1. PRINCIPLES OF MARKETING
EFFECTIVE LITERATURE SEARCHING
CATHERINE FUNNELL
SENIOR LIAISON LIBRARIAN
SHEPPARD LIBRARY
MIDDLESEX UNIVERSITY
c.funnell@mdx.ac.uk
2. Purpose of Session
Accessing and searching the
library resources/databases
effectively
Evaluating information
Current awareness
Using the Internet strategically
3. Effective Writing
Let‟s start by looking at some useful
titles we have in the library for
writing your marketing proposals
and assignments
“How to Write a Marketing
Plan”-Westwood
“Fundamentals of Writing for
Marketing and Public
Relations”-Mizrahi(E Book on
the library catalogue)
7. Planning!!!!!!!!
It helps to make a plan first as it
may take much longer to do your
literature search than you
anticipated
You will want to use a variety of
databases to make sure you cover
your research area
8. The Plan
It may seem silly to plan the stages
of your search by resorting to a
flowchart but a visual image may
help to get you
organised,prioritising the stages
involved in the research and
reminding you what there is left to
do
9. The Internet
The Internet may seem like the
most logical place to start your
research but......
The library has purchased a number
of resources with access to high
quality scholarly material that
provide you with full text and........
Give you greater options refine and
maximise the results you get
10. Google or Advanced Search Google?
Compare Basic and Advanced Google
Advanced allows for
numerous
refinements
Beware of the
shortcomings of a
basic Google Search
11. Search Keywords
Before you start randomly
searching the databases you
should be thinking of subject
keywords you will want to use
Think of synonyms for words-
alternate words that mean the
same thing but might give you
more results eg
12. More Phrase Synonyms
For Market Research you might
also try........
Market Analysis
Consumer Research
Product Research
As the Subject Keywords you use
15. Evaluating Information
It is crucial to evaluate
your search results for both
quality and relevance
You should consider the
following criteria
16. Tips for Evaluating Websites
Authority-Who is responsible
for the site? Is it a reliable
organisation or a subject
expert? Can you trust them?
Accuracy and Reliability-Is
the information correct?
Grammar and Spelling
correct?One point of view or
bias?Information fact or
opinion?
17. Evaluating Websites
Currency-Can you tell
how current it is?You
shouldn‟t be quoting out of
date information
Audience-Is the
information at the right
level to be quoted in your
work?
18. Websites
Feel -Is the site well
structured and easy to
navigate? Are the links from
the page up to date and valid?
If it is well designed and
maintained then you can feel
more confident about the
information it provides
19. Starting Your Research-Emerald Website-
Link on the Marketing Subject Guide
Really useful
information-
especially for 1st
years!!-Revising,
taking notes,
writing essays etc
20. Phrase Searching
To maximise the results when
you use a phrase, such as
Market Research place them in
inverted commas, “Market
Research”
This tells the database to
search for these 2 words side
by side or together in the text
of an article
21. Mood Boards
To get some inspiration regarding Mood
Boards and how to create one you might
wish to have a look at some of the
books/journals that the fashion design
students use
Here are some suggested titles
“Fashion Design Drawing Course”-
Tatham, 741.672 TAT
“Fashion Illustrator”-Morris, 741.672
MOR
Journals-View-Textile View
Magazine(Basement of Library)
22. Product Design-Search the Catalogue for
books on this Subject
Yes this is a
Marketing
course but
you need to
think Laterally!
23. Database Searching
Finding Market Research Reports
Let‟s take „ mobile phones‟
as our fictional product
We‟ll look at the following
databases
Business Source Complete
Keynote
Passport GMID
42. Find Articles on “ Market Research”
Limit by date(2005 Jan 1st-31st
Dec 2011)
Choose Full text
Choose Peer-Reviewed articles
How many results did you get?
Find 1 article and look at the
full text-PDF
