Skip to Main Content

Business 733/333

Number this!

Statistics are everywhere, as you might imagine.  Gathering numerical representations and using them to tell a story can be challenging.  If you are dependent on the web for information, (usually the first two or three screens of results) the challenge increases.  For example, here are some attempts to tell a story about the cola preferences of Canadians.

Exhibit One

Major brands dominate Super Bowl food and drink sales: report  In this report, put out by Canadian Grocer, we learn that 28% of respondents purchased Coca-Cola during the big-game, while 16% purchased Pepsi.

Drawbacks: This statistic is time limited to the big game, and it was obtained in 2017.

Bonus Material: Canadian Grocer magazine resides within the library's collections, and it has moved online.


Exhibit Two

Why Coke is winning the cola wars, In this article, CNNBusinss discusses a statistic originating from Beverage Digest.  It states that, "In the last decade, Coke's market share has risen from 17.3% to 17.8%, while Pepsi's has dropped from 10.3% to 8.4%."

Drawbacks: "In the last decade" refers to a lengthy, imprecise time frame that is out of date.

Even though the original search asked for information pertaining to the Canadian market, this article appears to refer to a (non-specified) American market.

Bonus Material: While the library does not have access to Beverage Digest magazine, we do have access to Beverage Industry magazine, among others.


Exhibit Three

Soft Drinks in Canada report, by Euromonitor International. This web page provides an executive summary of the report.

Drawbacks: No market share data is given in the executive summary.

The report itself is available for purchase at a cost of US $2,100.

Bonus Material: The library subscribes to Euromonitor's Passport database.  This report, along with many others, is available without charge.

The Real Deal on Stats

Here are a few places to look out for statistics.

Statista consolidates statistical data on over 80,000 topics from more than 22,500 sources of information.

Statistics Canada: Data

Statistics Canada: Data provides fast and easy access to a large range of the latest consumer statistics available in Canada.


â–ºTake advantage of the Advanced Search features in the library's databases to obtain articles that display numerical data.  In many cases, articles use a graphical element to represent statistics.  Select the chart, graph, diagram, photograph, map, or illustration option to obtain articles with these element(s).

chat loading...