1. Marketing 4029
Literature Searching
March 2013

2. In this Workshop.......
• Developing an effective search strategy
• Using library materials (databases) effectively
• Evaluating information for quality and
relevance

3. Marketing Subject Guide
http://libguides.mdx.ac.uk/marketing
Choose library
Subject Guides

4. Make an Appointment

5. 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

6. 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

7. ....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

8. Start the Thinking Process!
Think about the following:
What do I need to find?
How and where am I going to find it?
How do I determine the quality of what I am
finding?

9. 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

10. 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)

11. 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

12. Library Catalogue
Reading Lists
Library Account
Placing Request
Accessing E Books

13. 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

14. Journal Search/Catalogue
Journal of Marketing

15. Choose Your Date

16. 2.Planning and Managing
What is involved?

17. Planning and Managing
1. Determine the subject
2. Keywords
3. Scope

18. Keywords
What do you know about
keywords?

19. Words with a Similar Meaning
Internet Marketing
Can you think of other
words or phrases that
mean the same thing/a
similar concept?

20. .....what about
Internet Marketing
E commerce
Web Marketing
Electronic Commerce
Social Media
WWW

21. Here are a Few More
“Small Business”
“Small enterprise “ “ Small firm”
“Small company”
“Market Research”
“Market Analysis” “Consumer Research”

22. Phrase Searching
“Large Scale Retailing”
To search for a phrase enclose it in
quotemarks
The database will search for this as
a phrase and the results will be
more meaningful

23. Broaden the Search
The * symbol allows you to Broaden a Search
eg Global* =
(globally, globalisation,globalization, globalisin
g,globalizing)
Employ* = (employee, employer, employment)

24. Broaden/Narrow Phrases
“Small Business” OR “Small Firm” OR “Small
Company” (Broaden)
“Small Business AND Ethics”(Narrow)

25. Accesing our Resources
Always login via My
UniHub

26. Keynote(UK Market Information)
Useful for
Market Research Reports
Market Sector Products
Company Profiles

27. Keynote/Sidebar
Competitor Analysis

28. What do we Want?
PDF
Executive
summary

29. Your Turn
• Find the Toiletries Market Report for 2013
• Open the PDF and look at the Table of
Contents
• Have a look at the SWOT Analysis and identify
the number 1 threat to the Industry

30. Business Sources Complete
Primary Business and Marketing
Database
Primary Business
Database
Articles
SWOT analyses
Videos
Company information

31. Business Source Complete
Choose Advanced
Search

32. Company Information
Click on the
MarketLine
Report for
Groupe Danone
Open the PDF
Find the SWOT
Analysis
Identify one of the
Strengths of the
company

33. Country Reports(eg Germany)
PESTLE Analysis

34. Country Reports
Find a PESTLE Analysis for
The UK

35. Industry Reports
Start at the Advanced Search Page
Use Industry Profile as the publication type
Find an article on the Telecommunications
Services Industry in Great Britain for 2012

36. Passport GMID
Global Market Information Database
Provides Analytical and
Statistical information on
Global industry,country and
consumer information

37. Mobile Phones
Limit by Country
UK

38. Brand Shares

39. Finding Analytical Reports
• Find an analytical report for Danone
• Try limiting by Country Reports and the UK
• Can you determine which companies had the
leading market share in the UK in 2008-2012?

40. 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?

41. 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?

42. Referencing and Citation
libguides.mdx.ac.uk/marketing
Business School

43. Finally.....
Contact Catherine Funnell
c.funnell@mdx.ac.uk