Week4 tools of_the_trade_-_july_2013_b

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  • 1. Amelia Kassel MarketingBase & Amelia’s Mentor Program for New and Evolving Businesses amelia@maretingbase.com
  • 2. Copyright Notice No part of this presentation may be reproduced or transmitted in any form or for any purpose without the express written permission of Amelia Kassel at MarketingBase 707 829-9421 amelia@marketingbase.com ©Amelia Kassel ∎ amelia@marketingbase.com 2
  • 3. Website Links in this Slide Deck I’ve included links to websites within these slides. You should be able to click on links, which are underlined, some in red or others depending on a particular slide’s color scheme. If you click before downloading, i.e., while the file is open in Moodle, sites may open in Moodle, which is less convenient. If you happen to do that, you should be able to use the Back button in your browser to return to Moodle. amelia@marketingbase.com 3
  • 4. Assignments Assignments are required for a Simmons GSLIS CE Certificate. • Assignment #1 is on Slide 9 The more you share with workshop classmates, the more we all learn! • Assignment #2 is on Slide 38 amelia@marketingbase.com 4
  • 5. Questions to Consider What are the best sources? How can I gain access cost-effectively? What skills are required? What are some tips and tricks for making me a top-notch researcher? Where can I get more training? ©Amelia Kassel ∎ amelia@marketingbase.com 5
  • 6. Introduction to Tools of the Trade The tools of the trade covered in this workshop are used for: Business, legal, and topical research. Geared toward business-to- business research The tools of the trade in this presentation are selective! ©Amelia Kassel ∎ amelia@marketingbase.com 6
  • 7. Introduction to Tools of the Trade – Cont Tools of the trade vary depending on your business model and services. • You will need to create a list of resources you plan to use • Library/research guides, formerly referred to as pathfinders, are available from libraries and are helpful for learning about a wide range of sources; see a few examples>>> If you specialize in a specific market or segment, one of your business investments is to research and identify tools of the trade for your market ©Amelia Kassel ∎ amelia@marketingbase.com 7
  • 8. Library Guides  Library of Congress  New York Public Library  Baker Library, Harvard  Jackson Library, Stanford  Lippincott Library, Wharton Research Guides /  UCLA Anderson School of Management ©Amelia Kassel ∎ amelia@marketingbase.com 8
  • 9. Assignment #1  Based on your experience and knowledge, please post for class discussion any of the tools of the trade you’re familiar with that would be useful for your research business’s market or niche.  Others in the workshop may find your suggestions useful. ©Amelia Kassel ∎ www.marketingbase.com 9
  • 10. Fee-Based Aggregators Public and Academic Library Databases Internet Research ©Amelia Kassel ∎ amelia@marketingbase.com 10
  • 11. ©Amelia Kassel ∎ amelia@marketingbase.com 11
  • 12. Fee-Based Aggregators: The Big Three Dialog Factiva LexisNexis • Breadth of content across hundreds of industries and disciplines. • Deep archival content • U.S. and international sources The Big Three are known for: ©Amelia Kassel ∎ amelia@marketingbase.com 12
  • 13. Big Three Content Business News Sci-Tech-Med (STM) Legal Public Records ©Amelia Kassel ∎ amelia@marketingbase.com 13
  • 14. Big Three Content – Cont. Industry Information Products News Statistics Market Data Demographics Regional Information International Marketing Advertising Intellectual Property ©Amelia Kassel ∎ amelia@marketingbase.com 14
  • 15. Industry and Market Categories Hundreds of Industries Thousands of Market Categories Public and Private Sector Information ©Amelia Kassel ∎ amelia@marketingbase.com 15
  • 16. ProQuest Dialog • Saves time • Covers many bases • See my article in Searcher Magazine, January 2011: The New ProQuest Dialog and What’s Next. • Note: ProQuest Dialog has been a work in progress for the past few years. My article has many basics but because of continual updates, I will begin working on a new article next month. Please visit the PQD website for additional information. Dozens of databases, searchable in groups by subject and/or across all database at once. Flexible pricing options include free searching, article previews without incurring costs, and discounts for AIIP members ©Amelia Kassel ∎ amelia@marketingbase.com 16
  • 17. Dow Jones Factiva Immediate access to thousands of sources including in 28 languages from nearly 200 countries 35 years' worth of articles, analyst reports and tweets; incorporates selected websites Dow Jones Intelligent Indexing™ for more precise results. ©Amelia Kassel ∎ amelia@marketingbase.com 17
  • 18. Factiva: Benefits and Drawbacks Benefit: No cost for searching or to view headlines and most of the first sentence in an article. Benefit: Can elect to see key words in context rather than the headline, which is helpful before deciding to incur charges for fulltext. Drawback: Recent price changes now make it very expensive for IIPs, small firms, or others with sporadic usage. Recommended Reading: The True Value of Information by Mary Ellen Bates, download from Moodle, Week 4. ©Amelia Kassel ∎ www.marketingbase.com 18
