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Amelia Kassel
MarketingBase &
Amelia’s Mentor Program for New and Evolving Businesses
amelia@maretingbase.com
Copyright Notice
No part of this presentation may be reproduced or
transmitted in any form or for any purpose without
the express written permission of Amelia Kassel at
MarketingBase
707 829-9421
amelia@marketingbase.com
©Amelia Kassel ∎ amelia@marketingbase.com 2
Website Links in this Slide Deck
I’ve included links to websites within these slides.
You should be able to click on links, which are underlined, some
in red or others depending on a particular slide’s color scheme.
If you click before downloading, i.e., while the file is open in
Moodle, sites may open in Moodle, which is less convenient.
If you happen to do that, you should be able to use the Back
button in your browser to return to Moodle.
amelia@marketingbase.com 3
Assignments
Assignments are
required for a Simmons
GSLIS CE Certificate.
• Assignment #1 is on Slide
9
The more you share with
workshop classmates,
the more we all learn!
• Assignment #2 is on
Slide 38
amelia@marketingbase.com 4
Questions to Consider
What are the best sources?
How can I gain access cost-effectively?
What skills are required?
What are some tips and tricks for making me a top-notch researcher?
Where can I get more training?
©Amelia Kassel ∎ amelia@marketingbase.com 5
Introduction to Tools of the Trade
The tools of the trade
covered in this
workshop are used
for:
Business, legal,
and topical
research.
Geared toward
business-to-
business
research
The tools of the trade
in this presentation
are selective!
©Amelia Kassel ∎ amelia@marketingbase.com 6
Introduction to Tools of the Trade – Cont
Tools of the trade vary
depending on your
business model and
services.
• You will need to create a list of resources you plan to
use
• Library/research guides, formerly referred to as
pathfinders, are available from libraries and are
helpful for learning about a wide range of sources;
see a few examples>>>
If you specialize in a
specific market or
segment, one of your
business investments is
to research and identify
tools of the trade for
your market
©Amelia Kassel ∎ amelia@marketingbase.com 7
Library Guides
 Library of Congress
 New York Public Library
 Baker Library, Harvard
 Jackson Library, Stanford
 Lippincott Library, Wharton Research Guides /
 UCLA Anderson School of Management
©Amelia Kassel ∎ amelia@marketingbase.com 8
Assignment #1
 Based on your experience and knowledge, please
post for class discussion any of the tools of the
trade you’re familiar with that would be useful for
your research business’s market or niche.
 Others in the workshop may find your suggestions
useful.
©Amelia Kassel ∎ www.marketingbase.com 9
Fee-Based Aggregators
Public and Academic Library Databases
Internet Research
©Amelia Kassel ∎ amelia@marketingbase.com 10
©Amelia Kassel ∎ amelia@marketingbase.com 11
Fee-Based Aggregators: The Big Three
Dialog
Factiva
LexisNexis
• Breadth of content across hundreds of industries and disciplines.
• Deep archival content
• U.S. and international sources
The Big Three
are known for:
©Amelia Kassel ∎ amelia@marketingbase.com 12
Big Three Content
Business
News
Sci-Tech-Med (STM)
Legal
Public Records
©Amelia Kassel ∎ amelia@marketingbase.com 13
Big Three Content – Cont.
Industry
Information
Products News
Statistics
Market Data
Demographics
Regional
Information
International
Marketing
Advertising
Intellectual
Property
©Amelia Kassel ∎ amelia@marketingbase.com 14
Industry and Market Categories
Hundreds of Industries
Thousands of Market Categories
Public and Private Sector Information
©Amelia Kassel ∎ amelia@marketingbase.com 15
ProQuest Dialog
• Saves time
• Covers many bases
• See my article in Searcher Magazine, January 2011: The
New ProQuest Dialog and What’s Next.
• Note: ProQuest Dialog has been a work in progress for
the past few years. My article has many basics but
because of continual updates, I will begin working on a
new article next month. Please visit the PQD website for
additional information.
Dozens of databases,
searchable in groups by
subject and/or across
all database at once.
Flexible pricing options
include free searching,
article previews
without incurring
costs, and discounts for
AIIP members
©Amelia Kassel ∎ amelia@marketingbase.com 16
Dow Jones Factiva
Immediate access to
thousands of sources
including in 28 languages
from nearly 200 countries
35 years' worth of articles,
analyst reports and
tweets; incorporates
selected websites
Dow Jones Intelligent
Indexing™ for more
precise results.
©Amelia Kassel ∎ amelia@marketingbase.com 17
Factiva: Benefits and Drawbacks
Benefit: No cost for searching or to view headlines and most of the first
sentence in an article.
Benefit: Can elect to see key words in context rather than the headline,
which is helpful before deciding to incur charges for fulltext.
Drawback: Recent price changes now make it very expensive for IIPs,
small firms, or others with sporadic usage.
Recommended Reading: The True Value of Information by
Mary Ellen Bates, download from Moodle, Week 4.
©Amelia Kassel ∎ www.marketingbase.com 18
LexisNexis
Legal
• Case Law
• Law Journals
• Specialty products and services for legal professionals, investigators, and
law enforcement such as CourtLink (dockets)
News
Company Research
Public Records
SmartIndexing - read about LN’s indexing at this site.
©Amelia Kassel ∎ amelia@marketingbase.com 19
LexisNexis – Cont.
Pricing Options
Pay as you go for AIIP
members
Known as Transaction
Pricing
Pricing varies depending
on different types of
documents and files
being searched
Negotiated contracts
with flat fees by selected
modules are available for
those with heavy usage
Hourly pricing available
©Amelia Kassel ∎ www.marketingbase.com 20
LexisNexis – Cont.
User friendly interfaces
• Nexis.com
• Lexis.com
Simple and advanced search capabilities
Search boxes similar to web interfaces
Costs can add up quickly if using transaction pricing until you’ve
mastered LN search techniques.
©Amelia Kassel ∎ www.marketingbase.com 21
Alacra.com
75 premium databases.
Well-rounded group of business and market research databases.
Focus on financial markets and databases with tabular data that
can be downloaded into Excel.
Because of the expense for Alacra.com even with an AIIP discount,
AlacraStore.com is a useful alternative on an as needed basis.>>>
©Amelia Kassel ∎ amelia@marketingbase.com 22
AlacraStore.com
Free Searching
Pay-as-you-go
reports
Costs of reports
vary
©Amelia Kassel ∎ amelia@marketingbase.com 23
AlacraStore.com Content
Company Profiles
Company Financials
Credit Report Research Reports
Investment Research
Market Research
Economic Data
News
©Amelia Kassel ∎ amelia@marketingbase.com 24
HighBeam
Business, trade, and news articles
Several thousand journals, news, and reference sources
Updated daily
Archives back more than 20 years
All-you-can eat pricing (under $200 annually) with a
discount for AIIP members.
Good for background but lack of power features slows
you down.
©Amelia Kassel ∎ amelia@marketingbase.com 25
HighBeam Business
More industry resources than the regular HighBeam
Industry Reports
4 million company reports
Annual subscription cost around $500 only worth it if used regularly.
My personal preference is to use pay-as-you-go vendors that you can charge back to
clients rather than those with annual subscriptions which are part of your overhead.
©Amelia Kassel ∎ amelia@marketingbase.com 26
Company Research
The following sources are available with discounts to
AIIP members
• Hoovers: Public and Private Company Reports
• Skyminder: 50 Million Companies worldwide
• Credit reports
• Reports prepared on demand at relatively moderate prices.
• Morningstar Document Research (MDR) for public company
research
• The SEC.gov site is free and has a full text search capability for the
past four years but some research requires more powerful
searching capabilities and retrospective searching provided by
MDR.
©Amelia Kassel ∎ amelia@marketingbase.com 27
Fee-Based Databases
Advantages
You can search multiple
databases at one time with
greater precision than most
Web-based search engines.
Creates greater
productivity.
Peer reviewed and edited
sources, which makes most
of the information more
authoritative and reliable
compared to Web sources.
You don’t spend time
considering quality
issues as you would with
many Web sources.
©Amelia Kassel ∎ www.marketingbase.com 28
Precision Searching=Speed=
Time Savings=Cost Effective
• “and” “or” “not”Boolean Operators
Proximity searching not
available in most Web search
engines, although Google has
some workarounds I’ll
describe later.
• near, with, adjacent, same (same sentence or
same paragraph
• Different systems use different connectors.
Proximity connectors make it
possible to find words near
each other , which yields
better results faster.
Proximity connectors
include>>>
©Amelia Kassel ∎ www.marketingbase.com 29
Power Features=Speed=
Time Savings=Cost Effective
Date searching to
generate
information by
year or specific
date
Difficult to isolate
dates on the free Web.
Google allows you to
search by date and
produces “fresh” sites
but dates are not
necessarily the date of
the item in question.
©Amelia Kassel ∎ www.marketingbase.com 30
Field Searching=Speed=
Time Savings=Cost Effective
Many fields to select from depending on the database. Field search is
another way to generate more precise results. Fields are considered meta
tags, a term more commonly used in Web verbiage. Searchable fields
include:
• Title
• Descriptors, aka subject or index terms
• Company
• Publication year, day, or year started for businesses
• Journal
• SIC/NAICS –searchable government codes for products and
industries
• Classification codes specific to some databases for products and
events.
©Amelia Kassel ∎ www.marketingbase.com 31
Formats=Speed=
Time Savings=Cost Effective
Various formats to meet specific requirements
• Bibliographic
• Key word in context (KWIC)
• Fulltext
Flexible format options = $ savings.
©Amelia Kassel ∎ www.marketingbase.com 32
Fee-Based Databases Advantages
Confidentiality
Greater assurance of
confidentiality and
privacy compared to
Web sources.
Check Terms of Use
(TOU) when searching
the Web.
