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Introduction to marketing research

On this page, you will find essential resources for any marketing research project. In fact, this page is designed for COMM 223 / MARK 201 Marketing Management 1 / Introduction to Marketing courses. Some of the systems listed below are provided by your library, others are maintained on the free web by various organisations. Included also are YouTube tutorials enabling you to discover and use these resources.

1. Search for trends, products and services with articles

In addition to searching on Google for news, product reviews and trends, you can use the following article databases for find more information for your project. These contain news, popular, trade, and research articles and are provided to you by your library. Remember, you will have to cite all the sources you use... so make sure to locate the most authoritative ones

Here are the various article databases:

  • Eureka: French Language newspapers from Montréal and Europe
2. Macro-environment and segmentation with Statistic Canada: Census, National household survey & and CANSIM

Our national statistical agency provides most of its reports and data for free from their website Although you may search for these from the main page, it is recommended that you use the two aggregate data reporting tools as part of the Census and CANSIM.

3. Secondary data and sales potential
  • Passport by Euromonitor: Worldwide consumer market reports (includes Canada). Two things to click on in this system, you can watch the video below for a walk-through:
    1. Countries & Consumers > Consumer Trends & Lifestyles > ANALYSIS FINDER > Consumer Lifestyles > Chile
    2. Search > Browse and Select Relevant Topics > Choose Geographies > Reports & Statistics

More market and consumer databases are listed here: Market consumer data

4. Getting research help from the library

To get help, please use the Ask-A-Librarian service to chat, email or talk to a librarian. When you contact us, make sure to specify the following:

  1. Tell us about your project (e.g. the course you are doing the project for);
  2. The NAICS Code or information about your industry or business;
  3. Which system you are having issues with.

Please be precise and provide all relevant information!

~ Good luck! Remember, perfect information does not exist, use what you find, a smart estimate is better than nothing! ~

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