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

Library Research for Marketing

The University of Hong Kong Libraries

February 2005

This course covers

A. Dragon, HKUL Catalogue B. Electronic Resources

ƒ Article Database

ƒ ProQuest

ƒ Dissertation Databases

ƒ Hong Kong University Thesis Online

ƒ Proquest Digital Dissertations

ƒ Digital Dissertation Consortium (數位化論文典

藏聯盟 )

Dragon, HKUL Catalogue

Finding Library Materials with Dragon

Dragon, HKUL Catalogue

Finding library materials with DRAGON, HKUL Catalogue

ƒ Given a citation

ƒ Book citation

ƒ Journal article citation

ƒ Library materials on a topic

ƒ Keyword/Phrase search

ƒ Modify search results

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.

Finding Library Materials with Dragon

DRAGON can be accessed from HKUL homepage at http://lib.hku.hk/.

Dragon, HKUL Catalogue

Finding Library Materials with Dragon

DRAGON, HKUL Catalogue

Author -

Personal name (last name, followed by first name/initial ) Organization name

Symposium, Conference.

Congress

Title

Author / Title:

- author name, and - title keywords

Subject:

- Library of Congress Subject Headings (LC) - Medical Subject Headings (MeSH) - Fung Ping Shan Subject Headings - Hong Kong Subject Headings

Keyword / Phrase:

Words in

- Author - Title - Subject - Note - Table of Contents fields

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

Library Catalogue Subset: Search a particular collection, such as Fung Ping Shan Library, Hong Kong Collection, Contemporary China Collection, Call number:

- East Asian Language Materials – Western Language Materials

Given a Book Citation

Example

Search by author Search by

Title

Given a Book Citation

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, c1997.

Given a Book Citation

Search Result

Author Title Location

Call Number Status

Table of Contents

Electronic version

Given a Journal Article Citation

13

Given a Journal Article Citation

Example

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. 155-165.

Search statement: Title: journal of vacation marketing Journal of vacation marketing

2 records

- JOURNAL (printed journal) - E-JOURNAL (electronic journal)

Search by Journal Title

Given a Journal Article Citation

Printed journal

Location Library has Latest received Current frequency

Latest received

Main Library Serials Call No.: S 647.94 J8 V1 Library has: v.7 (2001) -

Latest received: December 2002 vol.9 no.4

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) -

Given a Journal Article Citation

Access Journal of vacation marketing v ia ProQuest , an article database

Journal of vacation marketing

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

Keyword/Phrase Search

Keyword/Phrase Search

Keyword/Phrase Search

ƒ Keyword/phrase search finds words in:

author, title, subject, note, and table of contents fields.

ƒ You should

ƒ Analyse your research topic, and

ƒ Construct search statement.

ƒ Search tips:

ƒ Truncation

ƒ Boolean Operators

ƒ Brackets

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

Search Tips

Boolean Operators

OR Combine related terms or similar terms.

e.g. trade or commerce

trade

commerce

Search result:

Search Tips

Boolean Operators

AND Combine terms on different subjects.

e.g. marketing and internet

marketing internet

Search result:

Search Tips

Boolean Operators

AND NOT Find the first term but not the second term.

e.g. marketing and not advertisement

will retrieve records containing the word marketing but not the word advertisement

Search result:

Marketing Marketing and not advertisement

Advertisement

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”

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”.

Keyword/Phrase Search

Search statement

(e-marketing or online marketing or internet marketing or web marketing) and strategic planning

orCombines terms on a similar subject

andCombines terms on different subjects Brackets

Group similar terms together

Keyword/Phrase Search Search statement

(e-marketing or online marketing or internet marketing or web marketing) and strategic planning

search

13 records found

- EBOOK (electronic book) - BOOK (printed book)

Modify Search Results

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

Modify Search Results

Example

theses on consumer behaviour

1 perform Keyword Search:

consumer behavio*

2 Material Type: thesis 4

Search 3

retrieve 27 records

31

Modify Search Results

Example

Consumption behaviour of Mainland vacation visitors in Hong Kong

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

HKU Thesis

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

Subject Search

Subject Search

Article Database -

ProQuest

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.

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 http://lib.hku.hk

Browse by Subject:

Social Sciences:

Business & Commerce

ProQuest

ProQuest

ƒ What is ProQuest ?

ƒ How to access ?

ƒ Search Tips

ƒ Boolean Operators

ƒ Truncations

ƒ Phrase Search

ƒ Basic Search

ƒ Retrieve full text of the articles

ƒ Marked List

ƒ Email, print and export records

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 http://lib.hku.hk/

¾ Electronic Resources>Key English E-

resources> ProQuest

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

Basic Search

Basic Search Form

Basic Search

Search Enter word (s)

and/or phrase (s)

Select multiple databases Database

Date range

More search options

Limit results to:

- Full text articles only - Scholarly journals, including peer-reviewed

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

Sort results by:

- Most recent articles first – Most relevant

Basic Search

Example

articles on mass media and advertising published in scholarly journals

1. Analyse your research topic and devise search statement:

ƒ 1

topic: mass media

ƒ 2

topic: advertising, advertistement 2. Construct your search statement:

mass media and advertis*

Scholarly journals

Search

Search Results

Search Results: 367 records found

Text + Graphics Check the box to save the record to the

Marked List for printing, downloading, and sending email

Abstract 367 records found

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. 2003. Vol. 47, Iss. 3; p. 435-454.

