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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 Mass Media & Advertising Cost Data

Many mass media and advertising channels (such as newspapers, magazines, radio stations, etc.) produce media kits or advertising rate cards, which contain information about the audience (circulation figures for print-based products) and online or mobile audience demographics (age, gender, income) for online/digital media. Advertising rate cards may provide current prices for placing advertisements on sites, in print, or across media channels. 

To locate the media kits and rate cards through Google: search for the name of the source and the words "media kit" in Google. For example:

The following sources provide additional insight in specific media channels. Some reports are updated annually, while others may have been "one-time only" studies.

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: