 So, and I am broadcasting from Alden Library. My name is Chad Boninger, and I am the business librarian over here in Alden, and y'all are over in Copeland, which seems funny because usually when I do things like this, people are on the other side of the planet, not like a hundred yards from here. So, this is interesting. So, I want to show you some things as you get to work on your supermarket and grocery store industry analysis. So, I'm going to share my screen with you and show you a few things we go through that can help you get started with your research, all right? So, if you have questions, you can basically tell your instructor and they can hit me up via chat as we go through this process. I'm monitoring chat on the right-hand side as well, okay? All right. So, with that in mind, I am going to share my screen with you. And let me go to... I'm going to start out at the Library's homepage, okay? So, the Library's homepage is Ohio.edu-slash-library. And if you remember nothing about what I'm going to tell you over the next 40 minutes or so, one thing I want to show you here is if you click on the search button, and if you just remember that my name is Chad, you can search for Chad there, all right? And that will pull up my contact info here on the Library's website, okay? The reason I'm showing you this is because this is one way to get to all of the business content that I make, not only for cluster, but for all the various research projects that y'all might do in your whole college experience with the College of Business, okay? You can see there's various ways to get in touch with me there. You can make an appointment, email, my telephone, and that kind of stuff as well. What I want to point out here is this link here that says my subject and course guides, okay? So this will take you to my content for business researchers, okay? And I want to kind of start here because this will kind of take you to a place where that you can use for cluster and beyond, okay? For cluster purposes, right here there is a link to the supermarket and grocery stores industry, okay? So this is the guide that I put together, specifically for this class assignment, okay? So we're gonna kind of walk through a few of the resources that are available here to you and kind of show you the spectrum of things that are available to you as you get to start with your research, okay? Before we get too far ahead of ourselves, I do want to show you that almost on every single page you'll find various places to get in touch with me either by email. You can click here to make an appointment up to like two weeks in advance with me, okay? You can also use the chat button. I've got chat disabled right now because I don't want to be chatting with people while I'm trying to do this talk. That would be kind of awkward, but that will actually link you to my chat service when I'm at my desk and available to chat, okay? One thing that I would ask of you, I'm trying to make myself as accessible as possible, okay? So there's many ways to get in touch with me. What I ask from y'all is as you have research questions, be as thorough and clear in your communication with what you need, okay? So just simply tell me I'm doing cluster research is not really enough to give me a heads up as far as what we might meet about or what your question is really about, okay? We need to go through, you need to give me specifics. Like I need to know how many customers in the US prefer Kroger versus Aldi, right? Or something like that. So we need specifics when we talk about getting help with your research, okay? Not only with communication with me, but you wanna be thorough in your communication with your faculty as well, okay? All right, so having said that, we're gonna start over here with our industry analysis, okay? I should also say we'll use this guide for project two as well. So I'm not gonna go into every single link on the guide here, but I do wanna kind of show some high points that you'll use specifically for P1 and your annotated bibliography as well, okay? So we're gonna start with the industry analysis page and I should tell you that I don't put any fluff or junk on my guides, okay? Everything that I put on here is intended to be used, okay? I don't put stuff on there just because it's a great database and I want somebody to use it. I put stuff there that's gonna be immediately relevant to the projects that you're working on. So everything I have on here is pretty useful to you, okay? We're gonna start with Ibisworld and what we can do in Ibisworld, let's just go in and search for, let's just search for grocery and you can see it brings up a supermarkets and grocery stores in the US, okay? So Ibisworld is a great tool to use if you're looking to understand the grocery store market or any other of about 1,100 industries in the US, okay? It's not good for international stuff, but it is pretty good for US, okay? So a sample report here, you get things like an industry at a glance, okay? So you can kind of see, here's a basic snapshot of what the industry's all about and then each of these tabs gives you kind of a pretty good outline as far as like, what's the outlook of the industry? For example, lots of text, but also lots of graphs as well, okay? So pretty good place to look for information. If you don't know anything about an