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COMM 120/296/465/420 Introduction to Marketing

Evaluating Sources

Reputable business information comes from  a variety of sources.  Depending on what you are researching you may need to find information from library databases and/or freely available internet sources. It is important to evaluate your sources to ensure that you are using reputable and appropriate information. Consider:

  • Author/organization credentials
  • Accuracy
  • Currency 
  • Bias
  • Purpose

Consult UBC Library's Evaluating Information Sources for more guidance. 

Information Life Cycle

One of the keys to successfully carrying out research is understanding when and where information is communicated. For example, an analysis of a current event will not show up in a scholarly journal because the scholarly review and publication process is lengthy.  

This diagram illustrates the time frame in which information is published.


Library Databases

UBC Library has educational subscriptions to different types of databases:

Freely Available Internet Sources

  • Industry associations may provide data, reports, company directories

Using Google

One way to focus your Google search results is to search only reputable websites. Use Google's domain limiter function to target your searches to specific websites or types of websites:

  •  limits to Canadian federal government agencies
  •  limits to BC government agencies
  • limits to UBC
  • site:gov limits to U.S. government agencies 
  • site:edu limits to U.S. educational institutions (like universities)