University of California, San FranciscoUniversity of California, San FranciscoLegacy Tobacco Documents Legacy Tobacco Documents

LibraryLibrary

Jacinta PenkszykJacinta PenkszykDIR Term Project OverviewDIR Term Project Overview

December 3, 2008December 3, 2008

http://legacy.library.ucsf.edu/

Client and Client and Search StatementSearch Statement

Client: Client: Dr. Dr. Jianqiang WangJianqiang Wange-mail: e-mail: jw254@buffalo.edujw254@buffalo.edu

Search Statement:Search Statement:All documents which describe, refer All documents which describe, refer to, report on, or mention any “in-to, report on, or mention any “in-store,” “on-counter,” “point of sale,” store,” “on-counter,” “point of sale,” or other retail marketing campaigns or other retail marketing campaigns for cigarettes.for cigarettes.

Search Engine UsedSearch Engine Used

University of California, San FranciscoUniversity of California, San Francisco

Legacy Tobacco Documents LibraryLegacy Tobacco Documents Library

http://legacy.library.ucsf.edu/http://legacy.library.ucsf.edu/

All searches conducted in expert All searches conducted in expert search and in all collections.search and in all collections.

First Search QueryFirst Search Query

11stst Search Query: Search Query:(wom?n or children*) and (ad campaign* or (wom?n or children*) and (ad campaign* or advertisement campaign*)advertisement campaign*)

Search ResultsSearch Results: 85,733 documents found: 85,733 documents found

Saved to Book BagSaved to Book Bag: 50 results: 50 results

Problems With Results:Problems With Results: Too many of the Too many of the results were about anti-smoking or anti-results were about anti-smoking or anti-tobacco ad campaigns. tobacco ad campaigns.

Fifth Search QueryFifth Search Query 55thth Search Query: Search Query:

(“African American?” or “American Indian?” or (“African American?” or “American Indian?” or “Alaska Natives?” or “Pacific Islanders?” or “Alaska Natives?” or “Pacific Islanders?” or Hispanic? or Latino? or Mexican? or “Puerto Rican?” Hispanic? or Latino? or Mexican? or “Puerto Rican?” or Asian?) or (“yas” or “young adult smoker?” or or Asian?) or (“yas” or “young adult smoker?” or wom?n or m?n) or (“armed force?” or army or navy wom?n or m?n) or (“armed force?” or army or navy or “air force” or marines) and (market? or “market or “air force” or marines) and (market? or “market plan?” and “point of sale?” or “retail market?” or plan?” and “point of sale?” or “retail market?” or “ethnic market?” or “military market?” or “black “ethnic market?” or “military market?” or “black market?” or “Hispanic market” or “blue collar market” market?” or “Hispanic market” or “blue collar market” or “female market?” or grassroot? ) and (“point?of?or “female market?” or grassroot? ) and (“point?of?sale?” or “target market?” or “in?club promotion?” or sale?” or “target market?” or “in?club promotion?” or billboard? or “commercial art”) NOT (“anti? billboard? or “commercial art”) NOT (“anti?

smoking?” or “anti?tobacco?”)smoking?” or “anti?tobacco?”)

Results:Results: 113 documents found 113 documents found

Saved to Bookbag:Saved to Bookbag: 92 results 92 results

Problems with Fifth Search Query Problems with Fifth Search Query and Previous Queriesand Previous Queries

First five search queries were to narrow and First five search queries were to narrow and concentrated on specific user groups that concentrated on specific user groups that the marketing plans were targeted at.the marketing plans were targeted at.

Dr. Wang was interested in cigarette Dr. Wang was interested in cigarette company marketing plans that targeted all company marketing plans that targeted all user groups and not specific user groups. user groups and not specific user groups.

Recall, the number of documents retrieved Recall, the number of documents retrieved was more important to Dr. Wang then was more important to Dr. Wang then precision. He said that “Recall” is more precision. He said that “Recall” is more important in legal research. important in legal research.

Solutions to Query ProblemsSolutions to Query Problems

Brainstormed and came up with broader search Brainstormed and came up with broader search terms for marketing plans, target users and terms for marketing plans, target users and promotional methods. promotional methods.

Broadened my search terms so that they would not Broadened my search terms so that they would not exclude documents that were aimed at user groups exclude documents that were aimed at user groups

that I did not include in my search query.that I did not include in my search query.

