Library Research for Marketing. The University of Hong Kong Libraries February 2005

Transcription

1 Library Research for Marketing The University of Hong Kong Libraries February

2 This course covers A. Dragon, HKUL Catalogue B. Electronic Resources Article Database ProQuest Dissertation Databases Hong Kong University Thesis Online Proquest Digital Dissertations Digital Dissertation Consortium ( 數 位 化 論 文 典 藏 聯 盟 ) 2

3 Dragon, HKUL Catalogue 3

4 Finding Library Materials with Dragon Dragon, HKUL Catalogue Finding library materials with DRAGON, HKUL Catalogue Given a citation Book citation Journal article citation Library materials on a topic Keyword/Phrase search Modify search results 4

5 Finding Library Materials with Dragon DRAGON, HKUL Catalogue DRAGON is the HKU Libraries Online Public Access Catalogue (OPAC), containing records of western and east Asian language library materials, both in print and electronic formats. Include: - Books - Newspapers - Journals - Microforms - Audio-visual materials - Article databases - Theses When to search DRAGON? - Given a citation. - To find library materials on a topic. 5

6 Finding Library Materials with Dragon DRAGON can be accessed from HKUL homepage at Dragon, HKUL Catalogue 6

7 Finding Library Materials with Dragon DRAGON, HKUL Catalogue Author - Personal name (last name, followed by first name/initial ) Organization name Symposium, Conference. Congress Author / Title: - author name, and -title keywords Keyword / Phrase: Words in - Author - Title - Subject - Note - Table of Contents fields Call number: - East Asian Language Materials Western Language Materials Title Library Catalogue Subset: Search a particular collection, such as Fung Ping Shan Library, Hong Kong Collection, Contemporary China Collection, Serials Collection, Non-Print Materials Subject: - Library of Congress Subject Headings (LC) - Medical Subject Headings (MeSH) - Fung Ping Shan Subject Headings - Hong Kong Subject Headings ISBN / ISSN: International Standard Book No. / International Standard Serial No. Reserve Materials: Library materials with shorter loan periods: - by Course Name / Code - by Course Instructor 7

8 Given a Book Citation 8

9 Given a Book Citation Example Search by author OR Search by Title Zuckerman, Amy. International standards desk reference : your passport to world markets, ISO 9000, CE Mark, QS-9000, SSM, ISO 14000, Q 9000, American, European, and global standards systems. New York : AMACOM, c

10 Given a Book Citation Search Result Author Title Location Call Number Status Table of Contents 10

11 Electronic version 11

12 Given a Journal Article Citation 12

13 Given a Journal Article Citation Example Search by Journal Title Hudson, Simon and Lang, Norma. A destination case study of marketing tourism online: Banff, Canada. Journal of Vacation Marketing. Mar 2002, vol. 8, iss. 2, p Search statement: Title: journal of vacation marketing 2 records Journal of vacation marketing - JOURNAL (printed journal) - E-JOURNAL (electronic journal) 13

14 Given a Journal Article Citation Printed journal Location Library has Latest received Current frequency Latest received Main Library Serials Call No.: S J8 V1 Library has: v.7 (2001) - Latest received: December 2002 vol.9 no.4 Claimed Expected Arrived 14

15 Given a Journal Article Citation E-journal (electronic journal) Ingenta ProQuest Access via two online electronic databases: - Ingenta: v. 7 (2001) - - ProQuest: 1 Dec (2001) - 15

16 Given a Journal Article Citation Access Journal of vacation marketing via ProQuest, an article database Journal of vacation marketing March 2002, vol.8 iss.2 16

17 Given a Journal Article Citation Get Full Text of the Article 11 articles found for: Journal of vacation marketing, March 2002, vol. 8 iss. 2 Page Image - PDF Text + Graphics Page Image - PDF 17

18 Keyword/Phrase Search 18

19 Keyword/Phrase Search Keyword/Phrase Search Keyword/phrase search finds words in: author, title, subject, note, and table of contents fields. You should Analyse your research topic, and Construct search statement. Search tips: Truncation Boolean Operators Brackets 19

20 Search Tips Truncation * Find words with variant spellings. * to truncate from 1 to 5 characters e.g. stress* finds stress, stressful ** for open-end truncations e.g. global** finds global, globalization, globalisation 20

21 Search Tips Boolean Operators OR Combine related terms or similar terms. e.g. trade or commerce trade commerce Search result: 21

22 Search Tips Boolean Operators AND Combine terms on different subjects. e.g. marketing and internet marketing internet Search result: 22

