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MKTG 212 (Wessling): Overview

Harvard Business Review

You can access Harvard Business Review articles from the Business Source Complete database, which covers HBR from 1922 to the present (that's every article, from volume 1 issue 1, all the way to now!). You can use the menu on the right to browse through issues - expand the year, then choose the issue that contains the article you're looking for. Or, click on the Search Within This Publication link to enter keywords of interest to search - e.g. surveys and (design or research or methods).

Conducting Research

Library resources

This guide will lead you to some of the many databases and resources we have on hand for Professor Wessling's MKTG 212 class. You'll be able to search for research and data on the consumers of your chosen market, as well as industry overviews and competitor analysis. We also have articles from leading publications in marketing and consumer research - which you can browse by journal, or search within a larger database. Please contact me with any questions or if you'd like any additional assistance with your searches!

Article databases

The databases below employ the asterisk (*) as a truncation symbol -- telling the database to search off the root term to find variants. For example, child* will pull articles that include child, child's, children, etc. Quotes will combine terms into phrases, e.g. "market research".

Document Delivery

Need articles or book chapters? As Wharton students, you have access to some services from Lippincott Library's Document Delivery department. As you search for articles for this paper, take note of any citations that don't have immediate PDF or HTML Full-text access available. Email those cites directly to us at docdel@wharton.upenn.edu and we'll track them down for you ASAP. You'll get an email response from us with either a scanned PDF, or that we've requested it from another library on your behalf.

Business Research Librarian

Mia Wells's picture
Mia Wells
Contact:
kirstien@wharton.upenn.edu
Lippincott Library
3420 Walnut Street
2nd floor (room 243.1)
Philadelphia, PA 19104
215-898-5553
Website

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