mrkt 434

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
Telephone books

8. International Directory of Company Histories

IMMEDIATE ACCESS TO MORE THAN

8,500 COMPANIES

Learn the complete background and

history of a company

Research merger and acquisition activity

over time

Determine the impact of particular sales

and marketing campaigns

Ascertain the effectiveness of executive

Leadership
HML REFERENCE q338.7409 I61 v.1 115
8

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

mrkt 434

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