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COMMERCE 3MC3 - Applied Marketing Management

Business and marketing resources for the GTHA (Greater Toronto and Hamilton Area)

Consumers & Demographics

  • open accessAnnual Demographic Estimates: Canada, Provinces and Territories, 2005-current (Statistics Canada)
    Presents annual estimates of population for Canada, provinces and territories as well as estimates of the following components of population change: births, deaths, immigration, emigration, returning emigration, net temporary emigration, net non-permanent residents and inter-provincial migration, the latter by origin and destination.
  • Best Bet!McMaster Users OnlyArcGIS Business Analyst
    Uses web-based GIS mapping technology to visualize demographic, lifestyle, behavioural, psychographic (e.g., PRIZM) spending and other data for Canada and other countries. Community level data is available. 
  • Best Bet!open accessCanada Census of Population 2021 (Statistics Canada)
    Data from the 2021 Canadian Census will be released throughout 2022. View the 2021 Census dissemination plan for release dates (by theme and by topic) and other info.
  • open accessCanada Census of Population 2016 (Statistics Canada)
    Includes data on population and dwelling counts, age and sex, type of dwelling, agriculture, families, households and marital status, language, income, immigration and ethnocultural diversity, housing and aboriginal peoples​
    • 2016 Census Profiles - retrieves the above variables by place name, postal code, or geographic code
  • open accessCanada Census of Population 2011 and Canada National Household Survey (NHS) 2011 (Statistics Canada)
    Census includes data on population and dwelling counts, age and sex, families, households and marital status, structural type of dwelling and collectives, language. NHS includes data on immigration & ethnocultural diversity; aboriginal peoples; education & labour; mobility & migration; language of work; income & housing.
    • 2011 Census of Population Profiles - retrieves the above variables by place name, postal code, or geographic code
    • 2011 NHS Profiles - data is presented for various levels of geography, including provinces and territories, census metropolitan areas/census agglomerations, census divisions, census subdivisions and federal electoral districts.  2011 Census data is provided alongside the NHS data for a more comprehensive view of a given geographical area. 
    • 2011 Census of Population by FSA (Forward Sortation Area) 
      Retrieve the latest census data by FSA - the first three alphanumeric characters of a postal code. Select a relevant link on the page > select one of the format links (HTML, Beyond 20/20, SDMX (XML) > search for the desired FSA and data variable(s)
    • 2011 NHS by FSA (Forward Sortation Area) 
      Retrieve the latest NHS data by FSA - the first three characters of a postal code. Download the file named EO1976_ID579862.ivt. To view NHS data by FSA on non-library computers, you must download and install Beyond 20/20 software. A free download (for Windows) is available at the Statistics Canada website.
      • Not sure of your FSA? Consult theopen accessFSA Maps  from Canada Post. The Precision Targeter > Selecting delivery area counts and maps section contains maps of postal code boundaries in Canada. 
  1.  On the Target by delivery route windowselect a date range and click Continue
  2.  Pick a location from the Sites and Routes column.
  3.  Click on the MapMap icon to see the FSA map for that area.   
  • open accessCanada Census of Population 2006   
    Includes data on aboriginal peoples, age and sex, education (including educational attainment), ethnic origin and visible minorities families and households, housing and shelter costs, immigration and citizenship, income and earnings, labour (including labour market activity, industry and occupation), language (including language of work), marital status (including common-law status), mobility and migration, place of work and commuting to work (including mode of transportation), population and dwelling counts.
  • McMaster Users OnlyEncyclopedia of Products & Industries - Manufacturing, 2008 via Gale Virtual Reference Library (GVRL) 
    Use the Table of Contents OR Index of this e-book to find an industry profile. Profiles typically include sections on Key Users and Target Markets & Segmentation. U.S. focus.
  • FP Markets - Canadian Demographics  
    Provides basic statistics on Canadian population, households, incomes and retail sales projections at the federal, provincial and city level.
    Location: MILLS Library HC 111.S96, 1999-2012.
    NOTE: This publication has been discontinued.
  • McMaster Users OnlyIndex of Consumer Confidence via Conference Board of Canada e-Library  
    A monthly index constructed from responses to four attitudinal questions posed to a random sample of Canadian households. Search or browse by title.
  • McMaster Users OnlyMajor Canadian Cites (current) via Canada's Information Resource Centre  
    A statistical resource that provides comparison and analysis of 50 major cities across Canada - including Hamilton. Covers demographics, housing, labour, ethnicity, immigration & language, income & transportation. 
  • open accessMake Shift (TrendWatching), 2020 to current
    Monthly bulletins which profile emerging consumer trends worldwide.
  • open accessMarket Research Handbook (Statistics Canada)
    Includes labour force, income, consumer expenditures, housing, etc.
    Location of Print: MILLS GovPubs (2nd floor) CA1 BS 63 -C2241975 to 2008. 
    NOTE: This publication has been discontinued.

  • McMaster Users Academic  
    Contains several market research reports related to demographics. Content primarily American.
  • open accessOntario Provincial Highways Traffic Volumes (1988 to 2016) (Ontario Ministry of Transportation)
  • Best Bet!McMaster Users OnlyPassport 
    Select CONSUMERS (across top of screen) and explore the menu options in that category. Includes individual country reports (including Canada) on Consumer Behaviour and Values, Lifestyles, Consumer Types, Megatrends and more.

  • Best Bet!open accessPRIZM Lifestyle Lookup by Canadian Postal Code (Environics Analytics)
    Input a residential Canadian postal code to retrieve a lifestyle description for that neighbourhood.
    NOTE: This data is free to the general public. Additional PRIZM data is available in ArcGIS Business Analyst.

  • open accessSpending Patterns in Canada, 1997-2010. (Statistics Canada)
    Presents statistical highlights and key tables from the Survey of Household Spending (SHS). The publication also includes analytical text, summary-level tables, a detailed table, notes and definitions, and information about survey methodology and data quality.
    NOTE: This publication has been discontinued. See Survey of Household Spending via Statistics Canada Data (below) for current data.
  • open accessSurvey of Household Spending Data Tables (Statistics Canada)
    This annual survey collects information about expenditures by households and families in Canada on a wide variety of goods and services, as well as their dwelling characteristics and possession of household equipment such as appliances, audio and video equipment, and vehicles.
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