23 Search Tips Boolean Operators AND NOT term. Find the first term but not the second e.g. marketing and not advertisement will retrieve records containing the word marketing but not the word advertisement Marketing and not advertisement Marketing Advertisement Search result: 23

24 Search Tips Brackets To specify the search order. e.g. consumer behavio* and (internet or web) the search order will be: 1. consumer behavio* 2. internet or web 3. combine the above two results with operator AND 24

25 Keyword/Phrase Search Example e-marketing strategic planning 1. Analyse your topic and devise related/similar terms: - 1st topic: e-marketing, online marketing, internet marketing, web marketing - 2nd topic: strategic planning 2. Construct your search statement: (e-marketing or online marketing or internet marketing or web marketing) and strategic planning Note: words separated by space(s) is treated as a phrase. e.g. internet marketing will find records containing the exact phrase as internet marketing. 25

26 Keyword/Phrase Search Search statement Brackets Group similar terms together or Combines terms on a similar subject (e-marketing or online marketing or internet marketing or web marketing) and strategic planning and Combines terms on different subjects 26

27 Keyword/Phrase Search Search statement (e-marketing or online marketing or internet marketing or web marketing) and strategic planning 13 records found search - EBOOK (electronic book) - BOOK (printed book) 27

28 Modify Search Results 28

29 Modify Search Results Modify Search Results 1. Perform Keyword/Subject Search. 2. Use Limit Search or Modify Search to modify your search results by adding the following search criteria: a) Year b) Material Type e.g. DVD, videotape, theses c) Language e.g. English, Chinese d) Location e.g. HKU thesis Coll, Hong Kong Collection, Law Library 29

30 Modify Search Results Example theses on consumer behaviour 1 perform Keyword Search: consumer behavio* 2 Material Type: thesis 4 retrieve 27 records 3 Search 30

31 Modify Search Results Example Consumption behaviour of Mainland vacation visitors in Hong Kong HKU Thesis Location: Spec Coll Thesis Call Number: M.A.02 C12 Status: AVAILABLE View the Table of Contents & Abstracts HKU theses cannot be charged out, you should read the HKU theses in the Special Collections 31

32 Modify Search Results Example Vanity and consumer behavior: toward an understanding of the vanity construct in cross-cultural marketing Overseas Thesis acquired by HKUL Thesis (Ph. D.) -- University of Arkansas Location: Main Library Call Number: W24 Status: Available 32

33 Subject Search 33

34 Subject Search 34

35 Article Database - ProQuest 35

36 What are Article Databases? What are Article Databases? Two types of article databases: 1. Indexes and Abstracts Databases Each record contains: Article citation article author, article title, journal name, volume number, issue number, publication year, page number. Subject headings and/or article abstract, in most cases. 2. Full Text Databases In addition to indexes and abstracts, also provides the full text of the articles in plain text, html, xml, or image format. Some article databases cover one subject, while others cover various subject areas. Sources of articles may be from journals, newspapers, book chapters, and more. 36

37 How to Locate Article Databases? How to Locate Article Databases? 1. Dragon, HKUL Catalogue to search database titles; or 2. Electronic Resources to browse database titles HKUL homepage at Browse by Subject: Social Sciences: Business & Commerce 37

38 ProQuest ProQuest What is ProQuest? How to access? Search Tips Boolean Operators Truncations Phrase Search Basic Search Retrieve full text of the articles Marked List , print and export records How to locate articles not available at ProQuest 38

39 ProQuest ProQuest ProQuest is a web-based information service providing access to 22 databases covering various subject areas, including business and management, education, science, computing, medical science, telecommunication, and the social sciences. The database contains abstracts of articles from several thousands of publications, with full text of articles from over 5,000 publications. How to access? > HKUL homepage at Electronic Resources>Key English E- resources> ProQuest 39

40 Search Tips Search Tips 1. Boolean Operators -And -Or -And Not 2. Truncations * find word variants e.g. bank* for bank, banks, banker, bankers, banking? in place of a single character e.g. educat?? to find articles containing educator and educated. 3. Phrase search words separated by a space is treated as a phrase, e.g. aptitude test will finds records containing the exact phrase aptitude test. 40

41 Basic Search Basic Search Form Basic Search Enter word (s) and/or phrase (s) Search Database Date range Select multiple databases More search options Limit results to: - Full text articles only - Scholarly journals, including peer-reviewed 41

42 Basic Search More Search Options Publication Title Browse publications Author Look for terms in: - Citation and abstract - Citation and article text Article Type Publication Type: - All publication types - Scholarly journals - Magazines - Trade publications - Newspapers - Reference/Reports Sort results by: - Most recent articles first Most relevant articles first 42