Check privacy policies.
©Amelia Kassel ∎ www.marketingbase.com 33
Fee-Based Databases
Drawbacks
Costs
Learning curve
Keeping up with
changes in pricing
and technology
©Amelia Kassel ∎ www.marketingbase.com 34
Fee-Based Databases
Drawbacks Compared to Web Sites
Date lags
• Lack of the most recent issue from thousands of publishers because it takes time to index journals.
• Note: Factiva and some LexisNexis sources are up-to-date because of automated indexing and the
fact that most of their news sources are available within hours of publication. Date lags are rarely
more than 24-72 hours for some publications.
If a journal is available on the Web, you’ll often find the must current issue free.
Many business and trade journal websites include interactive capabilities for
generating data by specific criteria. The information from these sites is not
available in fee-based databases.
©Amelia Kassel ∎ www.marketingbase.com 35
Assignment #2
 Explore the website for one fee-based online system
and post a description with more details than in the
slide deck.
 Add your thoughts and insights about how this system
or database could be helpful to you.
©Amelia Kassel ∎ amelia@marketingbase.com 36
©Amelia Kassel ∎ amelia@marketingbase.com 37
AIIP.org: Member Benefits
AIIP has negotiated with a number of vendors.
Members receive exclusive benefits crucial for their businesses
Annual subscription costs are waived for essential resources which would
be prohibitive otherwise.
Vendors waive contractual/licensing barriers. AIIP members may provide
information from vendors to their clients whereas licensing prohibits
commercial use of databases available from public and academic libraries.
©Amelia Kassel ∎ amelia@marketingbase.com 38
AIIP Member Vendor Benefits – Cont
Transactional (Pay-As-You-Go)
• You can charge fees back to clients
Sign-up fees and up-front annual or monthly account maintenance fees are
waived.
Discounts from 15% to 20% with some as high as 50% for some of the
vendors.
Free training and documentation
Vendors attend AIIP conferences and provide introductory training.
©Amelia Kassel ∎ amelia@marketingbase.com 39
Alternative Sources and Issues
When you specialize in one field or industry, subscribing to specialty
vendors may be warranted.
If you have a client who requires an expensive service that’s only available
by subscription, he/she may be willing to cover costs.
If you work as a contractor for large companies, the company may have a
subscription and make their seats or passwords available to you.
• Ask/Suggest/Negotiate
• Typically, the client must get permission from the vendor who will issue a password for
you.
©Amelia Kassel ∎ amelia@marketingbase.com 40
Advantages are that these sites are:
• Internet-based
• Searching is free
• Pay-per document by credit card and charge back to clients
©Amelia Kassel ∎ amelia@marketingbase.com 41
Emerald
Content is divided into
various business
categories or you can
search all at one time.
• You can search PQD’s many databases at one
time which can be a way to save time.
• Free searching on Emerald may be preferred
• Emerald abstracts can be especially
helpful>>>
Many of the business
journals are included in
ABI Inform, a ProQuest
Dialog (PQD) database,
and also available from
LexisNexis.
©Amelia Kassel ∎ amelia@marketingbase.com 42
©Amelia Kassel ∎ amelia@marketingbase.com 43
IngentaConnect.com
• More than 12,000 publications
• From more than 255 publishers
• Nearly 6 million articles
• Subject areas are:
• Agriculture/Food Sciences
• Arts and Humanities
• Biology/Life Sciences
• Chemistry
• Computer and Information Sciences
• Earth and Environmental Sciences
• Economics and Business
• Engineering/Technology
• Mathematics and Statistics
• Medicine
• Nursing
• Philosophy/Linguistics
• Physics/Astronomy
• Psychology/Psychiatry
• Social Sciences
Academic and
professional
research articles
©Amelia Kassel ∎ amelia@marketingbase.com 44
NTIS
The National Technical Information Service serves as the largest central resource for
government-funded scientific, technical, engineering, and business related information
available today. Explore the NTIS website for details.
“For more than 60 years NTIS has assured businesses, universities, and the public timely access to
approximately 3 million publications covering over 350 subject areas.
The NTIS database is also available via ProQuest Dialog (PQD)
Note: This link takes you to ProQuest Dialog ProSheets which contain detailed search techniques for the special features
of each PQD database, including file description, subject coverage, date range, update frequency, data sources, origin and
more. ProSheets also provide sample records (documents) showing what you can expect when performing a search in the
database.
©Amelia Kassel ∎ amelia@marketingbase.com 45
Sage
Broad categories covered are:
• Health Sciences
• Life & Biomedical Sciences
• Materials Science & Engineering
• Social Sciences & Humanities
Visit the site and click on each category to view
detailed coverage.
©Amelia Kassel ∎ amelia@marketingbase.com 46
SciVerse/ScienceDirect.com
Elsevier
Publications and
other publishers
Peer-reviewed
scientific articles
Includes social
sciences and
psychology
©Amelia Kassel ∎ amelia@marketingbase.com 47
SciVerse/ScienceDirect.com – Cont.
Physical Sciences and Engineering
• Chemical Engineering
• Chemistry
• Computer Science
• Earth and Planetary Sciences
• Energy
• Engineering
• Materials Science
• Mathematics
• Physics and Astronomy
Life Sciences
• Agricultural and Biological Sciences
• Biochemistry, Genetics and Molecular
Biology
• Environmental Science
• Immunology and Microbiology
• Neuroscience
Health Sciences
• Medicine and Dentistry
• Nursing and Health Professions
• Pharmacology, Toxicology and Pharmaceutical
Science
• Veterinary Science and Veterinary
Medicine
Social Sciences and Humanities
• Arts and Humanities
• Business, Management and Accounting
• Decision Sciences
• Economics, Econometrics and Finance
• Psychology
• Social Sciences
©Amelia Kassel ∎ amelia@marketingbase.com 48
SpringerLink – Springer Publications
Astronomy
Biomedical Sciences
Business & Management
Chemistry
Climate
Computer Science
Earth Sciences & Geography
Economics
Education & Language
Energy
Engineering
Environmental Sciences
Food Science & Nutrition
Law
Life Sciences
Materials
Mathematics
Medicine
Philosophy
Physics
Popular Science
Psychology
Public Health
Social Sciences
Statistics
Water
©Amelia Kassel ∎ amelia@marketingbase.com 49
Social Sciences Research Network
Open Source, with mostly free resources in two
parts:
• Abstract Database containing abstracts on over 493,400 scholarly
working papers and forthcoming papers
• Electronic Paper Collection currently containing over 401,700
downloadable full text documents in Adobe Acrobat pdf format. The
eLibrary also includes the research papers of a number of Fee Based
Partner Publications
©Amelia Kassel ∎ amelia@marketingbase.com 50
Wiley Online Library
Agriculture, Aquaculture & Food Science
Architecture & Planning
Art & Applied Arts
Business, Economics, Finance & Accounting
Chemistry
Computer Science & Information
Technology
Earth, Space & Environmental Sciences
Humanities
Law & Criminology
Life Sciences
General Life Sciences
Anatomy & Physiology
Cell & Molecular Biology
Ecology
Evolution
Genetics
Microbiology & Virology
Neuroscience
Plant Science
Zoology & Animal Science
Mathematics & Statistics
Medicine, Nursing, Dentistry & Healthcare
Physical Sciences & Engineering Psychology
Social & Behavioral Sciences
Veterinary Medicine
©Amelia Kassel ∎ amelia@marketingbase.com 51
Google Scholar
Scholarly literature from academic publishers, professional societies,
preprint repositories.
Free searching with many free articles but some pay-as-you-go
• Peer-reviewed papers
• Theses
• Books
• Abstracts and articles
• Patents
• Legal Documents
For a good overview of Google Scholar, read the Wikipedia article
©Amelia Kassel ∎ amelia@marketingbase.com 52
Citation Searching in Google Scholar
Google Scholar cites the number of citations in an article and indicates the
number of times an article is cited by other authors. This feature is used in
scholarly research and is one way to identify experts and thought leaders on a
topic.
Be aware: Google Scholar does not index all scholarly articles; therefore, some articles citing the item
under study may not be counted. Author names can be tricky to search and the results can vary greatly
depending on how the name is entered; searching only the author's last name and combining that with
the main title in quotations is recommended. Variants in how the item is cited can result in more than
one entry for the item under study. The term "citation" in brackets [CITATION] at the beginning of an
entry, indicates that the full text of the item is not accessible through Google Scholar and you will have
to use another source to obtain fulltext. This may be a fee-based database, one of the source mentioned
in this slide deck, or a document delivery company. Because of these issues, scholarly research may be
better served by Web of Science or Scopus which are only available in libraries or other institutions.
©Amelia Kassel ∎ amelia@marketingbase.com 53
Google Books
 Fulltext of millions of pages in books.
 Useful for finding elusive information but sometimes not
thought about for research purposes.
 Advanced Search Page
 A nice feature is that you can limit results to Google eBooks and
once you do the search, to free eBooks.
©Amelia Kassel ∎ amelia@marketingbase.com 54
Directory of Open Access Journals
“The aim of the Directory of Open Access Journals is to increase the visibility and ease of use
of open access scientific and scholarly journals thereby promoting their increased usage and
impact.
“The Directory aims to be comprehensive and cover all open access scientific and scholarly
journals that use a quality control system to guarantee the content. In short a one stop shop
for users to Open Access Journals.”
Subjects: all scientific and scholarly subjects are covered
Types of resource: scientific and scholarly periodicals that publish research or review papers
in full text.
Acceptable sources: academic, government, commercial, non-profit private sources are all
acceptable.
Level: the target group for included journals should primarily be researchers.
