This is the "General Research" page of the "MCOM 3314 - Public Relations and Advertising Research" guide.
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Last Updated: Sep 22, 2016 URL: Print Guide RSS Updates

General Research Print Page

Find Article and Books - Discover

Discover is a single search box that searches many of the library's databases simultaneously.

Type words in the search box.

Type a phrase in "quotations marks".

If searching a phrase in "quotation marks" finds only a few items, try the search without the quotation marks.

For advertsing and public relations, trade journals and magazines are good resources.  So no need to check the box for Scholarly Articles.

If there are no or few articles about a particular company, consider other research aspects:

  • information about its industry in general
  • information about the major companies in its industry
  • information about the target consumer


Finding the Full Text of Articles

Some articles may have a link to PDF Full Text or HTML Full Text.  Just click on the link to get the entire article.

Some articles may have a button for Full Text@WT.  Click on the button for a variety of options.

After clicking on the Full Text@WT button, often there is a link to the full text of the article in a library database.

Also, after clicking on the Full Text@WT button, sometimes there is an option to find the journal in the Cornette Library In-House Collection.  This option will take you to information about a journal that is physically on the shelves of this library.  You will need to verify that the year of publication for the article is actually available in print, microfilm, etc.

Some articles may have a link to Send a request for this item ("Interlibrary Loan").  By making the request, you may be able to get the article from another library.  The article will be free, but allow three days to to two weeks to receive the article.


Date of Publication

The list of results may include articles with publication dates that are too old for your research.

You could limit the publication date range, for example, to 2006 to the present.  But the topics could still be historical.


What Next?

After a Discover search, you will have many options in changing the list of articles in the search results, such as:

  • use the filters in the left-hand column to find fewer, better articles
  • change the date range of publication, so you see only recent articles
  • filter results by subject headings
  • filter results by database
  • type in additional/different search words
  • read the abstracts (summaries) of good articles to discover alternate search words
  • search only for words in the abstract (often the abstract created by EBSCO, not the actual abstract of the article)
  • remember:  more search words = fewer articles

Ask a Librarian

or text to (806) 429-4542

Recommended Databases - General

After beginning a search using Discover, you may be able to find additional articles by searching in an individual database. For example, explore the subject terms that are unique to each database. 

Also, one database may be more likely to cover a particular topic.  PsycINFO would be a good database to search when looking for information about psychographics (lifestyles, hobbies, spending habits).   American FactFinder would be good to use when researching demographics (age, gender, race, income, location, occupation).

  • Business Source Complete
    Comprehensive coverage of business journals and periodicals for management, economics, finance, accounting, international business, etc
  • Communication Source
    The most comprehensive research database in the field of communications.
  • eBook Collection
    Online collection of over 178,000 electronic books. May read or download the full text for two week "check out."
  • PsycINFO
    Behavioral sciences database with full text or abstracts of articles, books, and book chapters.
  • Small Business Reference Center
    Wide variety of information in small businesses and entrepreneurial subject areas. Includes full text of articles from nearly 300 periodicals.

How to Get to Databases

One way to get to a list of available databases---

Click on the link to Databases A-Z on the library home page


Business Source Complete

If you have a tricky topic, you may want to focus your search in a relevant database.  For example, if you want to advertise a technological resource to educators, consider using Business Source Complete.

Experiment with different search terms.  Be flexible until you find some general words as a starting point for your research, such as:




You will probably want to filter your results to only see the most recent articles published.

With a broad number of results, you may browse them in order by relevance (best articles at the top of the list).  Look for alternate search terms and subject headings to create more searches.

Clicking on any blue link is a new search:

  • Computers in education
  • Educational technology
  • Classroom management - software


Is It Okay to Use Google?

Since you will have to verify that your sources are reputable, it is not a good idea to use Google.

You may be able to spend less time overall on your research if you use databases available from the Cornette Library.


eBook Collection - Advertising

You may read eBooks online or check them out from the datababase eBook Collection.  Examples include:

Advertising : Types of Methods, Perceptions and Impact on Consumer Behavior

Effective Advertising Strategies for Your Business

Digital Advertising: Issues and Trends in an Online World

Spending Advertising Money in the Digital Age: How to Navigate the Media Flow

The 33 Ruthless Rules of Local Advertising

It's Not Who You Know -- It's Who Knows You! : The Small Business Guide to Raising Your Profits by Raising Your Profile

How to Market, Advertise and Promote Your Business or Service in Your Own Backyard

The Experience Effect for Small Business : Big Brand Results with Small Business Resources

Packaging Makeovers: Graphic Redesign for Market Change

A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation



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