industry, it's a great place to start for that kind of information, okay? I do want to caution you. Sometimes cluster students in particular tend to really latch on and like to use Ibisworld almost exclusively, okay? That's not really a great way to do research, okay? Because we don't want all of our information coming from just one source. We want to look at other sources that can either complement, okay? Or perhaps negate some of the things that are being discussed in other reports, okay? Which is one of the reasons we have first research. So first research is the second one we'll look at here, okay? And we will connect here. This one's a little bit awkward and that you have to click once. We got to click twice and we're going to click over here just to change it up for you. They click on submit here, all right? So it's a little bit goofy to get into. But we're going to go and search for grocery stores. Similar kind of search, all right? So they have grocery stores and supermarkets. They also have specialty food stores. So I'd probably look at both reports there, okay? This one, these reports are a little bit shorter but they are present information in some ways very similarly in other ways it's a little bit different. And I'll show you what I mean here as soon as it loads for us, okay? So we have things like we've got an industry growth rating over here. IBIS World may give you a slightly different number as far as how the annual growth rate, okay? There's probably not a right answer between the two of those because they all kind of forecast differently, okay? So just bear that in mind. So here we've got a forecast for the industry, right? We've got some challenges just kind of hit some high points in here, all right? We get some critical issues in the industry, things like that. One thing that's unique about first research is these call prep questions, okay? So this gives you information about that you can probably use in your own research when you ask your own questions, right? So these can kind of help you look at developing some questions as you try to flesh out what's really going on in the industry. So it's a pretty good place to kind of look for information or get some wheels kind of churning in your head about how to do research for either companies in the industry or the industry itself, okay? All right. The next one we'll look at here is passport. And I'm gonna go into passport here and we're gonna scroll down and accept the terms and conditions there. Basically, we're saying we're just using this for academic use only. So we're agreeing with the license there, okay? All right, let me close out of this little thing, go away. I should also say on my guide, I have specific searches that you might wanna try within databases like Passport or Ibis World or places like that, okay? So let's go up here and just look at a search and let's say let's do supermarkets, all right? And you can see supermarkets in over here. So already we can say supermarkets in, right? If we wanted supermarkets in Belgium, all right? So here's a report for supermarkets in Belgium. We could also do supermarkets in the US, but we've already got that US data from Ibis World in first research. So passport is gonna be gonna be where we wanna go for looking at the international markets, right? So here we have headlines and prospects for the supermarkets industry in Belgium or in France or in one of about a hundred other countries. So it's a great place to look for information about the business in industry in other countries. So this is where you're gonna go for global stuff, okay? So there's also in addition to supermarkets, they use the term hypermarkets. It's not something we use quite often, but so we'll just look at hypermarkets, for example, in India, but basically you're going to search hypermarkets in insert your country, supermarkets in, if you want US stuff, just do US, right? Or traditional grocery retailers in whatever country would be great places to search for that kind of stuff, okay? So here's our, again, our hypermarkets in India report, different kind of way of looking at things there as well, okay? So definitely you've got probably three different reports that you will look at in passport that could help you, whether you're looking at US stuff or Canada or Mexico or China or whatever, okay? So a great place to look for not only domestic, but global industry information, okay? Let's see, a perennial favorite is a database called Statista. And Statista is good for statistics and looks like they've changed the interface since the last time I was in here, so we'll see how this works. So let's just start typing in grocery and maybe we want to look at grocery stores, okay? So here we have a frequency of weekly grocery trips to primary stores by online shoppers US 2019 or maybe US grocery stores ad spend 2010 and 2019. Let's just look at that, okay? So what this gives you is, all right, go away. What this gives you is basic statistics for various aspects of grocery store industry. You could also search for Kroger, for Aldi, for whatever grocery store you want to to get company specific information or if you're looking at private label, for example, brand information for products in the stores, you could search for that kind of stuff as well, okay? This report, this chart here can be saved