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MRKT 451 Marketing Research

Sofia Discovery tool | SEARCH McGILL RESOURCES


Search the Sofia Discovery tool for McGill's collection of resources: books, journals & articles, multimedia, and other resources, in both print or electronic format.

Industry Research

You can search our industry research databases for reports on industries, markets, and product segments.

The reports in these databases typically make use of secondary source data (research and data carried out by others) supplimented with primary source data (research carried out by their own company).

The following databases contain reports on wide range of industries:

Consumer Research


Similar to industry reports, these reports are based on a combination of primary and secondary source data.

Statistics and Data

Articles and News

You can search these databases for articles on topics related to the course, or to learn more about the industry, product, or service that you are interested in.

Articles are also valuable sources of both primary and secondary source data.

Can't find a report or statistic?

In cases where the specific reports, statistics, or data are not available, you will need to carry out your own research, bringing together articles or news items that provide you with information on the industry you are interested in.

A few approaches you can try:

  • Look for reports for a more general industry or market and extrapolate the information there to your particular case. For example, if you can't find a report on men's running shoes, look for a report on men's sportsware and/or men's footware.
  • Look for reports for a related or broader geographic area. If you can't find a information on the Quebec market, see if you can find data for Canada, the US, or North America.
  • Search for individual articles or news stories on your topic for insights and statistics. Sometimes those articles will mention specific reports or data sources that you can track down for more information. See Articles and News box above for links to the best resources to use.

Citing Business Resources

You can use the following sources to help you build your citations for your report.

Business Citation Guides:

Other Resources

  • Purdue OWL 
  • Zotero: Reference manager you can use to track your sources and build your bibliography in Word.

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