BUS 1600: Principles of Marketing: Planning Your Research

As you begin your research, ask yourself:

• What do you already know?
• What you NEED to know?
• Do you need to identify companies?
• Do you need to understand an industry?
• Do you need background on a product or service? 
• What specific language and/or phrases are unique to the industry?

Think about "who cares" enough to compile, analyze and publish data on a particular business topic. Library databases contain peer reviewed contents, analyst reports and other vetted information. In addition, consider sources such as :

• Government agencies at the Federal, State and Local levels
• Trade associations
• Consulting firms
• Locally based media

While searching the internet SEEMS quick and easy, the quality of your research is related to the quality of the sources you use: "garbage in, garbage out." Applying the C.R.A.P. test is one way to evaluate the quality and value of a data or information source. Ask yourself these questions to determine if you should utilize a resource:

• Currency - Is the information current? Is it updated regularly?

• Reliability - Is the source reputable? Is it accurate?

• Authority - Who created the information? Why?

• Purpose/Point of View - Is there a balance of perspectives? Is the information biased?

Please see this additional information about the CRAP test as well as the Vanderbilt University presentation What The Crap?