Skip to Main Content


Finding articles, books & background info on Marketing topics; advertising & mass media; market data sources; marketing plans.


Both primary and secondary data are used in marketing research.

  • Primary data: is based on research that you conduct yourself using tools such as surveys, polls, focus groups, and interviews.
  • Secondary data: is based on research done by others, such as government agencies, market research firms, and trade associations.

This guide focuses on secondary data available through Library databases and free websites. The data section of this guide has been separated into three categories and provides a few links to get you started locating data for your marketing research. Those three categories are:

Socioeconomic & Demographic Data

Public Opinion Polls

Sales, Consumer Spending & Market Share