aysis wi start 8y&i'i%& you Q custers for your Qcusto6ers (fair e%ou&h eacho%e is di;ere%t Z) ea'i%& you withQ:J custers> etc> u%ti a is o%e8i& custer The rea ofcusters i% the -o-uatio% is
usuay o8tai%ed 8y tria a%derror> thus Z
@ Ti- " e'er erase the co%te%t ofa &i'e% Custer cou6%whe% ta&&i%& rows i% !xce Z adiscarded soutio% usuay tur%sout to 8e the correct o%e i% thee%d E
Customer-I & II
FCuster
E
O
Custer
Custer
0 lot
=ittle 0 lot
0verage
0verage
0verage
0 lot
Spee& o ser'ice
I7clusi'ity ooperations
Allroun& support
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Tools and Techni&ues $actorial Analysis
Key Question
Tool Description
Typical Output Format
Training Modules
ow can I group people*s preferences in broader sets ?
Factoria *%aysis is a co6-ex tech%iue that he-s you &rou- a ar&e %u68er ofdi6e%sio%s of choice (e& JI custo6er -urchasi%& criteria) i%to the ree'a%t> fewerfactors that u%der-i% custers -refere%ces such as SPSS
@ Create !xce ta8e with detai ofcusto6er i%ter'iew -ro&ra66e "score &i'e% to each criteria 8y eachcusto6er (o%e custo6er -er row>o%e criteria -er cou6%)
@ a%d iterate if%eed 8e
@ S-e%d H or I hours readi%& theco%oi%t a%aysis software6a%ua> a%d -ractici%& o%?ctitious dataset E
@ * &ood dataset wi aways &i'eyou a reductio% of your Qcriteria i%to QH or QI factors
Tryi%& to fatho6 what thesefactors re-rese%t ca% 8e a%otoriousy diXcut exercise*s4 for he-
@ Ti- " it is usuay easier tou%dersta%d a factor afterha'i%& carried out a Custer
a%aysis (see -re'ious -a&e)
Customer-I
%actorial analysis( Storage pro&uct in&ustry( 1++,
%actor 12peed o! service
%actor 24'clusivity o! operations
%actor 30llround support
@J S-eedy uotatio%s tur%arou%d ti6e@2 ,istri8utor 8ra%d@H Choice of -ay6e%t ter6s@I Tech%ica su--ort desi&% assista%ce@5 S-eedy reia8e dei'ery@K Literature with distri8utor 8ra%d%a6e@ o co6-eti%& direct saes force@0 Co6-ete territoria excusi'ity@U Choice of -rici%& structures@J1 Fu tech%ica desi&% di&est@JJ Free co%tract 6a%a&e6e%t faciity@J2 Choice of stoc4 hodi%& -oicy
@JH Free re&uar trai%i%& -ro&ra66es@JI ,edicated accou%t 6a%a&er
Key Purchasing Criteria %actors
Factor J 7PC J 5Factor 2 7PC 2> 0Factor H 7PC H> I> K> U> J1> JJ> J2> JH JI
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Tools and Techni&ues Table of )ontents
4. Sources
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Tools and Techni&ues Desk Sources
Where can I find secondary data ?
Chec4:ist for ,es4 Sources =se fra6ewor4 8eow a%d create your ow% -ortfoio ofre&uar fa'ourite sources
@ S-e%d J1 6i%utes ayi%& out the%ature a%d ty-e of the data you areafter
@ S-e%d J1 6i%utes writi%& dow% the
sources where you are i4ey toe%cou%ter each reuired data
@ Start chasi%& E
@ Ti- " whe% -rocuri%&docu6e%ts there is aways atrade:o; 8etwee% i66ediacyof a'aia8iity a%d cost Z a we-a%%ed research is o%e that
ea'es 6ore ] i% the case:tea6di%%er -ot E
@ Ti-2 " it is u%ca%%y how thedocu6e%t you %eed o% , day isthe o%e you thew away o% day,:J e'er throw> aways ?eaway
@ Ti-H " other tea6 6e68ers wira%do6y access your ?e ,o
de'eo- a ?i%& syste6 that iseasiy u%dersta%da8e 8y a
(eneric )esearch
-es$ research a'enues oenquiry
SearchC,:#OMor o%:i%edata8ases
Searchtheet
Search**BC4%owed&e8ase
Search8usi%esssources
Procuredocu6e%ts
Go to'ariousi8raries
: Profou%d: ,atastar: #euters: Wordsco-e: etc
!& : FTco6: search
e%&i%es: etc
: a%%ua re-orts: 8ro4ers re-orts: 6ar4et re-orts: etc
: City 8usi%essi8rary
: MBS i8rary: etc
Pure eectro%ic Pure -a-erMix
: trade-u8icatio%s
:&o'er%6e%t statistics
: etc
: Go8aBestPracticesdata8ase
: etc
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Tools and Techni&ues
0euters usiness
rie6ngews artices>re&uatory %ewsa%%ou%ce6e%ts (e&atest i%teri6s>directors sharehodi%&setc)Co6-etitor isti%&s,escri-tio%s of8usi%ess,iscosure tearsheets(o%e -a&e share-erfor6a%ce a%d?%a%cia su66ary)#euters i%dustry8rie?%&s (usefus%a-shot)(R25 -er hour)
%T Pro6leSi6iar to #euters 8utre?%ed searchi%&6ethod (words i% the?rst -ara&ra-h of a%artice> withi% o%e
se%te%ce -ara&ra-ha%d usi%& tru%catio%6ore FT articesMi%te (6ar4et researchre-orts)(I- or 6ore for e'eryi%e 'iewed i%cudi%&headi%es)
-o* onesnteracti'eSi6iar to FT 8ut =Sfocus(*--rox R2 -er artice)
0esearch an$ C-( =S*> a-a%>Fra%ce Ger6a%y)(R211N -er re-ort> ca% doi%di'idua sectio%s for R2)
AnarMa%a&e6e%t a%d acade6ic
our%as(RK -er artice $ %ext daydei'ery)
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7/25/2019 Tools Techniques Handbook
42/42
Key Question
Typical Process Tricks & Tips
Tool Description
Typical Output Format
Tools and Techni&ues
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