2

1. Literature Review

2. Planning of Literature Review
• Defining the parameters
– Language of publication
– Subject area
– business sector (if any)
– geographical area
– Publication period
– Literature type
• Refereed journals/ trade journal/professional
journals
• Books/ news papers

3. • Example:
• Topic: Brands Loyalty and Relationship Marketing
in Islamic Banking System
Language English
Study Area • Relationship Marketing
• Customers Loyalty
Business Sector Banking Sector
Geographical Area U.A.E
Publication Period 2010
Literature Type Refereed Journal

4. • Generating Key Words
These are the basic terms that represents the
research question(s), objective(s) and cover the
whole research topic
Topic: Brands Loyalty and Relationship
Marketing in Islamic Banking System
– Relationship Marketing
– Brands Loyalty
– Islamic Banking System
– Measurement of Relationship Marketing
– Measurement of Brands Loyalty

5. Conducting the Literature Search
Literature search will probably be conducted
using a variety of approaches
– Using tertiary literature sources
– Scanning and browsing secondary literature
in your library
– Searching through Internet

6. Cont…
• Tertiary Literature Sources
– Printed sources
• The material available in the hard form
– Journals
– Books
– citation index
– Abstracts
– Databases
A database is an organized collection of data for one or more
purposes, usually in digital form.
– Internal databases ( University, Organization like SSIC data
base, SSC database, Library data base, Payroll.)
– External databases (Online resources of data)

7. Cont…
Databases
• Online data sources required payment for
subscription ( Like University Digital
Library)
• The data in the databases is updated
daily or even several times during one
day.

8. Sample Databases
ABI Internet
CD-ROM
1000 international business and
management journals
CD-ROM updated monthly
EMERALD Internet 80+ full text journals for MCB
University Press
Index to Theses Internet
Print
Indexes theses accepted for higher
degree in Great Britan and Ireland
ISI Web of Sciences Internet Includes access to a wide range of
services including citation indexes
Key Note Reports Internet key note market information report

9. Scanning and Browsing
• Browsing: Searching of new publication
relevant to the under study research topic
to gain idea of its contents
• Scanning: It will involve to go through
individual items such as journal article to
pick out points that relate with under study
research.

10. • Points for browsing and scanning
– Identify when the journals that is most
relevant are published and regularly browse
them
– Browse new books displays in libraries
– Scan new books reviews in journals and
newspapers
– Scan publishers’ new book catalogues

11. Evaluating the Literature
• How do I know what I am reading is
relevant?
• How do I know when I have read enough?

12. Evaluating the Literature
• Assessing Relevance
– Asses on the basis of research questions
– Assess on the basis of research objectives
– Get help of key words
• Assessing Sufficiency
– It is impossible to read everything related to your
research
– When further research (searching) provide mainly
references to items you have already read, It means
that you have achieved sufficiency of literature.

13. Citation
• Citation Styles
– American Psychological Association (APA)
• Reference citation in text
• Reference list

14. Citation
In-Text Citation
In-text citation is placed within sentences
and paragraph so that it is clear that what
information is being quoted and whose
information is cited.
In Reference List

15. Citation in text

16. Work by Single Author

17. Knox (2004) In-text citation
In-Reference List
Knox, S. (2004) Positioning and branding your organisation,
Journal of Product and Brand Management, 13(2), 105-115

18. Work by Two Authors

19. In-Text Citation
• Ge and Ding (2005)
In Reference List
• Ge, G.L. and Ding, D. Z. (2005) Market Orientation,
Compeitive Strategy and Firm Performance, Journal of Global
Marketing, 18(3), 115-142

20. Work by Three to Five Author

21. In-Text citation
• Conklin, Powaga, Lipovesky (2004)
Or
• Conklin et al (2004)
In Reference List
• Conklin, M., Powaga, K. and Lipovetsky, S. (2004). Customer
Satisfaction Analysis: Identification of Key Drivers, European
Journal of Operational Research, 154(3), 819-827.

22. Work by more than five authors
Last name of first author (year)
Last name of first author et al (year)…..

23. Books
– Author (s)
– Year
– Title (Italic)
– Edition
– Publisher
– Country/Location

27. In-Text citation
• Doman (2002)
In Reference
• Doman, D.,Dennison, D. and Doman,M.
(2002). Market Research Made Easy, 2nd
Edition,International Self-Counsel Press
Ltd. USA.

28. No Author
– Associations
– Cooperations
– Government Agencies,
– Dictionaries
– Encyclopedias

31. In-Text citation
• Board of Governors of Federal Reserve System (2010)
Or subsequent reference
• BGFR(2010)
In Reference
• Board of Governors of Federal Reserve System. (2010).
97th
Annual Report. Washington, Retrieved from
http://www.federalreserve.gov/publications/default.htm

32. Specific parts of a source
To cite a specific part of a source include the page, chapter, etc.
in the in-text citation.
• (Stigter & Das, 1981, p. 96)
• De Waal (1996) overstated the case when he asserted that "we
seem to be reaching ... from the hands of philosophers" (p.
218).
If page numbers are not included in electronic sources (such as
Web-based journals), provide the paragraph number preceded
by the abbreviation "para." or the heading and following
paragraph.
• (Mönnich & Spiering, 2008 para. 9)

33. Suggested Reading
The detail of citation in APA style is available in the
following link.
http://www.library.cornell.edu/newhelp/res_strategy/citin
or Visit at
http://www.apastyle.org/index.aspx