Conducting Literature Reviews

Question 1

What is a literature review in TV advertising research?

Answer 1

A literature review involves searching for and analyzing relevant research and publications related to the research question and objectives.

Question 2

Why is conducting a literature review important?

Answer 2

Conducting a literature review allows researchers to build on existing knowledge and identify gaps in knowledge that can be addressed through their study.

Question 3

What are some key steps in conducting a literature review?

Answer 3

1. Identifying relevant keywords and search terms
2. Searching for relevant research studies and publications
3. Reviewing and extracting key information from the sources
4. Analyzing and synthesizing the information to identify key themes and gaps in knowledge.
5. Documenting the literature review process

Question 4

What are some nuances and technicalities that come with conducting a literature review?

Answer 4

1. Ensuring that the sources used are reputable and trustworthy
2. Balancing breadth and depth (keeping the research varied but also thorough into relevent topics)
3. Avoiding bias
4. Documenting the literature review process.

Question 5

How can conducting a literature review inform the development of a research methodology?

Answer 5

. Identifying gaps in knowledge that need to be addressed
. Informing the selection of research methods and techniques
. Providing a basis for comparison with existing research studies.