Getting Started with Company Research
Leanne Wells
Introduction
Researching a company is a common task you will encounter as a business and management student.
Students often attempt to find all the answers they need by conducting a Google search which usually returns an overwhelming number of results. As you begin to examine your results, however, you should begin to notice that the quality of your Google results will considerably vary. While a few sources (e.g., the company website) might be a good place to begin, other results may seem questionable. Further, it is not uncommon to find that the opinions of anyone, which are widely voiced on the internet, can sometimes be presented as fact.
When researching a company, the key to success is to be aware of what information is likely to be available and where you need to go to locate it.
This module is designed to help you locate reliable company information that goes beyond a Google search.
You will also discover that researching a company is just the beginning. Company research often leads to making connections between companies, their competitors, customers, the industry, the market environment, stock prices, the company’s financial health, its leadership, etc.
As you explore and investigate your company, try to think like a detective. Get curious and be on a constant lookout for clues about the company. Don’t be afraid to re-think your steps. Keep in mind that it’s called “re-search” for a reason.
Company Research Has Many Uses
What other kinds of company research do students need? Good question! It depends on your particular research assignment. Students often discover that they need to consult different sources of information in order to understand the company they are researching.
Company information has a variety of uses which can include any of the following.
Company Basics
Sometimes basic information is required such as the company name, the type of company, the location of a company’s headquarters, a brief company history, or the names of key personnel e.g., the Chief Executive Officer (CEO).
Company Profiles
Company profiles and snapshots usually contain company basics, a financial overview, ownership structure, company history, company news, details of the company’s products and services, share prices, family tree, plus additional qualitative and quantitative information. This information will vary depending on the database used.
Detailed Financial Data
All publicly-traded companies are required to report their financial statements to shareholders in the form of a series of regulated accounting documents such as income statements, balance sheets, cash flow, and stock pricing information as well as merger and acquisition activities. UNB Libraries subscribe to highly-specialized financial databases which can help you find this type of information
Company Ratios
Ratios are another important tool which can help to determine how well a company is performing when compared to other companies.