Marketing Research
Marketing research resources provide information on countries, markets, companies, and consumers. The following materials help with marketing planning, lifestyle profiling, market performance analysis and strategic forecasting.
The guide is divided into the following topics:
- General Library Information
- Indexes and Abstracts
- Company and Industry Information
- Journals – Online and in print
- Government Sources
- Associations and Organizations
- Data and Statistics
- Market Share
- Advertising
The slides for this class presentation are available here.
General Library Information:Library Homepage and Catalogue / Remote Access The Library Research Roadmap provides an introduction to conducting effective research in to Social Sciences and Humanities. It is aimed primarily at undergraduates and takes about twenty minutes to complete. Material in the York Libraries catalogue: To find books and other materials in the York catalogue, select Keyword from the Catalogue section on the library home page ( www.library.yorku.ca) and try terms such as: Marketing, Consumer Behavior, Customer Relations, Consumers’ Preferences, and Brand Name Products in the General keyword field. Indexes and DatabasesUse these tools to find citations, abstracts and/or full text articles on your topic. Both scholarly and popular articles are included. |
| ABI/Inform Global |
| This resource incorporates management, industry and company-specific information for over 60,000 corporations. Subjects covered include: finance, public administration, marketing, management, economics, taxation, telecommunications, corporate strategies, competitive and product information. Covers more than 1,600 leading business and management publications, including over 350 English-language titles from outside the U.S. This database covers more than 1,100 current sources with complete articles for more than 700 sources in full text. |
| ABI/Inform Trade & Industry |
| A database with full-text coverage of over 700 publications, especially trade publications, with articles about industries. Coverage is available for industries in different geographical areas including Canada and the United States. Updates are continuous and full-text is available for some publications back to early 1990′s.N.B. ABI/Inform Global and Trade and Industry are only two of the many ProQuest databases available. When you open up any of the ProQuest databases you can select all of the databases in which you wish to search, by clicking on Databases Selected in the upper left of the screen and then choose the ones you desire. Return to the top of the screen and click on Continue. |
| Research LibraryFrom business and political science to literature and psychology, this Proquest database provides access to a wide range of popular academic subjects. The database includes more than 3,820 titles, with over 2,550 in full text, from 1971 forward. It features a diversified mix of scholarly journals, trade publications, magazines, and newspapers. |
| Factiva |
| Factiva includes nearly 9,000 sources from 118 countries in 22 languages, including more than 120 continuously updated newswires. More than 900 sources are available on or before the date of publication. Provides information on companies and markets. For newspapers, the service provides same-day and archival coverage of The Wall Street Journal, The New York Times, Washington Post, The Globe and Mail, Financial Times, Les Echos, South China Morning Post, Australian Financial Review, Sydney Morning Herald, Straits Times, Yomiuri Shimbun, and local newspapers from every corner of the globe. General business and industry publications like The Economist, Forbes, Fortune, Time, Newsweek, Finanz & Wirtschaft, Satellite News, BusinessWeek, and more are also covered. |
| Investext Plus |
| Contains full-text financial reports and forecasts prepared by the world’s leading investment banks and consulting and research firms. Provides access to financial analysis for over 11,000 companies. Useful for competitive analysis, researching industry trends, conducting market research and company studies. American, Canadian and International in scope. |
| Lexis-Nexis |
| Provides full-text access to a broad range of legal, business and news publications. Includes market & industry and company & financial information, in addition to key business news resources such as the National Post, New York Times, The Economist and Forbes. Coverage by date varies. Access is only available on campus. |
| CBCA CompleteProvides interdisciplinary coverage of Canadian topics including the areas of business and current affairs. Offers references, and many full text articles, from Canadian journals, magazines, newspapers, and newswires. Dates of coverage vary by title but many full-text titles available from early or mid-1990s, while citations for many publications available from early 1980s onward. Consult CBCA Business, a subcomponent of the CBCA Complete database, in order to limit search specifically to Canadian business journals and magazines, but note that newspaper and newswire coverage are not offered by this product, and coverage of business topics in non-business publications is also not available. Available on the network but restricted to the York University community. This is another ProQuest database and may be combined with other ProQuest databases in a single search. |
| Canadian Periodical Index |
| Includes Canadian and international academic journals, magazines, and newspapers in both English and French. All subjects are represented including business topics, with an emphasis on Canadian and international issues. Many articles are full text. Coverage is from 1988 – present.PsycINFOProduced by the American Psychological Association, PsycINFO indexes journal articles, dissertations, reports, books, book chapters, and other scholarly documents. Contains articles, etc related to human resources, management and organizational behaviour topics. Available on the network but restricted to the York University community. |
Company and Industry Information |
| Financial Post Advisor |
New centralized Web site from Financial Post Datagroup and infomart.ca featuring expanded news, financial, and business information. Includes a wealth of information on Canadian publicly traded companies (Corporate Reports, Corporate Surveys, Analyzer search etc.), as well as industry reports,dividends, new issues information and more. New additions to this enhanced product include Financial Post’s Directory of Directors, Canadian Inter-Corporate Ownership, the Predecessor & Defunct companies database, and Canadian Federal Corporations and Directors. Formerly known as Financial Post Investor Suite.
