MKT 441: Market Research: Home

• Discuss library resources for secondary research.
• Conduct searches in your teams. 

Client:

Santa's Little Helpers

Mission:

Support the needs of foster youth and foster care alumni as they transition out of foster care and pursue higher education and vocational training. 

Decision Problem:

What message(s) and promotional methods should Santa's Little Helpers focus on to generate support for the Future Forward program?

Research Objective:

What messaging and promotional methods will generate the greatest interest in support (i.e., donating or volunteering) for the Future Forward program among people who have either donated or volunteered for a charity in the last 12 months?

Step by Step Instructions

1. Write out your research question. For example: "How does exercise affect the mental health of college students?"
2. Pull out the most important words from your research question. exercise, mental health, and college students.
3. Think of synonyms for these keywords.  Exercise: workout, fitness. College students: university students, post-secondary students.
4. Think of broader keywords. Mental health: well-being. Broader keywords are helpful if you aren't getting enough results.
5. Think of narrower keywords. Mental health: anxiety. Narrower keywords are helpful if you're getting too many results.
6. Start searching a library database with your keywords. Remember to try out different keyword combinations to get the best search results.
7. Collect additional keywords as you search.

For step-by-step guidance throughout the research process, visit Research DIY: https://library.louisville.edu/research-diy/home.