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Resources for Marketing research at WKU

Introduction to Secondary Research

Secondary research is performed by others, such as scholars, government agencies, market research firms, and trade associations. The tabs on the left under "Secondary Research" will help you find the following types of secondary sources:

  • Scholarly articles
  • News articles
  • Company information
  • Industry information
  • Consumer/market information
  • Social media and web insights

These sources can save you a lot of time, but because you have no control over how and what pieces of data were collected, they may not always be specific enough for your needs.

Business Librarian

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Katherine Howell