MKTG 485
Class Guide for Dr. Gias's Spring 2017 Marketing Research class
Literature Review: Purpose
The function of the literature review:
- To clarify what has already been researched and what still needs to be researched (Hart)
- To avoid dead ends and/or "reinventing the wheel" (Denscombe; Gall, Borg, & Gall)
- To explain the context and the significance of the problem (Hart)
- To identify methodologies and research techniques used (Hart)
- To identify recommendations for further research (Gall, Borg, & Gall)
- To establish how your new research advances the old research (Randolph)
Denscombe, M. (2007). The good research guide: For small-scale social research projects. Maidenhead. Open University Press.
Gall, M. D., Borg, W. R., & Gall, J. P. (1996). Education research: An introduction (6th ed.). White Plains, NY: Longman.
Hart, C. (1998). Doing a literature review: Releasing the social science research imagination. London: Sage.
Randolph, J. (2009). A Guide to Writing the Dissertation Literature Review. Practical Assessment, Research & Evaluation, 14(3). Retrieved from http://pareonline.net/pdf/v14n13.pdf
