Below are three library databases with consumer profiles, trends, demographics and product research. Plus several useful websites and documents on psychographics from market research company Environics. All are high quality secondary sources. 

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Databases 

• Passport GMID: consumer profiles, trends and psychographics, and market research reports from Euromonitor. Look for the search box along the top of the page. Search examples:
   

​consumer canada
megatrends canada
childrenswear canada
luxury canada
appliances canada​
 

Once you find a report:
1. Check the date (2021 - 2022 is preferred).
2. Download documents to PDF to print or save. Do not save the web address. 
3. Look for links that lead to "Related" content.

Reference example:
Euromonitor. (2022a). Consumer lifestyles in Canada. Passport GMID. http://www.portal.euromonitor.com
Euromonitor. (2022b). Megatrends in Canada. Passport GMID. http://www.portal.euromonitor.com
Euromonitor. (2022c). Premium and luxury cars in Canada. Passport GMID. http://www.portal.euromonitor.com

Intext: (Euromonitor, 2022c).

• IBISWorld - product and industry reports. Click the "Download arrow" to get the full report. 
  
  
• Statista: Statistics and reports. Search examples: camping, hiking, snowmobile, commuting, children, luxury. TIP: click "Source Link" to find more info. 
  

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Websites: 

• Calgary Census - the annual City of Calgary census 
• Calgary Census 2021: The larger Calgary and Canadian census done every 5 years. 
• Calgary Economic Development: Calgary demographics
• Pew Research - mainly US; great free reports on consumer trends
   

Psychographics (behaviours, beliefs, interests)

Google  and Google News search examples:

outdoors consumers
outdoor consumers canada
calgary bicycle commuters
commuters canada behaviour
commuter demographics canada
canadian spending trends
​teen brands canada
​alberta recreation survey
"generation z" trends marketing
​
For images try Google Images or Pixabay.

In order to make sure you are finding good secondary sources check:

• Author: who is the author and why have they provided this information? Is anyone quoted in the article? Are they an authority? If they provide statistics where did they get these from? Is the source a legitimate news site? Most articles found through Google News are acceptable.

• Date: use information that is no older than 3 years. Newer is better for this assignment. 

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MRU guide to APA citation
Quick tip: find the answer with Google: apa style twitter, apa style "no date". Good answers usually come from Purdue's Owl, APA style blog, and websites that end in .edu. 

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