in a variety of ways, including a PNG for your PowerPoint or you can just save the whole PowerPoint slide, okay? Notice there's a citation information here that gives you where to cite it and how to cite it, okay? So that's a good place to look for that information as well. One thing I would encourage you to do, and this won't work for every single thing, but if you click on source, a lot of times it will give you a source link here, okay? And so if we click there, we're gonna hope this actually works for us. This takes us into this kind of seemingly random PDF report that comes from rab.com, okay? So what I would do probably is go back in and see where rab.com is and see what that, well, can't go back that far. Let's go back to rab.com and see where, what that is. Okay, so that's the Radio Advertising Bureau, okay? So we just kind of found this PDF through Statista and we may be able to find other information here on the Radio Advertising Bureau website as well, okay? So Statista is really good for finding these seemingly kind of random PDFs that you probably wouldn't be able to find, you know, on a, just via Google search because it's gonna be on like the 27th page of a Google search, right? So they're pretty good at finding you this kind of data and with a source link to it to show you where else you can look for that information, okay? So a great tool for that kind of stuff, okay? All right, I'm gonna close some tabs here and go back to my page. All right, I wanna scroll down and we're gonna look at trade publications and industry websites, okay? So probably one of the places that you'll probably definitely wanna use, you know, particularly for your annotated bibliography is Business Source Complete, okay? So this is a great place to look for articles about the industry, okay? So I might go in and say, let's look for, you know, grocery, I would just have to type in grocery. So look, here's grocery stores or grocery industry or supermarkets, okay? We just do a search there. We're gonna get a ton of stuff, you know, way too much. We're not gonna go through 84,000 articles there, but let's maybe, let's look for online or web-based or internet, right? Let's do that and limit things down that way, okay? So I'm looking for articles about, you know, online retail in grocery stores, okay? And one thing we can do over here in the left-hand side is a trick I like to do because I still don't wanna look through 6,000 articles here, right? Is I like to limit things to what's called trade publications on the left-hand side under source type, okay? And so this will find publications that are written by people in the industry, for people in that specific industry, right? So here we're finding things like convenience store, we're finding stuff like retail merchandiser, we're finding advertising age, there's a publication called Grocer, right? Okay, frozen food age, right? So we're finding some awesome things that I'm sure that you see all the time at your favorite bookstore, right? So most of this stuff's gonna be available in full text in some capacity, whether it's HTML or PDF full text, okay? So you can find articles that way for your project and for your annotated bibliography, okay? I do wanna show you too, I do link specifically to a few or a handful of things. So progressive Grocer, you know, I've got a little bit of information about what this is, but this'll link you directly to this publication called Progressive Grocer, okay? And what you can do, if you just wanna skim like what's going on in the industry, okay, you can actually click on the full text link here and it'll give you articles from most recent to oldest, okay, so you can kind of see, you know, that kind of walks you through. So basically it's a way to kind of skim for articles about what's going on the industry, what's being covered by the industry news, industry press, what are things that are concerning the industry and that kind of stuff, okay? So a great tool for just kind of skimming the environmental landscape for that particular industry, okay? All right, I've got a handful of industry websites here. I'm not gonna go through every single one of these, but these are just some things that I found that I thought were pretty reputable via Google. So you can probably use these and others as you do your research, okay? So yeah, so hopefully my advice to you would be to go through the sources that I have on my page and then you can start turning to Google for to fill in some of the gaps if you need information about that kind of stuff. But and if you find you're still having problems, definitely ask me for help, okay? I'm gonna transition into the companies and competitors section of my guide here, okay? And I'm actually gonna start with 10Ks, okay? So these are, we're gonna go and search for a company and I'm gonna search for, let's just search for Kroger. Okay, so here's the Kroger company and like any government website, we're gonna have to click about a thousand times to get what we want, okay? What I'm looking specifically for in here are is the 10K filings, okay? And what I wanna do is I'm gonna look at item one and one A, which is the business summary risk factors and there's also item seven, which is the management discussion analysis, okay? These are all information from companies that give you a pretty good