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MK 4200: Marketing Research (Brenda Turner Fall 2024)

Use this guide to find information and resources for Brenda Turner's Marketing Research course.

Scholarly vs. Popular Periodicals

At some point during your academic career, you will be asked to find "scholarly" or "peer-reviewed" articles. But, what does that mean? Journal articles are typically referred to as "scholarly" articles, while magazine articles are considered "popular." Many industries also have "trade" magazines or journals written particularly for the professions who work in a particular field, but which may not be strictly research-related.

Use the chart below to help you distinguish between the three types of resources:

Criteria Scholarly Journal Popular Magazine Trade Magazine/Journal
Example September 2024 | Inc.com Megan Thee Stallion Is on a Hot Girl Streak
Content In-depth, primary account of original findings written by the researcher(s); includes very specific information, with the goal of scholarly communication Secondary discussion of someone else's research, may include a personal narrative or opinion. Provides general information and its purpose is to entertain or inform. Current news, trends and products in a specific industry. Provides practical information for professionals working in the field or industry.
Authors Author(s) credentials are usually provided and the author(s) are usually scholars or specialists with subject expertise in the field of study Author(s) are frequently journalists paid to write articles who may or may not have subject expertise Author(s) are usually professionals in the field or may be a journalist with subject expertise
Audience Scholars, researchers, and students General public; interested-non specialists Professionals in the field; interested-non specialists
Language Includes specialized terminology or jargon related to the field; requires expertise in the subject area Uses general vocabulary that is easily understandable to most readers Written with specialized terminology or jargon related to the field, but is not as technical as a scholarly journal
Graphics Features graphs, charts and tables, includes very few advertisements or photographs Includes lots of advertisements and photographs, may or may not use graphs, charts and tables Includes photographs, some graphics and charts as well as advertisements targeted to professionals in the field
Layout and organization Structured. Articles include an abstract, goal and objectives, methodology, results (evidence), discussion, conclusion and a bibliography Informal, may include non-standard formatting. May not include any supporting evidence or a conclusion Informal, articles are organized like a journal or a newsletter. The evidence provided is most likely drawn from personal experience or common knowledge
Accountability Articles are evaluated by peer-reviewers or referees who are experts in the field and are edited for content, format and style Articles are evaluated by editorial staff, not experts in the field, and are edited for format and style Articles are evaluated by editorial staff who may be experts in the field, not peer-reviewed; edited for format and style
References / Works Cited References are included in a bibliography or works cited. Quotes and information are able to be traced back to their source and verified References are rarely provided and if they are little information is included Occasionally a brief biography may be included, but it is often not required

Source: Scholarly and Popular Materials. (n.d.). Retrieved September 16, 2024, from https://www.lib.ncsu.edu/tutorials/scholarly-popular and Epstein, J. (n.d.). GSU Library Research Guides: Women’s, Gender, and Sexuality Studies Subject Guide: Scholarly vs. Popular Articles. Retrieved September 16, 2024, from https://research.library.gsu.edu/c.php?g=115462&p=7549581

Marketing Journals