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BUS 361 Integrated Marketing Communications (O'Meara) Brief Research

Brief Two: Consumer Behavior and Trends

Sources for Consumer Research: Primary Sources (information compiled by you and your team):


Opinion Polls



Physical store audits

Visiting online review sites (Yelp, etc.) 

Sources for Consumer Research: Secondary Sources (information compiled by others):

Search Tips for Statista:

You can use search words that relate to your topic, consumer, etc., or try these targeted searches:

Reports: Use the pull down menu at the top of the screen to select Travel, Tourism, and Hospitality

Global Survey: Select your region, then use the filters on the left to find survey questions and answers to questions about why people travel, what travel products they use, and more. You can also search by age, gender, income, and other demographics

Statistics: Use the pull down menu at the top of the screen to select Travel, Tourism, and Hospitality to see all statistics related to your industry


Brief Two: Customer Journey Map: Consumer Ratings and Opinions

Brief Two: Customer Journey Map: Articles and Overviews on the Travel Industry

Citing Your Sources

Whenever you do research, you will need to cite the information sources that you use. Most business scholars use APA style. Here are some tools that can help you with this task:


Gleeson Library's guide to citations: How? Why? When? 


Getting Help!

There are several ways to obtain assistance with your research. Read on!

The School of Management has a library liaison named Penny Scott, and you can contact her for help. 

Her contact information is: email: * phone: 415-422-5389

It is best to call or email ahead, or make an appointment, to make sure she is available!

If Penny is not available, or any time you need help, you can always get help, just Ask a Librarian!