Advanced Library Research LSP700: Applied Research Methodologies Part 1 of 2

Advanced Library ResearchLSP700: Applied Research Methodologies Part 1 of 2

Shanna PearsonInformation Services LibrarianSeptember 2010

Shanna PearsonInformation Services LibrarianSeptember 2010Learning OutcomesUnderstand purpose of a literature reviewReview sources of information and search toolsLearn advanced search techniquesFind new search tools for discipline specific researchMarket ResearchIndustry ReportsStatistical Information2The Literature Review

About the literature reviewA literature review involves identifying:What is and is not known about your topicAreas of controversy in the literatureMajor works and key authors in your field of research

Objective:Increase your knowledge of a subject areaFormulate questions that need further researchProvide the intellectual context and framework for your own original research project in LSP800Bourner, T. (1996) 'The research process: four steps to success', in Greenfield, T. (ed), Research methods: guidance for postgraduates, Arnold, London.

4Primary and secondary sourcesLSP700Literature review is an extensive search for existing information from secondary sources on your topic

USE SECONDARY SOURCESAnalyzes and interprets a primary source biography scholarly and reference book article industry/market research report documentary

LSP800Conduct own research, gather raw data and report on new original findings from your study

USE PRIMARY SOURCESOriginal document, contemporary account autobiography interview, speech survey financial report legislation

5The literature review: TipsUse scholarly articles, books and other reputable research variety is keyLook up and print out twice as many as you think you will needFind themes or trends in your piles of readings and organize your review according to those conceptsBuild around your thesis, problem or research questionInclude a scope statement age parameters, publication parametersDiscuss papers contrary to your thesisMake it interesting and easy to read

Simplify6The literature review: FormatTo be written in essay formatWill become part of your final research report in LSP800

You work for a company that wants to introduce a new credit card rewards program. You need to determine which type of reward program will entice customers to sign up for your card, and in turn increase the company's monthly revenue.Research Question

Or Do credit card reward programs make people spend more money than they would if their credit card did not provide them with rewards?8Focusing the research questionExisting reward card programs available through other storesWhich reward programs are most successful (including other cards)Psychology behind reward incentivesSpending habits of your target consumer groupTrends/industry analysisConsumer behaviour theoryReward (psychology)What type of information do you need?Can you frame your literature review around a theory?Selecting keywords and conceptsReward(s)Reward program(s)Reward card programsCredit card(s)Consumer behaviourConsumer spendingCredit card reward programsTheoriesCase studiesTrendsMarket strategyOther termsCanadaGlobalGeographyAbout the source Search toolsAdvanced search techniques

Select Sources of InformationWhere would you look for theoretical information on your topic?

Scholarly publicationsReference sources (Encyclopedias)Concise overview of your topicGeneral and specialized reference sources (e.g., Dictionary of Business and Management) Specialized reference works written by subject expertsIdentify key works and authors in field of researchBibliography provides list of potential sources written on your topicGenerate ideas for your research topic

What are they?Why use them?Scholarly booksPublished by university presses or scholarly associations

In-depth coverageHistorical perspectiveAuthorExpert in fieldEdited/peer-reviewed by other scholars (quality control)Bibliography useful to find related works

What are they?Why use them?

Find books

Do not put the word and between your keywordsPut quotations around phrase terms(29 vs. 343 records)Why/when would you limit your search using these fields?When and/or why would you search these different fields? Explain how books are tagged/catalogued16

Location of bookIs this a scholarly book?Search by subject17

Doing a subject search helps you learn what terms your books might be tagged under

Credit cards vs. Bank credit cards

Try these controlled subject headings (lib of congress) in article databases18

Library catalogueRepeat search to find books on consumer behaviourOther library catalogues

You will probably need to look at books from other institutions to find information to support your research question20Borrowing from other institutions

Once you find a book or article, fill out the ILL request formSearch other library catalogues

WorldCat: What can you find?Search local libraries at once for a book then request through Seneca Libraries ILL serviceFind article citations, some with links to their full text

Write down information similar to what you would need for a Works Cited list (author, title, publ. date) and then fill out the form23Where would you look for information about existing reward programs or new products/trends in the industry?

Scholarly articlesMagazines/newspapersGlobal market researchIndustry reportsScholarly journal articlesArticles written by scholars/experts in fieldPresent detailed findings/information on a specific topic/subject areaPublisher often affiliated with an educational institution

Longer than 4 pagesIncludes abstract, methodology, analysis and results, discussion, conclusion, bibliographyPeer-reviewed

What are they?Why use tem?Blind copy of an article is reviewed by experts in the field before being accepted for publication

Expand on the whyFormat of a scholarly article can help you when setting up your own research project different sections, etc.25I have an article abstractIs it peer-reviewed and scholarly?

Find articles: Search by subject area

(*) will find articles tagged under credit card or credit cardsWhy would you want to search by a specific field?

Refine your resultsPoint out ways to refine searchShows how many citations are in reference list as well as how many times that article was cited in database --- large number may indicate that it is a key work in the field you are studyingSetting up alerts carry out study/read about field/topic until you get to LSP80031insert article record with FindIt button

Tip: Go citation cruisingClick the Find it button to see if the library has the article in full-textTip: Browse by topic/subject heading

Tells you what the articles might be tagged underIndustry ReportsStatisticsNews/Trends Find Global Market Research Information

For the literature reviewThe purpose is to find, evaluate and compare information about your topic from a wide range of sourcesCompare information about reward programs published in a scholarly journal with a market research study from a reputable databaseFind market research

MarketLineMintelPassport GMIDFP Corporate ProfilerStatistics CanadaSearch toolsWhat is Mintel?Provides access to market research reports containing data and analysis of industry trends Coverage includes U.S. and select International Markets including: food and drink, consumer goods, retail, finance, technology, leisure and travelSearch Whats Hot, Reports and News sections

Notes: You must create an individual account for this databaseAs this is primarily a U.S. database, can be difficult to find Canadian material

Start here to get ideas about a new market38

Get ideas/learn about trends in your industry

Market Research Report

What is Passport GMID?Provides access to global market analysis with comprehensive coverage of:IndustriesCountriesConsumer trendsContains 115 million internationally comparable statisticsFeatures 17,000 full-text country and market reportsWhat Can I Find in Passport GMID?

TrendsPESTLESegmentationProvides access to global market analysis

MarketLine Industry ReportsDatamonitor reports for industry profiles includes:

Market OverviewMarket ValueMarket SharesMarket SegmentationLeading CompaniesMarket ForecastsDemographics

See if there is room for your new product in the Make-up industry in Canada46Statistics Canada

CRAAP TestDont Forget to Evaluate Your Sources!CRAAP test Use for critiqueCurrencyWhen was the article published? Is the information current or out-of-date for your topic?RelevanceDoes the information relate to your topic?Who is the intended audience?AuthorityWho is the author?What are the authors qualifications to write on this topic?AccuracyWhich magazine or journal does the information come from?Is the information supported by evidence?PurposeWhat is the purpose of the information?,..inform? teach? sell? entertain? persuade?Do the authors make their intentions or purpose clear?

Subject GuidesBUSINESSHUMAN RESOURCESFINANCIAL SERVICESACCOUNTING

Questions?Hands-on activityWork in pairs10 minutes