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ENTR 2P51: Entrepreneurship Basics

Sources & strategies for feasibility analysis & entrepreneurial startups.

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:


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.

Sales, Market Share, & Spending Data

pie chart

A firm's market share can be calculated 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:

Mobile, Social & Mass Media Data

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