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Who should be your customer?
Who will be your target market? Where do they live? How old are they? How much money do they make? You'll need to attach some numbers to this group to help you quantify their buying power for your business plan. Some of the sources on this page should help you do that.
Census profiles (Statistics Canada)
Search for demographic data for large and small communities. Topics included: Population & dwelling counts, Age, Marital status, Family characteristics, Households, and Language.
Census Geography (Stats Canada)
"Census geography covers a wide range of geographic areas – from provinces and territories down to city blocks. These geographic areas have boundaries, names, and other information that make it possible to locate them on the ground and relate census data to them."
National Household Survey (NHS)
Search by topic: e.g., Aboriginal peoples, Immigration & Ethnocultural diversity, Education & Labour, Mobility & Migration, Income & Housing.
Advertising & Mass Media Data:
Fact Books (Magazines Canada website)
Provides links to the most recent Consumer Magazine, Digital Magazine, and Business Media fact books. The Consumer Magazine fact book has data on Canadian industry trends, magazine readership and circulation, ad positioning, and ad effectiveness. The Digital Magazine fact book looks at magazine trends and research from tablets, e-readers, social media and smartphones.
Access insights from ComScore, a digital analytics firm, via their blog posts, presentations and whitepapers on global trends in mobile and digital media.
A good place for Canadian newspaper circulation data, readership research, and ad effectiveness. A joint initiative of the Canadian Newspaper Association and the Canadian Community Newspaper Association.
Find recent articles in newspapers, magazines, trade journals, etc.
Gather information on consumer behaviour, marketing strategies, or advertising media. Use the library databases to locate articles in newspapers, business magazines, trade journals, or academic journals (also referred to as peer-reviewed or scholarly journals) on your topic.
A sample search on Consumer behaviour & online shopping: (select All Databases in EBSCOhost)
A sample search on Marketing strategies to women: (select All Databases in EBSCOhost)
A sample search on Marketing/Advertising to adolescents: (select All Databases in EBSCOhost)
Library Resources related to Market Assessment:
Peter Turkstra Library, Redeemer University , 777 Garner Road East, Ancaster, ON, L9K 1J4, Canada Circulation Desk Telephone: 905.648.2139 ext. 4266, Email: firstname.lastname@example.org