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Navigating Company Information and Market Reports for Effective Research

This resource guide, curated by Colette Holmes at the Folsom Library, focuses on effective strategies for researching company information and market reports. It highlights valuable databases, including library catalogs, statistical sources, and industry reports. Discover the differences between public and private companies and the significance of SEC filings. The guide also covers SIC and NAICS codes used for classifying companies and industries, aiding in comparative analysis. Access tools to streamline your research and improve your understanding of marketing and business dynamics.

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Navigating Company Information and Market Reports for Effective Research

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  1. Your Business Librarian • Colette Holmes, Management Librarian • Folsom Library, Room 341 A, One floor above Main (entry) floor • Mon – Fri, 8:30 AM – 3:00 PM • Email: holmec@rpi.edu • Voice: 276-8331

  2. Marketing Info Sources • Library Catalog • Marketing & Industry Reports – Database bundles • Company Information – Public vs. Private • Trade Publications • Statistical Information – Mostly public domain

  3. Private Companies • May be … • Well-known - Dunkin Donuts • Large – Mars • Long established – Ghirardelli (est. 1852) • Family owned - Pink Hot Dogs, Inc. • Employee owned – Hy-Vee, Inc. • Always difficult and nearly impossible to research!

  4. Public Companies • Example – Starbucks • Ticker symbol (sbux) • Sells stock. • Traded on stock exchanges(s). • Must report to SEC (Security & Exchange Commission) • SEC filings are public domain. • EASY TO RESEARCH!

  5. Codes: Companies & Industries • Starbucks’s Primary Codes • SIC 2095 (Roasted Coffee) • NAICS 311920 (Coffee and Tea Manufacturing) • Search for info by company and/or industry. • Make comparisons.

  6. SIC & NAICS • SIC codes - introduced 1930s (Standard Industrial Classification codes) • NAICS – introduced 1980s (North American Industrial Classification System)

  7. SICs & NAICS • Inconsistent Assignment to Companies • Seen among business information resources • Can vary with resources such as Mergent, Hoover’s, US Economic Census, etc. • Old and New SICs and NAICS • No one-to-one translation • “Bridge translations” • Ask Dr. NAICS

  8. Keep in Mind… • SIC/NAICS Inconsistent; Not 1-to-1 • Public vs. Private Companies • Market/Industry Reports on the Web • New Interfaces • Mergent via Mergent’s site • LexisNexis via Library Catalog • Won’t See “One Stop” Shopping

  9. The End Spring 2010

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