  • 19. LexisNexis Legal • Case Law • Law Journals • Specialty products and services for legal professionals, investigators, and law enforcement such as CourtLink (dockets) News Company Research Public Records SmartIndexing - read about LN’s indexing at this site. ©Amelia Kassel ∎ amelia@marketingbase.com 19
  • 20. LexisNexis – Cont. Pricing Options Pay as you go for AIIP members Known as Transaction Pricing Pricing varies depending on different types of documents and files being searched Negotiated contracts with flat fees by selected modules are available for those with heavy usage Hourly pricing available ©Amelia Kassel ∎ www.marketingbase.com 20
  • 21. LexisNexis – Cont. User friendly interfaces • Nexis.com • Lexis.com Simple and advanced search capabilities Search boxes similar to web interfaces Costs can add up quickly if using transaction pricing until you’ve mastered LN search techniques. ©Amelia Kassel ∎ www.marketingbase.com 21
  • 22. Alacra.com 75 premium databases. Well-rounded group of business and market research databases. Focus on financial markets and databases with tabular data that can be downloaded into Excel. Because of the expense for Alacra.com even with an AIIP discount, AlacraStore.com is a useful alternative on an as needed basis.>>> ©Amelia Kassel ∎ amelia@marketingbase.com 22
  • 23. AlacraStore.com Free Searching Pay-as-you-go reports Costs of reports vary ©Amelia Kassel ∎ amelia@marketingbase.com 23
  • 24. AlacraStore.com Content Company Profiles Company Financials Credit Report Research Reports Investment Research Market Research Economic Data News ©Amelia Kassel ∎ amelia@marketingbase.com 24
  • 25. HighBeam Business, trade, and news articles Several thousand journals, news, and reference sources Updated daily Archives back more than 20 years All-you-can eat pricing (under $200 annually) with a discount for AIIP members. Good for background but lack of power features slows you down. ©Amelia Kassel ∎ amelia@marketingbase.com 25
  • 26. HighBeam Business More industry resources than the regular HighBeam Industry Reports 4 million company reports Annual subscription cost around $500 only worth it if used regularly. My personal preference is to use pay-as-you-go vendors that you can charge back to clients rather than those with annual subscriptions which are part of your overhead. ©Amelia Kassel ∎ amelia@marketingbase.com 26
  • 27. Company Research The following sources are available with discounts to AIIP members • Hoovers: Public and Private Company Reports • Skyminder: 50 Million Companies worldwide • Credit reports • Reports prepared on demand at relatively moderate prices. • Morningstar Document Research (MDR) for public company research • The SEC.gov site is free and has a full text search capability for the past four years but some research requires more powerful searching capabilities and retrospective searching provided by MDR. ©Amelia Kassel ∎ amelia@marketingbase.com 27
  • 28. Fee-Based Databases Advantages You can search multiple databases at one time with greater precision than most Web-based search engines. Creates greater productivity. Peer reviewed and edited sources, which makes most of the information more authoritative and reliable compared to Web sources. You don’t spend time considering quality issues as you would with many Web sources. ©Amelia Kassel ∎ www.marketingbase.com 28
  • 29. Precision Searching=Speed= Time Savings=Cost Effective • “and” “or” “not”Boolean Operators Proximity searching not available in most Web search engines, although Google has some workarounds I’ll describe later. • near, with, adjacent, same (same sentence or same paragraph • Different systems use different connectors. Proximity connectors make it possible to find words near each other , which yields better results faster. Proximity connectors include>>> ©Amelia Kassel ∎ www.marketingbase.com 29
  • 30. Power Features=Speed= Time Savings=Cost Effective Date searching to generate information by year or specific date Difficult to isolate dates on the free Web. Google allows you to search by date and produces “fresh” sites but dates are not necessarily the date of the item in question. ©Amelia Kassel ∎ www.marketingbase.com 30
  • 31. Field Searching=Speed= Time Savings=Cost Effective Many fields to select from depending on the database. Field search is another way to generate more precise results. Fields are considered meta tags, a term more commonly used in Web verbiage. Searchable fields include: • Title • Descriptors, aka subject or index terms • Company • Publication year, day, or year started for businesses • Journal • SIC/NAICS –searchable government codes for products and industries • Classification codes specific to some databases for products and events. ©Amelia Kassel ∎ www.marketingbase.com 31
  • 32. Formats=Speed= Time Savings=Cost Effective Various formats to meet specific requirements • Bibliographic • Key word in context (KWIC) • Fulltext Flexible format options = $ savings. ©Amelia Kassel ∎ www.marketingbase.com 32
  • 33. Fee-Based Databases Advantages Confidentiality Greater assurance of confidentiality and privacy compared to Web sources. Check Terms of Use (TOU) when searching the Web. Check privacy policies. ©Amelia Kassel ∎ www.marketingbase.com 33