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| Industry Canada |
Industry Canada’s website for business and consumer information includes business support and financing information, trade and investment data, industry reports, economic analysis and statistics, company directories, and patent and trademark databases.
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| Globe Investor |
| Provides standard company information. This site offers a link to the company’s home page, stock price history, beta, valuation ratios, competitors, price/volume charts and current news stories. |
| SEDAR |
This website provides access to documents filed with Canadian securities regulatory authorities by public companies and mutual fund groups. Filings from 1997 to present are available and include annual and quarterly reports, prospectuses, press releases, and other documents.
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| D&B Canadian Key Business Directory: Located in the Bronfman Business Library Reference room. Call number is HG 4090 Z5 C3 |
| Provides basic company information including mailing address, sales figures, and key personnel. Alphabetical, geographic, and SIC listings are also included. Good source of information on private companies. |
| Dun and Bradstreet’s Guide to Canadian Manufacturers :Located in the Bronfman Business Library Reference Room.Call number:HF 3223 G8. |
| Scott’s Directories:Located in the Bronfman Business Library Reference Room.Call number: T12.5 C22 |
| Regional directories with company listings sorted alphabetically, geographically (by city or township), and by NAICS code. Available directories include Ontario Manufacturers (T12.5 C22 O58), Greater Toronto Business Directory (T12.5 C22 O6), Canadian Distribution Directory (T12.5 C22 C36), Western Industrial Directory (T12.5 C22 W4), Quebec Manufacturers (T12.5 C22 Q48) and Atlantic Manufacturers T12.5 C22 A8). Good source of information on private companies. |
Journals – Online and Print
See Lists of Journals by Subject: Marketing and Consumer Research Journals
Government SourcesGovernments and inter-governmental organizations (like the UN) publish documents, reports, articles and books on every conceivable topic and thus are a good source of information. |
| Industry Canada |
| Industry Canada’s website for business and consumer information includes business support and financing information, trade and investment data, industry reports, economic analysis and statistics, company directories, and patent and trademark databases. |
| Industry Canada: Researching Markets |
| For business and consumer information specifically targeted at market research. |
| Statistics Canada Publications |
Index of all Statistics Canada publications available on the Internet as part of York University Libraries’ depository library status. Divided into key subject categories many of which are relevant to business and markets. Index of downloadable Statistics Canada publications by subject and Statistics Canada catalogue number. Broad subject categories include General, Primary Industries, Manufacturing, Transportation, Commerce, Emplyment, Education and Census. Examples of useful publications for consumer behaviour data are:
A useful guide put out by Statistics Canada is: Finding and Using Statistics. Available electronically at http://dsp-psd.communication.gc.ca/Collection/Statcan/11-533-XWE/11-533-XWE.html. Statistics Canada database containing over 730,000 time series. It is a detailed source of Canadian economic data collected by Statistics Canada and other agencies, including the Bank of Canada. Data available includes but is not limited to the System of National Accounts, labour, manufacturing, finance, and agriculture. CANSIM is also available via ESTAT. Available on the network but restricted to the York University community. If you need help using CANSIM on ESTAT please see the CANSIM User Guide for E-STAT. Includes CANSIM : and Census data. This is an easy to use interface for access to Statistics Canada’s time series. CANSIM is a detailed source of Canadian economic data collected by Statistics Canada and other agencies, including the Bank of Canada. Examples of the data available include the System of National Accounts, Labour, Manufacturing, Finance, and Agriculture. Available on the network but restricted to the York University community. Statistics Canada’s E-STAT is a dynamic interactive teaching and learning tool for the education community. It offers an enormous warehouse of reliable and timely statistics about Canada and its ever-changing people. |
Associations and Organizations -Below are links to professional, academic, advocacy and other types of associations in the field. |
| Associations Canada : the directory of associations in Canada | ||
Call number: HS 17 A17 Annual . Also availabale electronically:
