Original Term | Synonym/Related Term #1 | Synonym/Related Term #2 |
brand choice | brand loyalty |
brand preference |
consumer behavior | customer loyalty | consumer attitude |
Keyword and Phrase Search Techniques
-use "AND" to connect search terms and make your search more narrow (e.g. - Microsoft AND profits)
-use "OR" to broaden search results for terms that are synonyms of each other (e.g. - market research OR consumer research)
-use "NOT" to exclude particular search terms from the results (e.g. - advertising NOT television)
-by placing a search term in quotation marks, you direct the database to do a phrase search rather than a keyword search. The database will search for the exact phrase in the exact order you specify (e.g. - "movie product placement" vs. movie AND product AND placement)
-a wildcard is a symbol that stands in for any letter of the alphabet. The particular wildcard symbol will vary from database to database (check the Help page for more information), but common symbols include *, #, ?, and $. (e.g. - wom#n would find women and woman)
-a truncation symbol is a type of wildcard that will search any number of letters. The most common truncation symbol is a *, but may vary from database to database (e.g. - market* research would find market research as well as marketing research)
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