Sources for Market Research and Competitive Analysis

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Locating industry specific market data; e.g., consumer demographics, forecasted sales growth, market leaders, and product segment performance, can take a considerable amount of time and effort.  Richard K. Miller & Associates, a market research firm, makes this task much easier with its annual Market Research Handbooks.  2010 editions of the Handbooks include the Leisure Market Research Handbook, the Restaurant & Foodservice Market Research Handbook, and the Retail Business Market Research Handbook.  A complete listing of titles is accessible through the Articles & Databases link on the library website under RKMA Market Research Reports.  A new Consumer Marketing Handbook (2010) provides data on the scope and effectiveness of different kinds of advertising and customer outreach programs, including mobile apps, online marketing, multichannel marketing, and more.  When accessing the RKMA publications off-campus, you will be prompted to type in your name and 14-digit barcode number located on your Bryant student ID.

Another critical piece to analyzing a specific industry is locating data on competitors.  Though market share data is available in the Market Share Reporter (2011, print) and the Business Rankings Annual, Mergent Online and the Mergent Industry Review  (2011, quarterly, print) are the best sources for timely comparative financial data.  Mergent Online database provides financial data on over 60,000 global publicly traded companies. Researchers can search for a company by name or by ticker, and the retrieved information will include a link to Competitors which includes Mergent’s universe of preselected competitors and data on their revenues, gross margin, net income, EBITDA, total assets and liabilities, P/E ratio, market cap, total employees, and share price.  The Mergent Industry Review, arranged by industry sector, provides data on EPS (12 months and last 3 years) and latest data on book value per share, stockholders equity, and long-term debt.  Additional company data rankings are given with categories selected depending on their relevance to the industry sector.  The publication also presents one, three and five year growth rate rankings for revenue, EPS, operating income, share price and number of employees.

For help using these resources or locating more information and data a particular market or industry, ask a librarian!

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