1. Copyright 2004 President & Fellows Harvard College Baker Library Field Study Research Ann Cullen Fall, 2005 Curriculum Services Contact: refquest@hbs.edu

2. Copyright 2004 President & Fellows Harvard College Reason for today’s workshop: 1.Provide a strategy in planning your research. 2.Help you think about the questions to ask in probing your topic and what resources Baker has to answer those questions. 3.Highlight extensive resources available to you.

3. Copyright 2004 President & Fellows Harvard College Research strategy: The Basics: Company information Industry information Market research data You can get basic guidance for this in: Electronic Resources Guide Industry Research Guide

4. Copyright 2004 President & Fellows Harvard College Research strategy beyond the “basics”: Explore a new business opportunity or idea: Search in article databases (Factiva and ABI)FactivaABI Try the Baker Online Catalog (for books!)Baker Online Catalog Find statistics and demographic data: Use the Baker Research GuidesBaker Research Guides i.e. Statistics Guide or Demographics and Consumer Behavior GuideStatistics Guide Demographics and Consumer Behavior Guide Find a network of contacts in a company or industry: HBS Alumni Navigator at my.hbsHBS Alumni Navigator Executive listings in company information databases – i.e. Capital IQ, Orbis, ZoomInfoCapital IQOrbisZoomInfo Trade Associations, Conferences and Trade shows – i.e. Trade Show News NetworkTrade Associations Trade Show News Network Industry trade magazines and directories – listed in Baker Research GuidesBaker Research Guides

5. Copyright 2004 President & Fellows Harvard College Some Sources for packaged Market Research reports at Baker - Global Market Information Database [Euromonitor]Global Market Information Database - OnesourceOnesource - Forrester Research [focused on Tech/Media]Forrester Research - Frost and Sullivan OnlineFrost and Sullivan Online - MintelMintel - Jupiter Communications [focused on Tech/Media]Jupiter Communications - Datamonitor [in Orbis and Factiva]OrbisFactiva - ISI Emerging Markets – see Industry TabISI Emerging Markets Where are they? In Baker Research Guides and All Databases ListBaker Research Guides All Databases List

6. Copyright 2004 President & Fellows Harvard College ISI Emerging Markets – see Industry Tab Report found: “China: Outlook of Video Services in Broadband Era”

7. Copyright 2004 President & Fellows Harvard College Sample Field Study Search: “Analysis of Business Opportunities in the Video Game Market”

8. Copyright 2004 President & Fellows Harvard College Important questions to ask when exploring this topic: What are some of the major companies in this market? In the U.S.? Globally? What general industry sector and 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?

9. Copyright 2004 President & Fellows Harvard College Electronic Resources Guide Industry Research Guide Where should you look first?

10. Copyright 2004 President & Fellows Harvard College Sample Resources from the Industry Research Guide for industry overviews:Industry Research Guide S&P Industry Surveys - these reports tell you how the industry is organized and how to analyze itS&P Industry Surveys - “Broadcasting and Cable” industry report retrieved in search Investext - provides reports from investment banks and investment research firms on a company or industry [no extra charge for reports!]Investext - “Video Game Industry” report retrieve in search - Title search: video game* - Report Type: Industry reports only

11. Copyright 2004 President & Fellows Harvard College Additional questions for this topic: 1.How much do consumers spend on video games in the U.S.? What is the size of the video game market and how has it changed? 2.What are some of the leading video games? 3.What are the key issues to consider in approaching this type of business? 4.Where is the US video game market going? 5.What are some recent trends in terms of portable games on cell phones? 6.How do I find a contact at Sony?

12. Copyright 2004 President & Fellows Harvard College Where would you look?

13. Copyright 2004 President & Fellows Harvard College Resources used: 1.d. “Media Usage and Consumer Spending 1998-2006” (from Statistical Universe found in Harvard E-Research)Statistical Universe Harvard E-Research 2.e. “United States top nine video games…”(from Tablebase found in All Databases List)TablebaseAll Databases List 3.c. eBook called Game Design: the art & business of creating games (found in Harvard’s Main Catalog)Game Design: the art & business of creating games Harvard’s Main Catalog 4.b. “ US Console Games Forecast, 2005 to 2010,” a Jupiter Market Research Report (found in Baker Library Information Technology Research Guide)JupiterInformation Technology Research Guide 5.a. Articles from a search in an article database (Factiva)Factiva - search for terms: (portable game*) and (cell phone*) 6.f. HBS Alumni Database at my.hbs.eduHBS Alumni Database

14. Copyright 2004 President & Fellows Harvard College And finally…Key Tips on Using HBS Baker and other Harvard Univ. Databases - Database Passwords – will tell you if resources need extra passwords or Harvard PIN; also searching tips, database trouble-shooting.Database Passwords - No extra charge for reports [i.e. Investext] - Always use database’s indexing and “Advanced Search” Features - Where did the information come from? – feel free to ask the librarians about data sources - Numerous download formats often available

15. Copyright 2004 President & Fellows Harvard College Review of basic points covered today: Company and Industry Research Guides Using article databases and 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 Resources and HBS alumni navigator database can help!

16. Copyright 2004 President & Fellows Harvard College Still need help? Contact a Baker librarian: In person! (see hours at our Web site)hours By email: refquest@hbs.edu (You can also make an appointment for a more in-depth research consultation.)refquest@hbs.edu By phone: 617-495-6040

17. Copyright 2004 President & Fellows Harvard College And don’t forget: Keep track of your sources in detail (name of the publication, publisher, author, date, page numbers). Follow the Citation Guide for HBS Students http://www.library.hbs.edu/helpsheets/citationguide.pdf Our Copyright and Licensing policies are outlined at http://www.library.hbs.edu/copyright_restrictions.html http://www.library.hbs.edu/copyright_restrictions.html Additional Information for MBAs on Using Baker http://www.library.hbs.edu/resources_mba.html

18. Copyright 2004 President & Fellows Harvard College For Your Review: This presentation with transcript available at the Field-Based Learning website Field-Based Learning website

19. Copyright 2004 President & Fellows Harvard College Thank You! (Any questions?) Ann Cullen – acullen@hbs.eduacullen@hbs.edu