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Scholarly Articles Quantitative - information collected and numerically represented
Qualitative - information collected by observation & interpretive approaches
Source: Accredited in Public Relations presentation.
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Trade Publications Trade publication/media articles - “How to do it well”, “This is how we did it” articles written by practitioners Example Sources:
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| Scholarly | Trade/Professional | Popular | |
| Examples | Strategic Management Journal, Information Systems Research | Advertising Age, Beverage World, Harvard Business Review | Wired, Forbes |
| Creator | Experts (with experience or academic degrees) | Subject-specific writers and professionals | Journalists, anyone |
| Purpose | Creating knowledge | Sharing information | Entertainment |
| Audience | Scholars, students, and researchers | Professionals and those interested in the field | General public |
| Formats | Journal articles and books are most common | Trade journals, professional magazines, professional association websites | Newspaper articles, other online articles and posts |
| Length and Content | Longer and focus on very specific and narrow topics | Short to mid length, middle-level specificity | Short and general |
| Sources | Provides sources formally with citations | Sometimes sources are mentioned, but rarely are they formally cited | Rarely are sources mentioned or cited formally |
| Pros | Likely to be reliable and credible, very in-depth and detailed | Tends to contain information about things affecting practicing professionals, not too complicated | Can be more up-to-date about current events, can provide a brief overview |
| Cons | Very detailed and specific, use technical jargon | Doesn't contain original research or knowledge, not as in-depth | Not as reliable, doesn't provide contextual information |