This guide was created to help you find credible, scholarly resources for your Marketing course work. Use the tabs on the left side of the page to guide you through the library's resources to find the information you need.
Data for market research is gathered through both primary and secondary research. This guide focuses on secondary sources available at UConn.
*Some content borrowed from MIT Libraries' Marketing Research Guide.
Library journal research databases allow you to quickly search the content of tens of thousands of academic journals and magazines, going back 20 or more years. Using these sources effectively requires some of the same persistence, curiosity, and attention to detail that good journalism requires. Points to remember:
Library databases do not all behave like Google!
This work is licensed under a Creative Commons Attribution NonCommercial 4.0 International License. | Details and Exceptions