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Marketing Subject Guide: Home

Get started on your research, find some helpful resources, and evaluate what you find!

Keywords

We've all searched GOOGLE by simply entering our information need as a question in the search box. Let's take a query directly related to marketing as an example:

how do smartphones affect what products someone buys at the grocery store

The Google search retrieves approximately 21 million results. Entering the same terms in a GALILEO Discover Search (which searches across multiple databases) yields just under 2,000 results. Unfortunately, based on title and the available brief descriptions, Google scores higher on first-page relevance. There's a lot to glean from this Google search (a separate conversation), but the main difference is that Google won't afford you access to peer-reviewed, academic journals in the same way that Galileo does.

That brings us to a few important steps:   

Step one: determine how your research question could be conveyed as a keyword search. That simply means identifying the keywords embedded in your question. In this case:

 

smartphones AND shoppers AND grocery stores

This search yields a decent set of results, but while we may be confident in our terms, searching with all our terms at once makes it difficult to know if we are using the best terms. Let's redo our search using the keyword I'm least confident in: grocery stores. Generally, I review result titles and subjects to determine if my terminology matches what's found in Galileo.

 

By searching my keyword grocery stores I discovered three things: it's a phrase, and at least two related terms exist, grocery industry and supermarkets. Any phrase can be searched using double quotes around the phrase: "grocery stores". This restricts results to those that use our terms together. By searching terms individually we can discover BROADER, NARROWER, or RELATED terms. For example, consumers is a related term, perhaps narrower, for shoppers just as supermarkets was for grocery stores. Make a list of the keywords you discover. You'll want to run multiple searches using varied combinations for your terms.

smartphones shoppers grocery stores
iPhone (narrower) consumers (related) grocery industry (related)
mobile apps (related) marketing (broader) supermarkets (related)
    ALDI Inc. (narrower)

 

Here's an example search, with three added features/limits. Let's use our terms in advanced search with two new limits: abstract and subject terms. Plus we'll limit the results to Scholarly Journals (more on that later).

I've highlighted the 7th result: On the Go... to show an example of a relevant result.

Research Tip

When you find a book or an article that is useful to you in your research, take some time to explore the footnotes, references or works cited pages.  This will lead you to other potentially useful resources. You can also search for the book or article on Google Scholar to see who may have cited that source and carried the research forward. 

If you discover more works you'd like to explore but they're not available at Georgia College, don't worry.  Look for the Find It option located under the article blurb in Galileo to see options for accessing full text of the article elsewhere or to submit a request to borrow the item from another library. 

Search GALILEO

Need help?

Shaundra Walker's picture
Shaundra Walker
Contact:
Ina Dillard Russell Library
CBX 043
Milledgeville, GA 31061
478.445.0987
Website Skype Contact: shaundrawalker