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Before searching the scholarly literature, be sure that your topic or research interest is focused. If you break down your research question or thesis, you should be able to come up with at least two key concepts.
For example:
These are just rough examples, but they demonstrate a topic that is more focused and researchable than the commercialization of sport in general.
For more information about searching databases, see the Database Search Tips & Strategies and Using Advanced Search Features pages.
Once you have a better understanding of your topic in context, use this new knowledge to search for information in the scholarly literature.