43 Basic Search Example articles on mass media and advertising published in scholarly journals 1. Analyse your research topic and devise search statement: 1 st topic: mass media 2 nd topic: advertising, advertistement 2. Construct your search statement: mass media and advertis* Scholarly journals Search 43

44 Search Results Search Results: 367 records found 367 records found Check the box to save the record to the Marked List for printing, downloading, and sending Abstract Text + Graphics Page Image - PDF Click on article title to retrieve citation/abstract, and the full text of the article, if available 44

45 Full Text of the Article is Available at ProQuest Rouner, Donna, et. al. Adolescent evaluation of gender role and sexual imagery in television advertisements. Journal of Broadcasting & Electronic Media. Sept Vol. 47, Iss. 3; p Text + Graphics Page Image - PDF Abstract 45

46 Marked List Marked List Print Delete unmarked items Export citations into: -EndNote -ProCite -RefWorks Reference Manager 46

47 Marked Articles Marked Articles Format: - Article summaries (citation and abstracts) - Article full text (if available) - Page/Article image PDF (if available) Send as: - Plain text - HTML address Send 47

48 Full Text of the Article is not Available at ProQuest Building a health promotion agenda in local newspapers. Martinson BE, Hindman DB. Health Education Research [NLM - MEDLINE]. Feb 2005.Vol.20, Iss. 1; pg. 51 How to Locate the Article Citation of the article Click WeBridge for fulltext or Dragon Available Not Available Printed / Electronic Journal Get the article Interlibrary Loans via ILLiad (local resources only) 48

49 Full Text of the Article is not Available at ProQuest Fraser, Stuart and Paton, David. Does advertising increase labour supply? Time series evidence from the UK. Applied Economics. Jul 20, Vol. 35, Iss. 11, p Find a copy WebBridge HKU Dragon Catalog 49

50 Check Dragon Check Dragon by journal title: Applied economics Search Title: applied economics 9 records found Journal E-Journal 50

51 Check Dragon Fraser, Stuart and Paton, David. Does advertising increase labour supply? Time series evidence from the UK. Applied Economics. Jul 20, Vol. 35, Iss. 11, p Printed Journal Main Library Serials Call No.: S A65 E19 Library has: v.6 no.2 (1974)- Latest received: 20 January, 2004 vol.36 iss.1 HKUL keeps the concerned issue: July 20, 2003 (vol.35 iss.11), so, we can get the article from the printed journal. 51

52 Check Dragon Fraser, Stuart and Paton, David. Does advertising increase labour supply? Time series evidence from the UK. Applied Economics. Jul 20, Vol. 35, Iss. 11, p E-Journal (Electronic Journal): Access via Ingenta Select, an online article database: - vol.31 (1999)- The concerned issue, i.e. July 20, 2003 (vol.35 iss.11) is included in this article database, so, we can get the article online. 52

53 Check Dragon Fraser, Stuart and Paton, David. Does advertising increase labour supply? Time series evidence from the UK. Applied Economics. Jul 20, Vol. 35, Iss. 11, p

54 Dissertation Databases Dissertations and Theses Why would you need to consult theses? Not to duplicate research done. Continue with the research done by others. Replicate the same research in another group of researchers. Make reference to other s research methodology. 54

55 Dissertation Databases - 1. Hong Kong University Thesis Online 2. ProQuest Digital Dissertations 3. Digital Dissertation Consortium ( 數 位 化 論 文 典 藏 聯 盟 ) 4. 中 國 優 秀 博 碩 士 學 位 論 文 全 文 數 據 庫 55

56 Hong Kong University Theses Online (HKUTO) 56

57 Theses Kept in HKU Libraries Hong Kong University Theses Online (HKUTO) What is Hong Kong University Theses Online (HKUTO)? HKUTO indexes more than 8,000 theses and dissertations submitted for higher degrees to the University of Hong Kong since Most theses are kept in the Special Collections and can only be consulted in the Special Collections. Access > HKUL homepage at > HKUL Digital Initiatives > Hong Kong University Theses Online 57

58 Hong Kong University Theses Online Hong Kong University Theses Online (HKUTO) HKUL homepage Hong Kong University Theses Online 58

59 Browse by - Degree - Dept/Program - HKU Fulltext ETDs Search by Keywords Theses at HKU Search for Words Anywhere/Title/ Author/Subject Search Limit the search by - Date - Dept/Program - Degree -Language Return Results - Records per page - Full/Brief descriptions - Sort by Title/Author /Year 59

