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Field Study Research . Meghan Dolan October 4, 2010 and October 6, 2010 3pm-4pm . Copyright © President & Fellows of Harvard College. Reason for Today’s Workshop. Provide a strategy in planning your research.

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Field Study Research

Meghan Dolan

October 4, 2010 and October 6, 2010


Copyright © President & Fellows of Harvard College

reason for today s workshop
Reason for Today’s Workshop
  • Provide a strategyin planning your research.
  • Help you think about the questions to ask in researching your topic and what resources Baker has to help you answer those questions.
  • Highlight extensive resourcesavailable to you.
research strategy
Research Strategy

The Basics:

  • Company information
  • Industry information
  • Market research data

You can get basic guidance for this in:

Databases, by Content

Industry Research Guide

research strategy beyond the basics
Research strategy beyond the “basics”

Explore a new business opportunity or idea:

  • Search in article databases (Factiva and ABI)
  • Try the Baker Online Catalog (for books!)

Find statistics and demographic data:

  • Use the Baker Research Guides

i.e. Demographics and Consumer Behavior Guide

Find a network of contacts in a company or industry:

  • HBS Alumni Navigator at my.hbs
  • Executive listings in company information databases – i.e. Capital IQ, BoardEx, ZoomInfo
  • Trade Associations, Conferences and Trade shows – i.e. Trade Show News Network
  • Industry trade magazines and directories – listed in Baker Research Guides
hbs alumni navigator
HBS Alumni Navigator

HBS Alumni Navigator

market research reports on various industries
Market Research Reports on various Industries

Suggested Resources for packaged market research reports for various industries:

- Global Market Information Database [Euromonitor]

- OneSource – once in, click on “Industries”

- Forrester Research (new media, internet, telecommunications)

  • Frost and Sullivan Online (technology, energy, healthcare)
  • Academic
  • Mintel (US focus, consumer market research)

- Datamonitor [in Business Source Complete and OneSource]

  • ISI Emerging Markets – once in, click on “Industry” tab
  • IDC – search by keyword or browse by selecting the “Research” tab

Where are they all listed? In Baker Databases A-Z List

market research reports emerging markets
Market Research Reports: Emerging Markets

ISI Emerging Markets – see Industry Tab

Interesting industry profiles: Pharma in Argentina

in addition
In addition…
  • You’ll need to locate financial data
  • You might also need legal information
financial analysis resources
Financial Analysis Resources

Baker provides access to a number of the major resources commonly used today for financial analysis:

Capital IQ

- Public and private company data, investment firms, capital transactions.

The Deal Pipeline

- Data coverage and analysis on M&A, private equity, IPOs and bankruptcies.

Thomson ONE Banker

- Features market quotes, earnings estimates, financial fundamentals, press releases, transaction data, corporate filings, and ownership profiles. Access to investment analyst reports.

Financial Markets Research Guide

- List of all the resources available at Baker for financial analysis research.

suggested resources for legal information
Suggested Resources for Legal Information

LexisNexis Legal Research in, click “Legal” at the top of the screen.

Start-up & emerging companies : planning, financing, and operating the successful business / Richard D. Harroch, Ref. KF1414 .S73 1998 Legal information and forms for start-ups. [Book and Cd-Rom]

Harvard Law Library Research Resources

sample resources for industry overviews
Sample Resources for Industry Overviews

The examples below are included in the Industry Research Guide

S&P NetAdvantage- these reports tell you how the industry is organized and how to analyze it

- “Retailing- Specialty” industry report

- Industry in Focus reports “Sectors: Social Games Represent Opportunity for Investment”

Thomson ONE Banker- provides reports from investment banks and investment research firms on a company or industry [Ignore pricing, no charge for reports!]

- “European Luxury Goods - Macro indicators, momentum & valuation”(Credit Suisse, September 2010)

you might also review hbs cases
You might also review HBS Cases
  • HBS cases can often be excellent guides to relevant information for industry research but should not be used as a sources themselves.
  • Cases are based primarily on hard facts, but it's important to rememberthey are created for classroom use not research support. If required, it's not unheard of for data to be adjusted to support a designated teaching objective.

Recommended sources:

  • Harvard Business School Publishing Online

At this website an index to HBS case studies is available openly on the internet however there is a charge for accessing the cases themselves.

