1. Catherine Funnell
Liaison Librarian(Law and Marketing&Enterprise)
Sheppard Library, c.funnell@mdx.ac.uk
February 2012
MARKETING 4030
MARKETING RESEARCH

2. GETTING STARTED
WITH MY UNIHUB!
Remember-to get the
most from the
Eresources to log in
to My UniHub first

3. JOURNALS AND DATABASES

4. .....A WORD ABOUT GOOGLE!
 If you use GOOGLE rather than the
subscription journals and databases
Middlesex provides for you remember to use
the ADVANCED SEARCH option which allows
for a more structured and specific search!
 Once we start looking at the database
Middlesex provides you will see what I mean.

5. ALLOWS YOU TO REFINE THE SEARCH
STRATEGY
ADD LIMITERS-CONTROL THE PROCESS

6. MY UNIHUB>MY STUDY>MY LIBRARY

7. DEFINITIONS
 JOURNALS
-Contain articles that discuss current
research in very specifc areas.Articles have
abstracts-descriptions to tell you what’s in
them
-Short,academic ‘magazines’ that come out
regularly
-Organised by date, volume and issue
number, even when the journal is online

8. ABSTRACTS V FULL TEXT
 An abstract is a short description of the
article, plus the details you’ll need to find it
somewhere
 Full text is literally the whole text of the
article, immediately accessible
 On most of the databases you can choose to
search for Full Text only-see the database’s
help page to find out how

9. WE’LL LOOK AT EJOURNALS FIRST-FROM THE
EJOURNALS LIST

10. TYPE IN TITLE OF JOURNAL

11. DATES INDEXED ARE 1989-PRESENT
CLICK ON THE LINK
This tells us what
Database the
journal is indexed
in and what the
Coverage(Dates )
is

12. WE’LL CHOOSE 2006
VOL 18 ISSUE 4 WINTER

13. DETAILS FROM MODULE HANDBOOK?
TITLE,AUTHOR,DATE-CITATION
Click
on PDF
for on
Full
Text

14. LETTER FROM THE EDITOR

15. JOURNAL SEARCH FROM THE CATALOGUE
Link to
Database
Sometimes you
may find that a
title is available in
Print and/or
Electronically

16. START YOUR SEARCHING

17. SEARCHING DATABASES
 Databases are large collections of many
journals containing many more articles
 Different databases cover different subjects
 They all work slightly differently but all will have
a Search Box to type in subject keywords
 Middlesex subscribes to lots of high quality
online resources to help you with your research

18. BEFORE YOU START LOOKING
MAKE A PLAN!!!!!
 Have an idea of what ou 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(is it
organisation OR organization?)

19. SUBJECT KEYWORDS
 Write keywords down as you go along
 As you are looking at your Results List you
will see other keywords-write them down as
they may be useful to use later
 You can try new combinations of words to
Narrow or Broaden your search

20. SEARCHING PHRASES
 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
For Market Research try
Market Analysis
Consumer Research
Product Research
as possible search keywords or phrases

21. DATABASES FOR JOURNAL ARTICLES-BUSINESS
SOURCE COMPLETE
 Our biggest database. Covers approx 2
million articles,reports,company
profiles,videos abstracts.
 So don’t forget to narrow your search to
items you can see straight away by ticking
the ‘full text only’ box

22. RESOURCES FOR MARKET RESEARCH REPORTS
KEYNOTE
 Access to over 3000 Uk and European market
Intelligence reports
 New titles added or updated every month
 Our subscription provides access to Business
Ratio Reportswhich compare, contrast and
analyse the financial performance of the
leading companies in each sector
 Over 30 business sectors, business
services,lifestyle etc

23. KEYNOTE(CONT’D)
 Reports generally written by the companies
who supply them
 Each report has detailed references, global
market and company profiles section

24. ACCESSING DATABASES
MY UNIHUB>MY STUDY>MY LIBRARY

25. YOUR USERNAME AND PASSWORD
SAME AS NETWORK LOG IN!

26. NOW CLICK ON MY STUDY

27. SCROLL DOWN TO MY LIBRARY-DATABASES

28. SCROLL DOWN THE LIST TO SEARCH FOR
BUSINES SOURCE COMPLETE-CLICK ON IT

29. CHOOSE BUSINESS SOURCE COMPLETE

30. CHOOSE ADVANCED SEARCH

31. CHOOSE SUBJECT KEYWORDS CAREFULLY
PHRASES IN “QUOTE MARKS”
You can search a phrase
and single search word
together and/or two phrases
together.