information about how the company's dealing with industry trends and industry factors and that kind of stuff, okay? So here's the 10K report and we can click on documents here and then click one more time. I'm gonna show you an easier way to do this as well, but I just kinda wanna show you the official government way of getting that access to these things, okay? Because Kroger is a public company, they have to submit files to the Securities Exchange Commission and the 10K is basically their annual report of their numbers and how they're doing business, okay? There's no way you're gonna be able to read that in a cheap seat. So let me kinda blow this up. Here is, so we have item one is the business. This is what they say their business is, right? And then I wanna scroll down so if I make you dizzy, there's usually a link at the top that gives you a link here. Then there's what's called risk factors, okay? These are risk and uncertainties that can affect our business, you know? What's the competitive environment is like? Product safety, right? Labor relations, these are all things that impact the industry in some capacity, right? So if I was you, I'd probably look at these sections in other public companies like Kroger who are in the grocery store industry to get basically information straight from the companies themselves about some of the challenges that they face within the industry. So it's a great place to look for that kinda stuff. So here's dealing with data and technology, that kinda stuff, you know, legal issues, that kinda thing, okay? So that's one place to look for that kind of information. All right, so now I'm gonna go back over and start on the left-hand side of my company tab here. The first one is a database called DMV Hoover's and sometimes this can be a little bit ornery to load. So hopefully this works out okay for us, okay? Looks like it's gonna, it's nice to us today. So we're gonna go up here and search for Kroger. And I'm gonna use Kroger for all my examples here. You guys can use whatever companies you're looking at here. I usually, and we're using these for company purposes in the intent to get not only company information but information about competitors and companies within the larger industry, okay? Gonna blow this up a little bit so hopefully y'all can see it. The couple more areas to look at, we've got things like news, what's going on with the company and company news, okay? So this'll be news about how the company is making changes or partnerships or things like that that they're dealing with, with looking at the overall industry and market and that kind of stuff, okay? There is a SWOT analysis, okay? So this will give you a company strengths, weaknesses, opportunities and threats, okay? So this gives you some information about some of the things that Kroger has that are as far as strengths, weaknesses, opportunities and threats as they do business within the grocery stores and supermarkets industry. So a great place to look for how the company or how an analyst actually looks at a company within that particular industry, okay? So you can look at things like that, okay? I should also say, if you look over here, there's this link to SEC filings. This is also where we can find that link to the 10K right there and just go here and click it as a PDF or Excel or whatever you want for that particular report, okay? So maybe a quicker way to get there than the SEC website. So you can see there's all kinds of stuff on the left-hand side. You can use financial health, business segments. Here's comparisons, comparing other companies, things like that, okay? The next one to look at is a database called Mergent Online, all right? And once again, we'll go in here and we'll search for Kroger on the left-hand side and click on the Kroger company over here. All right, let me blow this up a little bit. So hopefully you guys can see it a little bit better on the screen. And a lot of different ways you can look at this. You can go in and say, let's look at company financials for Kroger, right? And this can all be downloaded via Excel. You can go in and look at reports. And this is a good place to go in and find an equity report, which is a stock report for Kroger, right? So this is a good place to kind of look for what analysts are saying about the company and how the company's doing in the face of industry challenges and that kind of stuff, okay? It's a great place to go in and get news on your company. You can go over here and get a list of competitors. And so this will give you a list of competitors with various key statistics to look at as far as net income assets, total number of employees, that kind of stuff, okay? It's also a great place to say, oh, wow, I didn't know about Ingalls, right? So maybe I want to start researching Ingalls or some of these other companies, right? So we're kind of, we all kind of Kroger from being in the Midwest, but like Publix and Ingalls are primarily, I believe primarily Southern companies, right? So like whenever you go to Myrtle Beach or someplace like that, there's always a Publix or an Ingalls or a more local grocery store chain, okay? So this gives you some places to look for information about those companies, okay? So I'm going to close out of that. Also want to show you one more thing down here in the company formation and