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MKTG 944 (Alberts): Getting Started

Search Strategies

Order your research – read in-depth research reports first with idea of learning more about your industry, and therefore, more keywords, conventional terms.   Use this information to conduct more specific article searches.

Pay attention to who and what is being cited in reports and articles.  Use those names as keywords. 

Searching in the articles databases such as Factiva and Business Source Premier generally requires quotes around phrases.  Use wildcard “*” for truncation:.  Examples:

“retail channel”

“supply chain”

Hotel and invest*

“digital platform” and future

Market* and “personal care”

Subject Specialist

Carol Doyle