Skip to main content


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

Socioeconomic & Demographic Data


  • One of the best sources for Canadian demographic and socioeconomic data is Statistics Canada, which is Canada's national statistical agency. Much of it is freely available on the Statistics Canada web site ( The best way to identify relevant data from Statistics Canada is to browse statistics By Subject on their home page.

United States


Sales, Consumer Spending & Market Share Data

  • A firm's market share can be estimated by dividing a firm's sales by total market sales (source:
  • Consult company financial reports or published sales figures as reported in trade publications. Some standard sources and tips on identifying additional sources of market share data appear below. 
  • You may also be able to gather data on market share by searching in the Library's Business Databases (Business Premium Collection or Business Source Complete for articles that mention the phrase "market share" along with your company name, industry name, or product category).

Statistics Canada

United States Census Bureau

Commercial Market Research Databases & Other Sources

Public Opinion Polls

Web Sites

A limited amount of public opinion polling data is freely available from various Canadian, American, or global market and public opinion research firms via their web sites.

Library Databases

Some polling data and analysis may be reported in newspapers or archived in a statistical database. 

News Databases:

Statistical Databases: