Marketing: MARK 5032 Buyer Behaviour Insights

Keywords

WHAT do I want to find out? What are the main concepts and keywords?

To find information for your assignment topics you will need to identify some relevant keywords. You will then be able to use these keywords to search information resources such as the catalogue, databases and the internet.

What you need to consider:

  • What do I want to find out?
  • What keywords/phrases can I use to help me find information?
  • Always check your course outline as it details the requirements for each assignment plus assignment details and marking criteria.

For more help with keywords, watch this short (2 mins) video.

 

Here are some keywords you might like to consider:

  • marketing strategy, marketing management, market orientation, market analysis, market segmentation, marketing research
  • customer analysis, customer profile, consumer behavior, buyer behavior, consumers' preferences, consumer satisfaction, consumers -- attitudes, consumers -- psychology,  decision making
  • brands, branding, brand name products, brand image, brand identity, brand management, brand orientation
  • sales promotion
  • competition, competitor analysis
  • advertising, advertising campaigns, promotion, packaging, package design, food packaging
  • chewing gum, candy, confectionery, snack foods

These are only some of the keywords or phrases you could use, there are many others you could use to identify the concepts you are looking for information about. Can you think of any others?

 

Once you've identified your keywords, you'll need to combine them together to find information on your topic.

Have a look at this guide, which will show you how to connect and combine your keywords to enable you to search the catalogue and databases effectively.

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Finding resources using the Library catalogue

You can find academic references by searching the Library CatalogueThe catalogue is a search tool that enables you to find relevant information on any topic from our collection of print and e-books, journals and theses, together with journal and newspaper articles from numerous academic databases.

Library catalogue search

Catalogue search tips:

  • Use double quotes for phrases e.g. "consumer behavior"
  • Use an asterix * to find alternate word endings e.g. market* finds market, markets, marketing, marketer, marketers etc.

You can limit your search results to find just journal articles. Here's an example of a catalogue search.

"consumer behavior" AND "chewing gum"

You can refine your search results to limit them to journal articles only by ticking Articles in the Refine Search box.

 

To find academic articles, you can refine your search results further by ticking Peer Reviewed. This will only find articles which were published in scholarly journals and will exclude trade publications, magazines, etc.

 

You could also try searching in these key marketing journals:

TIP: Still have too many results? Try limiting your search even further by using one of the other refine options such as Date or Subject.     

You can limit your search results to find just books (both print and ebooks). Here's an example of a catalogue search.

"consumer behavior" AND "chewing gum"

You can limit your results to books only by ticking the Books option under Refine Search.

Ebooks

You can either view ebooks online, or download them to read them later.  To find ebooks in the Library Catalogue conduct your search, then select the Refine Search to Show Only: Full Text Online option and limit to Format Books.

If you would like to download ebooks you'll need to install either an app or ereader, depending of what type of device you're using. Don't worry - they're free and it's easy to do!

You can find information on the software you need and links to the download sites in the Library's ebook guide.

 

TIP: Find too many books? Try limiting your search even further by using one of the other refine options such as Date or Subject.   

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Finding resources using databases and Google Scholar

 

So many databases. HOW do you choose the right databases to search in to find information?

Databases help you to find publications (e.g. journal and newspaper articles, conference papers, book chapters) by a particular author, from a specific publication or on a topic.

They can provide either the full text to a publication or the reference and abstract only. You can access databases from the Library homepage. Choose the Databases link underneath the catalogue search box to see the full listing of database titles. You can then use the Browse by Subject option to find marketing databases.

See the individual database tabs in this box for help with finding resources - these are the best databases for this assignment.

Business Source Complete is a large international database which includes many premium peer-reviewed, business related journals and indexing and abstracts for the most important scholarly business journals, dating back as far as 1886.

Content covers the areas of management (including arts and cultural management, human resource management and sport and recreation management), marketing, economics, finance, accounting, international business and tourism. It's also an excellent source of company information including industry reports, market research reports, country reports, company profiles, and SWOT analyses.

Just enter your keywords into the search box to start searching.

You can limit your search to retrieve only peer-reviewed articles by ticking the Scholarly (Peer-Reviewed) Journals option. You can also limit your search by date range if you would like to.

 

To search for company reports, select More then Company Profiles from the top menu bar.

 

Select company profiles from the drop down menu

You can then search for the company you are interested in. Both MarketLine and Medtrack reports are available from Business Source Complete.

 

For more help with searching Business Source Complete, please see our Company and Industry Information guide.

IBISWorld contains a profile of each of the top 2000 Australian companies, including information about operating and legal structures, financials, personnel, industries of involvement and service providers.

Many company types are included, including Public Listed and Non-Listed, Private, Foreign Owned, Partnerships, Trusts and Government Business Units.

It also contains detailed reports analysing selected Australian industry sectors. For each sector the report includes key statistics, market, industry segmentation, industry conditions & performance, industry participants, key factors, future trends.

