MKTG 452- Jay Lambe  

                                                         Searching Strategies for Market Research Projects

                                                                  Jay Lambe

1.Try some initial searches. A broad search may give you an overview of your topic and a sense of how much information may be in library subscription databases or on  websites. If your search is too broad, add additional terms to gain more relevant results.  More importantly, do a narrow search to find targeted information. Precise terms are key to finding precise information.  If you do not find results with your initial keywords, try alternative terms or synonyms.   You can also try broadening your search.    Keep track of your searches by keeping a searching log.

 2. The goal is to find a few highly targeted articles-results from a narrow search which captures all of the attributes you require, rather than an exhaustive search which contains less relevant mateial.à e.g. To find Product -Relevant needs, think of it in terms of  Product-Market. By approaching it this way you don't have to "guess" or "assume" the Product-Relevant needs and your will know that your support or evidence is tied to the target market.

• Step 1    Product (Category/Type OR Specific Product Brand) _______?______________(first choice of search term or phrase)                                                          
• Step 2    Needs (of)      Needs of may not be an expressed term. Instead may be contextual in source
• Step 3   Target Market (seg vars) ______________?______________ (first choice of search terms or phrase)
• Step 4   Features and Benefits      Features Benefits  may not be an expressed term. Instead may be contextual in source
• Step 5  Combine 1, 2, 3, 4 for  "INITIAL" search  for Product -Relevant Needs___?___ Needs of ___?____ Features Benefits
• Step 7  Try out Initial search-term  (Do a quick Google Search)
• Step 8  Evaluate your results and decide if you need to modify your search by using variant terms or by broadening your search

  Tips: Keep a log of terms. Use the customized features in library subscription databases to keep track of your strategies           Remember that some databases may use different  terminology for your terms. Note any indexing or subject terms which may be useful

Here are some examples of websites which may give you a starting point.  Exercise #1 Scan these two websites and note any terms which you might use in an initial search.  Remember searching is a continuous process of refining your terms and strategy to achieve relevant results

NOTE YOUR  CONTINUES AS YOU SEARCH FOR SECONDARY DATA:

• Target Market Sizing.
  

•  Best Practice Review.  Analyze selective retail websites which use this ecommerce strategy.e.g what features might you adopt?

•  Competitive  Review. Compare the online retail websites of competitors.