What is a Literature Search?
- Content Type:
- Glossary
Literature Search Definition
A review of all available data or source information on a particular subject.
A literature search in marketing research is the systematic process of locating, reviewing and analyzing existing published and unpublished information relevant to a specific research question or topic. It helps identify what is already known, highlight gaps in knowledge and guide the direction of new research.
What are key characteristics of a literature search as it pertains to marketing research?
- Systematic and organized approach to information gathering.
- Includes both primary and secondary sources.
- May involve academic journals, industry reports, government publications and online databases.
- Focused on relevance to the research objective.
- Helps identify trends, best practices and gaps.
- Can include both qualitative and quantitative findings.
Why is a literature search important in market research?
It is important because it prevents duplication of efforts, builds on existing knowledge, supports the formulation of research hypotheses and ensures that new studies are informed by prior evidence and industry trends.
Who relies on a literature search in marketing research?
Market researchers, academic scholars, business strategists, product developers, advertising planners and policy makers rely on literature searches to inform decisions and design effective research projects.
How do market researchers use a literature search?
Market researchers use a literature search to gather background information, refine research objectives, design methodologies and interpret findings in the context of existing work. It also helps identify credible data sources, benchmarks and competitive insights.