Marketing data is gathered through both primary and secondary research.
Video: Primary & Secondary Research (requires UMass NetID & password to view)
This guide lists resources for secondary research in databases available at UMass Amherst Libraries, as well as links to free websites containing useful information. The tabs on the left-hand side of the page have more information about the following topics:
When conducting research, it is helpful to start with the databases that the library subscribes to. These databases generally contain higher quality sources and information than websites you find via a typical Google search. It can be difficult to know which database to use for your particular project or research needs. This video discusses how to go about choosing the best database.
Video: Choosing a Database (requires UMass NetID & password to view)
It is important to cite all of your sources when writing or conducting research.
Proper citation of sources:
There are many different styles for citing sources. One of the most popular formats for business resources is the APA style, 7th edition. More information about APA style of citation format can be found via Purdue's Online Writing Lab, or OWL. In the summer of 2020, a working group of business librarians created a list of example citations of various business databases, and the examples on the left-hand side of this page have been adapted from that list for use in this guide. More information about this working group and the full guide can be found here.