17-10-2012, 05:00 PM
Literature Review
steps_for_literature_review_874.ppt (Size: 44 KB / Downloads: 22)
What we will cover
What is a literature review?
Why we should do literature reviews
Purposes
Benefits
Importance in developing successful strategies
How to do a literature review
Identifying domains
What to look for and how to find it
How to integrate it into your arguments
Introduction
The aim of this module is to assist you in understanding, more fully, what a literature review is all about and why and how you should do them
Literature reviews to more formal academic and research publications BUT….
So what is a Lit. Review
Review (look again) of formal academic and research publications
Form of secondary data research whereby you are reviewing the findings of previous research done for another purpose
Process of evaluating the data
Method of finding potential solutions to problem
Why do Literature reviews?
Think of a marketing or business GURU
How many GURUs or successful business people do not have formal academic qualifications?
ANSWER: most of them
So what makes them confident that their “intuitive” decisions are correct?
e.g Some gurus are suggesting that the boss needs to be more consultative with their employees, they suggest that to develop this culture the boss should not sit in a boss chair around the board table. How did they know this?
e.g Ad gurus such as Olgilvy etc were doing “socially responsible and societal marketing campaigns before the text books knew of the concept…. So how did they know to do that?