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MKTG 3P96: Marketing Research

A course guide created for MKTG 3P96 (marketing research) which reviews information sources on marketing scales, articles, market data, mass media & polling data, commercial market research, writing, and citing sources.

Finding Secondary Data

The links on this page point to frequently used secondary data sources including:

Socioeconomic & Demographic Data


United States


Sales, Consumer Spending & Market Share Data

  • Some industry reports may provide industry revenue data, which can be used to calculate a company's market share. See Ibisworld Industry Insider article: how to calculate market share.
  • 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 (ProQuest One Business 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 Government Sources

Library Databases

Other Secondary Data Sources

Don't forget to consider other stakeholders, such as Federal or Provincial Government Departments, Municipalities, Economic Development Agencies, or Industry Associations, as potential sources for secondary data.