Below you will find resources related to research methodologies in Advertising. These resources discuss both primary and secondary research methodologies and practices in the field of Advertising. In other words, they give guidance on how to conduct your own research activities (primary research) and discuss and review secondary research strategies. For tips and tutorials on the research process see our Research Process: A Step-By-Step Guide or follow the links in the Research Process Overview box below.
Best Customers: demographics of consumer demand by 
Hitting the Sweet Spot: how consumer insights can inspire better marketing and advertising by Step 1. Types of Information
Books & E-Books | Videos & Images | Articles | Internet Resources | Periodical Publications | Government and Corporate | One Perfect Source?
Step 2. Search Strategies
Know your information need | Develop a topic | Refine a topic | Identify Keywords | Search Strings
Step 3. Resource Evaluation
The CRAAP Method | Primary vs Secondary Sources
Step 4: Ethical Use of Information
Incorporate Source Material | Plagiarism | Copyright, Fair Use, and Appropriation | Writing Strategies
Step 5: Citation
MLA Format | MLA Examples | APA Format | APA Examples | Chicago Format | Chicago Examples | Annotated Bibliographies
