PRINCIPLES OF MARKETING

EFFECTIVE LITERATURE SEARCHING

CATHERINE FUNNELL

SENIOR LIAISON LIBRARIAN

SHEPPARD LIBRARY

MIDDLESEX UNIVERSITY

c.funnell@mdx.ac.uk

Purpose of Session

Accessing and searching the

library resources/databases

effectively

Evaluating information

Current awareness

Using the Internet strategically

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)

Library Catalogue-Try using Business

Writing as Your Keywords

Date Sort

Accessing E Books on Library

Catalogue

Click

Here

Click here

Book Also Available via the Internet

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

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

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

Google or Advanced Search Google?

Compare Basic and Advanced Google

Beware of the

shortcomings of a

basic Google Search

Advanced allows for

numerous

refinements

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

More Phrase Synonyms

For Market Research you might

also try........

Market Analysis

Consumer Research

Product Research

As the Subject Keywords you use

Visual Thesaurus for the Word Research

Right Information Source to do the Job!

Evaluating Information

It is crucial to evaluate

your search results for both

quality and relevance

You should consider the

following criteria

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?

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?

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

Starting Your Research-Emerald Website-

Link on the Marketing Subject Guide

Really useful

information-

especially for 1st

years!!-Revising,

taking notes,

writing essays etc

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

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)

Product Design-Search the Catalogue for

books on this Subject

Yes this is a

Marketing

course but

you need to

think Laterally!

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

Business Source Complete

My Unihub>My Study>My Library>Databases

Tips For Online Access-Off Campus

Always Log in to My Unihub

My Unihub>My Study>My Library

Access Resources via the My Library Box

Athens Log In Link

It may be

necessary to

look for an

Athens Log In

link if My

Unihub

doesn’t

automatically

log you in to

the resource

Click on Middlesex Log In Page

Scroll Down Until You Find the Word

Universities

Universities

Select Middlesex

Type in Your Network Unihub

Username and Password

Choose Business Source Complete

Basic or Advanced Search ?

Choose

Advanced

Search for

more

functionality

Business Source Complete-Industry

Profile

Search Terms

Select

‘Industry

profile’ as

publication

type

Results-a lot!!

Results-Narrow the Search

Can refine by

choosing Great

Britain from

Geography

Great Britain Only-12 Results

Choose 1-View Images Available

Search and Add Limiters

Limit by specifying

dates,Full Text,

Peer-Reviewed

Results

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

Keynote-Focus of this Database is

Market/Company Information

Description of Database

Keynote-Homepage

Mobile Phones

Type mobile phones

in the SEARCH Box

From List Click on the 1st Item

Click on PDF for Entire Report

Company Information

Type in Company Name

Click

Submit

Search

Select 1st Item From the List

Look at the Information Available

Click on PDF-View Entire Record

Passport GMID

What‟s Available

Global database providing

extremely wide range of

market information

Need to register first time

you use it

Type Mobile Phones in Search Box

Results

Market Size- Converting Data

Filter Results-eg Geography,

Company(Nokia)

United Kingdom

Finally-For More Help

Please contact me !