©Amelia Kassel ∎ amelia@marketingbase.com 55
Free Full Text Scientific Articles
 This site contains “over 80 million
free scientific publications”
 See additional details
©Amelia Kassel ∎ amelia@marketingbase.com 56
©Amelia Kassel ∎ amelia@marketingbase.com 57
Public and Academic Libraries
Electronic Resources
Most public libraries offer databases remotely from
your home or office as long as you have library card
Some universities offer annual fee-based library
cards.
Some offer resources for alumni.
©Amelia Kassel ∎ amelia@marketingbase.com 58
Public and Academic Libraries
Major Aggregators/Sources
Many library databases are licensed for personal or
academic use from the following vendors:
• ProQuest
• EbscoHost
• Gale Cengage
• JSTOR
©Amelia Kassel ∎ amelia@marketingbase.com 59
Public and Academic Library
Legal and Ethical Issues
Most library databases are for personal or educational use only.
If you have access, you may be able to use a library’s electronic resources
for background information or as a learning tool for your own personal
use.
IIPs should check terms of use and policies to make sure you are using
library databases within legal and ethical guidelines.
©Amelia Kassel ∎ amelia@marketingbase.com 60
Public and Academic Library Usage
Workaround
A workaround is to conduct research and synthesize and cite information in your
reports without sending copies of articles to clients.
If you copy an article at a library, use the Copyright Clearance Center (CCC) to pay
copyright fees. Transaction pricing is available from the CCC. You can pay for items on
a pay-as-you-go basis without subscribing to the CCC. The CCC provides a discount to
AIIP members. Charge back all costs to clients.
If an item is not on file with he CCC, you may have to track down the copyright holder
for permission to use or pay a copyright fee. This can potentially take weeks or months.
Alternatively, use document retrieval companies or purchase from publishers’ websites,
some of which are included in previous slides. Royalty fees will be covered.
©Amelia Kassel ∎ amelia@marketingbase.com 61
Selected Document Retrieval Companies
• Provides a discount for AIIP
membersReprints Desk
Infotrieve.com
©Amelia Kassel ∎ amelia@marketingbase.com 62
Trade Associations
Investment Brokerage House Reports
White Papers
Grey Literature
Market Research Reports
Government Agencies
©Amelia Kassel ∎ amelia@marketingbase.com 63
Trade & Professionals Associations
Trade and professionals associations are often an excellent
source of information.
Many retain economists and industry experts or outsource
to consulting or market research firms who conduct
research and provide reports and surveys with data and
statistics.
Some reports are free, others are for-sale with member and
non member pricing; some are for members only.
©Amelia Kassel ∎ www.marketingbase.com 64
Trade and Professional Associations Provide:
Publications
Statistics
Facts/FAQs
Surveys
Economists on staff who are often happy to answer questions.
Do watch for biases and slants.
©Amelia Kassel ∎ amelia@marketingbase.com 65
White Papers
Traditional definitions are:
• Authoritative reports on a major issue by a team of experts.
• A government report outlining policy.
• A short treatise whose purpose is to educate.
White papers are often used as a marketing strategy to
market a company’s products and services but time contain:
• Useful technical content
• Specifications
• Case studies or company profiles valuable for understanding a company
and potentially desirable for competitive intelligence research.
©Amelia Kassel ∎ amelia@marketingbase.com 66
Selected White Papers Sources
White Papers.org
• Technology, Business, Industry
TechRepublic IT White Papers
• E-Commerce
• Data Management
• Networking
• Security
• Cloud
• Virtualization
• Business Intelligence
• Enterprise Applications
• Data Centers
• Storage, Security
©Amelia Kassel ∎ amelia@marketingbase.com 67
Market Research Reports
Reports consist of:
• Primary and secondary research in a ready-made report, also called
packaged reports.
• Reports typically consist of many market segments within a broader
market category and often contain more than what a client wants.
Costs can range in the thousands.
Some provide individual pages or sections.
©Amelia Kassel ∎ www.marketingbase.com 68
Market Research Reports
• Marketresearch.com – free searching.
• Profound, subscription-based for
selecting reports by the page or section.
• ReportLinker.com
Key sites and Sources
• Tables of Contents
• Abstracts
• In some cases, executive summaries
• Some sell by the page
Hundreds of
individual publishers
sell reports at their
websites and provide
free access to:
©Amelia Kassel ∎ amelia@marketingbase.com 69
Investment Brokerage House Reports
Provide industry and company analysis
Considered highest level of authoritative information about
companies
Caveat:
• Brokerage houses invest in some companies they write about and are called
market makers. As such, look for disclaimers and potential bias.
• If reports are from “market makers,” make sure to find other research for a
well-rounded perspective.
• Read an explanation of market maker
©Amelia Kassel ∎ www.marketingbase.com 70
©Amelia Kassel ∎ amelia@marketingbase.com 71
Internet Tools
Search Engines
Search Tools
Directories
Social Media
©Amelia Kassel ∎ amelia@marketingbase.com 72
Authoritative (more so than not)
Internet Sites Include…
Academic Institutions
• Site:edu
Government Agencies
• Site:gov
Professional and Trade Associations
• Site:org
Military Sites
• Site:mil
Library Catalogs
• WorldCat.org
• Individual Library Catalogs (OPACs)
Journal Publishers
Newspapers – view this Webinar by a colleague, Cynthia
Lesky: Business Research in the Age of Truthiness
http://www.threshinfo.com/insights/2013/1/29/business-
research-webinar.html
Trade Directories (listings require
investigation and scrutiny)
•Alibaba
•GlobalSpec
•Kompass
•GlobalSpec
•ThomasNet
©Amelia Kassel ∎ amelia@marketingbase.com 73
Google Advanced Searching at Google.com
Use GoogleGuide.com to learn more about advanced Google searching
Google has query modifiers and advanced connectors, akin to the
concept of fields used in premium (fee-based) databases but they do not
promote advanced searching. As a result, many do not know about
advanced Google searching which can be important to IIPs.
For a list of query modifiers>>>
©Amelia Kassel ∎ amelia@marketingbase.com 74
Google Query Modifiers (Fields)
Examples
©Amelia Kassel ∎ amelia@marketingbase.com 75
Google Query Modifiers (Fields)
©Amelia Kassel ∎ amelia@marketingbase.com 76
Google Advanced Operators (Fields)
www.google.com/help/operators.html
©Amelia Kassel ∎ amelia@marketingbase.com 77
Inclusion and Exclusion
Google discontinued the plus
sign, which had been used to
ensure inclusion in the results.
You must now use quotation
marks around a word for
inclusion.
• Read about Verbatim
• You’ll find it on the Google results page by clicking on All
Results and selecting Verbatim from the drop down menu
Verbatim is also a tool for single
words but there are problems
when it comes to complex
searching.
• Caveat: It’s imperfect and doesn’t always work.
Add the minus sign (-) next to a
term to exclude it.
©Amelia Kassel ∎ amelia@marketingbase.com 78
Google Proximity Searching
Google allows ordered proximity searching using asterisks.
One asterisk (*) to span each 2 intervening words with order
specified
Use an asterisk * within a phrase search to match any word
in that position.
• This is the same or similar to using a “wild card” word
• Google refers to this as "fill in the blanks."
©Amelia Kassel ∎ amelia@marketingbase.com 79
Google Cached Copy
The cached copy is helpful
if you click on a site that’s
no longer there.
The cached copy is the
most recent one available
prior to the most recent
one found in a Google
results list – if that makes
sense 
To view a cached copy, click
on the arrow next to the
green link underneath the
result title, displayed in the
screen shot below:
©Amelia Kassel ∎ amelia@marketingbase.com 80
WayBack Machine
While on the subject of
finding older sites, you can
find older versions of a site
using the Wayback
Machine.
• Business and competitive intelligence
• Legal applications
Applications include:
Recommended: Read
more about the Wayback
Machine
©Amelia Kassel ∎ amelia@marketingbase.com 81
WayBack Machine Examples
I used the Wayback Machine to find names and email addresses of a defunct
organization’s members. An association I belong to wanted invite those
members to join our association
A colleague used the Wayback Machine to find an item she remembered seeing
on an Amazon but had disappeared. She wanted to prove a point for an article
and found just what she needed.
Business researchers and competitive intelligence professionals need older
versions of a website when conducting in-depth company research. Older sites
may be a way to learn about a company’s growth.
Legal researchers need old versions of a site for litigation.
©Amelia Kassel ∎ amelia@marketingbase.com 82
More Google Services and Tools
Click on More at Google.com
 Then click on Even More
©Amelia Kassel ∎ amelia@marketingbase.com 83
A Few Google Tips and Tricks
Change to 100 results to scan results more quickly
• Click on the gear wheel at the top right of the results list
• Click on Search Settings
• Click on Never Show Instant Results
• Change to 100
Add filetypes to your search – Examples:
• (environment OR green) site:www.eurekalert.org filetype:pdf
• (environment OR green) site:www.eurekalert.org (filetype:doc OR
filetype.docx)
• (environment OR green) site:www.eurekalert.org (filetype:xls OR
filetype.xlsx)
©Amelia Kassel ∎ amelia@marketingbase.com 84
Search Engine Charts and Documentation
 For a list of key search engines with comparisons
of search engine features, see InfoPeople Search
Tools Chart
 Bing advanced features are in a document from the
Microsoft Download Center.
©Amelia Kassel ∎ amelia@marketingbase.com 85
Specialty Search Engine
Scirus - (Developed by Elsevier)
Coverage:
• Science
• Business
• Patents
Offers Advanced
Search Capabilities
©Amelia Kassel ∎ amelia@marketingbase.com 86
RefSeek
RefSeek is still in beta but has
been that way for years.
It’s geared to Web search for
students and researchers.
It has its own index of more than one
billion documents, including Web pages,
books, encyclopedias, journals, and
newspapers.
A Documents search is used for
definitions, math calculations, and
an expanded reference directory.
When searching Documents,
results are for websites with
PDF files.
