Bibtex in TeXnicCenter

Hello, I'm attempting to add references to my paper using Bibtex, but it's acting strangely. So let's consider the very simplest example:

% Test.tex
\documentclass{article}
\begin{document}
\bibliographystyle{plain}
\bibliography{Master}
\end{document}

and a BibTex file:

% Master.bib
@BOOK{texbook,
   author = "Donald E. Knuth",
   title= "The {{\TeX}book}",
   publisher = "Addison-Wesley",
   year = 1984
   }

@BOOK{latexbook,
   author = "Leslie Lamport",
   title = "{\LaTeX \rm:} {A} Document Preparation System",
   publisher = "Addison-Wesley",
   year = 1986
   }

When I compile this (twice) in TeXnicCenter from LaTeX => PDF, the resulting PDF has 'References', but then the actual references themselves are not listed.

Any ideas why this is?

Thank you!