  • European Case Clearing House

ECCH is an independent, non-profit organization that provides a broad collection of management case studies at its website, including HBS cases. There is a charge for accessing cases.

important questions to ask when exploring this topic
Important questions to ask when exploring this topic
  • What are some of the majorcompaniesin this market? In the U.S.? Globally?
  • What generalindustrysector and (sub?)sectors encompass this market?
  • Who are the target customers in this market? What are their needs and expectations?
  • What products and services do they buy today to meet those needs and what price are they willing to pay?
  • What is the size of the market today? How will it change in the future?
  • What are the key channels to market and how do you expect these channels to change in the future?
sample field study search
Sample Field Study Search

“Analysis of Business Opportunities in the

Organic Food Market”

additional questions for this topic
Additional Questions for this Topic
  • Which region of the world is the biggest consumer/purchaser of organic food? Which area of the US?
  • What are some of the leading companies in the organic foodmarket?
  • What are the key issues to consider when researching the foodindustry?
  • Where is the US organic food market going?
  • What are analysts saying about Whole Foods Market?
  • How do I find a contact at Tesco?
where would you look
Where would you look?

Where would you look to answer these questions?

where should you look first
Where should you look first?

Databases Guide you to search for databases by content, subject or from alphabetically

Industry Research Guide guide includes the following sections:

  • Find news and trends
  • Analyze companies
  • Analyze industries
  • Prepare for interviews
resources used
Resources Used
  • Which region of the world is the biggest consumer/purchaser of organic food? Which area of the US?

“Global Organic Food Market Segmentation by Geographic Region” and “United States survey percentages of organic food purchases by metropolitan area” in TableBase

2. What are some of the leading companies in the organic foodmarket?

“Organic Food Industry Profile: Global” in Business Source Complete

3. What are the key issues to consider when researching a company within the food industry?S&P NetAdvantage“Food and Non-Alcoholic Beverages” industry report or First Research “Specialty Food Stores”

resources used continued from previous slide
Resources Used (continued from previous slide)

4. Where is the US organic food market going?

Recent articles including “The Going Gets Tough for Organics” , “Organics Face Market Challenges” and “Organic Food Becomes Latest Casualty in Credit Crunch” in Factiva.

5. What are analysts saying about Whole Foods Market?

Morgan Stanley, JP Morgan, Argus and Deutsche Bank analyst reports in Thomson ONE Banker

6. How do I find a contact at Tesco?Capital IQ

review of basic points covered today
Review of Basic Points Covered Today:
  • Start research with resources in Databases by Content Type and Industry Research Guides.
  • Using article databasesand books to explore an idea.
  • Baker Research Guides on various industry and topic categories will lead you to sources for various types of information, including statistics, demographics, and more.
  • Locating Contacts: Baker databases and HBS alumni navigator database can help!
and finally
And Finally…..

Key Tips on Using HBS Baker and other Harvard University Databases

  • Database Passwords – Baker Databases A-Z List The “More Info” will tell you if a resources needs an extra password or Harvard PIN; also searching tips, database trouble-shooting.
  • No extra charge for reports [i.e. Thomson ONE Banker analyst reports]
  • Always use database’s indexing and “Advanced Search” features
  • Numerous download formats often available
  • Where did the information come from? – feel free to ask the librarians about data sources
still need help
Still Need Help?

In-Person Assistance:

Reference librarian (Please ask for reference librarian at the front desk)

Reference hours:

SUN: 12 pm – 7 pm; MON-THUR: 9am – 7pm; FRI: 9am – 5pm

Stamps Reading Room Quiet Study hours*:

SUN – THUR: 7pm – 12am; SAT: 12pm - 7pm

Phone: (617) 495-6040


Request a consultation (email: to schedule an appointment for an in-depth research consultation with a reference librarian.

* Please Note: Reading Room hours vary during the summer and holidays, see “Baker Hours” at:

still need help25
Still Need Help?

Online Assistance:

  • Fast Answers -

Search and browse about 200 answers to library service and substantive research questions. New answers are added throughout

the year.

  • Help Guides -
  • Full list of all Baker Research Guides -
and don t forget
And don’t forget…
  • Keep track of your sources in detail (name of the publication, publisher, author, date, page numbers).

Citation management software

  • Follow the Citation Guide for HBS Students

  • Our Copyright and Licensing policies are outlined at

  • Additional Information for MBAs on Using Baker

for your review
For Your Review:

This presentation will be posted to the library website.

Information Sessions

thank you
Thank you!


Meghan Dolan