© American Intercontinental University August 2011 Page 1 .docx

© American Intercontinental University August 2011 Page 1
MKTG205 – Unit 1 Research Guide
Unit 1 Discussion Board
To access reference books in the AIU library, click:
– marketing and check Sort Results by
RELEVANCE
resources come from encyclopedias and
dictionaries all over the world. You will select 2 entries TOTAL
and read those definitions as well as
the one in your text (Chapter 1).

You also have another choice for using a database—see next
page. Try using one resources from each of the
databases.
University Press)” instead of Credo
– marketing—in Quick Search
esults in the database. These resources
come from encyclopedias and
dictionaries all over the world. You will select 2 entries and
read those definitions as well as the one
in your text (Chapter 1).
After you have read the 3 definitions a few times, then you
create your OWN definition. STOP
looking at the definitions and think about the 3 definitions. If
you are looking at the book or
reference book entry and changing a few words here and there,
you are NOT LEARNING
anything and you are probably copying or editing. With your
book closed and the definitions

out of sight…that is when you start writing YOUR version.
Unit 1 Individual Project
To access First Research in the AIU Library, click:
product/service operates
where to find them in First Research. If
you have chosen a product or service not listed and have trouble
identifying the industry, contact
your instructor for assistance.

Product/Service Industry
3
General Business
Manufacture
depends on type of Food
Local Restaurant, Store or Small
Business (cannot be a chain or
franchise)
s on type of
Product
Subcategory depends on type of Service

Criminal Justice
Kid Safety Training Course/ Products Public Services,
Education and Training Services
Information Systems
New Educational Video Game Technology & Communications
Computing Manufacture
Stores
A new Application for GPS Technology Technology &
Equipment Manufacture
Human Resources
Team-Building Adventure Course Public Services, Education,
Company Providing HR Training Public Services, Education,
Ethics Training & Courses Public Services, Education,

Biometric Time & Attendance System Technology &
echnology Sector
Visual Communications
Graphic Design Services
Commercial Photography
Digital Camera/Software Training Public Services, Education,
Healthcare Administration
Oatmeal (or other food product) to
reduce cholesterol
Herbal Products or Nutritional
Supplements
Living
Services
If you wish to work with a Product/Service NOT on this list,
please get permission from your instructor. No need

to wait for Live Sessions or Office Hours, send an email with
the specifics of the product/service. If you do not
receive permission in advance, you may not receive credit for
the assignment.
Background on Course Research Requirements
In the business world it is important to use research to
strengthen points that you make in presentations and
projects. Some assignments will specify particular resources
that must be used for the assignment. Marketers
must learn to be great researchers using a variety of sources.
As a college student, you must steer away from inferior
websites with anonymous writers, articles found on
consultant websites, materials on sites like QuickMBA.com,
MarketingProfs.com, etc. Think of classes this
way...you decided to work toward a college degree, why would
you rely on what you ALREADY knew before
you started the program...shouldn't you ADD to your knowledge
base by going out & researching?
You are not permitted to use Wikipedia or any open source
website in this course.
The goal is for you to acquire new research skills in this class.
Almost everyone is adept at an internet search,
but most of you are not yet comfortable using the AIU library.
This month, you will have the opportunity to

discover what a great resource you may have been missing.
APA Papers 1
1
American Intercontinental University
MKTG 205 – Principles of Marketing
Abstract
This is a single paragraph, no indentation is required. The next
page will be an abstract; “a brief, comprehensive summary of
the contents of the article; it allows the readers to survey the
contents of an article quickly” (Publication Manual, 2010). The
length of this abstract should be 35-50 words (2-3 sentences).
NOTE: the abstract must be on page 2 and the body of the paper
will begin on page 3.
Introduction
Remember to always indent the first line of a paragraph (use the
tab key). The introduction should be short (2-3 sentences). The

margins, font size, spacing, and font type (italics or plain) are
set in APA format. While you may change the names of the
headings and subheadings, do not change the font or style of
font.
Market Force 1: Description and Analysis of impact on
product/service
Introduce the concept and cite the resources DO NOT use the
exact words… be sure to indent the first line of the paragraph.
Using direct quotes does not show your mastery of the subject.
product/service
product/service
Strategies to Overcome the Threats
Strategies to Capitalize on the Opportunities
Conclusion
Add some concluding remarks-can be a sentence or two.
NOTE:
· If you are not at the end of page 5 with content, your paper is
too short (if you used graphs or charts, your paper should be
longer)
· Do not insert extra spaces between paragraphs to make your
paper appear longer.
· If your paper is beyond page 7 with content, it may be TOO

