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Global Marketing

Use this guide to find important research concepts, useful resources, and search tools in global marketing.

Source Issues

Free v. fee
  • Some sources are free to everyone on the Internet. Others are available for a fee, such as so many dollars per article or so much for a particular report.
  • In some cases, the library subscribes to sources that are not free to everyone, and they are as a result free to UNI students and employees.
Suitability of a source for a given assignment
  • After finding a source that deals with the company or market you are studying, consider whether the source type is good enough to use.
  • Does the professor allow use of the source type?
  • ​Does the source provide authoritative, objective information?

Search Issues

Company name searches
  • Different companies can have very similar names - make sure you're researching the right company. If a company name has unusual features such as dashes, asterisks, or unusual spacing, watch out.
  • Different databases handle such issues in different ways; so if there's a dash in a company name, for example, you may need to try the search with and without the dash.
Brand name versus product type versus a company name
  • Keep in mind the difference between brand names, product types, and companies: Budweiser, beer, Anheuser-Busch. 
Searching for exact phrases to get more precise results
  • Many databases require putting words in quotes to the retrieve exact phrase: "target market"
Narrowing and broadening searches
  • Often can narrow a search by requiring that search terms be in article titles, or broaden the search by looking in full text of articles, for example

Where to get search terms?
  • Your own knowledge of a topic, terms used by a professor in lectures and class documents, the textbook, terms used by authors of documents you like, and in business subject thesauri