Start the Thinking Process!Think about the following:What do I need to find?(company information,industry profiles, country report,market research report, social media,e marketing)How and where am I going to find it?How do I determine the quality of what I am finding?
Planning and Managing1. Determine the subject2. Keywords3. Scope
1.Planning the Literature Search• Decide on the topic( eg subject area, company market sector etc)• Begin with a Broad Review of the subject(helps to develop your ideas and gets you thinking about the subject)• Then define/Narrow the subject• Define the Type of literature that will contribute to your literature review
Assessment Criteria for the Literature Search• Define the Scope of the research• Appropriate Sources of information• Are the arguments presented in the literature review Critically Evaluated and Analysed ?• To what Degree are the conclusions you have reached Substantiated ? also see p 18 of your Module Handbook
Some Tips!• You can limit the literature review to what has been published in the last ten years on a particular company, industry, country, market sector etc
....and More Tips• Your bibliography should represent the depth of your reading on a particular subject• Ensure that you keep a record of everything you have read. All of the reading should be noted in the bibliography• Continually evaluate the quality of what you are reading
Middlesex Resources• Access to Full Text of resources that Middlesex subscribes to• High quality scholarly materials(eg peer reviewed journal articles)• More options to refine your search strategy( doing a structured search for better results)
Reading ListEssentialBest,J,(2001),Damned Lies and Statistics, Berkeley,CA:University of California Press• Bowell,T and Kemp,G, (2005),Critical Thinking:A Concise Guide,2nd ed, Abingdon:Routledge• Cottrell,S,(2005), Critical Thinking Skills:Developing Effective Analysis and Argument,Basingstoke:Palgrave MacMillanRecommendedBegg,D, (2006), Foundations of Economics,3rd ed., McGraw-Hill Do you know how to read your Reading List?
Journal Citation• Here is an example of a typical reference you would find in a database.• Sengupta,J & Chan.(2010),”Insincere Flattery Actually Works:A Dual Attitudes Perspective”,Journal of Marketing Research,Vol.47,no 1,pp.122-133 Do you know how to find a journal citation?
Finding Analytical Reports• Find an analytical report for Danone• Try limiting by Country Reports and the UK and then by category• Open the PDF for the Category ‘Yoghurt and Sour Milk Products’• Have a look at the table of contents headings• Can you find the 3 companiesthat had the leading market share in the UK in 2008-2012
3. Evaluating the Material• Authority:Who is the author?What is their knowledge base/qualifications?Is this a peer- reviewed journal?• Relevance:Is it ‘pitched’ at the appropriate level? Is it what Ireally need?• Objectivity: A balanced view? Opposing views presented?
Evaluating....• Intent:What is the purpose of the information- eg financial gain, propaganda, academic• Currency:How old is the information? When was it last updated?
Referencing and Citationlibguides.mdx.ac.uk/marketing Business School