Page Image - PDF Text + Graphics

Abstract

Marked List

Marked List

Print Email

Delete unmarked items

Export citations into:

- EndNote - ProCite - RefWorks

– Reference Manager

Email Marked Articles

Email Marked Articles

Format:

- Article summaries (citation and abstracts) - Article full text (if available)

- Page/Article image – PDF (if available)

Send email as:

- Plain text - HTML

Email address

Send Email

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 Interlibrary Loans via ILLiad

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, 2003. Vol. 35, Iss. 11, p.1357-1368.

Find a copy

WebBridge

HKU Dragon Catalog

Check Dragon

Check Dragon by journal title: Applied economics

Search Title: applied economics

Check Dragon

Fraser, Stuart and Paton, David. Does advertising increase labour supply ? Time series evidence from the UK. Applied Economics . Jul 20, 2003. Vol. 35, Iss. 11, p.1357-1368.

Printed Journal

Main Library Serials

Call No.: S 330.16 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.

Check Dragon

Fraser, Stuart and Paton, David. Does advertising increase labour supply ? Time series evidence from the UK. Applied Economics . Jul 20, 2003. Vol. 35, Iss. 11, p.1357-1368.

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

Check Dragon

Fraser, Stuart and Paton, David. Does advertising increase labour

supply ? Time series evidence from the UK. Applied Economics . Jul

20, 2003. Vol. 35, Iss. 11, p.1357-1368.

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.

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.

Hong Kong University Theses Online

(HKUTO)

Theses Kept in HKU Libraries

Hong Kong University Theses Online (HKUTO)

What is Hong Kong University Theses Online (HKUTO) ?

Access

> HKUL homepage at http://lib.hku.hk

> HKUL Digital Initiatives

> Hong Kong University Theses Online

HKUTO indexes more than 8,000 theses and dissertations submitted for higher degrees to the University of Hong Kong since 1941. Most

theses are kept in the Special Collections and can

only be consulted in the Special Collections.

Hong Kong University Theses Online

Hong Kong University Theses Online (HKUTO)

HKUL homepage

Hong Kong University

Theses Online

Limit the search by - Date - Dept/Program - Degree - Language

Return Results Return Results

- Records per page -

- Full/Brief descriptions - Sort by Title/Author

/Year Search for

Words Anywhere/Title/

Author/Subject

Search Theses at HKU

Browse by

- Degree - Dept/Program - HKU Fulltext ETDs

Search by Keywords

Search by Keywords Search Example 1

HKU theses on Marketing in Hong Kong in English with degree dates between 1941 and 2005

1. Analyse your research topic and devise search statement:

ƒ 1

topic: Marketing

ƒ 2

topic: Hong Kong

2. Construct your search statement:

marketing and Hong Kong

3. Decide Search Field, e.g. Anywhere

4. Date: 1941 to 2005

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

Search by Keywords

Search Results

1 of 43 records

Click to get Table of

Title Location

Special Collections HKU theses cannot be charged out

Call No.

M.Hous.M.04 C11 Author

Search by Degree

Search Example 2

Master of Housing Management theses from 2000 to 2003

1. Degree: M.Hous.M.

2. Date: 2000 to 2003

Date Degree

M.Hous.M

Browse by Dept/Program

Search Example 3 Real Estate and Construction Department PhD and M.Phil theses

Browse by Dept/Program

1 of 87 records If you use “browse by

Dept/Program”, you will retrieve

Real Estate and

Construction Department

ProQuest Digital Dissertations

Proquest Digital Dissertations

ProQuest Digital Dissertations

ƒ What is ProQuest Digital Dissertations (PQDD) ?

ƒ How to access ?

ƒ Search tips

ƒ Boolean Operators

ƒ Truncations

ƒ Phrase Search

ƒ Basic Search

ƒ How to locate overseas theses

ƒ Check Dragon, HKUL Catalogue

ƒ Check other local academic libraries catalogues

ƒ Interlibrary Loan Request – ILLiad

ƒ Marked List

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 http://lib.hku.hk

> 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”.

