Finding Business Information for
Commerce 3MC3
Ines Perkovic
Business Liaison Librarian
Innis Library
March 2010
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
The Big Questions
 I know how to find marketing information for
Canada, but how do I get it for Hamilton or
Burlington?
▪
▪
▪
▪
Competitors lists
Articles
Consumer & Demograhic Info
Economic and Industry Data
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Your Challenges
 Hard to find information for low levels of
geography
 Many of the establishments you’re
working with are small and private
(no obligation to report sales, etc.)
 Statistics Canada and other agencies
obligated to maintain confidentiality
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Canadian Business Databases (CBD):
Best source for finding local competitors
Over 1.5 million Canadian companies!
Includes private & public companies
Provides sales and employee size (in ranges)
Allows you to get down to the postal code level.
Lets you search by company name, location, sales,
American SIC or NAICS and more.
 Current year only.
 Available on and off-campus.
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NOTE:
Access is limited to 3 simultaneous users
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Canadian Business Database:
Custom Search
Online
tutorial
available
New
Select
search
criteria &
create
form
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Finding all the beauty salons in Hamilton
using the NAICS code
Key in your
industry code(s)
NOTE: American and Canadian
NAICS codes are comparable up to 5
digits. Can be variation at 6 or more
digits. CBD uses American NAICS.
Select
province & city
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Result: 377 beauty salons in Hamilton
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Entries include address, contact, employee size &
sales ranges, credit rating, lines of business
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Hamilton Business Directory
Contains over 18,800 profiles
http://www.ylm.ca/hamiltoncity/
Use Advanced Search to locate
companies by name, address,
NAICS code, employees and more.
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
News Databases
Best source for articles on local business & industry
Factiva and/or LexisNexis
▪ include local papers like the Hamilton Spectator,
Guelph Mercury, Ottawa Citizen, Toronto Star and
Windsor Star, plus national papers like the Globe &
Mail and the National Post
Actualite Francophone Plus
▪ includes French language newspapers, plus a few
English language papers from Ontario such as the
Barrie Examiner, Brantford Expositor, Niagara Falls
Review, Sarnia Observer, St. Catharines Standard,
Sudbury Star and more.
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Factiva: Finding articles on a company or
industry. Example: Stoney Creek Furniture
Select
full-text search
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Result: Several articles, many of which are
from the Hamilton Spectator
150 articles that mention SCF
Click on headline to
view full-text of article
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
CARD (Canadian Advertising Rates & Data)
Best source for identifying local media sources
Search e.g.,
Brampton
Entries include advertising
rates/costs and some circulation figures
Results
can be
refined by
category,
by type
& more …
CARD Online – 1 user at a time
CARD in Print – INNIS Reference
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Canadian Consumer, Demographic,
Economic & Industry Data
Some of the Best Library Sources & Web Sites
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•
Conference Board of Canada e-Library
Global Market Information Database
MarketResearch.com Academic
Reference Books
Industry Canada
Statistics Canada
▪ Public web site
▪ E-STAT / CANSIM
▪ Canadian Business Patterns (DLI)
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Conference Board of Canada e-Library
> Browse by Topic
 Economic outlook reports for
Canada, provinces and 27 cities
including Hamilton & Toronto.
 Reports cover Canadian industries
such as accommodation, air
transportation, construction,
electrical equipment, food
manufacturing, food services,
machinery manufacturing,
professional services, textiles &
apparel, etc.
 Indexes of consumer and business
confidence
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Global Market Information Database:
Reports on industries & lifestyles in Canada
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
MarketResearch.com Academic
Sample Reports
Prices are for info only
Contains lengthy and detailed market research reports on
specialized/niche industries. Coverage is primarily U.S.
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Reference Books
FPmarkets: Canadian Demographics 2010
• Contains current demographic data for almost all
markets across Canada. Has information at the
city level.
• Previous editions available at Mills.
• INNIS Reference HC 111. S96 2010
Best Customers - Demographics of Consumer
Demand, 3rd ed.