LONG. Discuss length criteria with your instructor.
· Do not change the font or margins to make the paper appear
shorter or longer
References
NOTE: The reference list starts on a new page after your
conclusion.
Page 1 of 39
Updated 3/7/2013 AIU Library
MKTG205 Library Research Guide
Because each instructor implements his or her own research
requirements, please review the Course
Expectations for your particular section of MKTG205 to make
sure you are performing acceptable
research according to the requirements described by your
instructor.
Unit 1
Finding Industry Profiles in First Research
First Research is a library database that provides industry
profiles which include industry overviews and
summaries of challenges, trends, and opportunities an industry
faces. To search within the First
Research database, follow the steps below.

x Click the Find articles and ebooks link on the library’s
homepage.
x When the next page loads, scroll through the alphabetical list
of databases under the Find articles
and e-books by database heading and look for First Research.
Click directly on its title to load the
First Research search page.
Page 2 of 39
x Follow any directions that appear to get to the search page.
You may be asked to click continue
and/or submit.
x Once the search page for First Research loads, type the
product or service you are researching in

the blank search box and then hit search.
x Results will load. Click on the title of an industry profile to
access the profile.
Page 3 of 39
x Use the chapter links on the left side of the page to navigate
through the industry profile.
Finding Articles in Business Source Premier
Business Source Premier is one of the library’s strongest
business resources. It holds academic
journal articles, market research reports, industry reports,
country reports, company profiles, and SWOT
analyses related to all disciplines of business, including the
discipline of marketing. To search within the
Business Source Premier database, follow the steps below.
homepage.

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and e-books by database heading and look for Business Source
Premier. Click directly on its title
to load Business Source Premier’s search page.
x Once the search page for Business Source Premier loads, type
your keyword(s) in the blank
search boxes at the top of the page.
x Keywords related to your topic:
x Enter each term before and after the AND in a new search
box.
x When you have your keyword(s) in place, click search.

x Results will load. Review them to see if they apply to your
research.
Marketing AND product/service
Marketing AND environment AND product/service
Advertising AND product/service
Consumer behavior AND product/service
Consumers AND product/service
United States AND Industry profile AND product/service
Page 5 of 39
x You will see an icon next to each result stating what type of
resource it is.
x When looking through articles, an easy way to see if an article
will be useful is to view the abstract,
which will give you a summary of the article.
x View an article’s abstract by hovering over the magnifying
glass icon to the right of an article’s title.

x Then, if the article seems worthwhile, click on the link for
full text.
Page 6 of 39
What is HTML and PDF?
When pulling up results you may find that some offer the full
text in PDF and some in HTML. Some
articles offer both.
HTML stands for HyperText Markup Language. The item will
appear similar to a web page. Some
formatting may be lost and usually these do not include images.
PDF stands for Portable Document Format. A PDF format looks
like a photograph was taken of the
original and scanned. It will have the same margin and font and
include images if there were any in the
original item.

Sometimes there is no choice. The publishers of the content
have opted to make their materials
available in only one format. If you do have a choice, it’s up to
you which you prefer!
x Once the full text of the result is open, you will see icons to
email, print or save the article.
x If the item is in a PDF format, you may see the link to
download:
x If the item is an HTML document, you may opt to save it by
using the options available through your
web browser. For example, using Internet Explorer, click File at
the top right, then select Save As
x If you are saving the article, be sure it is being saved to your
computer or flash drive. If you are not
asked where on your computer you want to save the item then it
will not have saved properly. Use
one of the other options. Saving it as a bookmark in your
browser will not work.
x Try additional searches by adding or changing your keywords
in the boxes at the top of the page.

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x A good place to find some additional keyword suggestions is
in the Subjects field found in each
result’s description.
Unit 2
Finding Articles in ABI Inform Complete
ABI Inform Complete is a comprehensive business database
collection covering the many disciplines
of business, including marketing. To search within the ABI
Inform Complete database, follow the steps
below.
homepage.
x When the next page loads, you will see an alphabetical list of
databases under the Find articles and
e-books by database heading. ABI Inform Complete is the first
link in its list. Click directly on its title
to load the database’s search page

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x Once you are inside ABI Inform Complete, type your
keyword(s) in the boxes at the top of the page.
What is a keyword?
A keyword is a term or phrase related to the topic you are
researching.
To develop keywords, think of the core ideas of your topic.
x Each term before and after the AND in a new search box.
x When you have your keyword(s) in place, click Search.

