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Course & Subject Guides

Marketing Research @ Pitt

This guide will introduce you to the resources available to conduct secondary marketing research.

Published Marketing Articles/Literature

If you want to scour for trends in marketing, or find specific information you haven't had luck elsewhere, searching the existing literature is a good bet.

These publications typically have a traditional magazine that is regularly produced, along with supplemental materials (blogs, additional articles, videos, etc.). Oftentimes you will be able to find a lot of this content directly on the magazine's website, but you will also want to check the library's subscription to the formal publication so you don't miss content and have greater search ability.

You can search multiple journals at a time using article databases such as below.

Newspapers often add additional content on their websites not found in their print publications. However, not all their content is freely available on their websites, so use both Pitt's subscription and the newspapers website to do a thorough search.

You can search multiple journals at a time using article databases such as below.

These academic journals are only available through Pitt Subscriptions. Keep in mind this is just a sampling of some of the most used and reputable marketing journals, but there are many more.

You can search multiple journals at a time using article databases such as below.

Understanding the different types of sources will help you be a more efficient and effective researcher.

If you know you want current information, newspaper articles might be your best bet. If you need to present a strong argument, using scholarly and reliable sources would be a good idea.

  Scholarly Trade/Professional Popular
Creator Experts (with experience or academic degrees) Subject-specific writers and professionals Journalists, anyone
Purpose Creating knowledge Sharing information Entertainment
Audience Scholars, students, and researchers Professionals and those interested in the field General public
Formats Journal articles and books are most common Trade journals, professional magazines, professional association websites Newspaper articles, other online articles and posts
Length and Content Longer and focus on very specific and narrow topics Short to mid length, middle-level specificity Short and general
Sources Provides sources formally with citations Sometimes sources are mentioned, but rarely are they formally cited Rarely are sources mentioned or cited formally
Pros Likely to be reliable and credible, very in-depth and detailed Tends to contain information about things affecting practicing professionals, not too complicated Can be more up-to-date about current events, can provide a brief overview
Cons Very detailed and specific, use technical jargon Doesn't contain original research or knowledge, not as in-depth Not as reliable, doesn't provide contextual information
Examples Strategic Management Journal, Information Systems Research Advertising Age, Beverage World Wired, Forbes

Keep in mind scholarly, trade/professional, and popular sources can all come in a variety of formats, such as print or online.

If you're ever unsure what type of source you have, contact us!


Websites, particularly those devoted to marketing and related topics, can be another great place to find marketing news, trends, and cases. Below are some recommendations.