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MKTG 470 - Consumer Market Segment Research: Welcome

Dr. Lisa Spiller, Spring 2017

Researching a Generation

 

Sample search terms to try:

millennials or gen Y and marketing

generation x or gen xers and trends

boomers or baby boomers and attitudes

college students or undergraduate(s) and lifestyle

 

Databases to try:

Journal and Magazine Articles

Related Journals and Trade Magazines

Find these in JournalFinder, and then use the "search within publication" option from within the online databases!

 

Journals and trade journals to consider:

Marketing News

Adweek

Advertising Week

European Journal of Marketing

Journal of Consumer Behaviour

Journal of Marketing Theory and Practice

and many others ...

 

Other sources to consider:

American Demographics

Society for Marketing Advances Proceedings

 

Always cite what you find! Use this APA Style guide if necessary!

Purdue OWL also has helpful examples and directions.

Library Services

 

 

Always ask for help if you need it - see the gray tab at the top for help and contact information.

 

Take advantage of Interlibrary Loan and VTC options - so many resources available to you!

Trible Library provides links to other websites to aid in research and is not responsible for the content or privacy policy of those sites.