60 Search by Keywords Search Example 1 HKU theses on Marketing in Hong Kong in English with degree dates between 1941 and Analyse your research topic and devise search statement: 1 st topic: Marketing 2 nd topic: Hong Kong 2. Construct your search statement: marketing and Hong Kong 3. Decide Search Field, e.g. Anywhere 4. Date: 1941to Language: English 60

61 Search by Keywords Search Example 1 HKU theses on marketing in Hong Kong in English with degree dates between 1941 and 2005 Marketing and Hong Kong Anywhere Date Language 61

62 Search by Keywords Search Results 1 of 43 records Author Title Location Special Collections HKU theses cannot be charged out Call No. M.Hous.M.04 C11 Click to get Table of Contents and Abstract 62

63 Search by Degree Search Example 2 Master of Housing Management theses from 2000 to Degree: M.Hous.M. 2. Date: 2000 to 2003 Date Degree M.Hous.M 63

64 Browse by Dept/Program Search Example 3 Real Estate and Construction Department PhD and M.Phil theses Browse by Dept/Program If you use browse by Dept/Program, you will retrieve Real Estate and Construction Department Ph.D and M.Phil theses, but not other degrees theses. 1 of 87 records Ph.D.02 A12 64

65 ProQuest Digital Dissertations 65

66 Proquest Digital Dissertations ProQuest Digital Dissertations What is ProQuest Digital Dissertations (PQDD)? How to access? Search tips Boolean Operators Truncations Phrase Search Basic Search How to locate overseas theses Check Dragon, HKUL Catalogue Check other local academic libraries catalogues Interlibrary Loan Request ILLiad Marked List , print and download records Shopping Cart 66

67 Proquest Digital Dissertations Proquest Digital Dissertations Proquest Digital Dissertations contains over 1.6 million citations to dissertations and theses accepted from 1861 by over 1,000 worldwide graduate schools and universities. The full text of more than 1 million theses titles is available in paper and microform formats. Titles published since 1997 are also available in PDF image format and have 24 pages free previews. Access > HKUL homepage at > Dragon, HKUL Catalogue > Search by title: proquest digital dissertations Search Tips - Boolean Operators: and, or, and not - Truncation:? - Phrase: words separated by space(s) is treated as a phrase. e.g. survey interview will find records containing the exact phrase as survey interview. 67

68 Basic Search Basic Search go to Advanced Search Boolean Operator - and - or - and not Degree Date from enter words or search statement Search Field - Keyword - Author - Title - School - Subject - Abstract - Adviser - Degree - Language - Publication Number 68

69 Basic Search Search Example 1 internet marketing 1. Analyse research topic and devise related or similar terms - internet marketing - e-marketing - web marketing 2. Search statement internet marketing or e-marketing or web marketing internet marketing or e-marketing or web marketing Keyword Search 69

70 Search Results Search Results: 20 records retrieved Mark All records to print, download and Folder for marked records Citation Shopping Cart Order Now Publication Number Citation + Abstract 24 page Preview image PDF 70

71 Example A cost-benefit analysis of performance technology on customer education and communication environment Search Results Citation + Abstracts Fields - Publication No. - Title - Author - Degree - School - Date - Pages - Language - Source - Subject Pricing 24 page Preview Shopping Cart Abstract Mark record to put in the Market List Folder for printing, downloading and sending 71

72 Search Results 24 page Preview Page 11 72

73 Step 1 Search for fulltext Step 2 Step 3 Click for fulltext 73

74 How to Locate Overseas Theses How to Locate Overseas Theses if it is not in the Libraries Citation of thesis Get the copy via Interlibrary Loans Department: ILLiad Check Dragon by title Available Available Not Available Search other HK Academic Libraries Get the thesis Search Digital Dissertation Consortium ( 數 位 化 論 文 典 藏 聯 盟 ) Order from PQDD Cost to be borne by yourself 74

75 I would like to read the thesis: Check Dragon, HKUL Catalogue Achieving relationship marketing outcomes in virtual communities > Check Dragon, HKUL Catalogue Title search: Achieving relationship marketing outcomes in virtual communities Search result: Your entry Achieving relationship marketing outcomes in virtual communities would be here HKUL does not hold this thesis > Check other local academic libraries catalogues 75

76 Check other Local Academic Libraries Catalogues I would like to read the thesis > Check other local academic libraries catalogues 2 Multiple Search for Libraries in Hong Kong 1 Other Local and Overseas Catalogues 76