research.
Marketing AND product/service
Target market AND product/service
Consumer behavior AND product/service
Marketing AND consumer behavior AND product/service
Page 9 of 39
x Click on preview to read the abstract or summary of an
article.
x Click on the full text link to view the entire article.
x Once the article is open, use the tools at the top of the page to
email, print, or save.
x Above the result list, you will see suggested subjects that you
might consider for additional searches.
Note: Do not click directly on the suggested subjects as the
search will not default to searching for
full text results.

of 39
Finding Articles in Multiple Databases (Cybrary)
The Cybrary search tool allows you to search within multiple
databases at one time, including many of
our business-related databases. To search within Cybrary,
follow the steps below.
homepage.
x A new page will load with a Cybrary search box at the very
top and an alphabetical listing of the
library's database collections.
x Type keyword(s) into the search box at the top of the page.
What is a keyword?

researching. To develop keywords, think of
the core ideas of your topic.
Marketing AND consumer behavior
Marketing strategy
Marketing AND segmentation
Competitive advantage
Demographics AND target AND market
Segmentation AND target and market
Positioning AND marketing AND strategy
Topic/company AND marketing
Topic/company AND consumer behavior
Topic/company AND target market
Page 11 of 39
x Enter your keywords in the search box using AND to connect
two or more keywords. When you
have your keywords in place, click search.

research.
resource it is.
Page 12 of 39
x Then, if the article seems worthwhile, click the link for full
text.

original item.

download:
Page 13 of 39

in the subjects field found in each
Unit 3
Finding Definitions in Credo Reference
Credo Reference is a database that holds reference books like
dictionaries and encyclopedias. This is
a great resource to use if you are unfamiliar with a word or
topic and would like to learn more about it.
To search within the Credo Reference database, follow the steps
below.
homepage.
Page 14 of 39
and e-books by database heading and look for Credo Reference.
Click directly on its title to load
the search page.

x When you get to the database’s search page, enter a keyword
in the appropriate search box.
What is a keyword?
researching.
x Enter your keyword or key phrase in the appropriate search
box, click search. Note: For keywords,
search using the first box. Use the second box for key phrases
which contain more than one word,
for example, vertical marketing. This will allow you to search
for the entire phrase, instead of each
individual word in the phrase.
Marketing
Vertical marketing
Distribution channel

Target market
Market segmentation
Page 15 of 39
x Results will load on a new page. The result heading will tell
you the title of each entry and the
resource it is listed in. Click the title to see the entry in its
entirety.
x Once you are in the full entry, you will see icons to save, or
email it. Saving it as a bookmark in your

x Click Find articles and ebooks on the library’s homepage.
Page 16 of 39

box.
research.
Marketing AND distribution AND product/service
Marketing channels AND product/service
Distribution AND channel AND product/service
Horizontal marketing AND marketing channel
Vertical marketing AND marketing channel
Multichannel marketing system
Conventional marketing system
Target market AND retailer
Target market AND wholesaler
Page 17 of 39
resource it is.

full text.
Page 18 of 39

original item.
download:

of 39
below.

homepage.
to load the database’s search page.
Page 20 of 39
What is a keyword?
researching.

research.
Product development AND product/service
Branding AND product/service
Packaging AND marketing AND product/service
Page 21 of 39
article.

Page 22 of 39
full text results.
Unit 4

x Click the Find articles and ebooks link on the library
homepage.
Page 23 of 39
box.

research.
Marketing AND promotional tool
Advertising AND public relations
Direct marketing
Marketing strategy
Marketing model
Internet marketing
Social media AND advertising
Page 24 of 39
resource it is.

full text.
original item.

download:
Page 25 of 39

Page 26 of 39
below.
homepage.

to load the database’s search page.
What is a keyword?
researching.
Pricing AND product/service/company name
product/service/company name pricing strategy
Pricing strategy AND product/service/company name
Pricing policies AND Consumer behavior AND
product/service/company name
Pricing AND strategy AND product/service/company name

Updated 3/20/2013 AIU Online Library [email protected]
research.
Page 28 of 39
article.

full text results.
Page 29 of 39
Unit 5
Locating Global Companies
To locate companies that operate globally, review annual
ranking lists for large companies that often
have international operations.
The Fortune 500 list holds the United States’ largest
corporations ranked by revenue and is created
every year by Fortune Magazine:
http://money.cnn.com/magazines/fortune/fortune500/2012/full_l
ist/.
Forbes’ annual ranking of the world’s biggest companies

provides a list of the largest global companies:
http://www.forbes.com/global2000/list/. Sales, profits, assets
and market value of global companies are
used to compile the list.
http://money.cnn.com/magazines/fortune/fortune500/2012/full_l
ist/
http://www.forbes.com/global2000/list/
Page 30 of 39
Finding Articles in Multiple Databases (Cybrary)
The Cybrary search tool allows you to search within multiple
databases at one time, including many of
our business-related databases. To search within Cybrary,
follow the steps below.
homepage.
x A new page will load with a Cybrary search box at the very
top and an alphabetical listing of the
library's database collections.
x Type keyword(s) into the search box at the top of the page.