Location: Available in Bronfman Reference Data on associations inlcuding trade, professional, and common interest groups covering standard directory inforamtion, scope of activities, wbsites etc. Includes registered charitable organizations. Indexed by subject, geograpy, and executive names. |
| Associations on the Net |
| A web guide to associations and professional organizations in business and commerce. |
| Data and StatisticsThe links below provide statistical information and data on Canada and other counttries relevant to market research. |
| Library Data Services: Subject Guides to Sources of Data and Statistics |
| Many of the subject guides contain links to Canadian and foreign/international data and statistics of relevance to the field of business e.g. Business, Industry and Trade; Internet & E-commerce; Finance & Economics, Public Opinion Polls, Population & Demographics and more. |
| Statistics Canada |
| The official source for Canadian social and economic statistics and products. |
| Market Research Handbook – available electronically and in print | ||||||||||
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| Provides a broad range of socio-economic statistics from Statistics Canada including information on population, employment, personal expenditures, household characteristics, economic indicators, exports/imports, industry statistics, etc. The source notes at the end of each section are particularly valuable when searching for further information. |
| FP Markets Canadian Demographics | ||||||||
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| Guide on Canada’s cities,towns, census divisions, provinces, and territories |
Canadian Marketing Association Fact Book
Call Number: HF 5415.12 C35 F33
Publication Info: Annual
Author: Canadian Marketing Association
Location: Latest issue in Bronfman Reference.
Resource helpful for business and marketing plans. Information on key Canadian statistics, different media, niche markets, advertising and marketing law, regulations, and research studies.
| Toronto Business & Market Guide | ||||||||
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| This publication is an annual compilation of statistics for the Metropolitan Toronto area with comparisons to other major Canadian cities. |
| International Marketing Data and Statistics | ||||||||
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| This compendium of statistical information covers North America, Latin America and the Caribbean, Asia -Pacific, Middle East, Africa and Oceania reporting on 160 countries. Data for Europe is found in a companion volume entitled European Marketing Data and Statistics. The data coverage in IMDAS includes time series which permit the analysis of socio-economic and business trends as a basis for forecasting. It covers 24 subject areas including consumer marketing, industry, cultural, environmental, economic, energy, trade, health, telecommunications, labour, education, retailing, travel, and demographic information. |
| European Marketing Data and Statistics | ||||||||
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| A compendium of statistical information on the countries of Western and eastern Europe. It provides detailed and current data relevant to market planning covering 24 subject areas. A companion volume to International Marketing Data and Statistics which covers countries of the world other than those in Europe. See the detailed description of coverage in the IMDAS listing above. Consumer InternationalCall Number: HC 79 C6 C653Publication Info: AnnualAuthor: Euromonitor InternationalLocation: Latest edition available in Bronfman Business Library Reference.This volume includes consumer market information on 27 major non-European markets and market size for numerous product sectors. It draws together all available market information on consumer trends with a focus on major retail items purchased for household use. In addition, basic socio-economic parameters are included for general reference. World Consumer SpendingCall Number: HC 79 C6 W67
Publication Info: Annual Author: Euromonitor International Location: Latest edition available in Bronfman Business Library Reference. This volume provides a wealth of detailed statistics on spending habits in 71 countries. To assess how consumer expenditure patterns have changed, tables include annual data for 1990, 1995, and 1997-2004. The central focus is to provide highly detailed consumer expenditure breakdowns covering 67 separate subcategories. The sections include socio-economic parameters, consumer spending by commodity, consumer expenditures by purpose, and country snapshots. NADbank All Market Readership and Product Study: From Newspaper Audience Databank Inc. Includes readership results for 74 Canadian daily newspapers and two Detroit dailies in 52 urban markets across Canada. It provides a detailed profile of the Canadian consumer including statistics, media habits, product information, retail shopping, and lifestyle categores. CD Rom product available on a workstation in the Bronfman Library. NADBank Study Guide. PN 4914 R43 N34 . Bronfman Reference. NADBAnk Executive Readership Summary. This document provides the reach in percentages for 76 daily newspapers in 52 markets surveyed. The data is broken down by age, gender, occupation and household incomes. PN 4914 R43 N33 . Bronfman Reference. |