77 Check other Local Academic Libraries Catalogues I would like to read the thesis > Check other local academic libraries catalogues 8 UGC libraries catalogues 4 Title Search 5 Fields -Author - Title -Subject -Word - ISBN -ISSN 3 Search Results: local academic libraries do not hold the thesis O records 77

78 If other library keeps the thesis Interlibrary Loan Request - ILLiad HKU Postgraduate 125 requests per academic year at no charge both local and oversea resources HKUSPACE Higher Degree Students who hold HKUL Borrower Cards: 100 requests per academic year at no charges Local resources only. Access > HKUL homepage at > e-forms > Interlibrary Loan Request Form: ILLiad 78

79 Interlibrary Loan Request Form - ILLiad ILLiad han Siu Mei University ID i.e. library card no. PIN ( personal identification no.) Submit Request a Book Chan Siu Mei Request a - Photocopy - Book 79

80 Basic Search Search Example 2 Theses submitted after 2000 on economic or social or socioeconomic aspects affecting Japanese consumer behaviour. Keywords 1st topic: economic, social, socioeconomic 2nd topic: consumer 3rd topic: behaviour, behavioural, behavior, behavioral 4th topic: japan, japanese Search statement (economic or social or socioeconomic) and consumer behavio? and japan? Degree date from:

81 Basic Search Search statement (economic or social or socioeconomic) and consumer behavio? and japan? 81

82 Search Results Search Results: 20 records retrieved - Result List -Marked List -Shopping Cart - Download Mark record to put in the Marked List Folder Mark record to put in the Shopping Cart Order Now 82

83 Marked List Marked List, List Marked List: contains 2 records - Clear List - Print List - List - Download List 83

84 Shopping Cart Shopping Cart: contains 1 record Check Out: to order this thesis Pricing information 84

85 Digital Dissertation Consortium ( 數 位 化 論 文 典 藏 聯 盟 ) 85

86 Digital Dissertation Consortium Digital Dissertation Consortium What is Digital Dissertation Consortium? How to access? Search tips Basic Search Boolean Operators Truncations Phrase Search Retrieve full text of the thesis Output Search Results Print, download and records How to get Digital Dissertation Consortium titles from Dragon, HKUL Catalogue? 86

87 Digital Dissertation Consortium Digital Dissertation Consortium Digital Dissertation Consortium covers full text of around 30,000 Proquest Digital Dissertation dissertations and theses. Access > HKUL homepage at > Electronic Resources> Key English E-Resources> Digital Dissertation Consortium ( 數 位 化 論 文 典 藏 聯 盟 ) Search Tips - Boolean Operators: and, or, not - Truncation: * - Phrase: words separated by space(s) is treated as a phrase. e.g. mass media will find records containing the exact phrase mass media. 87

88 Basic Search Basic Search Basic Go to - Chinese interface - PQDD (Proquest Digital Dissertations Database) - Advanced Search Boolean Operator - and - or -not Date enter words or search statement Search 10 to 50 records/page Fields - All Fields - Publication No. - Title - Author - School - Degree - Pages - Adviser - Source - Subject - Abstract 88

89 Basic Search Search Example sex role in advertisement Keywords 1st topic: sex, gender, woman, women, man, men 2nd topic: advertisement, advertising Search statement (sex or gender or woman or women or man or men) and (advertisement or advertising) 89

90 Search Results: Detail Display Detail Display Search Results: 33 records retrieved Fields - Title - Publication No. Author - Degree - School - Date - Pages - Adviser - ISBN - Source - Subject - Abstract Record 1 Click to get the full text of the thesis - Summary - Clear Mark - History - Previous - Next - Output -Search Home 90

91 Retrieve Full Text of the Thesis Record 3 A content analysis of advertising in magazines directed at United States and United Kingdom seniors. Full Text of the Thesis 91

92 Search Results: Summary Display Summary Display Search Results: 33 records retrieved Fields - Publication No. - Title - Author - Degree - School Mark record to put in the Marked List for printing, downloading and sending 92

93 Output Search Results Print, Download, Print Print Download Output Format - Summary - Detail Select Results - Marked all - All results Output Title (optional) Sort by - Date -Author - Title 93

94 How to get Digital Dissertation Consortium Titles from Dragon? Check Dragon Title Search: Digital Dissertation Consortium 5826 records found 94

95 Retrieve Full Text of the Thesis Abdominal muscle characteristics of elite male golfers with and without chronic low back pain. Dragon Click to view the dissertation via Digital Dissertation Consortium Digital Dissertation Consortium Click to get the full text of the thesis 95

96 Need any help? 96