©Amelia Kassel ∎ amelia@marketingbase.com 87
Microsoft Academic Search
Search by key word and limit by:
• Author
• Conference
• Journal
• Organization
• Year
• DOI
Limit by Time Period
Visualization Tools provide:
• Co-author graph
• Citation graph
• Computer Science Domain Trends
©Amelia Kassel ∎ amelia@marketingbase.com 88
BASE
A search engine
for academic
open access
web resources.
See the list of
content sources
©Amelia Kassel ∎ amelia@marketingbase.com 89
Federated Search Engines for Scientific Data
and Literature
 Read this article from the excellent Intellogist Blog
©Amelia Kassel ∎ amelia@marketingbase.com 90
©Amelia Kassel ∎ amelia@marketingbase.com 91
Web Benefits
Availability and
Accessibility
Easy-to-use
The meter doesn't
run
Many outstanding
resources
©Amelia Kassel ∎ www.marketingbase.com 92
Quality Caveats
• Inaccuracies, biases, no fact checkers
• Burden of determining whether information is valid, reliable, and
useful falls exclusively on you
The Web is a starting
place:
Even information
professionals may be
fooled
Lack of historical archival
information
• You may have to create several searches
• Too many results
• Takes time – time is money!
Time consuming to
search
©Amelia Kassel ∎ www.marketingbase.com 93
Quality Caveats – Cont.
Company sites control the information:
• You get what they want you to know
• Often, company websites do contain information that is of value to your
research but some are less than complete and using other sources is
necessary.
Searching is typically less powerful and takes more time.
©Amelia Kassel ∎ www.marketingbase.com 94
Quality Criteria
The following are from Randolph’s Hock book Extreme
Searcher’s Internet Handbook, 4rd ed., 2013. Hock
enhances each point with additional details in his book
• Consider the source
• Consider the motivation
• Look at the quality of the writing
• Look at the quality of the documentation of sources cited
• Is the site and its contents as current as they should be?
• Are you covering the appropriate range of sources necessary for your
topic?
• For facts you are going to use, verify using multiple sources, or choose
the most authoritative source
How and Where to Search
When all is said
and done:
• Knowing where to search saves time
• Understanding and applying quality
criteria and guidelines creates Quality
Research and Deliverables
©Amelia Kassel ∎ www.marketingbase.com 96
©Amelia Kassel ∎ amelia@marketingbase.com 97
Sources for Searching Blogs
Google
Blogs
Technocrati
©Amelia Kassel ∎ amelia@marketingbase.com 98
LinkedIn Company Profiles
©Amelia Kassel, amelia@marketingbase.com
Quick way to find
succinct and basic
information.
• Employees: The number, average age, and whether
male/female on LinkedIn
• Related companies
• Common job titles
• Recent promotions
• Job opportunities
• Recent News
• Products
Profiles may
include:
99
LinkedIn Groups
LinkedIn Groups “provide a place for professionals in the same
industry or with similar interests to share content, find answers,
post and view jobs, make business contacts, and establish
themselves as industry experts.”
“You can find groups to join in the Groups Directory or view
suggestions of groups you may like. You can also create a new
group focused on a particular topic or industry.”
Include LinkedIn Groups as part of your research tool kit.
©Amelia Kassel ∎ amelia@marketingbase.com 100
Monitoring and Tracking
One type of research is monitoring or tracking current information and
websites. Clients may need to stay updated on a subject or industry or
use this research for newsletters. Some IIPs create newsletters for their
clients as one of their services.
You can use Alerts, available from fee-based aggregators, and/or Web-
based sources. Tools for tracking websites include Copernic Tracker and
other Web Page Monitoring Tools.
RSS feeds and electronic newsletters/alerts from numerous sites are
available free for staying current. Read: Google Reader Is Shutting
Down; Here Are the Best Alternatives. I prefer my RSS feeds to be
delivered to my Outlook email box, which is one option.
©Amelia Kassel ∎ amelia@marketingbase.com 101
I’ve included a handful I’ve used over the years.
©Amelia Kassel ∎ amelia@marketingbase.com 102
Business and Statistics
Bureau of Economic Analysis
Bureau of Labor Statistics
SBA.gov
Congressional Research Service (CRS) Reports
• Think tank for congress with free reports
Data.gov (raw data)
FCC Industry Analysis Division
©Amelia Kassel ∎ amelia@marketingbase.com 103
Business and Statistics – Cont
FedStats.gov
USAGov.gov
• Valuable for uncovering contracts, grants, and loans
• Use Advanced Search
USASpending.com
U.S. Census Bureau &
Statistical Abstracts
U.S. Securities and Exchange
Commission (SEC)
©Amelia Kassel ∎ amelia@marketingbase.com 104
Sci-Tech-Med
 Center for Disease Control & Prevention
 Food & Drug Administration (FDA)
 National Library of Medicine PubMed
 Medline
 National Library of Medicine DailyMed
 Drug content and labeling
 Science.gov
 More than 40 scientific databases and gateway to other
scientific websites.
©Amelia Kassel ∎ amelia@marketingbase.com 105
United States Government Internet
Directory
©Amelia Kassel, amelia@marketingbase.com 106
Contains more than 1,800 Web site records, organized into 21 subject themed chapters
Includes topics on a wide-range of subjects including employment, energy, defense and intelligence, culture and recreation, and much more
Provides descriptions and URLs for each site
Describes sites to help you choose the proper resource
Notes the useful or unique aspects of the site
Lists some of the major government publications hosted on the site
Contains useful, up-to-date organizational charts for the major federal government agencies
Provides a roster of congressional members with member's Web sites
Lists House and Senate Committees with committee URLs
Includes a one-page Quick Guide to the major federal agencies and the leading online library, data source, and finding aid sites
Identifies the major government Web sites related to the global recession and new government economic recovery programs
Contains multiple indexes in the back of the book to help the user locate Web sites by agency, site name, subject, and government
publication title
Mind Set
Client Interview
Source Selection
Use of Simple and Advanced Search Techniques
©Amelia Kassel ∎ amelia@marketingbase.com 107
Mind Set
Use Quality
Sources
Professional
Search
Techniques
Confirm and
Verify
©Amelia Kassel ∎ amelia@marketingbase.com 108
Client Interview
Elicit information from clients to understand:
• Scope including goals and purpose
• Specific requirements
• Variables /Parameters
• Preferences about deliverables
Clients come to depend on your knowledge and
professionalism about:
• Scoping the project
• What to include
• These are value-added skills
©Amelia Kassel ∎ amelia@marketingbase.com 109
Source Selection
Select databases that covers the subject
matter of interest
• Business
• Industry
• Medicine and Health
• Education
• Legal
• Regulatory
• Public Records
©Amelia Kassel ∎ amelia@marketingbase.com 110
Market Categories or Segments
 Within an industry there are potentially dozens of
market segments.
 Examples>>>
©Amelia Kassel ∎ amelia@marketingbase.com 111
©Amelia Kassel ∎ amelia@marketingbase.com 112
Services
Search Techniques
Divide Requests Into Concepts (concept
analysis)
Use Pearl Growing
• Find other terms to search on including:
• Synonyms
• Alternate spellings
• Variant terms
Singular or Plural?
Boolean Operators
Proximity Connectors
Field Searching
• Title
• Index terms (descriptors, segments,
subject terms, etc.)
• Company
• Publication Year, Day, or Year
Started for Company Research
• Journal Title
• SIC/NAICS
• Classification Codes/Systems
©Amelia Kassel ∎ amelia@marketingbase.com 113
Sources for Identifying Concepts and
Defining Terms
Google Define
• Google Related Searches
• Google AdWords Keyword ToolSynonyms:
Whatis.com
Webopedia
Onelook
Wikipedia
©Amelia Kassel ∎ amelia@marketingbase.com 114
©Amelia Kassel ∎ amelia@marketingbase.com 115
Amelia’s Strategies for
Research Success Summary
Identify Key Sources
for your Target Markets
Use Web and Fee
Databases and
Advanced Search
Techniques
Learn your sources
inside and out
including nuances
Between Free and Fee
Versions of a Database
Confirm and Verify
Questionable Sources
Weigh Time and Cost
Issues
Stay Current on New
Technology, Sources,
and Techniques
©Amelia Kassel ∎ amelia@marketingbase.com 116
©Amelia Kassel ∎ amelia@marketingbase.com 117
Professional Journals and Newsletters
Information Today, Inc.
Online/Searcher
Information Advisor
Cyberskeptic’s Guide to Internet Research
©Amelia Kassel ∎ amelia@marketingbase.com 118
Database Vendors and Aggregators Provide…
Manuals and other written documentation for each database.
Built-in Help on their online system interfaces
Training Opportunities
• Online Tutorials
• Webinars
• Videos
Customer Support
• Support staff tell you how to develop search strategies and which sources to
use for unfamiliar databases and topics.
©Amelia Kassel ∎ amelia@marketingbase.com 119
Continuing Education
• SLA
• Annual Conference, Discussion Forums, Webinars, Click University
Associations
• Annual Conference, AIIP-L – a private discussion forum, Webinars for
members, AIIP’s newsletter, Connections.AIIP
Identify and explore
associations in your target
markets
Simmons GSLIS CE Online
Workshops
• AIIP volunteers are available for mentoring new members
• Check with associations and groups in your target market to see if they
provide mentoring opportunities.
Mentoring
©Amelia Kassel ∎ amelia@marketingbase.com 120
Amelia’s Mentor Program
One-on-one, email-based training program.
• Tailored to each Mentee.
• For an article describing the Mentor Program, see
http://web.freepint.com/go/newsletter/191, scroll down to the Tips
Article: Mentoring Independent Information Professionals - A Case
Study by Amelia Kassel
Contact me for other details:
• 707-829-9421 or 800-544-5924
• amelia@marketngbase.com
©Amelia Kassel ∎ amelia@marketingbase.com 121
The content in this slide deck represents a wide selection
of sources and tools that I and many IIPs use.
