LibGuides: Marketing: Articles & Data

A University of Lethbridge Library guide to Marketing research and resources.

About Articles

Be sure to explore more than one database in order to find the best information possible. If one doesn't have what you are looking for, another might. Explore the subject headings, terminology, and references of the articles you do find - they might lead you to even more gold.

Finding Journal Articles

Published research may be referred to as: journal articles, scholarly articles, academic articles, or peer-reviewed articles. No matter how your professor refers to it, she/he/they are tasking you with finding information by a subject expert that has passed through a peer review process before being published.

Articles are valuable because they can be published more quickly than books, and thus contain newer studies and more recent research findings.

Sifting Through Your Search Results

After entering your key words in the library homepage's search box, you may have a list of thousands of items to look at. Stop and use the tick boxes to see only Scholarly & Peer-Reviewed sources of information.

Second, scroll down the list in search of intriguing titles. Use the big blue Quick Look button to read the abstract (summary) of any article that interests you.

Keep Track of Interesting Titles

Close the Quick Look to return to your results list. To the right of the title, you will see a bookmark icon. Hover over it, and the words Save this item will appear. Click on it, and the bookmark will become blue.

On the top right of your result screen, a black bookmark will appear with a superscript number beside it. The number represents the number of bookmarked articles, and you can click on this icon to see your title list. You can export this list by printing or emailing it.

Be careful! This saved title list gets wiped clean when you close your browser, and your bookmarks will be lost.

Full-Text Online

Instantly open and read any article by clicking the Full-Text Online button. This link will take you inside of the subscription database containing the article.

If you don't see this button on a title, it means we don't have instant access. Instead, we will need two to three business days to retrieve the article for you. Simply click the Submit Interlibrary Loan button. You will receive a link or PDF in your ULeth email.

Ready to search in a database? Visit our Databases by Subject page.

Recommended Marketing Databases

Statista
Provides easy access to global market and consumer data from thousands of sources on topics related to business, media, public policy, health and others.
Communication and Mass Media Complete (CMMC)
Search journals in areas related to communication and mass media, such as journalism, television, radio, newspaper publishing, speech, broadcasting, communication theory, and advertising. Also features over 5,000 author profiles and searchable cited references.

Advertising Age
A leading advertising trade publication; free access to up to 10 articles/month with free registration (other content available for a fee).

APA PsycINFO [via Ovid]
Access scholarly literature in the psychological, social, behavioral, and health sciences. Relevant to the study of consumer behaviour.
APA PsycARTICLES [via Ovid]
Produced by the American Psychological Association (APA), this database provides full text scholarly journal articles covering academic, research and practice literature in psychology, neuroscience, psychiatry, behavioral sciences and related disciplines. NOTE: Click on Journals@Ovid Full Text for the link.

General Management Databases

ABI/INFORM Global
ABI/INFORM Global contains content from business and management publications worldwide, covering advertising, marketing, economics, human resources, finance, taxation, computers, and more.
Business Source Complete
Provides a collection of bibliographic and full text content in all disciplines of business including marketing, management, MIS, POM, accounting, finance, and economics.
Sage Journals
Access journals covering a wide range of subject areas including business, humanities, social sciences, science, technology, and medicine.
ScienceDirect
Contains peer-reviewed journals focused on scientific, technical, and health research that span over major scientific disciplines including engineering, environmental science, medicine, agriculture, economics, and more.

Statistics

Statistics
For more Canadian and International statistics, check our our Numeric Data and Statistics Guide

Brand Reputation/Consumer Preferences/Demographic/Market Data

Ipsos Canadian Public Affairs Dataverse [Wilfrid Laurier University]
An open-access collection of 60+ Ipsos Canada surveys. The data come from a range of opinion polls and surveys on topics such as national and provincial politics, real estate buying habits, and Canadian heritage, among others.

Social Media Data

Social Media Fact Sheet
From the Pew Research Center, some interesting stats on social media use in the US

Marketing/PR Websites

Quirk's
Contains a searchable archive of marketing research articles.
Institute for Public Relations
The web site from this independent nonprofit organization contains information centered on research, education, and education-industry affairs. The Research tab provides bibliographies, case studies, papers, and reports on more than 20 relevant PR topics; abstracts and free PDF links direct readers to material written by academics and practitioners. Other relevant sections as well.

Marketing