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EI201: Real Business Experience (Durham): Welcome

Welcome

PLEASE READ:

  • This LibGuide has been prepared for students in the EI201 course taught by Professor Durham.
  • Review the Tip Sheet linked below before you begin your research.  For questions, contact Teresa Williams, Business Librarian, at twilliam@butler.edu  
  • IBISWorld and Mintel Reports are two new databases at Butler.  If you need help using these, please contact the Business Librarian.

Market Research Resources

Some databases will provide information for multiple parts of your marketing plan, and others are more specific and will address just one or two research questions.

To begin looking for information on multiple topics, start with the three databases linked below.  Then fill in the gaps with the unique resources linked under the different tabs of this "Market Research Resources" box.

                                                                                                                                                                                             

  • Explain the product/service.
  • Prove the need.
  • Describe the product/service’s appeal.
  • Describe market/industry trends.
  • Estimate your firm’s market share.
  • Define the target market and market size.
  • Buyer types & how to convert.
  • Product adoption & decision making.
  • Average size of customer’s order- in dollars and units.
  • Frequency of customer purchases.
  • How do you Get, Keep and Grow your customer relationships?

NOTE:  Databases for this topic are listed first.  You will also find helpful information on this topic by using the free websites listed at the bottom.

  • Approach and strategy for introducing product/service
  • Promotional strategies, why you chose them and how they connect with target market
  • Media and professional services to implement your plans
  • Effectiveness/return on investment of your advertising / promotions
  • Methods of sales and retailing 
  • Service arrangements, product support, warranty terms and customer orientation of these programs
  • Expected “sales cycle" including time frame for the product/service
  • Realistic and credible sales projections
  • Yearly sales milestones for the next 3-5 years
  • Describe competitors in detail compared to your own firm, identifying strengths, weaknesses & important factors (table format).
  • Explain how the firm will be better than its competitors – competitive advantages.
  • How your competition might respond to your strategies including marketing and pricing followed by how you will react.

Form 10-Ks are reports that public companies file annually with the Securities and Exchange Commission (SEC).  Review the "Business" section of a public competitor's Form 10-K for information on products, pricing, marketing, customers, and more.  For an example of the type of information found in a Form 10-K, see the Texas Roadhouse Form 10-K linked below.  If you can't identify a public competitor, look for another public company in your industry's supply chain.

  • Basis on which prices are set (Cost, Market…)
  • Prove your pricing decision is based on your secondary & primary research.
  • How your pricing strategy will result in a profit
  • How are Margins determined?
  • How competition, discounts, cost of goods, market forces and other actors will affect price
  • How pricing policies may change over time
  • Description of discount policy, if applicable, and dealer pricing program
  • Preferred distribution of your product/service based on your secondary & primary research
  • Description of the geographical area you will cover
  • Any special relationships with distributors
  • Any distribution or licensing agreements that are in force or that you are seeking
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