Please feel free to discuss sources and tools you know
about for markets that interest you.
In some cases, you may need to conduct research to
identify the best sources and tools for your markets.
If you need assistance with your research, I’m happy to
discuss one-and one support that I can provide.
©Amelia Kassel ∎ amelia@marketingbase.com 122

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Week4 tools of_the_trade_-_july_2013_b

  • 1. Amelia Kassel MarketingBase & Amelia’s Mentor Program for New and Evolving Businesses amelia@maretingbase.com
  • 2. Copyright Notice No part of this presentation may be reproduced or transmitted in any form or for any purpose without the express written permission of Amelia Kassel at MarketingBase 707 829-9421 amelia@marketingbase.com ©Amelia Kassel ∎ amelia@marketingbase.com 2
  • 3. Website Links in this Slide Deck I’ve included links to websites within these slides. You should be able to click on links, which are underlined, some in red or others depending on a particular slide’s color scheme. If you click before downloading, i.e., while the file is open in Moodle, sites may open in Moodle, which is less convenient. If you happen to do that, you should be able to use the Back button in your browser to return to Moodle. amelia@marketingbase.com 3
  • 4. Assignments Assignments are required for a Simmons GSLIS CE Certificate. • Assignment #1 is on Slide 9 The more you share with workshop classmates, the more we all learn! • Assignment #2 is on Slide 38 amelia@marketingbase.com 4
  • 5. Questions to Consider What are the best sources? How can I gain access cost-effectively? What skills are required? What are some tips and tricks for making me a top-notch researcher? Where can I get more training? ©Amelia Kassel ∎ amelia@marketingbase.com 5
  • 6. Introduction to Tools of the Trade The tools of the trade covered in this workshop are used for: Business, legal, and topical research. Geared toward business-to- business research The tools of the trade in this presentation are selective! ©Amelia Kassel ∎ amelia@marketingbase.com 6
  • 7. Introduction to Tools of the Trade – Cont Tools of the trade vary depending on your business model and services. • You will need to create a list of resources you plan to use • Library/research guides, formerly referred to as pathfinders, are available from libraries and are helpful for learning about a wide range of sources; see a few examples>>> If you specialize in a specific market or segment, one of your business investments is to research and identify tools of the trade for your market ©Amelia Kassel ∎ amelia@marketingbase.com 7
  • 8. Library Guides  Library of Congress  New York Public Library  Baker Library, Harvard  Jackson Library, Stanford  Lippincott Library, Wharton Research Guides /  UCLA Anderson School of Management ©Amelia Kassel ∎ amelia@marketingbase.com 8
  • 9. Assignment #1  Based on your experience and knowledge, please post for class discussion any of the tools of the trade you’re familiar with that would be useful for your research business’s market or niche.  Others in the workshop may find your suggestions useful. ©Amelia Kassel ∎ www.marketingbase.com 9
  • 10. Fee-Based Aggregators Public and Academic Library Databases Internet Research ©Amelia Kassel ∎ amelia@marketingbase.com 10
  • 11. ©Amelia Kassel ∎ amelia@marketingbase.com 11
  • 12. Fee-Based Aggregators: The Big Three Dialog Factiva LexisNexis • Breadth of content across hundreds of industries and disciplines. • Deep archival content • U.S. and international sources The Big Three are known for: ©Amelia Kassel ∎ amelia@marketingbase.com 12
  • 13. Big Three Content Business News Sci-Tech-Med (STM) Legal Public Records ©Amelia Kassel ∎ amelia@marketingbase.com 13
  • 14. Big Three Content – Cont. Industry Information Products News Statistics Market Data Demographics Regional Information International Marketing Advertising Intellectual Property ©Amelia Kassel ∎ amelia@marketingbase.com 14
  • 15. Industry and Market Categories Hundreds of Industries Thousands of Market Categories Public and Private Sector Information ©Amelia Kassel ∎ amelia@marketingbase.com 15
  • 16. ProQuest Dialog • Saves time • Covers many bases • See my article in Searcher Magazine, January 2011: The New ProQuest Dialog and What’s Next. • Note: ProQuest Dialog has been a work in progress for the past few years. My article has many basics but because of continual updates, I will begin working on a new article next month. Please visit the PQD website for additional information. Dozens of databases, searchable in groups by subject and/or across all database at once. Flexible pricing options include free searching, article previews without incurring costs, and discounts for AIIP members ©Amelia Kassel ∎ amelia@marketingbase.com 16
  • 17. Dow Jones Factiva Immediate access to thousands of sources including in 28 languages from nearly 200 countries 35 years' worth of articles, analyst reports and tweets; incorporates selected websites Dow Jones Intelligent Indexing™ for more precise results. ©Amelia Kassel ∎ amelia@marketingbase.com 17
  • 18. Factiva: Benefits and Drawbacks Benefit: No cost for searching or to view headlines and most of the first sentence in an article. Benefit: Can elect to see key words in context rather than the headline, which is helpful before deciding to incur charges for fulltext. Drawback: Recent price changes now make it very expensive for IIPs, small firms, or others with sporadic usage. Recommended Reading: The True Value of Information by Mary Ellen Bates, download from Moodle, Week 4. ©Amelia Kassel ∎ www.marketingbase.com 18
  • 19. LexisNexis Legal • Case Law • Law Journals • Specialty products and services for legal professionals, investigators, and law enforcement such as CourtLink (dockets) News Company Research Public Records SmartIndexing - read about LN’s indexing at this site. ©Amelia Kassel ∎ amelia@marketingbase.com 19
  • 20. LexisNexis – Cont. Pricing Options Pay as you go for AIIP members Known as Transaction Pricing Pricing varies depending on different types of documents and files being searched Negotiated contracts with flat fees by selected modules are available for those with heavy usage Hourly pricing available ©Amelia Kassel ∎ www.marketingbase.com 20
  • 21. LexisNexis – Cont. User friendly interfaces • Nexis.com • Lexis.com Simple and advanced search capabilities Search boxes similar to web interfaces Costs can add up quickly if using transaction pricing until you’ve mastered LN search techniques. ©Amelia Kassel ∎ www.marketingbase.com 21
  • 22. Alacra.com 75 premium databases. Well-rounded group of business and market research databases. Focus on financial markets and databases with tabular data that can be downloaded into Excel. Because of the expense for Alacra.com even with an AIIP discount, AlacraStore.com is a useful alternative on an as needed basis.>>> ©Amelia Kassel ∎ amelia@marketingbase.com 22
  • 23. AlacraStore.com Free Searching Pay-as-you-go reports Costs of reports vary ©Amelia Kassel ∎ amelia@marketingbase.com 23
  • 24. AlacraStore.com Content Company Profiles Company Financials Credit Report Research Reports Investment Research Market Research Economic Data News ©Amelia Kassel ∎ amelia@marketingbase.com 24
  • 25. HighBeam Business, trade, and news articles Several thousand journals, news, and reference sources Updated daily Archives back more than 20 years All-you-can eat pricing (under $200 annually) with a discount for AIIP members. Good for background but lack of power features slows you down. ©Amelia Kassel ∎ amelia@marketingbase.com 25
  • 26. HighBeam Business More industry resources than the regular HighBeam Industry Reports 4 million company reports Annual subscription cost around $500 only worth it if used regularly. My personal preference is to use pay-as-you-go vendors that you can charge back to clients rather than those with annual subscriptions which are part of your overhead. ©Amelia Kassel ∎ amelia@marketingbase.com 26
  • 27. Company Research The following sources are available with discounts to AIIP members • Hoovers: Public and Private Company Reports • Skyminder: 50 Million Companies worldwide • Credit reports • Reports prepared on demand at relatively moderate prices. • Morningstar Document Research (MDR) for public company research • The SEC.gov site is free and has a full text search capability for the past four years but some research requires more powerful searching capabilities and retrospective searching provided by MDR. ©Amelia Kassel ∎ amelia@marketingbase.com 27
  • 28. Fee-Based Databases Advantages You can search multiple databases at one time with greater precision than most Web-based search engines. Creates greater productivity. Peer reviewed and edited sources, which makes most of the information more authoritative and reliable compared to Web sources. You don’t spend time considering quality issues as you would with many Web sources. ©Amelia Kassel ∎ www.marketingbase.com 28
  • 29. Precision Searching=Speed= Time Savings=Cost Effective • “and” “or” “not”Boolean Operators Proximity searching not available in most Web search engines, although Google has some workarounds I’ll describe later. • near, with, adjacent, same (same sentence or same paragraph • Different systems use different connectors. Proximity connectors make it possible to find words near each other , which yields better results faster. Proximity connectors include>>> ©Amelia Kassel ∎ www.marketingbase.com 29
  • 30. Power Features=Speed= Time Savings=Cost Effective Date searching to generate information by year or specific date Difficult to isolate dates on the free Web. Google allows you to search by date and produces “fresh” sites but dates are not necessarily the date of the item in question. ©Amelia Kassel ∎ www.marketingbase.com 30
  • 31. Field Searching=Speed= Time Savings=Cost Effective Many fields to select from depending on the database. Field search is another way to generate more precise results. Fields are considered meta tags, a term more commonly used in Web verbiage. Searchable fields include: • Title • Descriptors, aka subject or index terms • Company • Publication year, day, or year started for businesses • Journal • SIC/NAICS –searchable government codes for products and industries • Classification codes specific to some databases for products and events. ©Amelia Kassel ∎ www.marketingbase.com 31
  • 32. Formats=Speed= Time Savings=Cost Effective Various formats to meet specific requirements • Bibliographic • Key word in context (KWIC) • Fulltext Flexible format options = $ savings. ©Amelia Kassel ∎ www.marketingbase.com 32
