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GB214 Team Project Library Research Guide

This Bentley Library research guide has been designed to assist you with your Value Creation Team Project.

Use the Right Databases & Keywords

Complete your marketing analysis by conducting a thorough review of current journals, trade publications, magazines and newspapers. Search for articles that discuss the company/product/service that you have chosen and its marketing strategy or campaigns. Use ALL of the databases listed below.

Use the names of products, companies, competitors, and/or industries as keywords in conjunction with the keywords below.   Experiment with a variety of combinations!

Here are a couple of examples:

  • Apple AND marketing AND strategy
  • iPhone AND demographics

Other keyword suggestions:

  • customer or consumer
  • market
  • "target market"
  • "market segment"
  • strategy
  • demographics
  • "consumer behavior"
  • marketing
  • advertising
  • pricing
  • purchase
  • purchasing
  • "purchasing decision"
  • expenditures
  • social media
  • “ad campaign”
  •  “marketing channels”
  • strategy
  • “brand awareness”
  • brands
  • “consumer engagement”
  • value
  • segmentation
  • millennials (or name of specific  consumer segment)

The library's databases have different search interfaces, but they share basic search principles. Some of these principles are listed below.

It is good practice to look for the [Advanced Search] option in each database that you use. The advanced search page will usually make it very clear as to how you can control your search using Boolean search techniques, limiters, field searching, etc.

Boolean Searching

Boolean searching is the cornerstone to an effective search strategy. Boolean searching refers to searching using a combination of words and the three Boolean Operators: AND, OR, NOT.  A best practice is to capitalize your Boolean Operators.

  • AND will make your search smaller. If you are retrieving too many records on your topic, try adding another search term with the operator AND.

For example: "krispy kreme" AND marketing

  • OR will make your search bigger. If you are retrieving too few records on your topic, try adding another search term with the operator OR.

For example: (adolescents OR teenagers)

  • NOT will exclude a word from your search results. If you are retrieving too many records on an unrelated topic, try eliminating a word with the operator NOT.

For example: dolphins NOT football

Phrase Searching

To search for two or more words in the exact order in which they are entered you should enclose the phrase within quotation marks " ".

For example: "obsessive compulsive disorder"


Truncation allows you to search the root form of a word with all its different endings by adding a symbol to the end of a word. Truncation symbols vary by database (check the help screens or ask a Librarian), but are usually one of the below:

* (asterisk)
! (exclamation point)
? (question mark)

For example: advertis* will search for advertise, advertisement, advertising, advertises

Field Searching & Limiters

Each database has a variety of predefined fields or limiters that you can search within. Some examples of fields and limiters are:

  • article title
  • article abstract
  • article text
  • author
  • publication title
  • date
  • geographic location
  • company name
  • product name
  • ticker symbol
  • NAICS/SIC Codes
  • document type
  • publication type
  • scholarly or peer-reviewed

Scholarly and Peer-Reviewed Sources

Professors often require students to use articles from scholarly journals in their research papers and assignments. Scholarly journal articles are written by researchers, academic scholars, or experts in a field and are written for a targeted audience that includes other researchers, scholars, and specialists. Scholarly journals are sometimes also referred to as "refereed" or "peer-reviewed". 

How you go about finding scholarly articles really depends on your topic, but most databases allow users to limit their searches to scholarly articles, "refereed" or "peer-reviewed" publications. Keep in mind that not everything published in a scholarly journal is a scholarly article (e.g. book reviews, editorials, letters), so you will still need to evaluate each article individually. If you need any help identifying a scholarly publication, please see your professor or a Reference Librarian.