MKT271 - Principles of Marketing

Evaluating the authority, usefulness, and reliability of resources is a crucial step in conducting a review of the literature that effectively covers pertinent research and, thereby, demonstrates to the reader that you know what you're talking about. The process of evaluating scholarly materials also enhances your general skills and ability to:

1. Seek out alternative points of view and differing perspectives,
2. Identify possible bias in the work of others,
3. Distinguish between fact, fiction, and opinion,
4. Develop and strengthen your ability to distinguish between relevant and non-relevant content,
5. Draw cogent, well thought out conclusions, and
6. Synthesize information, extracting meaning through a deliberate process of interpretation and analysis.

Black, Thomas R. Evaluating Social Science Research: An Introduction. London: Sage, 1993.