  • 33. Fee-Based Databases Advantages Confidentiality Greater assurance of confidentiality and privacy compared to Web sources. Check Terms of Use (TOU) when searching the Web. Check privacy policies. ©Amelia Kassel ∎ www.marketingbase.com 33
  • 34. Fee-Based Databases Drawbacks Costs Learning curve Keeping up with changes in pricing and technology ©Amelia Kassel ∎ www.marketingbase.com 34
  • 35. Fee-Based Databases Drawbacks Compared to Web Sites Date lags • Lack of the most recent issue from thousands of publishers because it takes time to index journals. • Note: Factiva and some LexisNexis sources are up-to-date because of automated indexing and the fact that most of their news sources are available within hours of publication. Date lags are rarely more than 24-72 hours for some publications. If a journal is available on the Web, you’ll often find the must current issue free. Many business and trade journal websites include interactive capabilities for generating data by specific criteria. The information from these sites is not available in fee-based databases. ©Amelia Kassel ∎ www.marketingbase.com 35
  • 36. Assignment #2  Explore the website for one fee-based online system and post a description with more details than in the slide deck.  Add your thoughts and insights about how this system or database could be helpful to you. ©Amelia Kassel ∎ amelia@marketingbase.com 36
  • 37. ©Amelia Kassel ∎ amelia@marketingbase.com 37
  • 38. AIIP.org: Member Benefits AIIP has negotiated with a number of vendors. Members receive exclusive benefits crucial for their businesses Annual subscription costs are waived for essential resources which would be prohibitive otherwise. Vendors waive contractual/licensing barriers. AIIP members may provide information from vendors to their clients whereas licensing prohibits commercial use of databases available from public and academic libraries. ©Amelia Kassel ∎ amelia@marketingbase.com 38
  • 39. AIIP Member Vendor Benefits – Cont Transactional (Pay-As-You-Go) • You can charge fees back to clients Sign-up fees and up-front annual or monthly account maintenance fees are waived. Discounts from 15% to 20% with some as high as 50% for some of the vendors. Free training and documentation Vendors attend AIIP conferences and provide introductory training. ©Amelia Kassel ∎ amelia@marketingbase.com 39
  • 40. Alternative Sources and Issues When you specialize in one field or industry, subscribing to specialty vendors may be warranted. If you have a client who requires an expensive service that’s only available by subscription, he/she may be willing to cover costs. If you work as a contractor for large companies, the company may have a subscription and make their seats or passwords available to you. • Ask/Suggest/Negotiate • Typically, the client must get permission from the vendor who will issue a password for you. ©Amelia Kassel ∎ amelia@marketingbase.com 40
  • 41. Advantages are that these sites are: • Internet-based • Searching is free • Pay-per document by credit card and charge back to clients ©Amelia Kassel ∎ amelia@marketingbase.com 41
  • 42. Emerald Content is divided into various business categories or you can search all at one time. • You can search PQD’s many databases at one time which can be a way to save time. • Free searching on Emerald may be preferred • Emerald abstracts can be especially helpful>>> Many of the business journals are included in ABI Inform, a ProQuest Dialog (PQD) database, and also available from LexisNexis. ©Amelia Kassel ∎ amelia@marketingbase.com 42
  • 43. ©Amelia Kassel ∎ amelia@marketingbase.com 43
  • 44. IngentaConnect.com • More than 12,000 publications • From more than 255 publishers • Nearly 6 million articles • Subject areas are: • Agriculture/Food Sciences • Arts and Humanities • Biology/Life Sciences • Chemistry • Computer and Information Sciences • Earth and Environmental Sciences • Economics and Business • Engineering/Technology • Mathematics and Statistics • Medicine • Nursing • Philosophy/Linguistics • Physics/Astronomy • Psychology/Psychiatry • Social Sciences Academic and professional research articles ©Amelia Kassel ∎ amelia@marketingbase.com 44
  • 45. NTIS The National Technical Information Service serves as the largest central resource for government-funded scientific, technical, engineering, and business related information available today. Explore the NTIS website for details. “For more than 60 years NTIS has assured businesses, universities, and the public timely access to approximately 3 million publications covering over 350 subject areas. The NTIS database is also available via ProQuest Dialog (PQD) Note: This link takes you to ProQuest Dialog ProSheets which contain detailed search techniques for the special features of each PQD database, including file description, subject coverage, date range, update frequency, data sources, origin and more. ProSheets also provide sample records (documents) showing what you can expect when performing a search in the database. ©Amelia Kassel ∎ amelia@marketingbase.com 45
  • 46. Sage Broad categories covered are: • Health Sciences • Life & Biomedical Sciences • Materials Science & Engineering • Social Sciences & Humanities Visit the site and click on each category to view detailed coverage. ©Amelia Kassel ∎ amelia@marketingbase.com 46
  • 47. SciVerse/ScienceDirect.com Elsevier Publications and other publishers Peer-reviewed scientific articles Includes social sciences and psychology ©Amelia Kassel ∎ amelia@marketingbase.com 47
  • 48. SciVerse/ScienceDirect.com – Cont. Physical Sciences and Engineering • Chemical Engineering • Chemistry • Computer Science • Earth and Planetary Sciences • Energy • Engineering • Materials Science • Mathematics • Physics and Astronomy Life Sciences • Agricultural and Biological Sciences • Biochemistry, Genetics and Molecular Biology • Environmental Science • Immunology and Microbiology • Neuroscience Health Sciences • Medicine and Dentistry • Nursing and Health Professions • Pharmacology, Toxicology and Pharmaceutical Science • Veterinary Science and Veterinary Medicine Social Sciences and Humanities • Arts and Humanities • Business, Management and Accounting • Decision Sciences • Economics, Econometrics and Finance • Psychology • Social Sciences ©Amelia Kassel ∎ amelia@marketingbase.com 48
  • 49. SpringerLink – Springer Publications Astronomy Biomedical Sciences Business & Management Chemistry Climate Computer Science Earth Sciences & Geography Economics Education & Language Energy Engineering Environmental Sciences Food Science & Nutrition Law Life Sciences Materials Mathematics Medicine Philosophy Physics Popular Science Psychology Public Health Social Sciences Statistics Water ©Amelia Kassel ∎ amelia@marketingbase.com 49
  • 50. Social Sciences Research Network Open Source, with mostly free resources in two parts: • Abstract Database containing abstracts on over 493,400 scholarly working papers and forthcoming papers • Electronic Paper Collection currently containing over 401,700 downloadable full text documents in Adobe Acrobat pdf format. The eLibrary also includes the research papers of a number of Fee Based Partner Publications ©Amelia Kassel ∎ amelia@marketingbase.com 50
  • 51. Wiley Online Library Agriculture, Aquaculture & Food Science Architecture & Planning Art & Applied Arts Business, Economics, Finance & Accounting Chemistry Computer Science & Information Technology Earth, Space & Environmental Sciences Humanities Law & Criminology Life Sciences General Life Sciences Anatomy & Physiology Cell & Molecular Biology Ecology Evolution Genetics Microbiology & Virology Neuroscience Plant Science Zoology & Animal Science Mathematics & Statistics Medicine, Nursing, Dentistry & Healthcare Physical Sciences & Engineering Psychology Social & Behavioral Sciences Veterinary Medicine ©Amelia Kassel ∎ amelia@marketingbase.com 51
  • 52. Google Scholar Scholarly literature from academic publishers, professional societies, preprint repositories. Free searching with many free articles but some pay-as-you-go • Peer-reviewed papers • Theses • Books • Abstracts and articles • Patents • Legal Documents For a good overview of Google Scholar, read the Wikipedia article ©Amelia Kassel ∎ amelia@marketingbase.com 52
  • 53. Citation Searching in Google Scholar Google Scholar cites the number of citations in an article and indicates the number of times an article is cited by other authors. This feature is used in scholarly research and is one way to identify experts and thought leaders on a topic. Be aware: Google Scholar does not index all scholarly articles; therefore, some articles citing the item under study may not be counted. Author names can be tricky to search and the results can vary greatly depending on how the name is entered; searching only the author's last name and combining that with the main title in quotations is recommended. Variants in how the item is cited can result in more than one entry for the item under study. The term "citation" in brackets [CITATION] at the beginning of an entry, indicates that the full text of the item is not accessible through Google Scholar and you will have to use another source to obtain fulltext. This may be a fee-based database, one of the source mentioned in this slide deck, or a document delivery company. Because of these issues, scholarly research may be better served by Web of Science or Scopus which are only available in libraries or other institutions. ©Amelia Kassel ∎ amelia@marketingbase.com 53
  • 54. Google Books  Fulltext of millions of pages in books.  Useful for finding elusive information but sometimes not thought about for research purposes.  Advanced Search Page  A nice feature is that you can limit results to Google eBooks and once you do the search, to free eBooks. ©Amelia Kassel ∎ amelia@marketingbase.com 54
  • 55. Directory of Open Access Journals “The aim of the Directory of Open Access Journals is to increase the visibility and ease of use of open access scientific and scholarly journals thereby promoting their increased usage and impact. “The Directory aims to be comprehensive and cover all open access scientific and scholarly journals that use a quality control system to guarantee the content. In short a one stop shop for users to Open Access Journals.” Subjects: all scientific and scholarly subjects are covered Types of resource: scientific and scholarly periodicals that publish research or review papers in full text. Acceptable sources: academic, government, commercial, non-profit private sources are all acceptable. Level: the target group for included journals should primarily be researchers. ©Amelia Kassel ∎ amelia@marketingbase.com 55
