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Using and Evaluating Sources

This guide explains how to use sources to support your ideas and how to evaluate them to make sure you're using the best sources for your purposes

Choosing sources for academic papers, business proposals, or any other professional writing isn’t so different from everyday persuasion—but the standards are much higher. In academic and professional contexts, you’re not just stating opinions—you’re building a case that must hold up to scrutiny. That means using credible, relevant, and well-documented sources to support your ideas.

No bank will loan you thousands of dollars for a “herring-on-a-stick” startup just because your friends like the idea. Likewise, the National Institutes of Health won’t fund research into poison ivy as a cancer cure because you read about it in a blog post or email chain. You need solid evidence from trustworthy sources.

So how do you choose the right sources to support your academic or professional work?

Consider Who Will Be Reading Your Paper

Before you choose sources, consider who you’re writing for and what kinds of evidence they expect. Different audiences have different standards—and using the wrong kind of source can damage your credibility.

Here are a few examples:

  • Professors and instructors expect engagement with peer-reviewed scholarship and authoritative sources in your discipline.
  • Loan officers want market research, financial projections, and industry analysis from reputable outlets before approving business funding.
  • Grant reviewers look for clearly documented evidence and citations that demonstrate feasibility and credibility.
  • Researchers and professionals in your field expect you to reference major studies, established experts, and well-known journals.
  • Publishers or business clients want to see that your ideas are backed by reliable data—not just personal opinion.

Understanding your audience helps you choose the most convincing and appropriate types of sources for your writing.

Use the Right Tools

The tools you use to find your sources matter just as much as the content itself. A quick Google search might be fine for casual curiosity, but if you're writing for a serious audience, you'll need to go deeper.

  • Web search engines often turn up blogs, forums, news sites, or general-interest pages. While some of these may be useful starting points, they typically lack the authority required in academic or business settings.
  • Even reputable websites like WebMD or the Mayo Clinic don’t carry as much weight as articles published in peer-reviewed journals like The New England Journal of Medicine.

There are exceptions—such as manufacturer specifications or government reports—which may be used with minimal review. But most web content needs to be carefully evaluated for credibility, bias, and accuracy before it’s fit for academic or professional use.

To find stronger sources:

  • Use library research databases, which give you access to academic journals, market research, case studies, white papers, and other vetted materials.See our companion guide, "Research Databases," for more information on how to get the most out of these pwerful tools..
  • See our companion guide, "Going Beyond Google," for a walkthrough on how to search smarter and access trustworthy databases.

Better tools lead to better sources—and better sources lead to stronger, more persuasive writing.