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MK 300S - Principles of Marketing: Searching Tips

Guide created for Professor Bergbrant's Spring 2022 Principles of Marketing course


Using quotations around a phrase searches for those keywords side by side instead of appearing separate in the article.

For Example: 
"marketing plan" instead of marketing and plan


Tip: Use a truncation symbol (also known as a wildcard) to automatically get words with variant endings, including plurals. This makes your searching more efficient because it cuts down on your number of searches. Many (not all) databases use the * as the truncation symbol. Check the online help in each database to find which symbol is used.

Example: econ* finds economy, economic, etc.

Keyword Searching

Often, the best way to find materials in a database on a certain topic is to use "keyword searching." This is when you search for words anywhere in the database record - in the title, the subject headings, the author's name, etc. It's important to use the most important (or, "key") words in your topic, to get the most relevant results.

Example topic: Developing a plan to market a new computer targeted to women

Your keywords are: "marketing plan" and women and computer

Alternative Search Statements: "marketing strategy" and women and technology

Start Searching for Articles, Books, DVD's and More!

OneSearch FAQs

Connector Terms

Boolean Operators (Connector Terms )




Use "AND" to narrow your search and focus onto your topic by combining two or more terms. Example: "marketing plan" AND technology AND women Note: OneSearch automatically searches all terms entered, no need to add the AND.

Use "OR" to broaden your search by combining synonyms or alternative forms of words. Write down any synonyms for your search terms and connect them with OR. Example: "target market" OR "demographic"

Use "NOT" to exclude a keyword.  Using the connector term NOT brings up one keyword and not the other. Example: "computers" NOT tablets