Searching Strategies for Market Research Projects
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.
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
What Else Do you Need to Find?
Target Market Review:
- Online/offline buying behavior for target market
- List Online/offline services/tools/features
- What content leads to a purchase decision?
- How does the buyer respond to content presentation? Graphic, video, text?
NOTE YOUR RESEARCH CONTINUES AS YOU SEARCH FOR SECONDARY DATA:
- Target Market Sizing. Estimates for 2014 and 2015
- Competitive Review.
Using the Library's Catalog for Books/Articles
Let's assume that you are comfortable with finding a specific book. What stumps most students is when they find a reference to a journal and want the fulltext of the article.
Exercise #1 Finding a specific Journal
Do this search:
- Use the catalog to see if we have access to the Journal of Travel Research. Use the tab on the top of the catalog box to limit to journals.
- Type in Journal of Travel Research
- Now search for articles on Destination websites. Scan the articles to see if they fulfill some of the target market requirements. U.S. Residents; Age; Online research....
Summit/ Interlibrary Loan
Do a search in SUMMIT on "Destination Websites" Find a record for a recent book, which is not an ebook