Secondary sources for ISC

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Secondary sources for ISC
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What are secondary sources?

• Information already collected, either by your
  company or someone else
• Always the starting point when doing research
• No need to reinvent the wheel!

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Commonly used sources

• Trade publications
• Advertising Age
• Adweek
• PR Week
• Promo
• Direct
• Category-specific publications (Beverage World,
  PC Week, etc.)

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Commonly used sources

• Newspapers
• Wall Street Journal
• New York Times
• Washington Post
• Los Angeles Times
• USA Today
• Local papers

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Commonly used sources

• Annual reports
• Every publicly-traded company must produce an
  annual report
• Many annual reports are now available online
• www.reportgallery.com

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Commonly used sources

• Directories
• Standard Directory of Advertisers
• Standard Directory of Advertising Agencies
• ODwyers Directory of PR Firms

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OK to use the Web?

• Yes, but make sure you know the source of the
  information
• Media web sites should be fine (sites where
  theres also a paper/other hard version)
• Company web sites ok, but recognize the inherent
  bias
• If youre not sure of the source, either dont
  use it or indicate your level of uncertainty

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Sources of Consumer Information

• Simmons Market Research Bureau/ Mediamark
  Research
• Lifestyle Market Analyst

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Government Information Sources

• U.S. Census Bureau
• Statistical Abstract of the United States

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UK Libraries

• Business Economics resources
• Lexis-Nexis
• ABI-Inform

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Citing Sources

• Purdue OWL material on plagiarism
• You may use any accepted style manual (APA, MLA,
  Chicago, etc.), just be consistent

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REMEMBER!!!!

• 75 of your grade for this assignment is based on
  content
• 25 of your grade for this assignment is based on
  mechanics correct spelling, grammar,
  punctuation
• Misspelling the clients name is an automatic 0
  for mechanics!