  • 56. Free Full Text Scientific Articles  This site contains “over 80 million free scientific publications”  See additional details ©Amelia Kassel ∎ amelia@marketingbase.com 56
  • 57. ©Amelia Kassel ∎ amelia@marketingbase.com 57
  • 58. Public and Academic Libraries Electronic Resources Most public libraries offer databases remotely from your home or office as long as you have library card Some universities offer annual fee-based library cards. Some offer resources for alumni. ©Amelia Kassel ∎ amelia@marketingbase.com 58
  • 59. Public and Academic Libraries Major Aggregators/Sources Many library databases are licensed for personal or academic use from the following vendors: • ProQuest • EbscoHost • Gale Cengage • JSTOR ©Amelia Kassel ∎ amelia@marketingbase.com 59
  • 60. Public and Academic Library Legal and Ethical Issues Most library databases are for personal or educational use only. If you have access, you may be able to use a library’s electronic resources for background information or as a learning tool for your own personal use. IIPs should check terms of use and policies to make sure you are using library databases within legal and ethical guidelines. ©Amelia Kassel ∎ amelia@marketingbase.com 60
  • 61. Public and Academic Library Usage Workaround A workaround is to conduct research and synthesize and cite information in your reports without sending copies of articles to clients. If you copy an article at a library, use the Copyright Clearance Center (CCC) to pay copyright fees. Transaction pricing is available from the CCC. You can pay for items on a pay-as-you-go basis without subscribing to the CCC. The CCC provides a discount to AIIP members. Charge back all costs to clients. If an item is not on file with he CCC, you may have to track down the copyright holder for permission to use or pay a copyright fee. This can potentially take weeks or months. Alternatively, use document retrieval companies or purchase from publishers’ websites, some of which are included in previous slides. Royalty fees will be covered. ©Amelia Kassel ∎ amelia@marketingbase.com 61
  • 62. Selected Document Retrieval Companies • Provides a discount for AIIP membersReprints Desk Infotrieve.com ©Amelia Kassel ∎ amelia@marketingbase.com 62
  • 63. Trade Associations Investment Brokerage House Reports White Papers Grey Literature Market Research Reports Government Agencies ©Amelia Kassel ∎ amelia@marketingbase.com 63
  • 64. Trade & Professionals Associations Trade and professionals associations are often an excellent source of information. Many retain economists and industry experts or outsource to consulting or market research firms who conduct research and provide reports and surveys with data and statistics. Some reports are free, others are for-sale with member and non member pricing; some are for members only. ©Amelia Kassel ∎ www.marketingbase.com 64
  • 65. Trade and Professional Associations Provide: Publications Statistics Facts/FAQs Surveys Economists on staff who are often happy to answer questions. Do watch for biases and slants. ©Amelia Kassel ∎ amelia@marketingbase.com 65
  • 66. White Papers Traditional definitions are: • Authoritative reports on a major issue by a team of experts. • A government report outlining policy. • A short treatise whose purpose is to educate. White papers are often used as a marketing strategy to market a company’s products and services but time contain: • Useful technical content • Specifications • Case studies or company profiles valuable for understanding a company and potentially desirable for competitive intelligence research. ©Amelia Kassel ∎ amelia@marketingbase.com 66
  • 67. Selected White Papers Sources White Papers.org • Technology, Business, Industry TechRepublic IT White Papers • E-Commerce • Data Management • Networking • Security • Cloud • Virtualization • Business Intelligence • Enterprise Applications • Data Centers • Storage, Security ©Amelia Kassel ∎ amelia@marketingbase.com 67
  • 68. Market Research Reports Reports consist of: • Primary and secondary research in a ready-made report, also called packaged reports. • Reports typically consist of many market segments within a broader market category and often contain more than what a client wants. Costs can range in the thousands. Some provide individual pages or sections. ©Amelia Kassel ∎ www.marketingbase.com 68
  • 69. Market Research Reports • Marketresearch.com – free searching. • Profound, subscription-based for selecting reports by the page or section. • ReportLinker.com Key sites and Sources • Tables of Contents • Abstracts • In some cases, executive summaries • Some sell by the page Hundreds of individual publishers sell reports at their websites and provide free access to: ©Amelia Kassel ∎ amelia@marketingbase.com 69
  • 70. Investment Brokerage House Reports Provide industry and company analysis Considered highest level of authoritative information about companies Caveat: • Brokerage houses invest in some companies they write about and are called market makers. As such, look for disclaimers and potential bias. • If reports are from “market makers,” make sure to find other research for a well-rounded perspective. • Read an explanation of market maker ©Amelia Kassel ∎ www.marketingbase.com 70
  • 71. ©Amelia Kassel ∎ amelia@marketingbase.com 71
  • 72. Internet Tools Search Engines Search Tools Directories Social Media ©Amelia Kassel ∎ amelia@marketingbase.com 72
  • 73. Authoritative (more so than not) Internet Sites Include… Academic Institutions • Site:edu Government Agencies • Site:gov Professional and Trade Associations • Site:org Military Sites • Site:mil Library Catalogs • WorldCat.org • Individual Library Catalogs (OPACs) Journal Publishers Newspapers – view this Webinar by a colleague, Cynthia Lesky: Business Research in the Age of Truthiness http://www.threshinfo.com/insights/2013/1/29/business- research-webinar.html Trade Directories (listings require investigation and scrutiny) •Alibaba •GlobalSpec •Kompass •GlobalSpec •ThomasNet ©Amelia Kassel ∎ amelia@marketingbase.com 73
  • 74. Google Advanced Searching at Google.com Use GoogleGuide.com to learn more about advanced Google searching Google has query modifiers and advanced connectors, akin to the concept of fields used in premium (fee-based) databases but they do not promote advanced searching. As a result, many do not know about advanced Google searching which can be important to IIPs. For a list of query modifiers>>> ©Amelia Kassel ∎ amelia@marketingbase.com 74
  • 75. Google Query Modifiers (Fields) Examples ©Amelia Kassel ∎ amelia@marketingbase.com 75
  • 76. Google Query Modifiers (Fields) ©Amelia Kassel ∎ amelia@marketingbase.com 76
  • 77. Google Advanced Operators (Fields) www.google.com/help/operators.html ©Amelia Kassel ∎ amelia@marketingbase.com 77
  • 78. Inclusion and Exclusion Google discontinued the plus sign, which had been used to ensure inclusion in the results. You must now use quotation marks around a word for inclusion. • Read about Verbatim • You’ll find it on the Google results page by clicking on All Results and selecting Verbatim from the drop down menu Verbatim is also a tool for single words but there are problems when it comes to complex searching. • Caveat: It’s imperfect and doesn’t always work. Add the minus sign (-) next to a term to exclude it. ©Amelia Kassel ∎ amelia@marketingbase.com 78
  • 79. Google Proximity Searching Google allows ordered proximity searching using asterisks. One asterisk (*) to span each 2 intervening words with order specified Use an asterisk * within a phrase search to match any word in that position. • This is the same or similar to using a “wild card” word • Google refers to this as "fill in the blanks." ©Amelia Kassel ∎ amelia@marketingbase.com 79
  • 80. Google Cached Copy The cached copy is helpful if you click on a site that’s no longer there. The cached copy is the most recent one available prior to the most recent one found in a Google results list – if that makes sense  To view a cached copy, click on the arrow next to the green link underneath the result title, displayed in the screen shot below: ©Amelia Kassel ∎ amelia@marketingbase.com 80
  • 81. WayBack Machine While on the subject of finding older sites, you can find older versions of a site using the Wayback Machine. • Business and competitive intelligence • Legal applications Applications include: Recommended: Read more about the Wayback Machine ©Amelia Kassel ∎ amelia@marketingbase.com 81
  • 82. WayBack Machine Examples I used the Wayback Machine to find names and email addresses of a defunct organization’s members. An association I belong to wanted invite those members to join our association A colleague used the Wayback Machine to find an item she remembered seeing on an Amazon but had disappeared. She wanted to prove a point for an article and found just what she needed. Business researchers and competitive intelligence professionals need older versions of a website when conducting in-depth company research. Older sites may be a way to learn about a company’s growth. Legal researchers need old versions of a site for litigation. ©Amelia Kassel ∎ amelia@marketingbase.com 82
  • 83. More Google Services and Tools Click on More at Google.com  Then click on Even More ©Amelia Kassel ∎ amelia@marketingbase.com 83
  • 84. A Few Google Tips and Tricks Change to 100 results to scan results more quickly • Click on the gear wheel at the top right of the results list • Click on Search Settings • Click on Never Show Instant Results • Change to 100 Add filetypes to your search – Examples: • (environment OR green) site:www.eurekalert.org filetype:pdf • (environment OR green) site:www.eurekalert.org (filetype:doc OR filetype.docx) • (environment OR green) site:www.eurekalert.org (filetype:xls OR filetype.xlsx) ©Amelia Kassel ∎ amelia@marketingbase.com 84
  • 85. Search Engine Charts and Documentation  For a list of key search engines with comparisons of search engine features, see InfoPeople Search Tools Chart  Bing advanced features are in a document from the Microsoft Download Center. ©Amelia Kassel ∎ amelia@marketingbase.com 85
  • 86. Specialty Search Engine Scirus - (Developed by Elsevier) Coverage: • Science • Business • Patents Offers Advanced Search Capabilities ©Amelia Kassel ∎ amelia@marketingbase.com 86
  • 87. RefSeek RefSeek is still in beta but has been that way for years. It’s geared to Web search for students and researchers. It has its own index of more than one billion documents, including Web pages, books, encyclopedias, journals, and newspapers. A Documents search is used for definitions, math calculations, and an expanded reference directory. When searching Documents, results are for websites with PDF files. ©Amelia Kassel ∎ amelia@marketingbase.com 87
