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Syracuse University Libraries

Research Methods in Advertising and Public Relations

A guide to resources about research methods in advertising and public relations


This guide is co-authored by SU Libraries Graduate Student Assistant, Abdulrahman Alzahrani - SU School of Information Studies and Michael Pasqualoni - Newhouse School Librarian, SU Libraries, Department of Research & Scholarship, Subject Instruction Team

Suggest Additions & Edits

Faculty or students can use this brief survey form to suggest additions or edits to either the advertising or PR related subpages of this guide. If you encounter broken links, please note those on the section of the form for "other feedback," or email Newhouse School Librarian, Michael Pasqualoni

Advertising - Research Methods

The pages within this guide contain a cross section of book titles, articles, dissertations, databases and additional SU Libraries guides to consider when exploring research methodologies in advertising

SUMMON search tip: 
Use Summon's advanced search screen, to uncover additional sources like those highlighted below. Enter "advertising" as a "subject terms" search word - and combine that search query with an AND and an additional "subject term" search word or phrase, such as:

  • Methodology
  • Methods
  • Research
  • "Research Design"
  • "Research Methods"
  • "Statistical Methods"
  • Qualitative
  • Quantitative


A brief sampling of scholarly articles and doctoral dissertations covering research methodologies in advertising. Use the Scopus database to retrieve references for subsequently published articles or book chapters that cite these references. If a reference below resides in Scopus, click on "SULinks" or "view at publisher" to arrive at full text for that source. If neither brings up the full source, manually verify whether SU has access to the journal title containing the article using the journals A to Z list, or if a book chapter, an advanced 'title' search for the title of the book using Summon.

Here are links to additional SU Libraries research guides potentially useful to researchers in advertising

A sampling of licensed Syracuse University Libraries databases often helpful for researchers in advertising

Adweek (Eastern ed.)

10/13/1997 to 02/10/2003 in ABI/INFORM CollectionABI/INFORM GlobalABI/INFORM Trade & Industry

01/02/1989 to 01/30/2008 in Business Insights: Essentials

07/01/1996 to 12/22/2003 in Business Source Elite

10/13/1997 to 02/10/2003 in Research LibraryMicroform HoldingsPrint Holdings

01/01/1970 to Present in Nexis Uni

10/13/1997 to 02/10/2003 in ProQuest Central

Adweek (Midwest ed.)

10/06/1997 to 01/27/2003 in ABI/INFORM CollectionABI/INFORM GlobalABI/INFORM Trade & Industry

03/24/1997 to 01/10/2008 in Business Insights: Essentials

07/12/1999 to 01/27/2003 in Business Source Elite

10/06/1997 to 01/27/2003 in Research LibraryProQuest Central

Adweek (New England ed.)

10/06/1997 to 01/27/2003 in ABI/INFORM CollectionABI/INFORM GlobalABI/INFORM Trade & Industry

03/17/1997 to 01/31/2008 in Business Insights: Essentials

07/05/1999 to 01/27/2003 in Business Source Elite

10/06/1997 to 01/27/2003 in Research LibraryProQuest Central

Adweek (Southeast edition)

10/20/1997 to 01/27/2003 in ABI/INFORM CollectionABI/INFORM GlobalABI/INFORM Trade & Industry

06/09/1997 to 01/12/2008 in Business Insights: Essentials

07/12/1999 to 01/27/2003 in Business Source Elite

10/20/1997 to 01/27/2003 in Research LibraryProQuest Central

Adweek (Southwest ed.)

10/06/1997 to 01/27/2003 in ABI/INFORM CollectionABI/INFORM GlobalABI/INFORM Trade & Industry

03/24/1997 to 01/22/2008 in Business Insights: Essentials

10/06/1997 to 01/27/2003 in Research LibraryProQuest Central

Adweek (Western ed.)

10/13/1997 to 01/27/2003 in ABI/INFORM CollectionABI/INFORM GlobalABI/INFORM Trade & IndustryResearch LibraryProQuest Central

Adweek (2003) 

02/03/2003 to Present in ABI/INFORM CollectionABI/INFORM GlobalABI/INFORM Trade & IndustryBusiness Insights: Essentials

04/11/2003 to 01/17/2011 in Business Insights: Essentials

01/05/2004 to Present in Business Source Elite

02/03/2003 to Present in Research LibraryPrint Holdings

2003 to Present in, Print Holdings

02/03/2003 to Present in, ProQuest Central

05/02/2019 to Present in Newsbank Access World News Research Collection 2021 Edition

Adweek Magazine's technology marketing 

05/01/2001 to 11/30/2003 in Business Insights: Essentials

05/01/2001 to 12/31/2004 in Business Source Elite

05/01/2001 to 11/30/2003 in Gale OneFile: Computer Science

05/01/2001 to 09/30/2003 in Gale OneFile: Contemporary Women's Issues

Adweek. Western advertising news 

01/02/1989 to 01/30/2008 in Business Insights: Essentials

01/03/1994 to 01/27/2003 in Business Source Elite

01/01/1991 to 01/27/2003 in Factiva

Adweek/art directors' index, USA Print Holdings

Adweek's marketing week 

01/06/1992 to 06/30/1992 in ABI/INFORM CollectionABI/INFORM GlobalABI/INFORM Trade & Industry

01/02/1989 to 06/29/1992 in Business Insights: Essentials

01/06/1992 to 06/30/1992 in Research LibraryProQuest Central

Journal of advertising

01/01/1972 to 01/31/1985 in ABI/INFORM Collection

01/01/1991 to 12/31/2013 in ABI/INFORM Collection

01/01/1972 to 01/31/1985 in ABI/INFORM Global

01/01/1991 to 12/31/2013 in ABI/INFORM Global

01/01/1989 to 07/31/2014 in Business Insights: Essentials

03/01/1985 to Present in Business Source Elite

03/01/1972 to Present in Communication Source

01/01/1972 to 10/31/2013 in JSTOR Arts & Sciences VI

01/01/1991 to 12/31/2013 in Research Library

03/01/1997 to Present in Taylor & Francis Social Science and Humanities Library

01/01/1972 to 01/31/1985 in ProQuest Central

01/01/1991 to 12/31/2013 in ProQuest Central

Journal of advertising research

01/01/1993 to 06/30/2006 in Business Insights: Essentials

01/01/1996 to 12/31/2005 in Cambridge Journals

01/01/2000 to Present in Publisher site

1960 to Present in Print Holdings

International journal of advertising 

05/01/2000 to 18 months ago in Communication Source

1983 to Present in Print Holdings

01/01/1997 to Present in Taylor & Francis Social Science and Humanities Library

The Journal of consumer marketing (Alternate Title: Journal of consumer marketing)

10/01/1987 to 1 year ago in ABI/INFORM CollectionABI/INFORM Global

01/01/1995 to 01/31/1998 in Business Insights: Essentials

1984 to 1993 in Emerald eJournals Backfiles

1994 to Present in Emerald Management 120

10/01/1987 to 1 year ago in Research LibraryPrint Holdings

10/01/1987 to 1 year ago in ProQuest Central