Market Information - BUS 255 - Introduction to Marketing

1. Government/Open Access Sources of Market Information

Census profiles (Statistics Canada) This link opens in a new window
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) This link opens in a new window
Search by topic: e.g., Aboriginal peoples, Immigration & Ethnocultural diversity, Education & Labour, Mobility & Migration, Income & Housing.

Survey of household spending, dwelling characteristics and household equipment
Household Spending Summary Tables
The Daily (by Statistics Canada)
You can read the Daily in several ways, e.g. “Releases by subject” with 32 subject categories.
Canada Year Book
Data compiled from Statistics Canada sources. Articles provide analysis and graphics.
Stats Canada Publications
Find Stats Can surveys and research papers by title, subject and catalogue number.
Canada Post: Householder counts and maps
"Canada Post's Householder Counts and Maps help Direct Marketers to target their audiences by providing information on the counts of houses, apartments, farms and businesses throughout Canada, along with associated Forward Sortation Area (FSA) and Letter Carrier Walk (LCW) maps."

U.S. Consumer Expediture Survey (Bureau of Labor Statistics) This link opens in a new window
Data on the buying habits of American consumers gathered on behalf of the Bureau of Labor Statistics by the U.S. Census Bureau. It also includes data on consumer incomes and other characteristics. Updated annually.

CIA World Factbook The World Factbook provides basic intelligence on the history, people, government, economy, energy, geography, environment, communications, transportation, military, terrorism, and transnational issues for 266 world entities.
Spotzi
Spotzi is a Netherlands-based company (with an office in Toronto) that provides marketing data for companies. Their primary product is for-purchase but "sample" searches can be conducted from their homepage.
Invest Ontario

2. Find recent articles in newspapers, magazines, trade journals, and scholarly journals

Gather information on consumer behaviour, marketing strategies, or advertising media. Use the library databases to locate articles in newspapers, business magazines, trade journals, or scholarly journals.

A sample search on Consumer behaviour & online shopping: (select Academic Search Ultimate, Business Source Elite, and Regional Business News in EBSCOhost)

A sample search on Marketing strategies to women:

A sample search on Marketing/Advertising to adolescents:

3. 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.
ComScore Insights
Access insights from ComScore, a digital analytics firm, via their blog posts, presentations and whitepapers on global trends in mobile and digital media.

Newspapers Canada This link opens in a new window
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.