  • 34. Fee-Based Databases Drawbacks Costs Learning curve Keeping up with changes in pricing and technology ©Amelia Kassel ∎ www.marketingbase.com 34
  • 35. Fee-Based Databases Drawbacks Compared to Web Sites Date lags • Lack of the most recent issue from thousands of publishers because it takes time to index journals. • Note: Factiva and some LexisNexis sources are up-to-date because of automated indexing and the fact that most of their news sources are available within hours of publication. Date lags are rarely more than 24-72 hours for some publications. If a journal is available on the Web, you’ll often find the must current issue free. Many business and trade journal websites include interactive capabilities for generating data by specific criteria. The information from these sites is not available in fee-based databases. ©Amelia Kassel ∎ www.marketingbase.com 35
  • 36. Assignment #2  Explore the website for one fee-based online system and post a description with more details than in the slide deck.  Add your thoughts and insights about how this system or database could be helpful to you. ©Amelia Kassel ∎ amelia@marketingbase.com 36
  • 37. ©Amelia Kassel ∎ amelia@marketingbase.com 37
  • 38. AIIP.org: Member Benefits AIIP has negotiated with a number of vendors. Members receive exclusive benefits crucial for their businesses Annual subscription costs are waived for essential resources which would be prohibitive otherwise. Vendors waive contractual/licensing barriers. AIIP members may provide information from vendors to their clients whereas licensing prohibits commercial use of databases available from public and academic libraries. ©Amelia Kassel ∎ amelia@marketingbase.com 38
  • 39. AIIP Member Vendor Benefits – Cont Transactional (Pay-As-You-Go) • You can charge fees back to clients Sign-up fees and up-front annual or monthly account maintenance fees are waived. Discounts from 15% to 20% with some as high as 50% for some of the vendors. Free training and documentation Vendors attend AIIP conferences and provide introductory training. ©Amelia Kassel ∎ amelia@marketingbase.com 39
  • 40. Alternative Sources and Issues When you specialize in one field or industry, subscribing to specialty vendors may be warranted. If you have a client who requires an expensive service that’s only available by subscription, he/she may be willing to cover costs. If you work as a contractor for large companies, the company may have a subscription and make their seats or passwords available to you. • Ask/Suggest/Negotiate • Typically, the client must get permission from the vendor who will issue a password for you. ©Amelia Kassel ∎ amelia@marketingbase.com 40
  • 41. Advantages are that these sites are: • Internet-based • Searching is free • Pay-per document by credit card and charge back to clients ©Amelia Kassel ∎ amelia@marketingbase.com 41
  • 42. Emerald Content is divided into various business categories or you can search all at one time. • You can search PQD’s many databases at one time which can be a way to save time. • Free searching on Emerald may be preferred • Emerald abstracts can be especially helpful>>> Many of the business journals are included in ABI Inform, a ProQuest Dialog (PQD) database, and also available from LexisNexis. ©Amelia Kassel ∎ amelia@marketingbase.com 42
  • 43. ©Amelia Kassel ∎ amelia@marketingbase.com 43
  • 44. IngentaConnect.com • More than 12,000 publications • From more than 255 publishers • Nearly 6 million articles • Subject areas are: • Agriculture/Food Sciences • Arts and Humanities • Biology/Life Sciences • Chemistry • Computer and Information Sciences • Earth and Environmental Sciences • Economics and Business • Engineering/Technology • Mathematics and Statistics • Medicine • Nursing • Philosophy/Linguistics • Physics/Astronomy • Psychology/Psychiatry • Social Sciences Academic and professional research articles ©Amelia Kassel ∎ amelia@marketingbase.com 44
  • 45. NTIS The National Technical Information Service serves as the largest central resource for government-funded scientific, technical, engineering, and business related information available today. Explore the NTIS website for details. “For more than 60 years NTIS has assured businesses, universities, and the public timely access to approximately 3 million publications covering over 350 subject areas. The NTIS database is also available via ProQuest Dialog (PQD) Note: This link takes you to ProQuest Dialog ProSheets which contain detailed search techniques for the special features of each PQD database, including file description, subject coverage, date range, update frequency, data sources, origin and more. ProSheets also provide sample records (documents) showing what you can expect when performing a search in the database. ©Amelia Kassel ∎ amelia@marketingbase.com 45
  • 46. Sage Broad categories covered are: • Health Sciences • Life & Biomedical Sciences • Materials Science & Engineering • Social Sciences & Humanities Visit the site and click on each category to view detailed coverage. ©Amelia Kassel ∎ amelia@marketingbase.com 46
  • 47. SciVerse/ScienceDirect.com Elsevier Publications and other publishers Peer-reviewed scientific articles Includes social sciences and psychology ©Amelia Kassel ∎ amelia@marketingbase.com 47
  • 48. SciVerse/ScienceDirect.com – Cont. Physical Sciences and Engineering • Chemical Engineering • Chemistry • Computer Science • Earth and Planetary Sciences • Energy • Engineering • Materials Science • Mathematics • Physics and Astronomy Life Sciences • Agricultural and Biological Sciences • Biochemistry, Genetics and Molecular Biology • Environmental Science • Immunology and Microbiology • Neuroscience Health Sciences • Medicine and Dentistry • Nursing and Health Professions • Pharmacology, Toxicology and Pharmaceutical Science • Veterinary Science and Veterinary Medicine Social Sciences and Humanities • Arts and Humanities • Business, Management and Accounting • Decision Sciences • Economics, Econometrics and Finance • Psychology • Social Sciences ©Amelia Kassel ∎ amelia@marketingbase.com 48
  • 49. SpringerLink – Springer Publications Astronomy Biomedical Sciences Business & Management Chemistry Climate Computer Science Earth Sciences & Geography Economics Education & Language Energy Engineering Environmental Sciences Food Science & Nutrition Law Life Sciences Materials Mathematics Medicine Philosophy Physics Popular Science Psychology Public Health Social Sciences Statistics Water ©Amelia Kassel ∎ amelia@marketingbase.com 49
  • 50. Social Sciences Research Network Open Source, with mostly free resources in two parts: • Abstract Database containing abstracts on over 493,400 scholarly working papers and forthcoming papers • Electronic Paper Collection currently containing over 401,700 downloadable full text documents in Adobe Acrobat pdf format. The eLibrary also includes the research papers of a number of Fee Based Partner Publications ©Amelia Kassel ∎ amelia@marketingbase.com 50
  • 51. Wiley Online Library Agriculture, Aquaculture & Food Science Architecture & Planning Art & Applied Arts Business, Economics, Finance & Accounting Chemistry Computer Science & Information Technology Earth, Space & Environmental Sciences Humanities Law & Criminology Life Sciences General Life Sciences Anatomy & Physiology Cell & Molecular Biology Ecology Evolution Genetics Microbiology & Virology Neuroscience Plant Science Zoology & Animal Science Mathematics & Statistics Medicine, Nursing, Dentistry & Healthcare Physical Sciences & Engineering Psychology Social & Behavioral Sciences Veterinary Medicine ©Amelia Kassel ∎ amelia@marketingbase.com 51
  • 52. Google Scholar Scholarly literature from academic publishers, professional societies, preprint repositories. Free searching with many free articles but some pay-as-you-go • Peer-reviewed papers • Theses • Books • Abstracts and articles • Patents • Legal Documents For a good overview of Google Scholar, read the Wikipedia article ©Amelia Kassel ∎ amelia@marketingbase.com 52
  • 53. Citation Searching in Google Scholar Google Scholar cites the number of citations in an article and indicates the number of times an article is cited by other authors. This feature is used in scholarly research and is one way to identify experts and thought leaders on a topic. Be aware: Google Scholar does not index all scholarly articles; therefore, some articles citing the item under study may not be counted. Author names can be tricky to search and the results can vary greatly depending on how the name is entered; searching only the author's last name and combining that with the main title in quotations is recommended. Variants in how the item is cited can result in more than one entry for the item under study. The term "citation" in brackets [CITATION] at the beginning of an entry, indicates that the full text of the item is not accessible through Google Scholar and you will have to use another source to obtain fulltext. This may be a fee-based database, one of the source mentioned in this slide deck, or a document delivery company. Because of these issues, scholarly research may be better served by Web of Science or Scopus which are only available in libraries or other institutions. ©Amelia Kassel ∎ amelia@marketingbase.com 53
  • 54. Google Books  Fulltext of millions of pages in books.  Useful for finding elusive information but sometimes not thought about for research purposes.  Advanced Search Page  A nice feature is that you can limit results to Google eBooks and once you do the search, to free eBooks. ©Amelia Kassel ∎ amelia@marketingbase.com 54
  • 55. Directory of Open Access Journals “The aim of the Directory of Open Access Journals is to increase the visibility and ease of use of open access scientific and scholarly journals thereby promoting their increased usage and impact. “The Directory aims to be comprehensive and cover all open access scientific and scholarly journals that use a quality control system to guarantee the content. In short a one stop shop for users to Open Access Journals.” Subjects: all scientific and scholarly subjects are covered Types of resource: scientific and scholarly periodicals that publish research or review papers in full text. Acceptable sources: academic, government, commercial, non-profit private sources are all acceptable. Level: the target group for included journals should primarily be researchers. ©Amelia Kassel ∎ amelia@marketingbase.com 55
  • 56. Free Full Text Scientific Articles  This site contains “over 80 million free scientific publications”  See additional details ©Amelia Kassel ∎ amelia@marketingbase.com 56
  • 57. ©Amelia Kassel ∎ amelia@marketingbase.com 57
