UCB Libraries

MKTG 3350: Marketing Research

  • Introduction

  • Research
  • Sources

  • Articles &
  • Help


Using the Library
  • How do I...?
    These guides provide quick tips on how to find books, cite resources, and much more.
  • Off-Campus Access
    The majority of resources mentioned on this guide are subscribed to and you need to download the VPN to access them from off campus. Need help setting up the VPN, visit OIT during their walk-in hours for free help.
  • Chinook, the library catalog
    While the majority of your research will be conducted in databases, you may want to check out the library catalog to see if there are any books, government reports or anything else that might be able to assist you in your papers.





Secondary Sources

Secondary sources are those collections of data (most often about consumers in market research) disseminated by entities (organizations, companies, etc.) other than the researcher.  


Locating secondary sources can be a challenge.  For instance, data may not be published on your research question, or some data sources may not be freely available. 

Often you may find that data available in secondary sources may only provide a partial answer to your research question(s).


When conducting research on a topic, here are two things to consider:

“What are you trying to learn from this research, and how comprehensive does it need to be?” 

Besides determining the nature of your research and its scope, see the Evaluating sources section for important things to consider as you start finding your sources. 

Evaluating Secondary Sources on the Web

  • Credibility
    Who is the author? What are their credentials?
    What is the domain?  (e.g. .edu, .org, .com)

  • Accuracy
    Do they cite their sources?
    Do the facts confirm what you already know about the topic?

  • Current
    How current is the information on the page?
    Can you tell you when the information was updated?

  • Bias
    Why was it put on the web?
    Are they trying to sell anything?







Below is a sample of secondary sources you may use for this project.






Career Centers


Trade Journals, Newspapers & Magazines



American Psychological Association (APA)

Publication Manual of the American Psychological Association


When using either type of footnote, insert a number formatted in superscript following almost any punctuation mark. Footnote numbers should not follow dashes ( — ), and if they appear in a sentence in parentheses, the footnote number should be inserted within the parentheses.

Scientists examined—over several years1—the fossilized remains of the wooly-wooly yak.2 (These have now been transferred to the Chauan Museum.3)


When using the footnote function in a word-processing program like Microsoft Word, place all footnotes at the bottom of the page on which they appear. Footnotes may also appear on the final page of your document (usually this is after the References page). Center the word “Footnotes” at the top of the page. Indent five spaces on the first line of each footnote. Then, follow normal paragraph spacing rules. Double-space throughout.

1 While the method of examination for the wooly-wooly yak provides important insights to this research, this document does not focus on this particular species.

Content Notes

Content Notes provide supplemental information to your readers. When providing Content Notes, be brief and focus on only one subject. Try to limit your comments to one small paragraph.

Content Notes can also point readers to information that is available in more detail elsewhere.

1 See Blackmur (1995), especially chapters 3 and 4, for an insightful analysis of this extraordinary animal.

Source:  https://owl.english.purdue.edu/owl/resource/560/04/



Chicago Manual of Style

Chicago Manual of Style

General Model for Citing Web Sources in Chicago Style

Footnote or Endnote (N):

      1. Firstname Lastname, “Title of Web Page,” Publishing Organization or Name of Website in Italics, publication date and/or access date if available, URL.

Corresponding Bibliographical Entry (B):

Lastname, Firstname. “Title of Web Page.” Publishing Organization or Name of Website in Italics. Publication date and/or access date if available. URL.

Source:  https://owl.english.purdue.edu/owl/resource/717/05/






Research Help


Questions? Feel free to ask us. We're available for consultation via email or in person by appointment.

Matt Brower


(303) 492-7156; Koelbel 200F

Office Hours: Wednesday: 3:00-5:00PM


Need More Help?


Want to speak with a librarian right now? You can contact us in person, via the phone, or even over IM. Use the Ask Us page to chat with a librarian even if you're away from campus.








Citation Styles & Management

For information about citing print and electronic sources in a range of styles, see "How to Cite a Source."


The APA Style is most often used in the social sciences. For complete guidelines, consult the APA Handbook.

Publication Manual of the American Psychological Association. 6th edition, Washington, DC : American Psychological Association, 2010.

Call number: BF76.7 .P83 2010.

For quick answers to common APA questions, see the Purdue OWL Site: http://owl.english.purdue.edu/owl/resource/717/01/


Writing a longer paper and need to keep track of citations? RefWorks is a web-based citation management tool that allows you to save citations and retrieve them later using "Find it at CU" buttons. Citations from most databases can be easily exported directly to RefWorks.