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MKT 2220 Fundamentals of Marketing Research  

Last Updated: Sep 1, 2016 URL: http://berkeleycollege.libguides.com/MKT-222 Print Guide RSS UpdatesEmail Alerts

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Provide an in-depth review of the marketing research function in a contemporary business environment.   Discuss the various methods employees use to collect, evaluate and interpret marketing information in order to make more effective marketing decisions.

Topics for the research assignment include:

  • Determine a new city for a MLS franchise.   Look at the  features of the city and then come up with other cities with similar features.
  • Research the rise of popularity of Greek yogurt
  • Examine the future of advertising-based television given the success of Internet shows through Netflix and Amazon.
  • Investigate the use of social media-related marketing at your selected company.
  • What are the trends in the music industry?    Why do people become musicians, what does it take to succeed
  • The effects of color in interior design on people's mood/affect. How do people respond to color in design?

Searching Tips

Boolean operators form the basis of mathematical sets and database logic.   They connect your search words

together to either narrow or broaden your set of results.


  • The three basic boolean operators are: AND, OR, and NOT.

Why use Boolean operators?

    • To focus a search, particularly when your topic contains multiple search terms.


    • To connect various pieces of information to find exactly what you're looking for.


  • Example:
    second creation (title) AND wilmut and campbell (author) AND 2000 (year)


Using AND

Use AND in a search to:

    • narrow your results
    • tell the database that ALL search terms must be present in the resulting records
    • example: cloning AND humans AND ethics


The purple triangle in the middle of the Venn diagram below represents the result set for this search. It is a small set using AND, the combination of all three search words.

Be aware:  In many, but not all, databases, the AND is implied. 

    • For example, Google automatically puts an AND in between your search terms.
    • Though all your search terms are included in the results, they may not be connected together in the way you want
    • For example, this search:  college students test anxiety  is translated to:  college AND students AND test AND anxiety. The words may appear individually throughout the resulting records.
    • You can search using phrases to make your results more specific
    • For example:  "college students" AND "test anxiety". This way, the phrases show up in the results as you expect them to be.

Using OR

Use OR in a search to:

    • connect two or more similar concepts (synonyms
    • broaden your results, telling the database that ANY of your search terms can be present in the resulting record
    • example: cloning OR genetics OR reproduction


All three circles represent the result set for this search. It is a big set because any of those words are valid using the OR operator.

Using NOT

Use NOT in a search to:

    • exclude words from your searc
    • narrow your search, telling the database to ignore concepts that may be implied by your search terms
    • example:  cloning NOT sheep

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