we'll look at a database called Mergent Intellect, okay? I'm not going to go into BizMiner or Simply Analytics for now, we'll probably use that more in Project 2, but if you start using those and you need help later, please ask, I'll be glad to help you with those as well. If you decide to use those, but I think they're outside the scope of what we want to do for today's research session. So we're going to search for Kroger here, we find the Kroger company and this is another place where we can go in and get a competitors list. This has a nice little feature here, you can go and see, well, there's a lot of news on this date, let's go and see what's happening there, right? And it'll link you to the various news stories about the company, okay? On that particular day on the web there, okay? So a great place to look for that kind of, what's driving the news, what's happening with the company and that sort of thing. You can also see there's a competitors list here. Again, this gives you kind of a similar kind of way of looking at other competitors and other places to research and all these are clickable and taking to the similar kind of information we're seeing here for the Kroger company. This is also a place to get, if we could click on industry details here, this will actually link us to this report from first research. That was like the second database we actually showed you. So this is how all this stuff kind of runs together. This is owned by the same company that owns first research. It's a great way to kind of get another angle into a similar report there, okay? So it's a good place to look for that, all right? We'll use Mergent Intellect a lot for project two and particularly if you wanted to open a grocery store in a particular town, you can go and look and see how many grocery stores there are in that town, their total revenues, that kind of stuff. So it's a great place to look for local market analysis, which we'll do for project two and I'll show you how to do that when that time comes. All right, so we're gonna go from here to the consumers and customer section and this will be the last section we cover today, specifically for what you're looking for for your P1, okay? So what I've showed you thus far is kind of big company and big industry information, okay? One resource I think that will be essential as you're looking for the consumer side of information for the grocery store industry is a database called Mintel, okay? And Mintel is a market research firm based in the UK. They actually have an office in Chicago as well. And so what they do is they'll actually survey somewhere between two and 5,000 consumers for a particular product or a particular demographic group to ask them various questions about their buying behaviors and that sort of thing, why they are like a certain brand, that kind of stuff, okay? So for my search suggested searches, I suggest you search food shopping or grocery. You can kind of search, you can play around with this however you want to. So if we search for grocery, you can see here's a report for online grocery retailing or grocery retailing. And let's see, there was also a report for research for food. So here's millennial food shopping decisions, so we've got stuff like that. So I'm gonna stick them in my grocery for right now. And let's look at online grocery retailing US June 2019, all right? So it's almost like they just published this report just for y'all for this project. It's a pretty good report to look at here. And I'm gonna make this a little bit larger so you can see it in the back of the room. So what you can find in here is, I'm gonna scroll down here. So you get like things like what's the size of market, what you need to know, market factors for the overall industry, that kind of stuff. And then we have stuff about the consumer, right? So here's stuff on reasons for shopping online or attitudes towards online grocery shopping, things like that. So let's look at that and see what we have here. So we have information about, basically they ask survey information. How much do you agree or disagree the following statements about grocery shopping? I like online sites, I am concerned about the freshest of food products purchased online, right? I prefer home delivery to store pickup, right? So these are all kind of various categories. And then if we look at it, they'll start breaking it down into demographic areas as well, okay? So there's different things you can look at to basically understand what consumers want in their grocery experience, in this case, the online grocery experience, things like that, okay? So here we have, basically what you need to know about the consumer information, that kind of gives you a broad perspective on what people are doing in the industry, okay? While I'm in here, I do wanna show you there's this thing that's called this interactive data book, okay? And I'm gonna kind of go and say, let's look at interest in future online grocery shopping, as an example. I'm gonna click there and click go to data book. And I'm just gonna continue without logging in. We're already logged in, so we don't need to click on that. And we're gonna wait a second. This takes a couple of seconds to load up here. This is gonna, you can just close out of this. This is gonna pop up for every single screen, which is kind of