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MK 4100: Buyer Behavior (Brenda Turner Fall 2024)

Use this guide to find information and resources for Brenda Turner's Buyer Behavior course.

SIFT Method

Evaluating the credibility and accuracy of information is an important part of the academic research process. If you found it in a book, on a website or in a library database, you should still be checking to see if the information is credible and accurate. One popular method for evaluating information is the "SIFT" method. The SIFT method breaks the evaluation process into four simple steps: 

Image Source:

SIFT (The Four Moves) – Hapgood. (n.d.). Retrieved August 9, 2024, from https://hapgood.us/2019/06/19/sift-the-four-moves/

How to Spot Fake News

If you are using a newspaper source, you will also want to be mindful that there is a lot of disinformation and misinformation in the media these days. Merriam-Webster defines Misinformation and disinformation as:

Misinformation: is incorrect or misleading information

Disinformation: is false information deliberately and often covertly spread (as by the planting of rumors) in order to influence public opinion or obscure the truth

Here is an infographic from the International Federation for Library Associations and Institutions on how to spot fake news.

IFLA Infographic for How to Spoke Fake News

Image Source: 

IFLA Repository: How To Spot Fake News. (n.d.). Retrieved August 9, 2024, from https://repository.ifla.org/handle/123456789/167

Sources:

Misinformation Definition & Meaning—Merriam-Webster. (n.d.). Retrieved August 9, 2024, from https://www.merriam-webster.com/dictionary/misinformation 

Definition of DISINFORMATION. (2024, August 6). https://www.merriam-webster.com/dictionary/disinformation

Still not sure?

If you are still having trouble determining the accuracy or credibility of a source or it's information after using the SIFT evaluation method,  please reach out to a librarian for more help or talk to your professor.