Resources by Topic

Marketing

Guides

▸ CRM and Targeted Marketing
▸ eBusiness Marketing Research Guide
▸ International Marketing Research Guide
▸ Marketing Research Guide
▸ MKTG 205 Research Guide
▸ MKTG 255 Research Guide
▸ MKTG 500 Case Studies Research Guide

Key Databases

AdForum  Canadian Resource Image 

Access information on over 20,000 advertising agencies and 70,000 ads.

Business Source Complete (video tutorial)

Search thousands of business journals. This database includes market research reports, detailed Datamonitor company and industry profiles, as well as country economic reports from the EIU, Global Insight and CountryWatch.

EconLit

Covers all fields of economics, including capital markets, country studies, econometrics, economic forecasting, environmental economics, government regulations, labor economics, monetary theory, and urban economics 

IBISWorld  Canadian Resource Image  (video tutorial)
  • Provides access to industry reports containing analysis, statistics, and market characteristics on a wide variety of Canadian industries, organized by NAICS code.
InfoCanada  Canadian Resource Image  (video tutorial)

Find accurate phone-verified information for companies in Canada in this database of 1.5 million businesses.

Ipsos News & Polls  Canadian Resource Image 
  • Provides 17+ years of market research and public opinion data in the U.S. and Canada.
  • Topics include: advertising and marketing research, media and technology research, and customer relationship management research.
MarketLine
  • Provides access to company, industry and country information, extending across 200+ countries and every major industry. 
  • The new influencer tool is a ‘real time’ tracker of the Key Opinion leaders.
  • See the handout for details. 
NEWNexis Uni  Canadian Resource Image 
Formerly LexisNexis Academic

Access news, business and legal information from thousands of sources.

Passport (video tutorial)
  • This international database provides access to 1,300 market reports that analyze 21 consumer and service industries across 80 countries.
  • Also includes more than 6,500 company profiles.
NEWPolaris (video tutorial)
Formerly Superdemographics
  • Create trade area reports based on demographics, household expenditure and lifestyle clusters using the most recent data from Statistics Canada.
Scott's Directories  Canadian Resource Image  (video tutorial)

Includes business data and comprehensive company information for Ontario manufacturers, wholesalers and distributors.

Vividata  Canadian Resource Image  (video tutorial)
  • Vividata provides information on print readership, non-print media exposure, product usage and lifestyles.
Warc
  • The World Advertising Research Centre includes case studies from major markets including North America, the UK, mainland Europe and Australia, India and China.

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