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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
  • content analysis
  • longitudinal analysis
  • experiments - experimental condition & control group

Qualitative - information collected by observation & interpretive approaches

  • participant observation
  • interviews
  • focus groups
  • ethnography

Source:  Universal Accreditation Board, Accredited in Public Relations presentation.

Trade Publications

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

Example Sources:

  • Ad Age
  • Public Relations Strategies and Tactics
  • Adweek


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

Articles / Books

Butler's Library Catalog - find ebooks, journal articles, and media.

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

Advanced SearchPowered by 

Research and Trade Article Databases

Case Studies

Databases that contain Case Studies


  • 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.  
  • 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.

APA Style

The American Psychological Association's APA Style website is a good place to refer to for citation guidance.  

Purdue's Online Writing Lab (OWL) is a trusted source for citation style instructions.  Click on the image below to be taken to Purdue's APA Style help pages.  

The Purdue Online Writing Lab Citation Guide

Citation Management

Archive your citations


Literature Reviews

How to conduct a Literature Review

  • USC Libraries has an excellent LibGuide page 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

Trade/Professional Magazines

Ad Age Cover

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


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

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