Basic Search

Basic Search

go to Advanced Search

Boolean Operator - and - or - and not

Degree Date from

Field

- Keyword - Author - Title - School - Subject - Abstract - Adviser - Degree - Language - Publication

Search

enter words or

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

Search Results

Search Results: 20 records retrieved

Publication Number Mark All records to print, download and email

Order Now

Citation Folder for

marked records Shopping Cart

24 page Preview

Search Results

Example

A cost-benefit analysis of performance technology on customer education and communication environment

Citation + Abstracts

Fields - P - T - A - D

- School - D

- P - L

- Source - Subject

ublication No.

itle uthor egree ate ages anguage

Pricing

Mark record to put in the Market List Folder for printing, downloading and sending email

24 page Preview

Shopping Cart Abstract

Search Results

24 page Preview

Page 11

73

Search for fulltext

Step 1

Step 2

Step 3

How to Locate Overseas Theses

How to Locate Overseas Theses if it is not in the Libraries

Get the copy via Interlibrary Loans Department: ILLiad Citation of thesis

Check Dragon by title

Available Search other HK Academic

Libraries

Available Not Available

Get the thesis

Search

Digital Dissertation Consortium

Order from PQDD Cost to be

75

Check Dragon, HKUL Catalogue I would like to read the thesis:

Achieving relationship marketing outcomes in virtual communities

> Check Dragon, HKUL Catalogue

ƒ Title search: Achieving relationship marketing outcomes in virtual communities

ƒ Search result:

Your entry Achieving relationship marketing outcomes in virtual communities would be here

ƒ HKUL does not hold this thesis

> Check other local academic libraries catalogues

Check other Local Academic Libraries Catalogues

I would like to read the thesis

> Check other local academic libraries catalogues

Multiple Search for Libraries in Hong Kong 2

Check other Local Academic Libraries Catalogues

I would like to read the thesis

> Check other local academic libraries catalogues

8 UGC libraries catalogues

O records 3

4

5

Fields - Author - Title - Subject - Word - ISBN - ISSN

Search Results: local academic libraries do not hold the thesis

If other library keeps the thesis …

Interlibrary Loan Request - ILLiad

HKU Postgraduate

ƒ 125 requests per academic year at no charge

ƒ both local and oversea resources

HKUSPACE Higher Degree Students who hold HKUL Borrower Cards:

ƒ 100 requests per academic year at no charges

ƒ Local resources only.

Access

> HKUL homepage at http://lib.hku.hk

Interlibrary Loan Request Form - ILLiad

ILLiad

University ID i.e. library

card no.

PIN ( personal identification no.)

Submit

Request a Book

Request a

- Photocopy - Book

Chan Siu Mei

han Siu Mei

Basic Search Search Example 2

Theses submitted after 2000 on economic or social or

socioeconomic aspects affecting Japanese consumer behaviour.

ƒ Keywords

ƒ 1st topic: economic, social, socioeconomic

ƒ 2nd topic: consumer

ƒ 3rd topic: behaviour, behavioural, behavior, behavioral

ƒ 4th topic: japan, japanese

ƒ Search statement

(economic or social or socioeconomic) and consumer behavio? and japan?

ƒ Degree date from: 2000

Basic Search Search statement

(economic or social or socioeconomic) and consumer behavio?

and japan?

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

Marked List

Marked List, Email List

Marked List: contains 2 records

- Clear List

- Print List - Email List - Download

Email List

Shopping Cart

Shopping Cart: contains 1 record

Pricing information

Check Out: to

Digital Dissertation Consortium

(數位化論文典藏聯盟)

Digital Dissertation Consortium

Digital Dissertation Consortium

ƒ What is Digital Dissertation Consortium ?

ƒ How to access ?

ƒ Search tips

ƒ Boolean Operators

ƒ Truncations

ƒ Phrase Search

ƒ Basic Search

ƒ Retrieve full text of the thesis

ƒ Output Search Results

ƒ Print, download and e-mail records

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 http://lib.hku.hk

> 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”.

Basic Search

Basic Search

Boolean Operator - and - or

Fields

- All Fields - Publication No.

- Title - Author - School - Degree - Pages - Adviser

Go to

- Chinese interface - PQDD (Proquest

Digital Dissertations Database) - Advanced Search

Basic

Basic Search

Search Example

sex role in advertisement

ƒ Keywords

ƒ 1st topic: sex, gender, woman, women, man, men

ƒ 2nd topic: advertisement, advertising

ƒ Search statement

(sex or gender or woman or women or man or men) and

(advertisement or advertising)

Search Results: Detail Display Detail Display

Search Results: 33 records retrieved

Record 1

- Summary

- Clear Mark - History - Previous - Next - Output - Search Home

Fields

- Title - Publication

No. – Author - Degree - School - Date - Pages - Adviser - ISBN - Source - Subject - Abstract

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

Search Results: Summary Display Summary Display

Search Results: 33 records retrieved

Fields

- Publication No.

- Title

- Author

- Degree

- School

Output Search Results

Print, Download, E-mail

Print

Output Format - Summary - Detail

Select Results

- Marked all - All results

Sort by

- Date

- Author

- Title

How to get Digital Dissertation Consortium Titles from Dragon ?

Check Dragon

Title Search: Digital Dissertation Consortium

5826 records found

Retrieve Full Text of the Thesis

Abdominal muscle characteristics of elite male golfers with and without chronic low back pain.

Dragon

Digital Dissertation Consortium

Click to view the dissertation via Digital Dissertation Consortium

Click to get the full text of the thesis

Need any help?