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This guide will help Stetson students researching marketing topics.

Finding articles

Search these business databases for articles published in journals, magazines, trade publications, newspapers, newswires and newsletters. If you are not connected to the Stetson network, follow the Library Access from Off-Campus instructions.

Overview of Importance of Articles

Articles are great sources for information for your research, especially for the following:

  • The most recent information available
  • specific information
  • As an excellent source of historical information
  • Interdisciplinary topics

Journal articles can include reports and/or reviews of current research and topic-specific information. They usually include bibliographies, which can lead you to additional information on a topic. Follow your research: if the research leads you in a new direction, chances are it’s a good direction to follow. Keep it in your area of interest, and let your interest guide you.

Articles are available from many different types of publications, including the following: scholarly journals, magazines, newspapers, chapters in books, conference proceedings, technical reports, trade journals, etc.

You will also need to decide what type of article you need for your research in terms of scholarly versus popular.

Keep your subject simple, but not too specific, for best results in researching.

Tips for searching articles (and databases)

Journal Articles can be found in the Stetson’s Library by searching through its databases.

A database is a search tool (similar to a search engine) that contains citations to journal articles (although, sometimes other materials/article types can be found within the database).

You should start your search on the Library’s homepage. Choose “Databases” from several locations. You will see an option to search databases by subject or alphabetically A-Z. You can choose a general database, such as Academic Search Complete or ProQuest Complete or a specific database that matches your topic.

Once here, scroll through the list of databases or use the pull-down menu to narrow your search to one of the specific subjects listed. Then choose the database you would like to search, and click on the link.

Whatever database you choose, your next step is to type your "search terms" in the boxes and hit Search.

Enter your "search terms" as a Boolean style search (which means do not type in a phrase or question). For example, type in "human rights" AND "social justice," or other keywords that describe your topic. Think of keywords as the most important concepts in a research question or topic. It is helpful to simplify your "search terms" as much as possible to the main ideas of your topic.

However, if you get too many results, you can narrow your search down, by adding additional search terms.

Once you have your results, it is helpful to limit your search by "relevance," usually found at the top of the results page.

In examining your results, clicking on the Title link will bring you to the full record. The full record provides additional information about the article, including:

  • the abstract (summary of the article)
  • information about the author/s
  • the source or journal the article came from
  • citation information (author's name, title of the article, title of the periodical/journal that contains the article, including the date of publication, volume and issue number, and page numbers)

To view the FULL-TEXT for the article, look for a link that says full text (either HTML or PDF). Clicking on either of these links will bring you to the complete text of the article.

However, if you need additional help, please feel free to ask any questions at the Main Desk and they will direct you to the librarians.


Use the Journals List to search for articles published in a specific journal or magazine.The Journals List provides full text access to more than 300 advertising and marketing-related journals and magazines (e.g.: Adweek, Advertising Age, Brandweek, Chain Store Age, The Journal of Advertising, The Journal of Marketing Research...).


Have a question? Ask a librarian! Email Call or text 386-747-9028.