  • 58. Public and Academic Libraries Electronic Resources Most public libraries offer databases remotely from your home or office as long as you have library card Some universities offer annual fee-based library cards. Some offer resources for alumni. ©Amelia Kassel ∎ amelia@marketingbase.com 58
  • 59. Public and Academic Libraries Major Aggregators/Sources Many library databases are licensed for personal or academic use from the following vendors: • ProQuest • EbscoHost • Gale Cengage • JSTOR ©Amelia Kassel ∎ amelia@marketingbase.com 59
  • 60. Public and Academic Library Legal and Ethical Issues Most library databases are for personal or educational use only. If you have access, you may be able to use a library’s electronic resources for background information or as a learning tool for your own personal use. IIPs should check terms of use and policies to make sure you are using library databases within legal and ethical guidelines. ©Amelia Kassel ∎ amelia@marketingbase.com 60
  • 61. Public and Academic Library Usage Workaround A workaround is to conduct research and synthesize and cite information in your reports without sending copies of articles to clients. If you copy an article at a library, use the Copyright Clearance Center (CCC) to pay copyright fees. Transaction pricing is available from the CCC. You can pay for items on a pay-as-you-go basis without subscribing to the CCC. The CCC provides a discount to AIIP members. Charge back all costs to clients. If an item is not on file with he CCC, you may have to track down the copyright holder for permission to use or pay a copyright fee. This can potentially take weeks or months. Alternatively, use document retrieval companies or purchase from publishers’ websites, some of which are included in previous slides. Royalty fees will be covered. ©Amelia Kassel ∎ amelia@marketingbase.com 61
  • 62. Selected Document Retrieval Companies • Provides a discount for AIIP membersReprints Desk Infotrieve.com ©Amelia Kassel ∎ amelia@marketingbase.com 62
  • 63. Trade Associations Investment Brokerage House Reports White Papers Grey Literature Market Research Reports Government Agencies ©Amelia Kassel ∎ amelia@marketingbase.com 63
  • 64. Trade & Professionals Associations Trade and professionals associations are often an excellent source of information. Many retain economists and industry experts or outsource to consulting or market research firms who conduct research and provide reports and surveys with data and statistics. Some reports are free, others are for-sale with member and non member pricing; some are for members only. ©Amelia Kassel ∎ www.marketingbase.com 64
  • 65. Trade and Professional Associations Provide: Publications Statistics Facts/FAQs Surveys Economists on staff who are often happy to answer questions. Do watch for biases and slants. ©Amelia Kassel ∎ amelia@marketingbase.com 65
  • 66. White Papers Traditional definitions are: • Authoritative reports on a major issue by a team of experts. • A government report outlining policy. • A short treatise whose purpose is to educate. White papers are often used as a marketing strategy to market a company’s products and services but time contain: • Useful technical content • Specifications • Case studies or company profiles valuable for understanding a company and potentially desirable for competitive intelligence research. ©Amelia Kassel ∎ amelia@marketingbase.com 66
  • 67. Selected White Papers Sources White Papers.org • Technology, Business, Industry TechRepublic IT White Papers • E-Commerce • Data Management • Networking • Security • Cloud • Virtualization • Business Intelligence • Enterprise Applications • Data Centers • Storage, Security ©Amelia Kassel ∎ amelia@marketingbase.com 67
  • 68. Market Research Reports Reports consist of: • Primary and secondary research in a ready-made report, also called packaged reports. • Reports typically consist of many market segments within a broader market category and often contain more than what a client wants. Costs can range in the thousands. Some provide individual pages or sections. ©Amelia Kassel ∎ www.marketingbase.com 68
  • 69. Market Research Reports • Marketresearch.com – free searching. • Profound, subscription-based for selecting reports by the page or section. • ReportLinker.com Key sites and Sources • Tables of Contents • Abstracts • In some cases, executive summaries • Some sell by the page Hundreds of individual publishers sell reports at their websites and provide free access to: ©Amelia Kassel ∎ amelia@marketingbase.com 69
  • 70. Investment Brokerage House Reports Provide industry and company analysis Considered highest level of authoritative information about companies Caveat: • Brokerage houses invest in some companies they write about and are called market makers. As such, look for disclaimers and potential bias. • If reports are from “market makers,” make sure to find other research for a well-rounded perspective. • Read an explanation of market maker ©Amelia Kassel ∎ www.marketingbase.com 70
  • 71. ©Amelia Kassel ∎ amelia@marketingbase.com 71
  • 72. Internet Tools Search Engines Search Tools Directories Social Media ©Amelia Kassel ∎ amelia@marketingbase.com 72