Some international company and industry information is also available.

 

You can browse available reports by using the tabs at the top of the screen:

 

You can also search for the company of industry you are interested in by using the search box:

 

Please note that you need to enter a unique username and password to access IBISWorld content - this is available from the Library's IBISWorld database access page.

For more help with searching IBISWorld, see our Company and Industry Information guide

Passport GMID is a global market research database providing statistics, analysis, reports, surveys and breaking news on industries, countries and consumers worldwide.

There are a number of ways you can search Passport GMID to find information.

If you are looking for statistics, you can use the Search Statistics search box. Choose an industry and industry category from drop-down menus and then select Go to find results matching your choices.

 

 
If you are looking for analysis, you can use the Find Analysis search box. Choose an industry and geographical location from drop-down menus and then select Go to find results matching your choices.
 
 
If you're interested in both statistics and analysis, you can search across the entire database by using the text search box in the top right hand side of the screen.
 
 
 
For more help with searching Passport GMID, watch this short video: Passport: Getting Started (3:41mins)
There are other databases you could search in to find information. These include:
 
Located on the Advertising Age site, the Data Center provides statistics, ranking lists and other information useful for marketing and advertising purposes. Select the Datacenter link from the top toolbar to access.
 
Provides access to Australia's most in-depth business and analysis tool covering over 50,000 of Australia's leading private and public companies. The data includes income statements, balance sheets, cash flow statements and profitability ratios. Company360 provides access to financial information and analysis, competitor intelligence, company and  executive profiles and bio's and more.
 
Emerald: insight
An excellent source of management and business information. Subjects covered include management, HRM, and marketing and, as an added bonus, all content in Emerald is peer-reviewed.
 

WARC 

WARC (World Advertising Research Centre) contains the full text of significant case studies, journal articles and research papers in the areas of advertising, marketing, branding, media and marketing research.

 

You may also find suitable academic references for your topic using an internet search engine such as Google Scholar. Google Scholar searches only within academic or scholarly sites, rather than over the whole internet like a regular Google Search. For more information on using Google Scholar, have a look at our Beyond Google for your Research Guide.

By accessing Google Scholar from within the library website, you will be able link directly to articles that the Library has access to by clicking on the Full-text at UniSA link.

To use the advanced search option, select the down arrow in the search box. You can use many of the same search strategies you use to search the catalogue and databases to search the web.

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For a few hints on how to search Google most effectively, have a look at the Google cheat sheet

Here is an example of a search using in Google Scholar:

 
Articles with a Fulltext at UniSA link next to them are freely available to you through the Library - select this link to open a copy of the article you are interested in.
 
 
Many institutions make their research openly available to everyone, regardless of whether or not you are a student there. If you see a PDF link to a paper you may be able to access it, even if it doesn't have a Full-text at UniSA link next to it.
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Finding company, industry and market information

 

Have a look at our online guide to finding Company and industry information.

This guide will help you search the web, our databases and the Library catalogue for company and industry information, financial information, annual reports, legislation and regulation, media coverage and information on public/private companies.

 

Finding news media

Finding a newspaper article using the library catalogue:

Library Catalogue results automatically exclude newspaper articles, but you can add them back in to your results after searching.

Catalogue search example:

"consumer behavior" AND "chewing gum"

This search has been limited using the following steps:

  • Additional Resources: Newspaper Articles (this adds newspapers articles to your results)
  • Format: Newspaper Articles (this limits your search to newspaper articles only, and excludes all other formats from your results - you add them in and then take out everything else)
  • Date: from 2013
 

Finding a newspaper article using a database:

Alternatively you can find relevant newspaper databases listed under the News subject heading under multidisciplinary on the right of the Databases page.

The databases listed below contain both Australian and international content:

More information on finding newspaper articles from both Australia and around the world can be found in the News Media Subject Guide.

Navigate to News Media Subject Guide

Evaluating your resources

Once you have found information for your assignments it is important to think about whether or not the information is of a good quality and useful. To do this you will need to evaluate it before you use it in your academic work.

Watch this short video (approx 3 mins) to learn how to evaluate websites and other resources to decide if they are appropriate for your needs.

For further help, check out some of the following:

Referencing

Referencing Roadmap (Harvard)

Need help referencing? Follow the roadmap!

It is very important to that you acknowledge and reference all the information sources you use in your assignments. The referencing style used for BUSS 2058: Managing Services is Harvard UniSA.

You can find additional help with referencing at these sites:

More help

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Need more help?  Try one of these options

~ Explore our Marketing subject guide

~ Email or chat to a librarian at Ask the Library

~ If you are studying externally, living remotely or have difficulty in using the Library in person the Off Campus Library Service can help

~ Look at our How to guides and videos

~ Use the Help, Tips or Hints screens within the Library Catalogue and the databases