BUS 345: MARKETING RESEARCH
LIBRARY RESEARCH /
SECONDARY DATA SOURCES
Business librarian, Surrey campus
Questions that will be addressed include …
What are secondary data sources good (and not
What are some key secondary data sources?
If you have any questions, feel free to ask at any
Things that will be mentioned include …
Smoked salmon paté soda
Apple’s Steve Jobs standing on the shoulders of
Amazon’s Jeff Bezos
12-17 year old Canadians who drink 10-30+ cups
of coffee a week
What is secondary data?
< 10 words: data collected for a different purpose
than your study
A polling firm asks for people’s opinions on a topic (e.g., “Do you
support random roadside breath testing?”)
The Canadian government gathers data on Canadians and
Canadian companies (e.g., “How many females in Squamish lived
at the same address 5 years ago?”)
What is primary data?
<10 words: data collected specifically for your study
Discuss (in groups of 2-4):
See your handout (p. 1): “You work in marketing for a
medium-sized firm. You are about to …”
You are considering primary and secondary research
options. What are the benefits and drawbacks of
Primary data: benefits
A few benefits of primary research:
Results are directly related to your specific
who you study
how you study them
Reliable (that is, you control methodology, etc.)
Primary data: drawbacks
A few drawbacks of primary research:
Possibly time consuming
Potentially reluctant participants
Secondary data: benefits
A few benefits of secondary research:
Allows you to see what other researchers have done
(and how they have done it!)
Secondary data: drawbacks
Some drawbacks of secondary research:
Collected for a different purpose
What was studied?
Why was the study done?
“90% enjoy smoked salmon paté soda!”
Most people love Jones’ Smoked Salmon
Paté Soda. How do you feel about it?
a) It’s deeeelicious!
b) Smoked salmon + soda = Mmm!
c) Tastes even better than Turkey and
d) No opinion.
Note: This is not an actual survey. I enjoy Smoked Salmon Pate Soda as much as the next person.
Secondary data: drawbacks
Some drawbacks of secondary research (cont’d):
Who conducted the study?
What was the methodology?
Why was the study done? Bias?
How does it compare to other data you’ve found?
Has the study been replicated?
Does the data make sense?
Market Research Guides (pg.1)
On your handout: links to two SFU Library research
Primary Research guide
Secondary Market Research guide
Imagine you have a market research problem that
needs to be solved. You come up with a brilliant
for a study.
What should you do next?
Review the literature on your topic
Find out what other researchers have already done.
Has someone else done the exact same study?
What similar research has been done?
What did they find?
What was their methodology?
Useful for seeing what is already known about your
research topic (i.e., literature review)
Business Source Complete, PsycINFO (pg. 2)
Can limit by “Methodology”
Subject heading searches
“Times cited” links
Marketing Scales Handbook (pg.2)
A “bibliography” of research questions appearing
in research articles
Offers potential pitfalls + suggestions, survey
Older editions = in print (Bennett + Belzberg
reference) + latest edition = online
Institutional Research and Planning at SFU (pg. 2)
They “define, collect, analyze, maintain and
disseminate institutional knowledge”
Provides information on SFU student population
What resources have you already used to
find info related to market research (e.g.,
for BUS 343)?
Secondary data sources
The secondary data sources you use will depend on
Here are a few that might be helpful …
Governments collect a wealth of data that they make
available to the general public. Often this data is
very useful when conducting market research.
Here is a sampling of government sources and topics
that they provide some data for …
Statistics Canada (pg.3)
*CANSIM = CANadian Socio-
To find the demographics and characteristics for a
population of a given area:
Census Canada website
Data to the Census Tract level
PCensus (standalone computer at both Bennett and
Belzberg libraries – Sorry, not at Surrey).
Data right down to the Census Dissemination Area, or to the
Forward Sorting Area
MapPoint software to create your own area
Provincial + local information
Some sources for local information:
•City of Vancouver (also see sites for other
•Tourism Vancouver, especially the Marketing Research
•Vancouver Economic Development Commission
•Downtown Vancouver Business Improvement Association
•Business Council of British Columbia
•BC Chamber of Commerce
•Economic Development Association of British Columbia
•Metro Vancouver (GVRD)
•SFU's Office of Institutional Research and Planning
A few other key secondary data
Print Measurement Bureau (PMB) (pg.3)
Produced by the Print Measurement Bureau from
their annual survey of Canadian consumers, media
The database contains information on consumers’
use of media, product consumption (by type and
brand), and services such as finance and travel.
PMB: Beverages > Coffee
Beverages > Coffee > 10-30+ cups
Passport GMID (pg.3)
National level data on consumption by product
Detailed market reports (fast moving consumer
goods only) and demographic/economic data.
Ipsos News Centre (pg.4)
Ipsos = a research firm
Ipsos News Centre contains public opinion research
from Canada and the USA, as well as some non-
North American coverage.
Business Source Complete (pg.4)
Of possible interest:
•Market Research Reports
Business Monitor Online (pg. 4)
Broad industry reports for many countries, including
Tip: Try browsing rather than searching
Searching for secondary data
Brainstorm research questions (and sub-questions)
Identify likely publishers
Using secondary data sources
If you already have a research topic (or a topic you
are considering), brainstorm a specific piece of
information you want to find.
(Ideally, this will be a piece of information that you
might find in a resource you haven’t used before.)
Try to find it.
Using secondary data sources
If you don’t have a topic, try finding information in
PMB about …
consumers of Red Bull
Are any age groups and/or geographic regions
which gender most often attends…
foreign films? science fiction films?
which region seems most fond of chocolate soy
Ask anyone at the reference desk in any of the three
Use our Ask a Librarian services (via the Library
home page) to contact a librarian (by phone, IM, or
Class? Due Date?
Where have you searched?
Contact : How have you searched?
Found anything close to what you
firstname.lastname@example.org (I’ll typically be accessible Tuesdays to