Literature Review

Planning of Literature Review

• Defining the parameters – Language of publication– Subject area– business sector (if any)– geographical area– Publication period– Literature type

• Refereed journals/ trade journal/professional journals

• Books/ news papers

• Example:• Topic: Brands Loyalty and Relationship Marketing

in Islamic Banking System

Language English

Study Area • Relationship Marketing• Customers Loyalty

Business Sector Banking Sector

Geographical Area U.A.E

Publication Period 2010

Literature Type Refereed Journal

• Generating Key WordsThese are the basic terms that represents the research question(s), objective(s) and cover the whole research topic

Topic: Brands Loyalty and Relationship Marketing in Islamic Banking System– Relationship Marketing– Brands Loyalty– Islamic Banking System– Measurement of Relationship Marketing– Measurement of Brands Loyalty

Conducting the Literature Search

Literature search will probably be conducted using a variety of approaches– Using tertiary literature sources– Scanning and browsing secondary literature

in your library– Searching through Internet

Cont…

• Tertiary Literature Sources– Printed sources

• The material available in the hard form– Journals– Books– citation index– Abstracts

– DatabasesA database is an organized collection of data for one or morepurposes, usually in digital form.

– Internal databases ( University, Organization like SSIC data base, SSC database, Library data base, Payroll.)

– External databases (Online resources of data)

Cont…Databases• Online data sources required payment for

subscription ( Like University Digital Library)

• The data in the databases is updated daily or even several times during one day.

Sample Databases

ABI Internet

CD-ROM

1000 international business and management journals

CD-ROM updated monthly

EMERALD Internet 80+ full text journals for MCB University Press

Index to Theses Internet

Print

Indexes theses accepted for higher degree in Great Britan and Ireland

ISI Web of Sciences Internet Includes access to a wide range of services including citation indexes

Key Note Reports Internet key note market information report

Scanning and Browsing

• Browsing: Searching of new publication relevant to the under study research topic to gain idea of its contents

• Scanning: It will involve to go through individual items such as journal article to pick out points that relate with under study research.

• Points for browsing and scanning– Identify when the journals that is most

relevant are published and regularly browse them

– Browse new books displays in libraries– Scan new books reviews in journals and

newspapers– Scan publishers’ new book catalogues

Evaluating the Literature

• How do I know what I am reading is relevant?

• How do I know when I have read enough?

Evaluating the Literature

• Assessing Relevance– Asses on the basis of research questions– Assess on the basis of research objectives– Get help of key words

• Assessing Sufficiency– It is impossible to read everything related to your

research– When further research (searching) provide mainly

references to items you have already read, It means that you have achieved sufficiency of literature.

Citation

• Citation Styles– American Psychological Association (APA)

• Reference citation in text• Reference list

Citation

In-Text Citation

In-text citation is placed within sentences and paragraph so that it is clear that what information is being quoted and whose information is cited.

In Reference List

Citation in text

Work by Single Author

Knox (2004) In-text citation

In-Reference List

Knox, S. (2004) Positioning and branding your organisation, Journal of Product and Brand Management, 13(2), 105-115

Work by Two Authors

In-Text Citation• Ge and Ding (2005)

In Reference List• Ge, G.L. and Ding, D. Z. (2005) Market Orientation,

Compeitive Strategy and Firm Performance, Journal of Global Marketing, 18(3), 115-142

Work by Three to Five Author

In-Text citation• Conklin, Powaga, Lipovesky (2004)

Or• Conklin et al (2004)In Reference List• Conklin, M., Powaga, K. and Lipovetsky, S. (2004). Customer

Satisfaction Analysis: Identification of Key Drivers, European Journal of Operational Research, 154(3), 819-827.

Work by more than five authors

Last name of first author (year)

Last name of first author et al (year)…..

Books

– Author (s)– Year– Title (Italic)– Edition– Publisher– Country/Location

In-Text citation

• Doman (2002)

In Reference

• Doman, D.,Dennison, D. and Doman,M. (2002). Market Research Made Easy, 2nd Edition,International Self-Counsel Press Ltd. USA.

No Author

– Associations – Cooperations – Government Agencies, – Dictionaries– Encyclopedias

In-Text citation• Board of Governors of Federal Reserve System (2010)

Or subsequent reference

• BGFR(2010)

In Reference• Board of Governors of Federal Reserve System. (2010).

97th Annual Report. Washington, Retrieved from

http://www.federalreserve.gov/publications/default.htm

Specific parts of a source

To cite a specific part of a source include the page, chapter, etc. in the in-text citation.

• (Stigter & Das, 1981, p. 96)

• De Waal (1996) overstated the case when he asserted that "we seem to be reaching ... from the hands of philosophers" (p. 218).

If page numbers are not included in electronic sources (such as Web-based journals), provide the paragraph number preceded by the abbreviation "para." or the heading and following paragraph.

• (Mönnich & Spiering, 2008 para. 9)

Suggested Reading

The detail of citation in APA style is available in the following link.

http://www.library.cornell.edu/newhelp/res_strategy/citing/apa.html

or Visit at

http://www.apastyle.org/index.aspx