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Finding Articles on Demographics and Psychographic Variables for Market Segmentation

This guide is designed to help students find articles on demographics and psychographic variables for market segmentation with the use of three primary periodical indexes. The discussion will include suggested search approaches and proposed terminology. The guide will conclude with information on how to obtain full text articles not found on a particular database.

The NSU John Vaughan Library provides access to several online periodical indexes and full text databases which are useful for finding articles on marketing, demographics and psychographic variables. This includes ProQuest's ABI/Inform, EBSCOhost's Business Abstracts with Full Text, and EBSCOhost's Business Source Premier. These databases are found under the "Business and Technology" heading on the NSU Library's Articles and Databases by Subject page. Below are individual icon links to each of these databases, and an explanation of how each one can be used to find articles pertaining to Demographics and Psychographic Variables for Market Segmentation:

1. ABI/Inform (ProQuest)

To begin, select the "Advanced Search" option by clicking on the "Advanced" tab near the top of the screen. Since ProQuest's ABI/Inform database recognizes the term market segmentation as a valid subject heading, change the drop-down menu adjacent to the top search box to "Subject heading (all)--SU", and type "market segmentation" in the search box. Since psychographic is not considered a subject term in ABI/Inform, type that word into the below search box, keeping the default category "Anywhere" in the adjacent drop-down menu. Run the search.

The search results will include citations and full text articles related to the search query.

Since "psychographic variables" is not a valid subject term in ABI/Inform, another approach to finding articles on the topic is to search different terms in combination with market segmentation as a subject. In place of using "psychographic variables," try using one of the following one at a time: psychological aspects, consumer behavior, consumer attitudes, psychology, decision making, attitudes, perceptions, lifestyles, or other related or similar terms. Similarly, the term demographics can be searched in combination with market segmentation as a subject. To potentially broaden the search, which may result in slightly less targeted results but with additional entries, try searching the above terms with "Abstract --AB" selected in the drop-down menu adjacent to the search box.

2. Business Abstracts with Full Text



The same search approach that was used in ABI/Inform can be run in Business Abstracts with Full Text. In other words, market segmentation is also treated a valid subject heading in Business Abstracts with Full Text, but psychographic variables is not. The difference between these two databases is that when searching for articles on "market segmentation" in Business Abstracts with Full Text, the drop-down menu adjacent to the search box will need to be changed to read "SU Subject." Otherwise, the same additional terms identified in the above paragraph pertaining to ABI/Inform can also be used in combination with market segmentation in Business Abstracts with Full Text.

3. Business Source Premier

In Business Source Premier entering the term "market segmentation" as a valid subject heading on the advanced search screen retrieves more articles than found in ABI/Inform or Business Abstracts with Full Text. Although Business Source Premier retrieves a greater number of articles than those found on the other two databases, ABI/Inform and Business Abstracts with Full Text may provide useful articles not found on Business Source Premier. To search "market segmentation" as a valid subject heading in Business Source Premier, enter the following phrase: DE "market segmentation". We can confirm that DE "market segmentation" is recognized by Business Source Premier as a valid subject as a result of searching the term in the database's "Thesaurus," which is linked from the database screen's upper left corner.

4. Finding the Full Text of an Article in Another Database

a. An article which is not in full text on one database may be found in full text on another database. To find out if a different library database provides full text access to a needed article, search the periodical title (not article title) in the search box on the Full Text Electronic Journals List page.

b. If the above approach fails to retrieve the article in full text on another database, check the periodical title in the NSU Library Online Catalog to see if the library owns a paper or microform copy of the item.

c. If both of the above options fail to retrieve the full text of a needed article, it is likely that Interlibrary Loan will be able to obtain a copy of it free of charge for you from another library.



Gary Cheatham

Page maintained by: Gary Cheatham cheatham@nsuok.edu
Last Updated: March 11, 2014