Identifying and critically

reviewing relevant literature

 Review of Related Literatures (RRL)

• Composed of related literatures and related studies

• The literature should focus on each conceptual framework of the variables.
• It discloses some unexplored area or gap the researcher will focus on.
• For correlational study , it is necessary to find out the relationship /degree
of influence or predictability of variables in prior studies.
 Review of Related Literatures (RRL)
 REMEMBER : THIS IS NOT A “CUT AND PASTE” way of gathering
literature / articles.

 If possible, rephrase the words written by the author but make sure that the
main thought is still the same.
 Categories of Literatures
1. Primary Literature - Primary Literature in the Sciences
In the sciences, the primary literature presents the immediate results of research
activities. It often includes analysis of data collected in the field or
laboratory. Primary literature presents original research and/or new scientific
discoveries.
 Categories of Literatures
1. Primary Literature - Primary Literature in the Sciences
In the sciences, the primary literature presents the immediate results of research
activities. It often includes analysis of data collected in the field or
laboratory. Primary literature presents original research and/or new scientific
discoveries.
 Categories of Literatures
2. Secondary Literature
 The secondary literature in the sciences summarizes and synthesizes the
primary literature.
 It is usually broader and less current than primary literature.
 Since most information sources in the secondary literature contain extensive
bibliographies, they can be useful for finding more information on a topic.
 Categories of Literatures
2. Tertiary Literature
 Tertiary literature presents summaries or condensed versions of materials
usually with references to primary or secondary sources.
 They can be a good place to look up facts or get a general overview of a
subject.
Categories of Literatures
 Review of Related Literatures (RRL)
• Synthesis – it is a means of capturing the ideas of different authors/writers
in a more holistic and understandable fashion and to connect the dots in the
RRL.

• Brief but interesting

• Must analyse the trends or the relationships among various literatures and
studies compiled.
 Sample Atmospherics

Synthesis in the
RRL Chapter. Entertainment Accessibility

• Atmospherics authors like Levy and

Weitz (1995) Mall Attraction
Variables
• Herrington and Capella (1996),
stressed the influence of color, Service Price
music, lighting, smell, and layout.

• On accessibility, it is an ease with

which a customer may get in and out,
as stressed by Fernie et al. (2003)
Promotion Product Mix
 Sample
Atmospherics
Synthesis in the
RRL Chapter. Entertainment Accessibility

• Price, what matter is how the value is passed on

the customers or consumers (Fackler and
Zimmerman 2003)
Mall Attraction
• Adding value through customer service is
viable strategy in malls as explained by Baker et
Variables
Service Price
al. (2002) and Boulding et al. (1993)

• The degree of mall competition is not only

about merchandise similarity; it also based on
product variety and assortment as pointed by
Levy and Weitz (1995).
Promotion Product Mix
 How should the literature be cited or
paraphrased in the study
As stated in the 6th ed. of the Publication Manual of the American Psychological
Association (APA 2010), researchers have to :
 Acknowledge the words and ideas of another writer
 Cite it directly using quotation marks “ ” (where the exact word are cited)
 Paraphrase it (summarize it, rearrange the order, and change some words)
however, words or thoughts should not distort the original meaning
 Example of Direct Citation
Kotler and Armstrong (2014) state :

“Consumers make many buying decision every day , and the buying decision is
the focal point of the marketer’s effort. Most large companies research
consumer buying decisions in great detail to answer questions about what
consumers buy, whey they buy, how and how much they buy, when they buy,
and why they buy. Marketers can study actual consumers purchases to find out
what they buy, where and how much. But learning about why’s of consumer
buying behaviour is not so easy – the answers are locked deep within the
consumer’s mind.” (p.134)
 Example of paraphrasing a literature
Exact words : Model of Consumer Behavior (Kotler & Armstrong, 2014):

• In the model of Consumer Behavior, Kotler and Armstrong (2014) stated

that marketers must understand how the consumers make their many day-to-
day buying decisions. As this is the focal point for marketers decision, they
must research the consumers in terms of what they buy, where they buy, how
much they buy, when they buy, and why they buy. Marketers can study the
consumers’ actual buying activities but learning these activities is not easy for
marketers.
How the writer and the article publication date
should be cited
Citing it based on the author/s (author prominent)

1. If there is 1 (one) author, cite the LAST NAME, of the writer and the YEAR
the article was written. This is specially done when citation is part of the
sentence:
Example : Te (2007) stated that……
 or the end of the statement insert the author, year in a parenthesis
Example : as stated in the study of Positioning the HEIs (Te, 2012)
 How the writer and the article publication date
should be cited

2. If there are 5 (five) authors, cite all the names if cited for the first time. Then
in succeeding citations, just write the name of the first author and attach the
Latin words et al. (meaning: and others) after it.
Example : Te et al. (2012.
3. If there are 6 (six) authors, or more cite the name of the first author, and
attach et al. after it, even for the first citation
How the writer and the article publication date
should be cited
4. If there are two or more authors, with the same family name, include their
first name initial
Example : Cruz, F. and Cruz, M. (2018)

5. Join the authors with an ampersand (&) in the reference list, but not when
part of the sentence.

Example : Lee, Te, Tan, & Yap (2018)

 How the writer and the article publication date
should be cited
6. If the date is not known, indicate it with a notation: n.d, meaning no date.
Example : Te (n.d.) or (Te, n.d.)

7. If the article is not sourced directly from the main author but from the
citation of another author.

Example : Lim (2015), as stated by Te (2018), posited the idea of…

 How the writer and the article publication
date should be cited
8. If the article is cited is a personal communication of someone with authority.
Example : in the e-mail of Mr. X, the author of the book (cite the book), to this
research last November 16, 2017, Mr. X states….
 Citing it based on the organization / institution or
information (organization/information-prominent)
1. If the author is not yet known, then cite the organization or institution publishing it.
Example : The Expert Organization (2018) states…
2. Do not use the organization/company acronym if mentioned for the first time. Use
the full organization / company name and attach the acronym after it.
Example : The National Economic Development Authority (NEDA)
in its Davao Regional Development Plan 2017-2022 shows….

Example : NEDA further shows…. For succeeding citation

Citing it based on the organization / institution
or information (organization/information-
prominent)
3. Do not use WIKIPEDIA, as the main source, but CHECK OUT THE
SOURCE and refer to it, Just mention that it is cited by Wikipedia (if this were
you found the information)

Example : Author (year), research title, as cited by Wikipedia (year), states…

- END -