Wildcard character, *, further helped broaden the Wildcard character, *, further helped broaden the results because it told the search engine to retrieve results because it told the search engine to retrieve documents that contained variations of the words documents that contained variations of the words strategy and advertising.strategy and advertising.

Solutions to Query ProblemsSolutions to Query ProblemsContinuedContinued

Other Wildcard character, ?, also helped broaden search Other Wildcard character, ?, also helped broaden search results because it told the search engine to find results because it told the search engine to find documents that contained various spellings of the word documents that contained various spellings of the word

point of salepoint of sale..

Using OR between the various search phrases/words Using OR between the various search phrases/words broadens the search because it tells the search engine to broadens the search because it tells the search engine to find documents that contain any of these words or find documents that contain any of these words or

phrases.phrases.

Put NOT before (“anti?smoking” and “anti?tobacco”) so Put NOT before (“anti?smoking” and “anti?tobacco”) so that the search engine would not include documents that that the search engine would not include documents that contained these two words in the results. contained these two words in the results.

Final Search Query:Final Search Query:Ninth Search QueryNinth Search Query

Ninth Search Query:Ninth Search Query: (ad or advertisement or “market plan” or marketing (ad or advertisement or “market plan” or marketing

strateg* or “sales promotion” or “test market” or strateg* or “sales promotion” or “test market” or “corporate marketing strateg*” or “marketing “corporate marketing strateg*” or “marketing strateg*”) or (“target market” or “target audience” or strateg*”) or (“target market” or “target audience” or “special market” or “key market” or “retail market” or “special market” or “key market” or “retail market” or “emerging consumer market” or “key consumer “emerging consumer market” or “key consumer group market” or “unique distribution market” or group market” or “unique distribution market” or “retail outlet”) or (“promotional options” or “message “retail outlet”) or (“promotional options” or “message source” or “communication deliver” or “media outlet” source” or “communication deliver” or “media outlet” or “point?of?sale” or display* or “personal sell” or or “point?of?sale” or display* or “personal sell” or “media” or “commercial art” or “advertis*” or “media” or “commercial art” or “advertis*” or “personal selling” or “street presence” or “retail “personal selling” or “street presence” or “retail dominance” or “marketing outreach” or dominance” or “marketing outreach” or “promotion/display” or “retail promotion” or “POS” or “promotion/display” or “retail promotion” or “POS” or “display selling aid” or “retail plan” or “purchase “display selling aid” or “retail plan” or “purchase pattern”) NOT (“anti?smoking” or “anti?tobacco”)pattern”) NOT (“anti?smoking” or “anti?tobacco”)

Search Results: 3,086,540 documents.Search Results: 3,086,540 documents.

Ninth Search QueryNinth Search Query==

Most Effective QueryMost Effective Query Most effective search query because it returned the Most effective search query because it returned the

biggest recall of documents about retail marketing biggest recall of documents about retail marketing campaigns for cigarettes. campaigns for cigarettes.

The first fifty documents that I looked at were all The first fifty documents that I looked at were all marketing plans from different cigarette companies. marketing plans from different cigarette companies.

This search strategy was more effective then the This search strategy was more effective then the previous ones because I left the search term, previous ones because I left the search term,

campaign out of the search term.campaign out of the search term.

All of the searches that I had conducted with the All of the searches that I had conducted with the truncated or non truncated version of campaign truncated or non truncated version of campaign resulted in the search engine retrieving irrelevant resulted in the search engine retrieving irrelevant documents about anti-smoking or anti-tobacco documents about anti-smoking or anti-tobacco campaigns.campaigns.

Final Client FeedbackFinal Client FeedbackNovember 10, 2008November 10, 2008

Perfect! As I said, I myself even do not Perfect! As I said, I myself even do not quite understand the scope of documentsquite understand the scope of documentsthat satisfy the search topic, something I that satisfy the search topic, something I will find out during the TRECwill find out during the TRECconference next week. What I know at this conference next week. What I know at this point is that it is estimated thatpoint is that it is estimated thatthere are about one million relevant there are about one million relevant documents in the collection. By the time Idocuments in the collection. By the time Ireturn, I will be able to tell you more about return, I will be able to tell you more about it. Regardless, I believe you madeit. Regardless, I believe you madegreat effort on the project. Nice job!great effort on the project. Nice job!

Jianqiang Jianqiang