  • 73. Authoritative (more so than not) Internet Sites Include… Academic Institutions • Site:edu Government Agencies • Site:gov Professional and Trade Associations • Site:org Military Sites • Site:mil Library Catalogs • WorldCat.org • Individual Library Catalogs (OPACs) Journal Publishers Newspapers – view this Webinar by a colleague, Cynthia Lesky: Business Research in the Age of Truthiness http://www.threshinfo.com/insights/2013/1/29/business- research-webinar.html Trade Directories (listings require investigation and scrutiny) •Alibaba •GlobalSpec •Kompass •GlobalSpec •ThomasNet ©Amelia Kassel ∎ amelia@marketingbase.com 73
  • 74. Google Advanced Searching at Google.com Use GoogleGuide.com to learn more about advanced Google searching Google has query modifiers and advanced connectors, akin to the concept of fields used in premium (fee-based) databases but they do not promote advanced searching. As a result, many do not know about advanced Google searching which can be important to IIPs. For a list of query modifiers>>> ©Amelia Kassel ∎ amelia@marketingbase.com 74
  • 75. Google Query Modifiers (Fields) Examples ©Amelia Kassel ∎ amelia@marketingbase.com 75
  • 76. Google Query Modifiers (Fields) ©Amelia Kassel ∎ amelia@marketingbase.com 76
  • 77. Google Advanced Operators (Fields) www.google.com/help/operators.html ©Amelia Kassel ∎ amelia@marketingbase.com 77
  • 78. Inclusion and Exclusion Google discontinued the plus sign, which had been used to ensure inclusion in the results. You must now use quotation marks around a word for inclusion. • Read about Verbatim • You’ll find it on the Google results page by clicking on All Results and selecting Verbatim from the drop down menu Verbatim is also a tool for single words but there are problems when it comes to complex searching. • Caveat: It’s imperfect and doesn’t always work. Add the minus sign (-) next to a term to exclude it. ©Amelia Kassel ∎ amelia@marketingbase.com 78
  • 79. Google Proximity Searching Google allows ordered proximity searching using asterisks. One asterisk (*) to span each 2 intervening words with order specified Use an asterisk * within a phrase search to match any word in that position. • This is the same or similar to using a “wild card” word • Google refers to this as "fill in the blanks." ©Amelia Kassel ∎ amelia@marketingbase.com 79
  • 80. Google Cached Copy The cached copy is helpful if you click on a site that’s no longer there. The cached copy is the most recent one available prior to the most recent one found in a Google results list – if that makes sense  To view a cached copy, click on the arrow next to the green link underneath the result title, displayed in the screen shot below: ©Amelia Kassel ∎ amelia@marketingbase.com 80
  • 81. WayBack Machine While on the subject of finding older sites, you can find older versions of a site using the Wayback Machine. • Business and competitive intelligence • Legal applications Applications include: Recommended: Read more about the Wayback Machine ©Amelia Kassel ∎ amelia@marketingbase.com 81
  • 82. WayBack Machine Examples I used the Wayback Machine to find names and email addresses of a defunct organization’s members. An association I belong to wanted invite those members to join our association A colleague used the Wayback Machine to find an item she remembered seeing on an Amazon but had disappeared. She wanted to prove a point for an article and found just what she needed. Business researchers and competitive intelligence professionals need older versions of a website when conducting in-depth company research. Older sites may be a way to learn about a company’s growth. Legal researchers need old versions of a site for litigation. ©Amelia Kassel ∎ amelia@marketingbase.com 82
  • 83. More Google Services and Tools Click on More at Google.com  Then click on Even More ©Amelia Kassel ∎ amelia@marketingbase.com 83
  • 84. A Few Google Tips and Tricks Change to 100 results to scan results more quickly • Click on the gear wheel at the top right of the results list • Click on Search Settings • Click on Never Show Instant Results • Change to 100 Add filetypes to your search – Examples: • (environment OR green) site:www.eurekalert.org filetype:pdf • (environment OR green) site:www.eurekalert.org (filetype:doc OR filetype.docx) • (environment OR green) site:www.eurekalert.org (filetype:xls OR filetype.xlsx) ©Amelia Kassel ∎ amelia@marketingbase.com 84
  • 85. Search Engine Charts and Documentation  For a list of key search engines with comparisons of search engine features, see InfoPeople Search Tools Chart  Bing advanced features are in a document from the Microsoft Download Center. ©Amelia Kassel ∎ amelia@marketingbase.com 85
  • 86. Specialty Search Engine Scirus - (Developed by Elsevier) Coverage: • Science • Business • Patents Offers Advanced Search Capabilities ©Amelia Kassel ∎ amelia@marketingbase.com 86
  • 87. RefSeek RefSeek is still in beta but has been that way for years. It’s geared to Web search for students and researchers. It has its own index of more than one billion documents, including Web pages, books, encyclopedias, journals, and newspapers. A Documents search is used for definitions, math calculations, and an expanded reference directory. When searching Documents, results are for websites with PDF files. ©Amelia Kassel ∎ amelia@marketingbase.com 87
