Skip to Main Content

MKT 3348: Marketing Research

Theories, concepts and methodology in applying research to market problems. Attention toward the application of sampling, sample design, data analysis of marketing problems and how findings are used in formulating marketing policies.

Discover Search

Discover Search Explained

Simultaneously searches dozens of our databases, including Web of Science and ebook collection, plus the library catalog. Note:

  • Watch dates on sources carefully - use limiters if needed.
  • Choices to refine search results are to the right of the results list
  • May select Scholarly (Peer reviewed) journals. This is at the publication level - evaluate the item you intend to use.
  • Full text often available by clicking link under "View It" on item record.
  • If not available in print or electronically, use Interlibrary Loan.

Search Strategies

Boolean Operators are words and symbols that group keywords in specific ways.

  • Group keywords together with quotation marks to search as an exact phrase. Example: “alfred hitchcock”
  • Use AND to combine several keywords or phrases. Example: “opening credits”  AND typography
  • Use OR to search for information about one term, and also articles about another term. Example: film OR cinema
  • Use the asterisk * if you want to search multiple iterations of a keyword. Example: sequenc* = sequence, sequences, sequencing

Use the SIFT method to evaluate online resources.

Sift acronym. Stop, Investigate the source, Find better coverage, Trace information to original context SIFT graphic by Mike Caulfield licensed under CC BY 4.0

Watch the videos below to learn more about the SIFT method.

Subjects: Business