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MKTG 452- Jay Lambe  

Marketing Management Winter 2014
Last Updated: Jan 7, 2014 URL: Print Guide

1. Search Strategy Print Page

Starting Off

                                                         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

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?
  •         Barriers?       



  • 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

    Exercise  #2

    Do a search in SUMMIT  on "Destination Websites"   Find a record for a recent book, which is not an ebook

    • SUMMIT
      The SU community has access to over 27 million items from other libraries through our consortium, Summit.

      To request books and videos from Summit, click the purple “Request Item” button, select Seattle University from the drop down box, and use your active SU Network ID and password to log in.

      Items usually arrive within 4-6 business days. You'll get an email when your items are available to check out at the library's circulation desk.

    • Interlibrary Loan
      Interlibrary Loan (ILL) is a cooperative service in which materials are made available by one library to another for the use of patrons. Requests may be submitted by Seattle University students, faculty, administrators and staff for materials which are not in the SU collection, not available to borrow through Summit, and which are needed for research, term papers and scholarly reading. Average turn around time for materials receive through the U.S. Postal Service is eight days and 4 for electron

    Your Librarian is....

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    Karen Gilles and her dog Eddie
    Contact Info
    Lemieux Library and McGoldrick Learning Commons
    (206) 296-6226 RM 277
    Send Email

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