| International Statistical Yearbook(CDROM) | |
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| A collection of statistical databases from various national and international sources dating from 1960 to present. International Statistical Yearbook provides access to over 1.6 million time series and is updated annually. Sources include the IMF International Financial Statistics and the OECD Main Economic Indicators. |
| Statistical Abstract of the United States |
| This is a summarized statistics source for all aspects of life in the United States. |
Market ShareThese resources provide market share data on companies, products and services for Canada, the US and international coverage. Datamonitor360 : This is a new database formed from a merger of MarketLine and Business Insights. It includes Industry, Country, and Company sections, market profiles, company profiles, company SWOT analysis, more than 50 country profiles, over 150 industry rankings, and news, comments and analysis, Available on the network but restricted to the York University community. Global Market Information Database (GMID): Produced by Euromonitor, GMID provides information on countries, industries, and consumers. Demographic, economic and marketing statistics for 205 countries; historic and forecast consumer lifestyle statistics; analysis of consumer lifetsyles in 71 countries; market size for more than 300 consumer products; 4500 market research reports; profiles and rankings of 3000 leading consumer goods companies. Business Insights : provides information on the following industry sectors: Consumer goods, Healthcare, Energy, Financial Services, and Technology. |
| Market Share Reporter | ||||||||
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| A ready-reference tool for marketing research and economic analysis. The information is a compilation of market share reports from marketing literature. Over 2000 corporate, brand, product, service and commodity market and SIC code information is provided for North America. |
| Business Rankings Annual | ||||||||
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| Provides nearly 5000 timely lists of ranked companies, products, services and activities compiled from a variety of published sources. Entries are arranged by subject headings. There is a SIC to NAICS conversion guide. FP 500- CD ROM in Bronfman LibraryCanada’s largest public and private companies ranked by revenue and grouped in a variety of lists. |
| World Market Share Reporter | ||||||||
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Format is based on the Market Share Reporter but this tool has international coverage. A compilation of reported world market share data and rankings on companies, products and services. Over 1600 entries arranged by subject with SIC codes provided.
AdvertisingWorld Advertising Research Database (WARC): WARC provides information for the marketing, advertising, media and research communities worldwide, drawn from more than 40 international sources. It includes materials on all areas of marketing communications that spans over 45,000 papers, case studies, research reports, news items and summaries, augmented with best practice guides and statistical data. Ad*Access :The Ad*Access Project presents images and database information for over 7,000 advertisements printed in U.S. and Canadian newspapers and magazines between 1911 and 1955. Ad*Access concentrates on five main subject areas: Radio, Television, Transportation, Beauty and Hygiene, and World War II, providing a coherent view of a number of major campaigns and companies through images preserved in one particular advertising collection available at Duke University. CARD (Canadian Advertising Rates and Data) :CARD online is designed for professionals involved in buying and selling advertising. Advertising rates and related data are available on every significant medium in Canada and on selected international media. It also includes statistics inluding Canadian marketing stats. CARDonline is updated daily. Plunkett Research – Advertising and Branding Research Center: Includes market research and trends on advertising and branding, statistics, company profiles, and association information. Brandchannel.com- Brandchannel.com, sponsored by Interbrand which is an international marketing consulting firm, provides a global perspective on brands. It includes articles, papers, and links to other marketing industry resources. It also includes regional and global reports on best brands.
Prepared by Toni Olshen, Business Librarian, Revised January 2009 |
