Library ResourcesMarketing Research

Catherine Funnell

c.funnell@mdx.ac.uk

MKT2210

Sheppard Library

Services we provideResources we offer

We’re here to help YOU!

Specialist Desk-1st floorIT help

Librarians

Getting Started

Library Catalogue

Reading ListsLibrary AccountPlacing Request

Accessing E Books

Reading List

Essential

Malhotra,NK and Birks,DF, (2007),Marketing Research:An Applied Approach,3rd

European ed,London:Prentice Hall

Recommended

Bradley,N, (2010), Marketing Research Tools and Techniques,2nd ed., Oxford:Oxford University Press

Mcdaniel,Jr C and Gates,R, (2009), Marketing Research,8th ed., London: John Wiley and Sons

Understanding the Catalogue

LocationClassmarkLoan Type

StatusDue Date

Placing a Request

Requests

Borrower=Student #

PIN=Date of Birth

Library Account

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

Choose library Subject Guides

Journals and Databases

• Large collections of many journals containing many articles

• Different databases cover different subjects

• They all work slightly differently but all have a Search Box

• Financial information, industry reports, ccountry data

• Trade journals,newspaper articles

Journals

• Contain articles that discuss current research in very specific areas

• Short academic, ‘magazines’ that are published regularly

• Organised by date, volume and issue number, even when online

• You will use the databases to locate the journal articles using search strategies

Finding Journal Articles-Journal Citation

• Here is an example of a typical reference you would find in a database.

• Sengupta,J & Chan.(2010),”Insincere Flattery Actually Works:A Dual Attitudes Perspective”,Journal of Marketing Research,Vol.47,no 1,pp.122-133

Journal Search/Catalogue

Choose Your Date

PDF

My StudyPrimary Marketing

DatabasesKeynotes

Business Source Complete

Passport to GMID

Research and Planning

• Have an idea of what you want to find

• Write down lots of subject keywords to help you find it

• Include synonyms-words with similar meanings or different spellings of the same word (eg organization/organisation)

Phrase Searching

• When searching by phrase you might want to try different phrases that have a similar meaning

• Some of the results may be the same but you may also get some new and significant results

Eg.For Market Research try:

Market Analysis,Consumer Research,Product Research

Databases/Keynote

• Access to overr 3000 UK and European Market Intelligence Reports

• New titles added or updated every month

• Access to Business Ratio Reports which compare,contrast and analyse the financial performance of the leading companies in each sector

Keynote

Market Research ReportsCompany Profiles

Market SectorsProducts

Market Research Reports

Choose Toiletries

What do we Want?

PDF

Executive summary

Keynote/Sidebar

Competitor Analysis

Competitors/Brand Strategy

Major CompetitorsAvon

Estee Lauder

Brand Strategy

Keynote/Company Information

Carphone Warehouse

Carphone Warehouse

Carphone Warehouse UK

Business Sources Complete

Primary Business DatabaseArticles

SWOT analysesVideos

Company information

Business Source Complete

Choose Advanced Search

Search “Mobile Phones”

Place “mobile phones “in Quote Marks

Publication Type=Industry Profile

Results 374-Too Many?

Limit ByFull Text

Geography

Full Text-No Abstracts13 results

Full Text/PDF

2012 Company Profile

Passport GMID

Excellent for Global informationRegister first time

Mobile Phones

Limit by Geography

UK

Mobile Phones UK

FAME

SUMMON

• Useful for searching multiple databases at one time

• Access to many different types of information(eg journal articles, press reports, SWOT analyses, company information, dissertations, book reviews etc)

• Use subject keywords and phrase searching when constructing a ‘search statement’

SUMMON

• “How do marketing theory and concepts as portrayed in traditional marketing literature have limited application in guiding small business?”

Possible subject keywords and phrases

“small business” “marketing theory”

Could combine them in the search statement

ResultsLimit By Publication Type

Preview