Marketing Intelligence MAR 3641

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Marketing IntelligenceMAR 3641

• Resources (continued)

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Government Resources

• Clearinghouses (ex FEDSTATS)
• Departments and Agencies
• In print

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Business Information

• Industry
• Company
• Market research
• Economic research
• Investment-related research
• Entrepreneurial research
• International business research

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The InternetTerminology

• Database collection of related information
  searchable by computer (available online and
  offline)
• E-journal scholarly journal available for
  browsing online
• Metatags keyword embedded into html coding of a
  web site
• Hierarchical Index uses actual people to
  categorize search results (ex Yahoo!)

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The InternetTerminology

• Boolean search using words such as AND, OR, and
  NOT in order to create a more meaningful
  relationships between your keywords
• Discussion groups provide current and archived
  messages, allow researcher to collect data and
  identify experts
• Mailing-list (listserv) email based
• Newsgroups electronic bulletin board

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The Internet
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The Internet
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Search Strategies

• What?
• Be specific and concise
• Truncation
• Phrases (use)
• Field search

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Tips for successful online searching

• Hierarchical search engine metasearch engine
  (broad to narrow topic spectrum)
• Use unique, clear words and phrases
• Use Boolean operators when possible
• Field searching
• Use search engine help page when in doubt
• Assess sources expertise with searches
• Discussion groups (ethically, of course!)

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Review of Reading Assignments (supplementary
articles)