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  1. 1. MKT2210 Library Resources Marketing Research Catherine Funnell
  2. 2. Sheppard Library Services we provide Resources we offer We’re here to help YOU! Specialist Desk- 1st floor IT help Librarians
  3. 3. Getting Started
  4. 4. Library Catalogue Reading Lists Library Account Placing Request Accessing E Books
  5. 5. Reading ListEssentialMalhotra,NK and Birks,DF, (2007),Marketing Research:An Applied Approach,3rd European ed,London:Prentice HallRecommendedBradley,N, (2010), Marketing Research Tools and Techniques,2nd ed., Oxford:Oxford University PressMcdaniel,Jr C and Gates,R, (2009), Marketing Research,8th ed., London: John Wiley and Sons
  6. 6. Understanding the Catalogue LocationClassmarkLoan Type StatusDue Date
  7. 7. Placing a Request
  8. 8. Requests Borrower=Student # PIN=Date of Birth
  9. 9. Library Account
  10. 10. Marketing Subject Guide Choose library Subject Guides
  11. 11. Journals and Databases• Large collections of many journals containing many articles• Different databases cover different subjects• They all work slightly differently but all have a Search Box• Financial information, industry reports, ccountry data• Trade journals,newspaper articles
  12. 12. Journals• Contain articles that discuss current research in very specific areas• Short academic, ‘magazines’ that are published regularly• Organised by date, volume and issue number, even when online• You will use the databases to locate the journal articles using search strategies
  13. 13. Finding Journal Articles-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
  14. 14. Journal Search/Catalogue
  15. 15. Choose Your Date
  16. 16. PDF
  17. 17. My Study Primary Marketing Databases Keynotes Business Source Complete Passport to GMID
  18. 18. Research and Planning• Have an idea of what you want to find• Write down lots of subject keywords to help you find it• Include synonyms-words with similar meanings or different spellings of the same word (eg organization/organisation)
  19. 19. Phrase Searching• When searching by phrase you might want to try different phrases that have a similar meaning• Some of the results may be the same but you may also get some new and significant resultsEg.For Market Research try:Market Analysis,Consumer Research,Product Research
  20. 20. Databases/Keynote• Access to overr 3000 UK and European Market Intelligence Reports• New titles added or updated every month• Access to Business Ratio Reports which compare,contrast and analyse the financial performance of the leading companies in each sector
  21. 21. Keynote Market Research Reports Company Profiles Market Sectors Products
  22. 22. Market Research Reports Choose Toiletries
  23. 23. What do we Want? PDFExecutivesummary
  24. 24. Keynote/SidebarCompetitor Analysis
  25. 25. Competitors/Brand Strategy Brand StrategyMajor Competitors Avon Estee Lauder
  26. 26. Keynote/Company Information Carphone Warehouse
  27. 27. Carphone Warehouse Carphone Warehouse UK
  28. 28. Business Sources Complete Primary Business Database Articles SWOT analyses VideosCompany information
  29. 29. Business Source Complete Choose Advanced Search
  30. 30. Search “Mobile Phones” Publication Type=Industry ProfilePlace “mobile phones “in Quote Marks
  31. 31. Results 374-Too Many? Limit By Full Text GeographyFull Text-No Abstracts 13 results
  32. 32. Full Text/PDF
  33. 33. 2012 Company Profile
  34. 34. Passport GMID Excellent for Global information Register first time
  35. 35. Mobile Phones Limit byGeography UK
  36. 36. Mobile Phones UK
  37. 37. FAME
  38. 38. SUMMON• Useful for searching multiple databases at one time• Access to many different types of information(eg journal articles, press reports, SWOT analyses, company information, dissertations, book reviews etc)• Use subject keywords and phrase searching when constructing a ‘search statement’
  39. 39. SUMMON• “How do marketing theory and concepts as portrayed in traditional marketing literature have limited application in guiding small business?”Possible subject keywords and phrases“small business” “marketing theory”Could combine them in the search statement
  40. 40. ResultsLimit By Publication Type Preview