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MKT 4620 Marketing Research: Literature Review

Literature Review

What is a literature review?

A literature review is an overview of the published works on a topic (the literature) and summarizes and synthesizes the information in a written product.

The function of the literature review is to demonstrate that the writer/researcher is familiar with the existing body of knowledge or “literature” that exists on any given topic. 

This allows the researcher/writer to enter a scholarly conversation from an informed perspective.

Why is this part of the research process?

  • background information
  • identify gaps in knowledge
  • identify subject experts
  • identify seminal documents (important or influential works)

Gain an understanding of the information as a whole in order to put your research within this context.


 

Librarian

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Jackie Eagleson
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Contact:
eaglesonjj@appstate.edu
(828) 262-7424