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Marketing 3300 Research Guide: Books

A guide to doing research in international marketing

Books

Use the Library Catalogue to find books on your topic.  Start with a KEYWORD search using words and phrases that describe your topic. 

When you find a book that addresses your topic well, make note of the SUBJECTS assigned to it. They will be useful in finding more information on the same topic.  Here are some examples of SUBJECTS that may be useful in your research for this course:

  • Joint Ventures    
  • Advertising
  • Market Segmentation
  • Target Marketing
  • Consumer Behavior

 

  • Branding(Marketing)
  • Brand Name Products
  • International Business Enterprises
  • Export Marketing 

Search the library catalogue for books, audio visual and other materials:

      

Use the Library Catalogue to do KEYWORD searches using the name of the country you are research, plus words and phrases like "statistics", "economic conditions", and "commerce". You may need to look in the catalogues of larger libraries, like UBC, SFU and the Vancouver Public Library.  Remember that you can borrow directly from UBC and SFU libraries using your Douglas College student ID card.  Be sure that you have a sticker on your card for the current semester before you go.  You'll also be responsible for returning the books to the library from which they were borrowed.

Find Country Reports Using the "Business Source Complete" Database

To search Business Source Complete for country reports only, use this search screen (it looks a little different from the regular EBSCO search pages - see below).

Boolean Logic & Other Search Tips

If your initial search brings you TOO FEW articles or even NO articles, have a look at this short video:

1)  Check for spelling mistakes.  If there are alternate spellings of your search terms, join them with the word "or".

                                behavior OR behaviour

2)  Think of synonyms or related concepts for your topic.  Join them with the word "or".

                         marketing OR advertising

3)  Use the truncation symbol * to include variations of a word root.

             manag*  will find manage, manager, management, etc.

             
4)  When you find an article that addresses your topic well, make note of the SUBJECTS that have been assigned to it.  These may lead you to other articles on the same or similar topics.

5)  Try a BROADER search term.  Instead of shoe stores AND Vancouver try shoe stores AND British Columbia.

 

If you get TOO MANY articles, try these tricks:

1)  Try a narrower or more specific search term.  Instead of analysis, use SWOT analysis.


2)  Search for phrases enclosed in quotation marks:  "market research report"


3)  When you find an article that matches your requirements well, look at its SUBJECTS.  Use those subjects in your searches, instead of the more general keyword searches.

Adapted from "Super Searching Strategies: saving a Failed Search", Gordon Coleman, SFU Library (Burnaby B.C., Canada). Licensed under the Creative Commons Attribution-NonCommercial_ShareAlike 3.0 license.  http://creativecommons.org/licenses/by-nc-sa/3.0