CONDUCTING

LITERATURE SEARCH

Literature search is the means to

bridge the gap that has created
because of vast literature and lack
of time to update regularly oneself.
 Why Review The Literature
 To familiarize yourself with previous research on
your select topic
 To critically determine the level of theory and
knowledge development relevant to your problem
 To determine the relevance of the current research
 To determine a rationale for the selection of your
research strategy
 How will the review help the
research
 Become aware of how others approached and
resolved problems
 Direct your research in different ways
 Inability to find literature that will support your
position of strengthen a theory or hypothesis
 Help design your research based on previous good
or flawed research
 How to conduct of literature
search
 Determine when to do a research
 Delimit what is searched
 Access data base for periodicals and documents
 Organize the information
 Critically evaluate the literature
 Write the literature review
 When to do a research

 A literature review always comes first and

proceeds the final formulation of a research
question and the implementation of the study
 Delimiting the research
 Before beginning a search, the researchers needs
to set parameters as to what is relevant
 Select parameters that will allow you a
comprehensive review, but one that is practical
and not overwhelming
 Accessing database
 Access libraryonline
 Organizing information
 Begin organisation by reading article abstracts
(Communication Abstracts, Journal of Marketing
covers abstracts at the end.)
 Journal articles should be categorised into a highly
relevant, relevant and not relevant
 Articles that are highly relevant and somewhat
relevant should be read and examined critically
Never miss to write the source
 Critically evaluating the
literature
 Question should be developed by the researchers
to apply the articles
 These questions should help limit the articles that
can be used to support the research
 Works that are deemed flawed or lack adequate
support should be discarded
 Writing the literature review
 The writing of the literature review is to justify
your research, or for a manuscript describe the
completed research project
 The literature review should not only present an
overview but should also critically examine the
previous research
SOURCES OF
INFORMATION
Primary
Secondary
Tertiary
Non-Documentary
Internet
PRIMARY SOURCE

First published records of original

research and development or
description of new application or new
interpretation of an old theme or idea.
Primary sources are published in
variety of forms
 PERIODICALS

Journals
Jr. of Communication
Jr. of Marketing
Jr. of Marketing Research
Jr. of Brand Management
Visual Communication
Periodicals information is more up-to-date than books
 PERIODICALS
Bulletins
AAA Bulletin
AMIC Bulletin
AEJMC Bulletin
Transactions
Proceedings or Similar Work
AAA Proceedings
RESEARCH REPORT

Explains only research and

development projects (progress
report)

Atomic Research
 RESEARCH
MONOGRAPHS
Separately published reports on
original research
e.g. Creativity and the prepared
mind by Ray Hyman (National Art
Education Association, Research
Monograph- I)
TRADE LITERATURE

Source for getting information

about particular products and
development
e.g. Textile machine
DISSERTATION

A candidate working towards

a degree to write a
dissertation under the
supervision of a guide. They
are usually expected to
evidence of original research.
UNPUBLISHED SOURCES

Memoranda
Diaries
Letter to or from a particular
individual
Company file
Internal research report
UNPUBLISHED SOURCES

State papers
Inscription (Wording on a coin,
medal, and seal)
Portraits (Paintings)
Oral history
Coins
SECONDARY SOURCES

Information are those which

either compiled from or refer
to primary sources of
information.
This information is
Modified, Selected
Recognized.
 PERIODICALS

Specialise in interpreting and

providing opinions on developing
reported in primary sources of
information.
Facts for You
Economic and Political Weekly
Seminar
BIBLIOGRAPHIES

A bibliography is an organized
list of primary or other sources
related to a given subject(s) or
person.
Bibliography on advertising
INDEXING PERIODICALS

Compilation of titles of articles

that appear in current primary
source of journals, new books,
pamphlets etc.
Current Index of Management
Marketing
ABSTRACTING
PERIODICALS
Compilation of concise summaries
of significant articles, monographs,
reports, patents, other primary
source publications.

Communication Abstracts
Dissertation Abstracts International
REVIEWS (SURVEY
TYPE)

Survey of the primary

literature

Annual Review of Consumer

Research
MONOGRAPHS

Short treaties on a specific

subject. Monograph may be
brought out as a part of series.
Advertising in Rural India -
monograph series 36
TEXTBOOK

Book of instruction which

enables one to develop proper
understanding of the subject.
Marketing Management
by Philip Kotler
REFERENCE BOOKS
Not read from first page to last
page is called reference books.

Encyclopedias
Dictionaries/Thesaurus
Handbooks, Manuals
Tables
TERTIARY SOURCES
Contain information distilled and
collected from primary and
secondary sources.