annoying, but it happens, okay? So here is the data that was from, and there's, I can't, I don't know if I can blow it up anymore or not, yeah, there we go. So this is the data that's straight out of the report from all the questions that they asked. So basically they asked 1,400 internet users who do their grocery shopping in-store versus online, that sort of thing, okay? So we can go in and say, let's click on explore demographics. And this is kind of neat. Again, we don't want to tour, because we know what we're doing. So right now we're looking at demographics here, and you can go in and change this, right? So maybe you wanna say, let's look at family structure, okay, so we do that. And now we can see if you, parents who like to have interest in shopping online or that sort of thing. So you can kind of go in and look at and get information about that information. You can graph it, right? Okay, and then you can download the table to put in your PowerPoint or whatever, okay? Same thing over here. If you wanted to, you can look at as a graph or as a table, either way, different ways to kind of look at that sort of, that data there, okay? So different things you can look at with that information, okay? All right, let's see. Let me go back to my guide here. Again, lots of different things you can look at in Mintel. If you think, well, you know what? You know, really the problem is that Kroger needs to market more to millennials, right? And I know how to market to millennials because my brother's millennial, right? You know, there's not really, you can't really do that without actually backing up with data, but there's all kinds of stuff in here for marketing to specific people in Mintel, okay? So here we have reports from marketing to baby boomers, right? Marketing to millennials, black millennials, Gen Z, right? Moms, that kind of stuff. So maybe one of your recommendations for some of these companies is that, you know, maybe down the road they need to market more to moms, you know, for the online grocery delivery and that kind of stuff, okay? I can personally test that my wife and I use the Kroger click list quite frequently during basketball and baseball season because we're always in the bleachers or on the side of the field or in my case, you know, coaching a team and so we don't have time to go to the grocery store. So we did the click list, you know, when we're, you know, between innings or whatever, right? So great point to do that kind of stuff, okay? All right, a couple more things I'll show you and then I'll turn it back over to your faculty. Signing your sources. In business databases are pretty challenging to cite and my advice to you is just to be as consistent as possible, okay? I'll link to a friend of mine, a great librarian down at UNC Greensboro, Steve Kramer. He's got a guide to how to cite business databases in APA format, okay? This does not have every single database that we subscribe to, right? It's got others that we don't subscribe to but you'll kind of notice a pattern in how things are done, okay? So it's a great way to look at how to cite things in various ways just to kind of be consistent. Basically, you want to know, you know, who wrote it, when they wrote it, what's the title and where can I get it, right? Where can I find it, right? So that's where this is a good guide that kind of give you some information about that. Okay, finally, one more time and wrapping up various ways to get help from me, right? So if I'm not around, I've got other help options down here. I've got some video tutorials, some FAQs, things like that. So these are all ways to kind of get help from me, right? So you're like, chat show me how to find a SWOT analysis. Where do I go for that? So we've got basically, here's some places to find SWOT analysis for whatever, right? So different ways to kind of help you with finding information for your topic, whether it's this project or one down the road, okay? All right, with that, I'm going to stop sharing my screen there. And I want to pause for a second to see if there are any questions from the classroom. If there are from my three colleagues, just type them in the chat box over there. One thing I failed to mention is that everything I showed you today needs to be accessed through my guide or through the library website, okay? If you just go to likementel.com, it's not gonna know you're an Ohio University student, right? So it's not gonna know that we have access, that we pay for a subscription. So it's gonna ask you to get out your credit card and pay $5,000 for a report, right? Don't do that, right? Go through my guide and whether you're on campus or off campus, it's gonna ask you to log in with your Ohio ID and your password, and then it's gonna push you into the subscription that we've paid for. So that's just something to think about, okay? All right, seeing no questions. I hope this was worthwhile. I hope this was useful. Lori's asking, where will this video be posted in Basecamp or on your site somewhere? I tell you what, I will download the MP4 here in a second and throw it up on YouTube and then send y'all a link as well to that, okay? So we can do that, okay? All right, I am going to stop recording now and wish y'all the best and have a great day. And once again, if you have questions, let me know. So talk to you soon.