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PRINCIPLES OF MARKETINGEFFECTIVE LITERATURE SEARCHINGCATHERINE FUNNELLSENIOR LIAISON LIBRARIANSHEPPARD LIBRARYMIDDLESEX UNIVERSITYc.firstname.lastname@example.org
Purpose of Session Accessing and searching the library resources/databases effectively Evaluating information Current awareness Using the Internet strategically
Effective WritingLet‟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 BusinessWriting as Your Keywords Date Sort
Accessing E Books on LibraryCatalogue Click here Click Here
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 Advanced allows for numerous refinementsBeware of theshortcomings of abasic Google Search
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 SynonymsFor Market Research you might also try........Market AnalysisConsumer ResearchProduct ResearchAs the Subject Keywords you use
Evaluating InformationIt is crucial to evaluate your search results for both quality and relevanceYou 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 WebsitesCurrency-Can you tell how current it is?You shouldn‟t be quoting out of date informationAudience-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 MORJournals-View-Textile View Magazine(Basement of Library)
Product Design-Search the Catalogue forbooks on this SubjectYes this is aMarketingcourse butyou need tothink Laterally!
Database SearchingFinding Market Research ReportsLet‟s take „ mobile phones‟ as our fictional productWe‟ll look at the following databasesBusiness Source CompleteKeynotePassport GMID
Business Source CompleteMy Unihub>My Study>My Library>Databases
Tips For Online Access-Off CampusAlways Log in to My Unihub
My Unihub>My Study>My LibraryAccess 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
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 isMarket/Company Information