Marketing: Evaluating Articles

It is vitally important to evaluate the data that we are finding and using in our academic and professional work.

These 13 Knowledge Briefs provide critical questions that we need to consider, and each brief focuses on a particular data type and use.

PEER-REVIEWED ARTICLES

• Original, scholarly research conducted by experts within a field or discipline
• Prior to publication, work is reviewed by other scholars or experts within that same discipline
• Peer-review ensures that the information being presented to you is based on solid evidence, scientific facts, not opinions
• Provides a level of quality control
• Articles generally include: Introduction, literature review, method, analysis, conclusion, references

Peer review is important not only because your professors will be requiring it of you, but also because they represent the most scholarly, most authoritative information within the different disciplines