Marketing 4030

Library Resources for

Postgraduate Research

In this Session

• Developing an effective search strategy

• Using library materials (databases) effectively

• Evaluating information for quality and relevance

Marketing Subject Guidehttp://libguides.mdx.ac.uk/marketing

Choose library Subject Guides

Make an Appointment

Start the Thinking Process!

Think about the following:

What do I need to find?(company information,industry profiles, country report,market research report, social media,e marketing)

How and where am I going to find it?

How do I determine the quality of what I am finding?

Planning and Managing

1. Determine the subject

2. Keywords

3. Scope

Getting Organised

What is a Literature Search?

1.Planning the Literature Search

• Decide on the topic( eg subject area, company market sector etc)

• Begin with a Broad Review of the subject(helps to develop your ideas and gets you thinking about the subject)

• Then define/Narrow the subject

• Define the Type of literature that will contribute to your literature review

Assessment Criteria for the Literature Search

• Define the Scope of the research

• Appropriate Sources of information

• Are the arguments presented in the literature review Critically Evaluated and Analysed ?

• To what Degree are the conclusions you have reached Substantiated ?

also see p 18 of your Module Handbook

Some Tips!

• You can limit the literature review to what has been published in the last ten years on a particular company, industry, country, market sector etc

....and More Tips

• Your bibliography should represent the depth of your reading on a particular subject

• Ensure that you keep a record of everything you have read. All of the reading should be noted in the bibliography

• Continually evaluate the quality of what you are reading

Middlesex Resources

• Access to Full Text of resources that Middlesex subscribes to

• High quality scholarly materials(eg peer reviewed journal articles)

• More options to refine your search strategy( doing a structured search for better results)

Reading 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?

Library Catalogue

Reading ListsLibrary AccountPlacing Request

Accessing E Books

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?

Journal Search/CatalogueJournal of Marketing

Choose Your Date

Keywords

What do you know about keywords?

Words with a Similar Meaning

Internet Marketing

Can you think of other words or phrases that

mean the same thing/a similar concept?

.....what about

Internet Marketing

E commerceWeb Marketing

Electronic CommerceSocial Media

WWW

Here are a Few More

“Small Business”

“Small enterprise “ “ Small firm”

“Small company”

“Market Research”

“Market Analysis” “Consumer Research”

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

Broaden the Search

The * symbol allows you to Broaden a Search

eg Global* = (globally, globalisation,globalization, globalising,globalizing)

Employ* = (employee, employer, employment)

Broaden/Narrow Phrases

“Small Business” OR “Small Firm” OR “Small Company” (Broaden)

“Small Business AND Ethics”(Narrow)

Accesing our Resources

Always login via My UniHub

Keynote(UK Market Information)

Useful forMarket Research ReportsMarket Sector Products

Company Profiles

What do we Want?

PDF

Executive summary

Keynote/Sidebar

Competitor Analysis

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

Business Sources CompletePrimary Business and Marketing

Database

Primary Business DatabaseArticles

SWOT analysesVideos

Company information

Business Source Complete

Choose Advanced Search

Find Company Profiles

Company Information

Click on the MarketLine Report for

Groupe DanoneOpen the PDF

Find the SWOT Analysis

Identify one of the Strengths of the

company

Country Reports 2012(eg Germany)

PESTLE Analysis

PESTLE Analysis

Business Source Complete-Country Reports

Find a PESTLE Analysis for

The UK

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

Passport GMIDGlobal Market Information Database

Provides Analytical and Statistical information on

Global industry,country and consumer information

Mobile Phones

Limit by CountryUK

Mobile Phones-Brand Shares

Brand Shares Exported to Excel

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

FAME

Find a Peer Report for Tesco

plc

Find a Peer Report

Peer Report-Pie Chart

Companies included in the

Peer GroupCan choose 5

max

Pie Chart Exported to Excel

SUMMON

A mega database which works somewhat like GOOGLE BUT!

Allows for more structured searchingSearches across most of Middlesex’s

databases

Articles on Beverage Industry

We will get a masive number of Results(over

8000)So learn to use the

options in the Sidebar

Sidebar Options

Limited byFull Text

Peer-Reviewed articlesTrade pubs only

Date(2010-)

Peer-Reviewed(Citations)

3. Evaluating the Material

• Authority:Who is the author?What is their knowledge base/qualifications?Is this a peer-reviewed journal?

• Relevance:Is it ‘pitched’ at the appropriate level? Is it what Ireally need?

• Objectivity: A balanced view? Opposing views presented?

Evaluating....

• Intent:What is the purpose of the information-eg financial gain, propaganda, academic

• Currency:How old is the information? When was it last updated?

Referencing and Citationlibguides.mdx.ac.uk/marketing

Business School

Theses/Dissertations

Finally.....

Contact Catherine Funnell

c.funnell@mdx.ac.uk