Bibliography of bibliographies
Directories Guide to Literature
NON-DOCUMENTARY
SOURCES

Formal - Organization
Informal - Individual
SEARCH STRATEGY

Subject/Topic (Impact of TV on
Children)
Scope (sources)
Time Period to be Covered
Avoid Duplication
SEARCH STRATEGY

Name: Eyeglasses
UT: Spectacles
BT: Optical Devices
NT: Sunglasses
RT: Contact Lenses
Brand Name, Generic Name
Company Name
SEARCH SOURCES form
General to Specific
Encyclopedia
Bibliography
Reviews
Abstracting & Indexing Services
Journals/Magazines
References at the end of
Publications
Databases
 DATABASE

AMERICAN ACADEMY OF
ADVERTISING
BOOK
TV COMMERCIAL
DISSERTATION
NEWSPAPER
PERIODICALS
 DATABASE

CMIE
MAGINDIA.COM
VANS
ISI EMERGING MARKET
INDIASTAT.COM
EBSCO
QUESTIA
 DATABASE

MR SOURCES
MP PLANNING SOURCES
ECONOMIC DATA SOURCES
CREATIVE SOURCES
CITE REFERENCES AT
END
It is necessary to write used information
sources at the end when you submit your
assignment, project report, research report,
dissertation according to the APA style
manual right from the first assignment to
dissertation and in practice when you are
with the industry.
Used by Management and Social Science
Academic Community
 CITE REFERENCES
Advantages of acknowledging one’s source accurately
-Enrich your written assignment
-Satisfaction of doing right thing
-High ethics
-Walk with your head held high
-Enhance your credibility without responsibility
-Aware of latest development
-Statement is wrong then author is responsible
-Reliable and respected source increase the
credibility
-Directing researchers to original sources
REASONS FOR USING
CITATIONS
Paying homage to pioneers.
Giving credit for related work.
Identifying methodology, equipment,
etc.
Providing background reading.
Correcting background reading.
Correcting the work of others.
 REASONS FOR USING
CITATIONS
Criticizing previous work. Substantiating
claims (by proof).
Alerting researchers to forthcoming
work.
Providing leads to poorly disseminated,
poorly indexed or uncited work.
 REASONS FOR USING
CITATIONS
Authenticating data and classes of facts-
physical constants etc.
Identifying original publications in which an
idea or concept or term was discussed.
Identifying the original publication
describing an eponymic concept or term as
Pareto’s Law
REASONS FOR USING
CITATIONS

Disclaiming work or ideas of

others.
Disputing priority claims of others.
 PLAGIARISM
Most of us don’t steal
Wrong to take other people’s things without prior
permission
Intended and unintended plagiarism
Common intellectual property

- Neem, Solar Eclipse, M/F ratio

- Commonly briefing
Specific information/knowledge

- Number
- Kind of authority
 PLAGIARISM

The word “plagiarism” used

in relation to lawsuits in the
publishing and recording
industries

Note : Music piracy grows 50% in ‘01

ACADEMIC PLAGIARISM

Plagiarism is the act of

using another person’s
ideas or expressions in
your writing without
acknowledging the source
ACADEMIC PLAGIARISM

Plagiarism is to give the

impression that you have
written of thought something
that you have borrowed from
someone else
ACADEMIC PLAGIARISM
Alexander Lindey defines it as
“the false assumption of
authorship: the wrongful act of
taking the product of another
person’s mind, and presenting it
as one’s own”.
ACADEMIC PLAGIARISM

Plagiarism often carries

severe penalties, ranging from
failure in a course to expulsion
from school
HOW TO WRITE THE
REFERENCE
Author (Single/multiple)
Title

Sub Title
Place

Publisher

Year

Vol. No.

Issue No.

pp
 HOW TO WRITE THE REFERENCE
 Direct quotes
– Reproducing text word from another source
•Khandwalla (2002, p.23) observes that “few
companies have courage as a core competency.”
•“Few companies have courage as a core
competency” (Khandwalla, 2002, p.23).
•Direct quotes should not be more than 500 words
•Three dots (Few…Competency)
•5 Crore [50 millions] writer to improve quality
 HOW TO WRITE THE REFERENCE
 Paraphrasing text
- Khandwalla (2002) singles out courage – courage to take
risks, courage to deal with the emotions of co-workers and
courage to stand up for one’s values and beliefs as the most
important requirement for a manager interested in initiating and
managing change in his organisation.

Difference: quote and own wording

•Khandwalla (2002) points out that few companies
have courage as a core competency. There are
several other works says the same. Khandwalla
(2002) also points out that few companies have
courage as a core competency.
 HOW TO WRITE THE REFERENCE
 Demonstrating awareness of other works
- Several authors (e.g. Khandwalla 2002; Peter 2002) have
emphasized the need for courage, especially courage to take risk in
managers who pursue innovation and change.
- Courage, especially courage to take risk in managers who
peruses innovation and change in your organisation (see
Khandwalla 2002; Peter 2002).
- As Khandwalla (2002) and Parel (2002) argue that managers who
pursue innovation and change ought of have the courage to take risks,
the model proposed here incorporates courage as a potentially relevant
factor influencing the organisational change process.
- As Khandwalla (2002) suggests that courage to take risks is
important for managers pursuing change, we feel that it was appropriate
to include it as one of the characteristics of managers in our proposed
model
Thank You