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BADM 454: Marketing Research Guide: Find and Use Visual Data

A research guide for the BADM 454 course.

Finding Visual Data in Business Source Elite

When searching in Business Source Elite:

  • Under "Search Options" you can limit your results to articles and reports that include charts, graphs and diagrams.

Image Types

  • For HTML files, you usually can right click on the graphic to save it to your computer. 
  • For PDF files, you may be able to save the image, but not always.  To capture the image, you can use the "Print Screen" button, or the Microsoft Snipping Tool.


  • Remember to cite any visual data you use!

Pew Research Center

The Pew Research Center is a nonpartisan think tank that provides statistical information about cultural trends, demographics and public opinion.  They conduct data-driven social science research that includes public opinion polling, demographic research and content analysis. 

  • Try browsing or searching Publications
  • You can find charts, tables, graphs and infographics.  Click on the image to download and save.
  • Remember to cite any visual data you use!  

Below is an infographic from the Pew Research Center. 

Finding Visual Data: U. S. Demographics, Culture and Trends

Finding Visual Data: International Demographics, Culture and Trends

Citing Your Data

If your visual data came from a...

Journal Article

  • The in-text citation should reference the article author, date and page number the image is taken from. 
    • (Jung, 2014, p. 309)
  • The article should also be included in the reference list. 
    • Jung, Y. (2014). What a smartphone is to me: understanding user values in using smartphones. Information Systems Journal 24 (4), 299-321.

Web Document or Report: 

  • The in-text citation should reference the report author and date (if available).  If you are unable to find identified author or authors, use the organization responsible for the report as the author.
    • (Poushter, 2016)
    • (U.S. Census Bureau, 2010).  
  • The report should also be included in your reference list. 
    • Poushter, J. (2016). Smartphone ownership and internet usage continues to climb in emerging economies. Retrieved from 
    • U.S. Census Bureau. (2010). Resident Population Data. Population Density. Retrieved from

Data Set: 

  • The in-text citation should reference the organization/individual responsible for the data (if available). 
    • (Pew Research Center, 2015). 
  • The data set should be included in your reference list. 
    • Pew Research Center. (2015). 2015 U.S.-Germany Survey Data [Data file]. Retrieved from

Citing data can be tricky! Remember: you can always ask a librarian for help!