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MKTG 300: Fundamentals of Marketing: Search Tips and Strategies

This guide is designed to direct students to Library resources for Dr. Judy Parker's MKTG 300 class.

Search Techniques

Connectors, or Boolean Operators, are words that combine concepts together in a search. These operators allow you to keep your search ("AND"); keep your search broad ("OR); or exclude words from your search.


  • Corporate social responsibility AND consumer behavior = will give you results that include both corporate social responsibility and consumer behavior.
  • Corporate social responsibility OR consumer behavior=will give you results that include all the words.
  • Corporate social responsibility NOT consumer behavior=This will give you results that include corporate social responsibility but exclude consumer behavior.

Quotations can be especially useful if you are searching for a phrase. This can also be useful if you are searching an exact match for a title of an article or book. If you don't use quotations the system (internet or library database) will look for each word individually. 



  • "corporate social responsibility(phrase search)
  • "A Cross-National Investigation on How Ethical Consumers Build Loyalty Toward Fair Trade Brands(Title of an article)


This technique is using the root or stem of a word and the search will bring back a variety of endings to the word.



rac*= race, races, racism, racial, racist, racialized

market*=market, markets, marketing, marketplace, marketplaces, market-based