Data for market research is gathered through both primary and secondary research.
Primary data: is based on research that you conduct yourself using tools such as surveys, polls, focus groups, and interviews. Primary research is used to address a specific problem. While primary data can be more thorough and insightful, it is costly and time consuming to collect such data and conducting such research requires special skills.
Secondary data: is based on research done by others, such as government agencies, market research firms, and trade associations. Examples of secondary sources include statistics and market research reports. These sources can save you a lot of time but as you have no control over how and what pieces of data were collected, they may not always be specific enough for your needs.
This guide focuses on secondary sources available at the Claremont Colleges Library. It also identifies free websites with useful information.
Full-text market research reports covering eight major subject areas: business services; consumer goods; demographics; food & beverage; heavy industry; life sciences; public sector; and technology and media.
A directory database that supplies detailed information on over 13 million businesses, 120 million households, and 683,000 health care providers as well as information on Canadian businesses and households.
Industry Surveys and Stock Reports, including stock and debt ratings, financials, beta, bond issues, competitors, and industry position. Industry Surveys have 1 year rolling date coverage - current. Financial data dating from 1900 - present.
Directory, company history, and financial data for companies and industries. Some limited data on private companies. Not all functionality available, such as downloading large numbers of companies to create lists.