Skip to main content

Strategic Communication: PR and Advertising: Article / Book Databases

A resource guide for research in marketing, advertising, and public relations

Types of Research - Scholarly

Quantitative - information collected and numerically represented

  • surveys
  • questionnaires
  • experiments

Qualitative - information collected by observation & interpretive approaches

  • participant observation
  • interviews
  • focus groups

Source:  Accredited in Public Relations presentation.

Commercial

Commercial Research - Research conducted by commercial companies.  Businesses purchase this research to gain a competitive edge in their market areas. 

Examples of commercial research companies:

 

Mintel Nielsen
Simmons Equifax
Euromonitor (Passport) Ipsos
Experian Gallup

Grey Literature

"Grey Literature are materials and research produced by organizations outside of the traditional commercial or academic publishing distribution channels."  Grey Literature includes:

  • working papers
  • government documents
  • white papers

​Producers of Grey Literature include:

  • government
  • organizations/associations
  • academic institutes/centers
  • private companies and consultants
     

Wikipedia contributors. (2018, April 22). Grey literature. In Wikipedia, The Free Encyclopedia. Retrieved 12:19, September 9, 2018, from https://en.wikipedia.org/w/index.php?title=Grey_literature&oldid=837672993

Trade Publications

Trade publication/media articles - “How to do it well”, “This is how we did it” articles written by practitioners

Example Sources:

  • Advertising Age
  • Public Relations Strategies and Tactics
  • Adweek

About this page

Advertising Age magazine cover image

Search the databases on this page to find scholarly and professional/trade articles on marketing, advertising, and public relations topics. Strategic Communication subjects spread over many disciplines - communication, business, government, etc.. This page lists key databases to find these articles.

Public Relations Blog

Loading ...

Play the Research Wheel

Articles / Books

Begin your search here:  WorldCat Discovery-a mega search tool!

Find books, articles, media, and more at Butler and beyond

Advanced SearchPowered by 


Article Databases

Loading ...

Case Study Resources

TIPS:  

  • To find case studies in the ABI/Inform and Business Source Complete databases, select the Advanced Search option.  Then enter your keyword and select the option to filter results by document or publication type for "Case Study."  You can also enter "case studies" in the search box and select "subject terms" in the dropdown box for field type.  NOTE:  Limit your search results to those cases available in full-text in the database; the Library cannot request case studies via interlibrary loan.
  • Teaching notes are available for case studies found in the Sage Business Cases database.  Contact your Librarian for a code to access teaching notes.
  • Note:  You will find Harvard cases in Business Source Complete, but to comply with the policy set by Harvard Business Publishing, you should not distribute these cases (in print or electronically) for course readings.  Harvard cases are not sold to libraries, and must be purchased directly by the end user from Harvard Business Publishing for Educators.

 

 

Harvard Business Publishing has strict licensing terms regarding access and use of its case studies and articles.  Harvard does not sell its cases to libraries.  In addition, the cases cannot be placed on reserve at the library or distributed via interlibrary loan.  To learn more about obtaining materials from Harvard Business Publishing, go to the site for Harvard Business Publishing for Educators (linked below). 

*If you do not want to require your students to purchase commercial cases, such as those from Harvard Business Publishing, consider using one of the free resources linked on this LibGuide.

Loading ...

Citation Management

Zotero

Literature Reviews

  • USC Libraries has an excellent LibGuide pag on conducting a Literature Review.  
  • The University of Guelph, McLaughlin Library (Ontario, Canada) has a good overview on writing a literature review.

Keeping Up-to-Date

Browse these professional journals to keep current on what what is happening in the strat comm world. 

CONTACT

Email Butler University Libraries
Irwin Library: 317-940-9227
Science Library: 317-940-9937
CAT: 317-940-8575

Like us on FacebookInstagramFollow us on Twitter