Research Guides: ENTR 2P51: Entrepreneurship Basics: Secondary Market Data

Secondary Market Data Sources

Secondary market data includes:

socioeconomic, demographic, geographic, and psychographic data
sales, market share, and spending data
mobile, social, and mass media data

Socioeconomic & Demographic Data

Customer markets can be segmented by geographic, demographic, psychographic, and behaviourial factors, while business markets can be segmented by geographic, customer type, and buyer behavior (source: http://www.quickmba.com/marketing/market-segmentation/).

You can gather socioeconomic, demographic, and geographic data on your target market in Canada using the following sources:

Niagara Resources

Is your target geographic market in the Niagara Region? If so, consult the list of Niagara Resources presented below.

Institutional Planning, Analysis & Performance (Brock University)
View data on student headcounts and FTEs, retention and graduation, and labour market reports for Brock University programs. Brock Fact Sheets provide key statistics on an annual basis.

Living in Niagara This link opens in a new window
- A report on the quality of life in the Niagara region.
- Published every 3 years, the report identifies significant trends across 12 sectors aligning with the social determinants of health. More information

Sales, Market Share, & Spending Data

A firm's market share can be calculated by dividing a firm's sales by total market sales (source:http://www.quickmba.com/marketing/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:

Survey of Household Spending (Statistics Canada)

Mintel Academic This link opens in a new window
Passport This link opens in a new window
- Includes Economies & Consumers, as well as Industrial-Canada reports for industries across the entire Canadian economy

Market Share Reporter (Online) 2019 Edition: Provides market share and other market data for brands, companies, products, and services worldwide. Entries are derived from the current periodical literature and are searchable by Industry (SIC or NAICS) codes, keyworld, company name, etc.

Mobile, Social & Mass Media Data

Consult the following specialized sources to gather information on mobile, social, and mass media channels:

Statista This link opens in a new window Contains more than 1 million statistics on over 80,000 topics.Contains Statista dossiers and industry reports for 170 industries and 150 countries.Includes market forecasts, as well as market, industry and country outlooks and insights.

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. You must register on the site in order to download reports.
News Media Canada
A good place for Canadian newspaper circulation data, readership research, and advertising effectiveness.