BUS 461: Marketing Research: Literature Review

Follow These Steps:

1. Conduct a database search (repeat as necessary)
2. Select relevant articles that inform your research
3. Organize the articles according to theme
4. Summarize and analyze the articles
5. Synthesize articles and apply to your research
6. Track your quotes and citations

As you read your articles, consider:

• What background information would be helpful in introducing your research?
• What trends or common themes emerge from your reading?
• What aspects or impacts are missing from your reading that might be relevant to your research?
• What conclusions can you draw, and how do they impact your research?

As you evaluate your articles, consider:

• Key theories, concepts, or ideas mentioned
• Major debates, arguments, or issues mentioned
• Evidence of claims or conclusions
• Key questions and problems addressed 
• Gaps or insufficiently addressed issues
• Implications for your proposed research

Used with permission from the Undergraduate Library, University of Illinois at Urbana-Champaign.

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