Marketing research is usually categorized into primary or secondary research. Primary research is conducted directly by a company or individual gathering data using survey research or proprietary information. Secondary research uses data collected by others.
A subject thesaurus contains controlled vocabulary which can guide you to appropriate subject words or phrases, as well as refer you to broader or narrower words or phrases that will either encompass your word or phrase or be more specific than your word or phrase.
For Example: Using Business Source Complete's Thesaurus (from that database's toolbar):
The concept "CUSTOMER preferences" suggests to instead: Use CONSUMERS' preferences
Once you have a word or phrase that has been recommended by the thesarus of a particular database, use that and if possible, limit the search to the Subject or Descriptor Field for best results.
Sometimes, limiting a search to the Title Field will also improve search results.
Getting Too Many Irrelevant Results?
Getting Too Few Relevant Results?
Created by Katherine Miller and Tom Childs for Douglas College Library. Creative Commons license Share Alike.
Created by Douglas College Library staff. Creative Commons license Share Alike.