2. In this Session
• Developing an effective search strategy
• Using library materials (databases) effectively
• Evaluating information for quality and
relevance
5. 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?
8. 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
9. 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
10. 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
11. ....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
12. 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)
13. Reading List
Essential
Best,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 MacMillan
Recommended
Begg,D, (2006), Foundations of Economics,3rd ed., McGraw-Hill
Do you know how to read your Reading List?
15. 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?
21. Here are a Few More
“Small Business”
“Small enterprise “ “ Small firm”
“Small company”
“Market Research”
“Market Analysis” “Consumer Research”
22. Phrase Searching
“Large Scale Retailing”
To search for a phrase enclose it in
quotemarks
The database will search for this as
a phrase and the results will be
more meaningful
23. Broaden the Search
The * symbol allows you to Broaden a Search
eg Global* = (globally,
globalisation,globalization,
globalising,globalizing)
Employ* = (employee, employer, employment)
29. Your Turn
• Find the Toiletries Market Report for 2013
• Open the PDF and look at the Table of
Contents
• Have a look at the SWOT Analysis and identify
the number 1 threat to the Industry
30. Business Sources Complete
Primary Business and Marketing
Database
Primary Business
Database
Articles
SWOT analyses
Videos
Company information
33. Company Information
Click on the
MarketLine
Report for
Groupe Danone
Open the PDF
Find the SWOT
Analysis
Identify one of the
Strengths of the
company
37. Industry Reports
Start at the Advanced Search Page
Use Industry Profile as the publication type
Find an article on the Telecommunications
Service Industry in Great Britain for 2012
38. Passport GMID
Global Market Information Database
Provides Analytical and
Statistical information on
Global industry,country and
consumer information
42. 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
51. 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?
52. 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?