32. RESULTS

33. MORE WAYS TO LIMIT RESULTS
PUT A TICK(WITH THE MOUSE) IN TRADE
PUBLICATIONS

34. HAVE FEWER RESULTS NOW
JUST 45 TO BROWSE THROUGH

35. LET’S LOOK AT A RESULT-#7
Click on the
HTML

36. FULL TEXT
Can save this to a
Folder, send to your
email,save on USB
etc

37. “MOBILE PHONES” /FULL TEXT / PEER REVIEWED

38. PEER REVIEWED/CITED REFERENCES

39. ARTICLES CITING THIS CITATION
Allows you to
gauge the
REALLY
important
articles!

40. COMPANY PROFILES

41. CHOOSE FROM THE LIST OR TYPE IN A
COMPANY NAME

42. BUSINESS SOURCE COMPLETE
INDUSTRY PROFILE
Choose
Advanced
Search
Type in your subject
keywords enclosed
in quote marks and
choose Industry
profile as the
Publication Type

43. RESULTS

44. LIMIT BY GEOGRAPHY
GREAT BRITAIN
Click on
Geography
and then
choose from
Countries

45. FEWER RESULTS/12
Be aware of the
other subject
keywords you
might try using

46. CHOOSE FROM THE RESULTS

47. PROFILE FROM DATAMONITOR

48. KEYNOTE-MARKET RESEARCH REPORTS

49. WE’LL LOOK AT MARKET REPORTS

50. LET’S LOOK AT ‘TOILETRIES’ FROM THE LIST

51. EXECUTIVE SUMMARY IS DISPLAYED
Click on
PDF for full
report

52. DISPLAY COMPETITOR ANALYSIS

53. BUSINESS RATIOS REPORTS

54. BUSINESS RATIO REPORTS
TOILETRIES AND COSMETICS

55. KEYNOTE-COMPANY INFORMATION
Step 1
Step 2

56. CARPHONE WAREHOUSE UK LIMITED
PDF for Full
Report

57. PDF

58. PASSPORT TO GMID-GLOBAL MARKET INFORMATION
Excellent for
Global Information

59. GETTING STARTED WITH GMID
The first time you
use it you will need
to Register!

60. SEARCH MOBILE PHONES

61. RESULTS-TOO MANY?
Limit by Geography

62. MOBILE PHONES-UK

63. COMPETITORS

64. FULL REPORT

65. JOURNAL ARTICLES
Can choose from one of the
selected journal articles

66. JOURNAL ARTICLE

67. PROQUEST-NEWSPAPERS

68. MAIN SEARCH PAGE
ADVANCED SEARCH

69. SEARCH WITH A PHRASE AND ADDED SUBJECT
KEYWORD

70. RESULTS

71. FULL TEXT
ABSTRACT AND /OR FULL TEXT

72. PRINT/SAVE/EXPORT
If you have
established a
REFWORKS
account you
can export this
citation to that

73. SET UP YOUR REFWORKS ACCOUNT
Refworks is a
Bibliographic
Management Tool

74. DATABASES-FINALLY
 Evaluate your search results
 Initially decide which articles you are going
to read and and which ones are not useful
 Evaluation is a critical skill-by this time you
will know how to do it
 The more you do this the more you will
perfect it

75. EVALUATING SITES ON THE INTERNET-NON
MIDDLESEX-CONSIDER THESE..............
 Relevance-How useful is this site to your
topic?
 Authority-Who wrote and maintains the site?
 Bias-Is there a Bias? Everyone is biased but
how does it affect the site?
 Currency-Is the site up-to-date?
 Feel-Easy to navigate? Links working?

76. SUBJECT GUIDE/APPOINTMENTS/ASK A
LIBRARIAN

77. SUBJECT GUIDE/LINKS/NEW BOOKS ETC

78. APPOINTMENT
Find my name from the
list

79. CHOOSE A SLOT

80. RESOURCES FROM OTHER LIBRARIES
 Inter Library loan/SCONUL card
-If you wish to obtain a journal article and/or
book from another library you have a couple
alternatives. You may either see about
getting a SCONUL card from us to take to
another institution OR
-Complete an Inter library loan form and send
it to us and we will try to obtain the item for
you

81. INTERLIBRARY LOAN-FROM UNIHUB

82. READ THE INFORMATION HERE REGARDING
SUBMITTING A REQUEST

83. COMPLETE THE FORM AND SEND
ELECTRONICALLY

84. SCONUL CARD-TAKE YOUR MIDDLESEX
STUDENT CARD AND THE SCONUL CARD
Ask at the
HelpDesk on the
Ground Floor for
one of these forms
complete it and
return to the Help
Desk for a card

85. DISSERTATIONS
 You can look at some past Middlesex
Marketing Dissertations by searching the
Library Catalogue
 You may wish to look at Dissertations from
outside Middlesex via ETHOS(the British
Library service for Digitised
Dissertations/Theses

86. ETHOS-ACCESS VIA MY MARKETING SUBJECT
GUIDE

87. GO TO THE LIBRARY CATALOGUE
DO A GENERAL KEYWORD SEARCH

88. RESULTS
You will need to
ask the help
Desk on the
Ground Floor
for a
Dissertation
Request form.
Complete it and
give it to them
and and they
will bring it out
for you

89. FINALLY!!
For more help contact me
Catherine Funnell
C.FUNNELL@MDX.AC.UK