Tips
A recent industry overview offers a good head start on secondary research.
The highest quality industry reports provided by the EMU Library are S&P Industry Surveys (in S&P NetAdvantage) and Mintel market research reports. Both offer lengthy reports with high quality info.
S&P Industry Reports
Because S&P produces information for investors, S&P Industry Surveys emphasize publicly traded companies and associated industries. They might not include industries composed mostly of private companies, such as accounting services or laundromats. The reports cover very broad industries--don't be discouraged, as important sub-parts of the industry are often discussed. Also, sometimes understanding the broader industry can be very helpful.
Be sure to look at the main industry report, not just the smaller sub-industry report. Within the Industry Survey, there is a section called Industry References, which lists major industry groups, trade periodicals, statistics sources, relevant government agencies, etc. It can be useful to explore these sources for more info.
Mintel Market Research Reports
These very high quality reports often have great info on consumers, segments, trends, competitors, etc.
The interface can make it difficult to find all the report sections, as the PDF downloads do not contain the main report. Scroll down under Report Content to find the sections for Market, Consumer, Data, etc. Or use the Content Map button to link to all report sections.
Other Sources
There are briefer reports in two article databases, ProQuest & Business Insights. The Industry Research and Market Research guides offer further resources for industry research, such as articles, benchmark sources, etc.
Industry Overviews
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Standard & Poors NetAdvantage This link opens in a new windowHigh quality information. NetAdvantage Industry Surveys provide in-depth information on trends, how the industry operates, industry statistics, comparative financials of major players, and more sources of information such as professional associations and related publications. Surveys cover broadly defined industries, but often include information on sub-industries. Updated twice a year.
Click on Industry Surveys tab to browse industry reports.
OR Click on the Companies tab to type in the company name and you can use the left side menu under Research to see the related Industry Survey report. Help links to video tutorials. -
Mintel Market Research Reports This link opens in a new windowExtensive reports on US & European consumer markets. Offers data and analysis of competitive landscape, market-share analysis, consumer profiles, & sometimes data from Simmons Market Research. Content may only be used for academic research--may not be used to ultimately benefit a company.
EMU students/faculty for ACADEMIC USE ONLY.
Access off campus with My.Emich login.
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Business Monitor International Industry ReportsReports on international industries (including U.S.) with industry SWOT analysis, market trends, forecasts, & competitive data. Accessed via ProQuest.
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First Research Industry ReportsBriefer than S&P Industry Surveys, but may include some industries not covered by S&P. Also, may address some issues not easily found such as HR issues for the industry, description of marketing in the industry, some benchmarking figures. Access via ProQuest. Sort the reports by date, as many of the reports are older.
How to Find the Info in Mintel Reports
The Mintel interface has recently been "improved" and the new interface is pretty awkward. If you aren't careful, it is easy to miss the "meat" of the reports. Students often don't find the full report info - these tips will help:
1. The downloads section does not contain the full report.
2. Look in the sections under Report Content (in purple).
The pages are organized in 5 sections:
Overview
Market
Consumer
Brand/Company
Data
Click on a section to see page titles; click on a title for page text.
3. The pages often include statistical tables. The tables often are shortened and can be expanded.
Look at the table bottom for the link Click here to show full table
4. From a page, you can use the purple Content Map button in the title box at top to view the 5 sections.
Or use the purple arrow buttons near the Content Map button to page through the report.