Anu supersearch

Digital literacy training

MKTG7260 Marketing and Stakeholder Communication

Information Resources

ANU Library anulib.anu.edu.au/training digital.literacy@anu.edu.au

MKTG7260

© The Australian National University This work by The Australian National University is licensed under a Creative Commons Attribution-Non-Commercial-No Derivative Works 4.0 Australia License.

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Digital literacy training

MKTG7260

Table of Contents Analyse your topic ...................................................................................................... 1

Break down your assignment question .......................................................................... 1

Brainstorm related terms and synonyms ....................................................................... 1

SuperSearch ............................................................................................................... 2

Subject Guides ........................................................................................................... 2

Databases ................................................................................................................... 3

Business Source Complete ........................................................................................... 4

Emerald Emerging Markets Case Studies ....................................................................... 4

Data and Statistical Sources ....................................................................................... 5

Other resources .......................................................................................................... 8

Digital literacy training

MKTG7260

Analyse your topic In order to formulate a search strategy and choose keywords for searching, you must first understand and analyse your topic.

Break down your assignment question Break it into instructions (what to write) limiters (defining the boundaries of your research) and key concepts (these will be your search terms).

Example question: “Experts and celebrities are good media to create market trust in our brand because they know therefore they make the right choice. We can therefore make the same choice because they were right.”

Instructions: Write a Critical Appraisal of a topic (CAT)

Limiters: Usually geographic (e.g. only in Australia; only in OECD countries) or temporal (e.g. research published in the last 10 years)

Key concepts: celebrities, market, trust, brand, choice, correct

Brainstorm related terms and synonyms Not all journal articles will use the exact same terminology; and the terminology in the published research may be different from the terminology in your assignment question.

Related terms:

• Endorsement

• Celebrity endorsement

• Consumer perception

• Consumer decision making

• Consumer choice

• Source credibility

• Consumer behaviour

Synonyms:

• Stars

• Star power

• Advertising

• Promotion

• Product

• Selection

Alternate spelling

Take into account American spellings. Wildcard symbols (usually a question mark) can be used to pick up both American and British spelling:

E.g. Behavi?r will find both behaviour and behavior

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MKTG7260

SuperSearch

SuperSearch provides a single search across the Library’s collections and databases. SuperSearch finds journal articles, newspaper articles, books, book chapters, theses, dissertations, audio-visual content, book reviews and more. It can be a useful place to start searching as it will search almost all databases and will give an idea of what information has been published on a particular topic. For more refined searching, search within subject specific databases. Example search: celebrit* endors* consumer perception The asterisk is a truncation symbol that picks up all alternate endings to a word. Use the left hand side menu to refine your search.

Subject Guides A useful starting point for literature searching are the Library’s online Subject Guides.

From the Library’s homepage > Subject Guides (under Library information) > Arts & social sciences

The most relevant guide is:

• Business, Management & Accounting

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https://anulib.anu.edu.au/find-access/supersearch

https://anulib.anu.edu.au/

https://anulib.anu.edu.au/

https://anulib.anu.edu.au/find-access/subject-guides

https://anulib.anu.edu.au/find-access/subject-guides/arts-social-sciences

https://anulib.anu.edu.au/find-access/subject-guides/arts-social-sciences

https://libguides.anu.edu.au/business-management-accounting

MKTG7260

Databases Most databases function in very similar ways. Below, two databases are given as examples, but there are other useful databases as well. Reading the description of a database will help decide if it will be useful for your research.

There are two main ways to find databases relevant to marketing/business/management:

• Visit the Databases page of the Business, Management & Accounting subject guide

• From the Library’s home page, click on the E-Resources & databases link, then select the appropriate subject from the ‘Search by subject’ drop down menu and click ‘GO’

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https://libguides.anu.edu.au/c.php?g=828054&p=6014703

https://libguides.anu.edu.au/business-management-accounting

https://libguides.anu.edu.au/business-management-accounting

https://anulib.anu.edu.au/

https://anulib.anu.edu.au/find-access/e-resources-databases

MKTG7260

Business Source Complete BSC is full-text content and peer-reviewed business journals. It covers all disciplines of business, including marketing, management, accounting, banking, finance and more.

