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Step-by-Step Guide & Research Rescue: Marketing

This guide will help you understand how to efficiently and effectively do basic research.

Step 1. Locate Marketing Background Information

This guide leads you through the research process for Academic Freedom topics. For general tips on the research process, click on the Basic Research Strategy tab above.

Related Subject Guide - Business Management


For background information, the following books, located in the regular library bookshelves, Level 1, may be helpful:

  • Great Answers to Tough Marketing Questions (HF 5415.13 .S598 2003)
  • New Product and Brand Management: Marketing Engineering Applications (HF 5415.153 .L55x 2003)
  • Marketing Management and Strategy: Marketing Engineering Applications (HF 5415.125 .L55x 2003)
  • Handbook of Marketing (HF 5415 .H18665 2002)
  • Uncommon Practice: People Who Deliver a Great Brand Experience (HD 9980.5 .U53x 2002)
  • The International Dictionary of Marketing: Over 2000 Professional Terms & Techniques (HF 5415 .Y33x 2002)
  • Preparing the Marketing Plan (HF 5415.13 .P3248 2001)
  • America's Greatest Brands: An Insight Into 80 of America's Strongest Brands (HD 69 .B7 A43x 2001)
  • Marketing Strategies, Tactics, and Techniques: A Handbook for Practitioners (HF 5415 .R567 2001)
  • The Informed Student Guide to Marketing (HF 5415 .I53x 2001)
  • The Marketing Casebook: Cases and Concepts (HF 5415 .D486 2001)
  • Marketing to American Latinos: A Guide to the In-Culture Approach (HC 110 .C6 V35x 2000)

For Specialized online encyclopedias, use the following databases. For subject specific background resources, use the Business Management Subject Guide.

Step 2. Develop & Narrow Your Topic

After reading Background Resources, you should be able to fill out the following "From Topic to Research Focus" formula.  NOTE: This is NOT the same as your Thesis Statement.  Your Thesis Statement is developed after you read Research Materials about your issue/question, determine your stance, and decide how you will present your attitude/angle/argument. For examples of how to use the "From Topic to Research Focus" rubric, click on the Develop and Narrow Topic tab at the top of this page.

1)  I am researching ______________________________________ (topic)
2)  because I want to find out _______________________________  (issue/question)
3)  in order to ____________________________________________ (application)

Organize your Research Focus into concepts: identify terms, think of synonyms, and organize them using this chart.

(Concept 1) _______________ OR ______________ OR ______________ (Synonyms for Concept 1)

AND (Concept 2) ___________ OR ______________ OR ______________ (Synonyms for Concept 2)

AND (Concept 3) ___________ OR ______________ OR ______________ (Synonyms for Concept 3)

Step 3. Find Research Materials for Marketing topics

For Books use the Books & More search to find specific titles from the bibliographies you noted above. Use the Books & More - Advanced Search to find additional books on your issue question. Referring back to the concept chart above, enter your keyword search, one concept for each box.

For Articles use the Articles & More - Advanced Search selecting Collection: Business & Economics. Referring back to the concept chart above, enter your keyword search, one concept for each box. Click Go to begin the search. Click on the title of the article to read the abstract. Click the Full Text Available and Check for Full Text to view the entire article.

To retrieve additional articles, connect to the databases linked below, or select them from Databases A-Z in the Databases & Journals box on the Library Home Page. Depending on how you have narrowed your subject, other databases listed on the Business Management Subject Guide may also be appropriate.

Steps 4 & 5: Evaluating Research Materials & Writing Your Paper

For tips on Evaluating Research Materials & Writing Your Paper, click on the Basic Research Strategy tab above.