• Identifies who the best and biggest customers
are for hundreds of individual products and
services
• U.S. focus
• INNIS Reference HC 79 .C6 R87 2005
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Industry Canada
http://www.ic.gc.ca
Sample Sources
Direct links included on course research guide
• Number of businesses in
Canada
• Distribution of firms in
Canada by growth rate
• Employment generation &
revenue performance
across the growth
distribution
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Statistics Canada > The Daily
http://www.statcan.gc.ca
Newsletter profiles NEW statistical releases.
Articles contain analysis, numbers & additional sources.
Search
or
Browse
The
Daily
Coverage:
1995 to
current
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Statistics Canada > Specialized Search
Tools > Summary Tables
Statistics by subject – overview of trends and brief articles
Browse or search
for statistics
Statistical tables also available by
metropolitan areas
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Sample summary table:
Metropolitan Area - Hamilton
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Statistics Canada > Specialized Search Tools >
Community Profiles
2006 Census Data Available for Some Characteristics
Change data
display here
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Statistics Canada > Census > Census Tract
Profiles (Neighbourhoods)
Submit postal code
http://www12.statcan.ca/census-recensement/2006/dp-pd/prof/92597/index.cfm?Lang=E
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Basic Census Data for Tract 45 which
includes postal code L8S 4M4
Change data display here
Relevant Census Map here
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Maps of Census Tract 45
Variety of census tract
maps available. Map
size can be adjusted.
Other census maps
available at Stats
Canada.
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
2006 Census Data
by FSA available
at public
Statistics Canada
site
(see course guide
for link)
Forward
Sortation
Areas for
Hamilton.
See Canada
Post for other
maps.
Previous years
available via
Library Data
Service in Mills.
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Census Data for FSA L8S in Hamilton
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
E-STAT: CANSIM & Census data
Use E-STAT via the Library Web Site to get socioeconomic data for FREE.
Browse for
data by topic
here
Search
for
data here
Site includes current & historical
statistics
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
E-STAT: CANSIM table 080-0019
Retail commodity sales, by retail trade sector
Select
a table
& choose
items
from
the
menus
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Result: Create a table, bar graph, etc.
Food & Beverage Store Sales
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Canadian Business Patterns
Tracks Canadian Business Population
 Indicates number of companies in an industry
(NAICS) by geography (city, province, etc.) over
time
 Years available:
 1988 - 2009 @ Mills Library Data Service (1st floor)
 1991 – 2007 @ Innis Library via Programs menu
NOTE: Each year must be searched separately
 Employee size range also provided
Statistics Canada DLI Product
In Library Use Only
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Canadian Business Patterns: Sample Data
Funeral Homes in Hamilton, Ontario
2007
2006
2005
2004
2003
Total
22
23
24
24
24
Indeterminate
7
6
7
6
7
Subtotal
15
17
17
18
17
Employee Size Range
1-4
3
5
4
6
5
5-9
4
4
4
3
3
10-19
1
1
3
2
3
20-49
5
5
4
5
4
50-99
1
1
1
1
1
100-199
1
1
1
1
1
200-499
0
0
0
0
0
500 +
0
0
0
0
0
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Other Potentially Useful Sources
• City Hall web sites
• Social agency web sites
• Industry or Trade association web sites
(e.g., Retail Council of Canada)
• Previous Commerce 3MC3 reports on
reserve at Innis Library
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
McMaster Library Home Page
http://library.mcmaster.ca
Research menu
▪ Subject & Course Guides
• Course Guides tab > Commerce
– Commerce 3MC3 – Applied
Marketing Management
• Class Presentation &
Course Research Guide
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Course Research Guide for 3MC3:
http://library.mcmaster.ca/guides/commerce-3mc3
Page also includes links to Library Presentation Slides &
Citation Guide for Business.
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McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca
Innis Library Service Desk
Hours:
Mon.-Thurs.: 8:30am to 11pm
Friday: 8:30am to 6pm
Sat. : 10:30am to 6pm
Sun.: 12:30pm to 8pm
Phone:
(905) 525-9140, ext. 22081
e-Mail: library@mcmaster.ca
IM / Live Chat: http://library.mcmaster.ca/justask/
_________________________________________________________________________________
McMaster University Libraries • library.mcmaster.ca • 905.525.9140 x22081 • library@mcmaster.ca