Example search: celebrity endorsement AND consumer perception

Use the left hand side menu to refine your search

Emerald Emerging Markets Case Studies A collection of peer reviewed case studies focusing on business decision making and management development throughout key global emerging markets. Cases are written primarily by case-writers working in developing economies.

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MKTG7260

Example search: celebrity endorsement

Tick the box next to ‘Only content I have access to’

Click on ‘View summary and detail’ to see if the case study will be useful

Click on the title to see the entire case.

Data and Statistical Sources It can be useful to verify claims with source data, or discover more about industries or companies using data.

Visit the Data and statistical sources page of the Business, Management & Accounting subject guide to see available data sources and choose the appropriate resource to search.

E.g. Euromonitor provides company, industry, economies and consumer data.

Example search: an industry that often utilises celebrity endorsements

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https://libguides.anu.edu.au/c.php?g=828054&p=6057295

https://libguides.anu.edu.au/business-management-accounting

https://libguides.anu.edu.au/business-management-accounting

MKTG7260

The initial statistics page can be altered by clicking on different headings or stats type to see different aspects of the data. It defaults to sorting the results by market size from largest to smallest.

Example data: Click on the dark blue square (brand shares) next to Australia to see which brands have the biggest share of the Australian market. This can then be compared to which brands use celebrity endorsement in their Australian marketing.

.

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Other resources Training notes To access training notes, visit the Research & learn webpage anulib.anu.edu.au/research-learn and select the skill area followed by the relevant course. You can register for a workshop and find other information.

Research & learn how-to guides Explore and learn with the ANU Library’s how to guides (anulib.anu.edu.au/howto). Topics covered are:

• Citations & abstracts • E-books • EndNote • Evaluating Sources • Finding books and more • Finding journal articles and more

• Finding theses • Increasing your research impact • ORCID iD (Open Researcher and

Contributor ID) • Research Data Management • Text and Data Mining • Topic analysis

Subject guides Find subject-specific guides (anulib.anu.edu.au/subjectguides) and resources on broad range of disciplines. Such as:

• Asia Pacific, Southeast Asia and East Asian studies

• Business, economics, art, music and military studies

• Criminal, human rights and taxation law

• History, indigenous studies, linguistics and philosophy

• Biological, environment, physical & mathematical sciences, engineering & computer science, health & medicine

Navigating the sea of scholarly communication An open access course designed to build the capabilities researchers need to navigate the scholarly communications and publishing world. Topics covered include finding a best-fit publisher, predatory publishing, data citations, bibliometrics, open access, and online research identity. Five self-paced modules, delivered by international and local experts/librarians (anulib.anu.edu.au/publishing).

Online learning Online learning is available through ANU Pulse, which can be accessed from both on and off campus by all ANU staff and students (ql.anu.edu.au/pulse).

Modules available in ANU Pulse

• Microsoft Office (Access, Excel, OneNote, Outlook, PowerPoint, Project, Visio, Word) • Microsoft Office (Mac) • Adobe suite (Illustrator, Photoshop) • Type IT

Training A range of workshops are offered to help with your academic research and studies (anulib.anu.edu.au/training-register).

Feedback Please provide feedback about workshops on the online feedback form (ql.anu.edu.au/survey).

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http://anulib.anu.edu.au/research-learn

http://anulib.anu.edu.au/find-access/how-guides

http://anulib.anu.edu.au/find-access/subject-guides

https://goo.gl/bC7mkf

http://anu.interactiontraining.net/register.aspx

MKTG7260

Marketing and Stakeholder Communication

Analyse your topic

Break down your assignment question

Brainstorm related terms and synonyms

SuperSearch

Subject Guides

Databases

Business Source Complete

Emerald Emerging Markets Case Studies

Data and Statistical Sources

Other resources

Training notes

Research & learn how-to guides

Subject guides

Navigating the sea of scholarly communication

Online learning

Training

Feedback

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