What is a keyword?
researching.
Page 31 of 39
x Enter your keywords in the search box using AND to connect
two or more keywords. When you
have your keywords in place, click search.
research.

Company name AND competitor
Company name AND competition
Company name AND target market
Company name AND distribution AND strategy
Company name AND marketing
Company name AND pricing
Company name AND pricing AND strategy
Company name AND public relations
Company name AND communication
Page 32 of 39
resource it is.
x View an article’s abstract by hovering your cursor over the
magnifying glass icon to the right of an
article’s title.

x Then, if the article seems worthwhile, click the link for full
text.
original item.

Page 33 of 39
download:

Page 34 of 39
Finding Articles in Academic Search Premier
Academic Search Premier holds academic journal content
related to all subject areas and is designed
specifically for academic research. To search within the
Academic Search Premier database, follow
the steps below.
x Click Find articles and ebooks on the library’s homepage.
and e-books by database heading and look for Academic Search
to load Academic Search Premier’s search page.
x Once the search page for Academic Search Premier loads,

type your keyword(s) in the blank
box.
Business AND social responsibility
Business AND ethics
Business ethics
Page 35 of 39
research.

resource it is.
Page 36 of 39
full text.

of 39
Page 38 of 39
Additional Library Guides and Tutorials

x ABI Inform Complete User’s Guide
Learn how to use the library's ABI/Inform Complete database to
find information on a variety of
business topics.
x Advanced Cybrary User’s Guide
This guide shows the advanced features of the library’s
electronic resource collection, Cybrary. It
illustrates how to retrieve additional results to those that
initially come up, narrow your results by
date, publication title, type of result, and more. It also shows
how to create an account and use the
folder features, save your search history, and create alerts. This
print version can be printed out or
saved to your computer.
x Industry Profiles in the Library
This guide outlines searches for industry information and
resources, like full industry profiles, in the
library. It includes sample searches in First Research and
Business Source Premier. The guide can
be saved to your computer or printed.
x Marketing Library Research Guide
The Marketing Library Research guide walks you through
searches in the library's database
collections for material related to the business discipline of
marketing. Searches in ABI Inform
Complete, Business Source Premier, Credo Reference, and
Hoover's Pro are included. The library
research guide can be printed out or saved to your computer.

https://mycampus.aiu-
online.com/Library/CourseGuides/5/Tutorials/ABI%20Inform%
20Complete%20User's%20Guide.pdf
online.com/Library/CourseGuides/5/Tutorials/advanced%20cybr
ary.pdf
online.com/Library/CourseGuides/5/Tutorials/Industryprofiles.p
df
online.com/Library/CourseGuides/5/Tutorials/Industryprofiles.p
df
Page 39 of 39

Contact a Librarian
If you have any questions, or if you need assistance using the
library’s resources, please let us know!
Contact your campus librarians using the information below.
To receive the quickest response, please be sure to use the
contact information for your campus.
Campus Email Phone
AIU Online
[email protected]
877-221-5800 x15721
AIU Houston
[email protected]
832-201-3623
AIU London
[email protected]
+44 (0) 20-7467-5688
AIU South Florida

[email protected]
954-446-6108
AIU Atlanta
[email protected]
404-965-6533
The AIU Online Library is also available through the campus
instant messaging system.
mailto:[email protected]
mailto:[email protected]Unit 1Finding Industry Profiles in First
ResearchFinding Articles in Business Source PremierUnit
2Finding Articles in ABI Inform CompleteFinding Articles in
Multiple Databases (Cybrary)Unit 3Finding Definitions in
Credo ReferenceFinding Articles in Business Source
PremierFinding Articles in ABI Inform CompleteUnit 4Finding
Articles in Business Source PremierFinding Articles in ABI
Inform CompleteUnit 5Locating Global CompaniesFinding
Articles in Multiple Databases (Cybrary)Finding Articles in
Academic Search PremierAdditional Library Guides and
TutorialsContact a Librarian

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