  • 88. Microsoft Academic Search Search by key word and limit by: • Author • Conference • Journal • Organization • Year • DOI Limit by Time Period Visualization Tools provide: • Co-author graph • Citation graph • Computer Science Domain Trends ©Amelia Kassel ∎ amelia@marketingbase.com 88
  • 89. BASE A search engine for academic open access web resources. See the list of content sources ©Amelia Kassel ∎ amelia@marketingbase.com 89
  • 90. Federated Search Engines for Scientific Data and Literature  Read this article from the excellent Intellogist Blog ©Amelia Kassel ∎ amelia@marketingbase.com 90
  • 91. ©Amelia Kassel ∎ amelia@marketingbase.com 91
  • 92. Web Benefits Availability and Accessibility Easy-to-use The meter doesn't run Many outstanding resources ©Amelia Kassel ∎ www.marketingbase.com 92
  • 93. Quality Caveats • Inaccuracies, biases, no fact checkers • Burden of determining whether information is valid, reliable, and useful falls exclusively on you The Web is a starting place: Even information professionals may be fooled Lack of historical archival information • You may have to create several searches • Too many results • Takes time – time is money! Time consuming to search ©Amelia Kassel ∎ www.marketingbase.com 93
  • 94. Quality Caveats – Cont. Company sites control the information: • You get what they want you to know • Often, company websites do contain information that is of value to your research but some are less than complete and using other sources is necessary. Searching is typically less powerful and takes more time. ©Amelia Kassel ∎ www.marketingbase.com 94
  • 95. Quality Criteria The following are from Randolph’s Hock book Extreme Searcher’s Internet Handbook, 4rd ed., 2013. Hock enhances each point with additional details in his book • Consider the source • Consider the motivation • Look at the quality of the writing • Look at the quality of the documentation of sources cited • Is the site and its contents as current as they should be? • Are you covering the appropriate range of sources necessary for your topic? • For facts you are going to use, verify using multiple sources, or choose the most authoritative source
  • 96. How and Where to Search When all is said and done: • Knowing where to search saves time • Understanding and applying quality criteria and guidelines creates Quality Research and Deliverables ©Amelia Kassel ∎ www.marketingbase.com 96
  • 97. ©Amelia Kassel ∎ amelia@marketingbase.com 97
  • 98. Sources for Searching Blogs Google Blogs Technocrati ©Amelia Kassel ∎ amelia@marketingbase.com 98
  • 99. LinkedIn Company Profiles ©Amelia Kassel, amelia@marketingbase.com Quick way to find succinct and basic information. • Employees: The number, average age, and whether male/female on LinkedIn • Related companies • Common job titles • Recent promotions • Job opportunities • Recent News • Products Profiles may include: 99
  • 100. LinkedIn Groups LinkedIn Groups “provide a place for professionals in the same industry or with similar interests to share content, find answers, post and view jobs, make business contacts, and establish themselves as industry experts.” “You can find groups to join in the Groups Directory or view suggestions of groups you may like. You can also create a new group focused on a particular topic or industry.” Include LinkedIn Groups as part of your research tool kit. ©Amelia Kassel ∎ amelia@marketingbase.com 100
  • 101. Monitoring and Tracking One type of research is monitoring or tracking current information and websites. Clients may need to stay updated on a subject or industry or use this research for newsletters. Some IIPs create newsletters for their clients as one of their services. You can use Alerts, available from fee-based aggregators, and/or Web- based sources. Tools for tracking websites include Copernic Tracker and other Web Page Monitoring Tools. RSS feeds and electronic newsletters/alerts from numerous sites are available free for staying current. Read: Google Reader Is Shutting Down; Here Are the Best Alternatives. I prefer my RSS feeds to be delivered to my Outlook email box, which is one option. ©Amelia Kassel ∎ amelia@marketingbase.com 101
  • 102. I’ve included a handful I’ve used over the years. ©Amelia Kassel ∎ amelia@marketingbase.com 102
  • 103. Business and Statistics Bureau of Economic Analysis Bureau of Labor Statistics SBA.gov Congressional Research Service (CRS) Reports • Think tank for congress with free reports Data.gov (raw data) FCC Industry Analysis Division ©Amelia Kassel ∎ amelia@marketingbase.com 103
  • 104. Business and Statistics – Cont FedStats.gov USAGov.gov • Valuable for uncovering contracts, grants, and loans • Use Advanced Search USASpending.com U.S. Census Bureau & Statistical Abstracts U.S. Securities and Exchange Commission (SEC) ©Amelia Kassel ∎ amelia@marketingbase.com 104
  • 105. Sci-Tech-Med  Center for Disease Control & Prevention  Food & Drug Administration (FDA)  National Library of Medicine PubMed  Medline  National Library of Medicine DailyMed  Drug content and labeling  Science.gov  More than 40 scientific databases and gateway to other scientific websites. ©Amelia Kassel ∎ amelia@marketingbase.com 105
