marketing 4029
TRANSCRIPT
Marketing 4029
Literature Searching
March 2013
In this Workshop.......
• Developing an effective search strategy
• Using library materials (databases) effectively
• Evaluating information for quality and relevance
Marketing Subject Guidehttp://libguides.mdx.ac.uk/marketing
Choose library Subject Guides
Make an Appointment
Assessment Criteria for the Literature Search
• Define the Scope of the research
• Appropriate Sources of information
• Are the arguments presented in the literature review Critically Evaluated and Analysed ?
• To what Degree are the conclusions you have reached Substantiated ?
also see p 18 of your Module Handbook
Some Tips!
• You can limit the literature review to what has been published in the last ten years on a particular company, industry, country, market sector etc
....and More Tips
• Your bibliography should represent the depth of your reading on a particular subject
• Ensure that you keep a record of everything you have read. All of the reading should be noted in the bibliography
• Continually evaluate the quality of what you are reading
Start the Thinking Process!
Think about the following:
What do I need to find?
How and where am I going to find it?
How do I determine the quality of what I am finding?
1.Planning the Literature Search
• Decide on the topic( eg subject area, company market sector etc)
• Begin with a Broad Review of the subject(helps to develop your ideas and gets you thinking about the subject)
• Then define/Narrow the subject
• Define the Type of literature that will contribute to your literature review
Middlesex Resources
• Access to Full Text of resources that Middlesex subscribes to
• High quality scholarly materials(eg peer reviewed journal articles)
• More options to refine your search strategy( doing a structured search for better results)
Reading List
Essential
Best,J,(2001),Damned Lies and Statistics, Berkeley,CA:University of California Press
• Bowell,T and Kemp,G, (2005),Critical Thinking:A Concise Guide,2nd ed, Abingdon:Routledge
• Cottrell,S,(2005), Critical Thinking Skills:Developing Effective Analysis and Argument,Basingstoke:Palgrave MacMillan
Recommended
Begg,D, (2006), Foundations of Economics,3rd ed., McGraw-Hill
Library Catalogue
Reading ListsLibrary AccountPlacing Request
Accessing E Books
Journal Citation
• Here is an example of a typical reference you would find in a database.
• Sengupta,J & Chan.(2010),”Insincere Flattery Actually Works:A Dual Attitudes Perspective”,Journal of Marketing Research,Vol.47,no 1,pp.122-133
Journal Search/CatalogueJournal of Marketing
Choose Your Date
2.Planning and Managing
What is involved?
Planning and Managing
1. Determine the subject
2. Keywords
3. Scope
Keywords
What do you know about keywords?
Words with a Similar Meaning
Internet Marketing
Can you think of other words or phrases that
mean the same thing/a similar concept?
.....what about
Internet Marketing
E commerceWeb Marketing
Electronic CommerceSocial Media
WWW
Here are a Few More
“Small Business”
“Small enterprise “ “ Small firm”
“Small company”
“Market Research”
“Market Analysis” “Consumer Research”
Phrase Searching
“Large Scale Retailing”
To search for a phrase enclose it in quotemarks
The database will search for this as a phrase and the results will be
more meaningful
Broaden the Search
The * symbol allows you to Broaden a Search
eg Global* = (globally, globalisation,globalization, globalising,globalizing)
Employ* = (employee, employer, employment)
Broaden/Narrow Phrases
“Small Business” OR “Small Firm” OR “Small Company” (Broaden)
“Small Business AND Ethics”(Narrow)
Accesing our Resources
Always login via My UniHub
Keynote(UK Market Information)
Useful forMarket Research ReportsMarket Sector Products
Company Profiles
Keynote/Sidebar
Competitor Analysis
What do we Want?
Executive summary
Your Turn
• Find the Toiletries Market Report for 2013
• Open the PDF and look at the Table of Contents
• Have a look at the SWOT Analysis and identify the number 1 threat to the Industry
Business Sources CompletePrimary Business and Marketing
Database
Primary Business DatabaseArticles
SWOT analysesVideos
Company information
Business Source Complete
Choose Advanced Search
Company Information
Click on the MarketLine Report for
Groupe DanoneOpen the PDF
Find the SWOT Analysis
Identify one of the Strengths of the
company
Country Reports(eg Germany)
PESTLE Analysis
Country Reports
Find a PESTLE Analysis for
The UK
Industry Reports
Start at the Advanced Search Page
Use Industry Profile as the publication type
Find an article on the Telecommunications Services Industry in Great Britain for 2012
Passport GMIDGlobal Market Information Database
Provides Analytical and Statistical information on
Global industry,country and consumer information
Mobile Phones
Limit by CountryUK
Brand Shares
Finding Analytical Reports
• Find an analytical report for Danone
• Try limiting by Country Reports and the UK
• Can you determine which companies had the leading market share in the UK in 2008-2012?
3. Evaluating the Material
• Authority:Who is the author?What is their knowledge base/qualifications?Is this a peer-reviewed journal?
• Relevance:Is it ‘pitched’ at the appropriate level? Is it what Ireally need?
• Objectivity: A balanced view? Opposing views presented?
Evaluating....
• Intent:What is the purpose of the information-eg financial gain, propaganda, academic
• Currency:How old is the information? When was it last updated?
Referencing and Citationlibguides.mdx.ac.uk/marketing
Business School