  • 88. Microsoft Academic Search Search by key word and limit by: • Author • Conference • Journal • Organization • Year • DOI Limit by Time Period Visualization Tools provide: • Co-author graph • Citation graph • Computer Science Domain Trends ©Amelia Kassel ∎ amelia@marketingbase.com 88
  • 89. BASE A search engine for academic open access web resources. See the list of content sources ©Amelia Kassel ∎ amelia@marketingbase.com 89
  • 90. Federated Search Engines for Scientific Data and Literature  Read this article from the excellent Intellogist Blog ©Amelia Kassel ∎ amelia@marketingbase.com 90
  • 91. ©Amelia Kassel ∎ amelia@marketingbase.com 91
  • 92. Web Benefits Availability and Accessibility Easy-to-use The meter doesn't run Many outstanding resources ©Amelia Kassel ∎ www.marketingbase.com 92
  • 93. Quality Caveats • Inaccuracies, biases, no fact checkers • Burden of determining whether information is valid, reliable, and useful falls exclusively on you The Web is a starting place: Even information professionals may be fooled Lack of historical archival information • You may have to create several searches • Too many results • Takes time – time is money! Time consuming to search ©Amelia Kassel ∎ www.marketingbase.com 93
  • 94. Quality Caveats – Cont. Company sites control the information: • You get what they want you to know • Often, company websites do contain information that is of value to your research but some are less than complete and using other sources is necessary. Searching is typically less powerful and takes more time. ©Amelia Kassel ∎ www.marketingbase.com 94
  • 95. Quality Criteria The following are from Randolph’s Hock book Extreme Searcher’s Internet Handbook, 4rd ed., 2013. Hock enhances each point with additional details in his book • Consider the source • Consider the motivation • Look at the quality of the writing • Look at the quality of the documentation of sources cited • Is the site and its contents as current as they should be? • Are you covering the appropriate range of sources necessary for your topic? • For facts you are going to use, verify using multiple sources, or choose the most authoritative source
  • 96. How and Where to Search When all is said and done: • Knowing where to search saves time • Understanding and applying quality criteria and guidelines creates Quality Research and Deliverables ©Amelia Kassel ∎ www.marketingbase.com 96
  • 97. ©Amelia Kassel ∎ amelia@marketingbase.com 97
  • 98. Sources for Searching Blogs Google Blogs Technocrati ©Amelia Kassel ∎ amelia@marketingbase.com 98
  • 99. LinkedIn Company Profiles ©Amelia Kassel, amelia@marketingbase.com Quick way to find succinct and basic information. • Employees: The number, average age, and whether male/female on LinkedIn • Related companies • Common job titles • Recent promotions • Job opportunities • Recent News • Products Profiles may include: 99
  • 100. LinkedIn Groups LinkedIn Groups “provide a place for professionals in the same industry or with similar interests to share content, find answers, post and view jobs, make business contacts, and establish themselves as industry experts.” “You can find groups to join in the Groups Directory or view suggestions of groups you may like. You can also create a new group focused on a particular topic or industry.” Include LinkedIn Groups as part of your research tool kit. ©Amelia Kassel ∎ amelia@marketingbase.com 100
  • 101. Monitoring and Tracking One type of research is monitoring or tracking current information and websites. Clients may need to stay updated on a subject or industry or use this research for newsletters. Some IIPs create newsletters for their clients as one of their services. You can use Alerts, available from fee-based aggregators, and/or Web- based sources. Tools for tracking websites include Copernic Tracker and other Web Page Monitoring Tools. RSS feeds and electronic newsletters/alerts from numerous sites are available free for staying current. Read: Google Reader Is Shutting Down; Here Are the Best Alternatives. I prefer my RSS feeds to be delivered to my Outlook email box, which is one option. ©Amelia Kassel ∎ amelia@marketingbase.com 101
  • 102. I’ve included a handful I’ve used over the years. ©Amelia Kassel ∎ amelia@marketingbase.com 102
  • 103. Business and Statistics Bureau of Economic Analysis Bureau of Labor Statistics SBA.gov Congressional Research Service (CRS) Reports • Think tank for congress with free reports Data.gov (raw data) FCC Industry Analysis Division ©Amelia Kassel ∎ amelia@marketingbase.com 103
  • 104. Business and Statistics – Cont FedStats.gov USAGov.gov • Valuable for uncovering contracts, grants, and loans • Use Advanced Search USASpending.com U.S. Census Bureau & Statistical Abstracts U.S. Securities and Exchange Commission (SEC) ©Amelia Kassel ∎ amelia@marketingbase.com 104
  • 105. Sci-Tech-Med  Center for Disease Control & Prevention  Food & Drug Administration (FDA)  National Library of Medicine PubMed  Medline  National Library of Medicine DailyMed  Drug content and labeling  Science.gov  More than 40 scientific databases and gateway to other scientific websites. ©Amelia Kassel ∎ amelia@marketingbase.com 105
  • 106. United States Government Internet Directory ©Amelia Kassel, amelia@marketingbase.com 106 Contains more than 1,800 Web site records, organized into 21 subject themed chapters Includes topics on a wide-range of subjects including employment, energy, defense and intelligence, culture and recreation, and much more Provides descriptions and URLs for each site Describes sites to help you choose the proper resource Notes the useful or unique aspects of the site Lists some of the major government publications hosted on the site Contains useful, up-to-date organizational charts for the major federal government agencies Provides a roster of congressional members with member's Web sites Lists House and Senate Committees with committee URLs Includes a one-page Quick Guide to the major federal agencies and the leading online library, data source, and finding aid sites Identifies the major government Web sites related to the global recession and new government economic recovery programs Contains multiple indexes in the back of the book to help the user locate Web sites by agency, site name, subject, and government publication title
  • 107. Mind Set Client Interview Source Selection Use of Simple and Advanced Search Techniques ©Amelia Kassel ∎ amelia@marketingbase.com 107
  • 108. Mind Set Use Quality Sources Professional Search Techniques Confirm and Verify ©Amelia Kassel ∎ amelia@marketingbase.com 108
  • 109. Client Interview Elicit information from clients to understand: • Scope including goals and purpose • Specific requirements • Variables /Parameters • Preferences about deliverables Clients come to depend on your knowledge and professionalism about: • Scoping the project • What to include • These are value-added skills ©Amelia Kassel ∎ amelia@marketingbase.com 109
  • 110. Source Selection Select databases that covers the subject matter of interest • Business • Industry • Medicine and Health • Education • Legal • Regulatory • Public Records ©Amelia Kassel ∎ amelia@marketingbase.com 110
  • 111. Market Categories or Segments  Within an industry there are potentially dozens of market segments.  Examples>>> ©Amelia Kassel ∎ amelia@marketingbase.com 111
  • 112. ©Amelia Kassel ∎ amelia@marketingbase.com 112 Services
  • 113. Search Techniques Divide Requests Into Concepts (concept analysis) Use Pearl Growing • Find other terms to search on including: • Synonyms • Alternate spellings • Variant terms Singular or Plural? Boolean Operators Proximity Connectors Field Searching • Title • Index terms (descriptors, segments, subject terms, etc.) • Company • Publication Year, Day, or Year Started for Company Research • Journal Title • SIC/NAICS • Classification Codes/Systems ©Amelia Kassel ∎ amelia@marketingbase.com 113
  • 114. Sources for Identifying Concepts and Defining Terms Google Define • Google Related Searches • Google AdWords Keyword ToolSynonyms: Whatis.com Webopedia Onelook Wikipedia ©Amelia Kassel ∎ amelia@marketingbase.com 114
  • 115. ©Amelia Kassel ∎ amelia@marketingbase.com 115
  • 116. Amelia’s Strategies for Research Success Summary Identify Key Sources for your Target Markets Use Web and Fee Databases and Advanced Search Techniques Learn your sources inside and out including nuances Between Free and Fee Versions of a Database Confirm and Verify Questionable Sources Weigh Time and Cost Issues Stay Current on New Technology, Sources, and Techniques ©Amelia Kassel ∎ amelia@marketingbase.com 116
  • 117. ©Amelia Kassel ∎ amelia@marketingbase.com 117
  • 118. Professional Journals and Newsletters Information Today, Inc. Online/Searcher Information Advisor Cyberskeptic’s Guide to Internet Research ©Amelia Kassel ∎ amelia@marketingbase.com 118
  • 119. Database Vendors and Aggregators Provide… Manuals and other written documentation for each database. Built-in Help on their online system interfaces Training Opportunities • Online Tutorials • Webinars • Videos Customer Support • Support staff tell you how to develop search strategies and which sources to use for unfamiliar databases and topics. ©Amelia Kassel ∎ amelia@marketingbase.com 119
  • 120. Continuing Education • SLA • Annual Conference, Discussion Forums, Webinars, Click University Associations • Annual Conference, AIIP-L – a private discussion forum, Webinars for members, AIIP’s newsletter, Connections.AIIP Identify and explore associations in your target markets Simmons GSLIS CE Online Workshops • AIIP volunteers are available for mentoring new members • Check with associations and groups in your target market to see if they provide mentoring opportunities. Mentoring ©Amelia Kassel ∎ amelia@marketingbase.com 120
  • 121. Amelia’s Mentor Program One-on-one, email-based training program. • Tailored to each Mentee. • For an article describing the Mentor Program, see http://web.freepint.com/go/newsletter/191, scroll down to the Tips Article: Mentoring Independent Information Professionals - A Case Study by Amelia Kassel Contact me for other details: • 707-829-9421 or 800-544-5924 • amelia@marketngbase.com ©Amelia Kassel ∎ amelia@marketingbase.com 121
  • 122. The content in this slide deck represents a wide selection of sources and tools that I and many IIPs use. Please feel free to discuss sources and tools you know about for markets that interest you. In some cases, you may need to conduct research to identify the best sources and tools for your markets. If you need assistance with your research, I’m happy to discuss one-and one support that I can provide. ©Amelia Kassel ∎ amelia@marketingbase.com 122