  • 106. United States Government Internet Directory ©Amelia Kassel, amelia@marketingbase.com 106 Contains more than 1,800 Web site records, organized into 21 subject themed chapters Includes topics on a wide-range of subjects including employment, energy, defense and intelligence, culture and recreation, and much more Provides descriptions and URLs for each site Describes sites to help you choose the proper resource Notes the useful or unique aspects of the site Lists some of the major government publications hosted on the site Contains useful, up-to-date organizational charts for the major federal government agencies Provides a roster of congressional members with member's Web sites Lists House and Senate Committees with committee URLs Includes a one-page Quick Guide to the major federal agencies and the leading online library, data source, and finding aid sites Identifies the major government Web sites related to the global recession and new government economic recovery programs Contains multiple indexes in the back of the book to help the user locate Web sites by agency, site name, subject, and government publication title
  • 107. Mind Set Client Interview Source Selection Use of Simple and Advanced Search Techniques ©Amelia Kassel ∎ amelia@marketingbase.com 107
  • 108. Mind Set Use Quality Sources Professional Search Techniques Confirm and Verify ©Amelia Kassel ∎ amelia@marketingbase.com 108
  • 109. Client Interview Elicit information from clients to understand: • Scope including goals and purpose • Specific requirements • Variables /Parameters • Preferences about deliverables Clients come to depend on your knowledge and professionalism about: • Scoping the project • What to include • These are value-added skills ©Amelia Kassel ∎ amelia@marketingbase.com 109
  • 110. Source Selection Select databases that covers the subject matter of interest • Business • Industry • Medicine and Health • Education • Legal • Regulatory • Public Records ©Amelia Kassel ∎ amelia@marketingbase.com 110
  • 111. Market Categories or Segments  Within an industry there are potentially dozens of market segments.  Examples>>> ©Amelia Kassel ∎ amelia@marketingbase.com 111
  • 112. ©Amelia Kassel ∎ amelia@marketingbase.com 112 Services
  • 113. Search Techniques Divide Requests Into Concepts (concept analysis) Use Pearl Growing • Find other terms to search on including: • Synonyms • Alternate spellings • Variant terms Singular or Plural? Boolean Operators Proximity Connectors Field Searching • Title • Index terms (descriptors, segments, subject terms, etc.) • Company • Publication Year, Day, or Year Started for Company Research • Journal Title • SIC/NAICS • Classification Codes/Systems ©Amelia Kassel ∎ amelia@marketingbase.com 113
  • 114. Sources for Identifying Concepts and Defining Terms Google Define • Google Related Searches • Google AdWords Keyword ToolSynonyms: Whatis.com Webopedia Onelook Wikipedia ©Amelia Kassel ∎ amelia@marketingbase.com 114
  • 115. ©Amelia Kassel ∎ amelia@marketingbase.com 115
  • 116. Amelia’s Strategies for Research Success Summary Identify Key Sources for your Target Markets Use Web and Fee Databases and Advanced Search Techniques Learn your sources inside and out including nuances Between Free and Fee Versions of a Database Confirm and Verify Questionable Sources Weigh Time and Cost Issues Stay Current on New Technology, Sources, and Techniques ©Amelia Kassel ∎ amelia@marketingbase.com 116
  • 117. ©Amelia Kassel ∎ amelia@marketingbase.com 117
  • 118. Professional Journals and Newsletters Information Today, Inc. Online/Searcher Information Advisor Cyberskeptic’s Guide to Internet Research ©Amelia Kassel ∎ amelia@marketingbase.com 118
  • 119. Database Vendors and Aggregators Provide… Manuals and other written documentation for each database. Built-in Help on their online system interfaces Training Opportunities • Online Tutorials • Webinars • Videos Customer Support • Support staff tell you how to develop search strategies and which sources to use for unfamiliar databases and topics. ©Amelia Kassel ∎ amelia@marketingbase.com 119
  • 120. Continuing Education • SLA • Annual Conference, Discussion Forums, Webinars, Click University Associations • Annual Conference, AIIP-L – a private discussion forum, Webinars for members, AIIP’s newsletter, Connections.AIIP Identify and explore associations in your target markets Simmons GSLIS CE Online Workshops • AIIP volunteers are available for mentoring new members • Check with associations and groups in your target market to see if they provide mentoring opportunities. Mentoring ©Amelia Kassel ∎ amelia@marketingbase.com 120
  • 121. Amelia’s Mentor Program One-on-one, email-based training program. • Tailored to each Mentee. • For an article describing the Mentor Program, see http://web.freepint.com/go/newsletter/191, scroll down to the Tips Article: Mentoring Independent Information Professionals - A Case Study by Amelia Kassel Contact me for other details: • 707-829-9421 or 800-544-5924 • amelia@marketngbase.com ©Amelia Kassel ∎ amelia@marketingbase.com 121
  • 122. The content in this slide deck represents a wide selection of sources and tools that I and many IIPs use. Please feel free to discuss sources and tools you know about for markets that interest you. In some cases, you may need to conduct research to identify the best sources and tools for your markets. If you need assistance with your research, I’m happy to discuss one-and one support that I can provide. ©Amelia Kassel ∎ amelia@marketingbase.com 122