This is a start at how you might think about how your audience, claims, criteria and evidence intersect.  It's only a start -- there are additional resources you can use to find answers to all of these questions. 

QuestionsEvidence   Research Tools
What does the research say?Scholarly articles, Whitepapers, Books, etc.

Scholarly databases

Google Scholar

Scholarly Blogs or News Sites

What do the numbers say?Statistics, Profits, Ratings, etc.

Government websites

Business Information

News databases

What do the tastemakers say?Editorials, Celebrity testimonials, Reviews, etc. 

Image Search

News databases



What does the public say?Box Office, Attendance, Sales rates, Votes, etc.

Business Information

Public Opinion data

Box Office data (Texas A&M)

What do the experts say?Reviews, Editorials, Opinions, Books, etc.

News databases

Rotten Tomatoes

Consumer Information