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Marketing11302012
- 1. MKT2210 Library Resources Marketing Research Catherine Funnell c.funnell@mdx.ac.uk
- 2. Sheppard Library Services we provide Resources we offer We’re here to help YOU! Specialist Desk- 1st floor IT help Librarians
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- 4. Library Catalogue Reading Lists Library Account Placing Request Accessing E Books
- 5. Reading List Essential Malhotra,NK andBirks,DF, (2007),Marketing Research:An Applied Approach,3rd European ed,London:Prentice Hall Recommended Bradley,N, (2010), Marketing Research Tools and Techniques,2nd ed., Oxford:Oxford University Press Mcdaniel,Jr C and Gates,R, (2009), Marketing Research,8th ed., London: John Wiley and Sons
- 6. Understanding the Catalogue Location Classmark Loan Type Status Due Date
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- 8. Requests Borrower=Student # PIN=Date of Birth
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- 10. Marketing Subject Guide http://libguides.mdx.ac.uk/marketing Choose library Subject Guides
- 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. Journals • Contain articlesthat 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
- 14. 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
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- 18. My Study Primary Marketing Databases Keynotes Business Source Complete Passport to GMID
- 19. 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)
- 20. Phrase Searching • Whensearching 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 results Eg.For Market Research try: Market Analysis,Consumer Research,Product Research
- 21. Databases/Keynote • Access tooverr 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
- 22. Keynote Market Research Reports Company Profiles Market Sectors Products
- 23. Market Research Reports Choose Toiletries
- 24. What do weWant? PDF Executive summary
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- 26. Competitors/Brand Strategy Brand Strategy Major Competitors Avon Estee Lauder
- 27. Keynote/Company Information Carphone Warehouse
- 28. Carphone Warehouse Carphone Warehouse UK
- 29. Business Sources Complete Primary Business Database Articles SWOT analyses Videos Company information
- 30. Business Source Complete Choose Advanced Search
- 31. Search “Mobile Phones” Publication Type=Industry Profile Place “mobile phones “in Quote Marks
- 32. Results 374-Too Many? Limit By Full Text Geography Full Text-No Abstracts 13 results
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- 35. Passport GMID Excellent for Global information Register first time
- 36. Mobile Phones Limitby Geography UK
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- 39. SUMMON • Useful forsearching 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’
- 40. SUMMON • “How domarketing 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
- 41. Results Limit By PublicationType Preview