Market Research MT Class 5

Secondary data

already collected data, collect prior to primary data, internal and external data sources

Internal secondary data

originate within a target organization for a different purpose (sales, customer records, costs, advertising, promotions)

External secondary data

come from outside sources (gov’t publications, books, bullets, reports, the internet)

UBC external data resources

IBISWorld, Statista, Passport GMID, Vividata, WARC, Business Source Ultimate

IBISWorld

commercial market research reports

Statista

market and consumer data, statistics and reports, insights

Passport GMID

commercial market research reports for consumer products and services

Vividata

survey data on demographics and behaviors of canadian consumers

WARC

advertising research center

Business Source Ultimate

journal articles/company profiles/industry overviews

Vivintel

survey of Canadian consumers