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INBU 350v2: Indigenous Marketing and Data Collection and Analysis Report a Broken Link

Guide on Indigenous Research Methods

Brascoupé, S. (2025). Guide on Indigenous Research Methods for Market Research. Athabasca University.

Lesson 1: Marketing Research in an Indigenous, Canadian, and Organizational Context for Managerial Decision Making in Existing and Emerging Markets

Tulk, J. E. (2013). Guiding principles for Aboriginal economic development. Cape Breton University Shannon School of Business.
Supplementary Readings
Kubacki, K., Szablewska, N. (2019). Social marketing targeting Indigenous peoples: A systematic review. Health Promotion International, 34(1), 133–143. 
Madill, J., Wallace, L., Goneau-Lessard, K., Stuart MacDonald, R., & Dion, C. (2014). Best practices in social marketing among Aboriginal people. Journal of Social Marketing, 4(2), 155–175.

Lesson 2: The Marketing Research Process, Secondary Data, and Ethics

Brusse, C., Gardner, K., McAullay, D., & Dowden, M. (2014). Social media and mobile apps for health promotion in Australian Indigenous populations: Scoping Review. Journal of Medical Internet Research, 16(12), e280. 
Canadian Institutes of Health Research, Natural Sciences and Engineering Research Council of Canada, and Social Sciences and Humanities Research Council. (2018). Tri-council policy statement: Ethical conduct for research involving humans.
Schnarch, B. (2004). Ownership, control, access, and possession (OCAP) or self-determination applied to research: A critical analysis of contemporary First Nations research and some options for First Nations communities. International Journal of Indigenous Health, 1(1), 80–95.
Shelter, Support & Housing Administration. (2019). Meeting in the middle: Protocols and practices for meaningful engagement with Indigenous partners and communities.
Supplementary Readings
Saku, J. C. (1999). Aboriginal census data in Canada: A research note. Canadian Journal of Native Studies, 19(2), 365­–379. 

Lesson 3: Market Research Proposal in an Indigenous Context

Beaton, B., Burnard, T., Linden, A., & O’Donnell, S. (2015). Keewaytinook mobile: An Indigenous community-owned mobile phone service in northern Canada. In L. Dyson, S. Grant & M. Hendriks (Eds.), Indigenous Peoples and mobile technologies (pp. 109–124). Routledge. 

Lesson 4: Primary Data Collection—Observation, Experimentation, and Test Markets

Bartlett, C., Marshall, M., & Marshall, A. (2012). Two-eyed seeing and other lessons learned within a co-learning journey of bringing together Indigenous and mainstream knowledges and ways of knowing. Journal of Environmental Studies and Sciences, 2(4), 331–340. 
Lavallée, L. F. (2009). Practical application of an Indigenous research framework and two qualitative Indigenous research methods: Sharing circles and Anishnaabe symbol-based reflection. International Journal of Qualitative Methods, 8(1), 21-40.
Supplementary Resources
Ogle, J. P., & Schofield-Tomschin, S. (2016). Indigenous knowledge in visual merchandising of textile products. Clothing and Textiles Research Journal, 20(4), 196–204. 
Samuel Centre for Social Connectedness. (2019, December 19). 2019 Global Symposium—Albert Marshall—Two-Eyed Seeing [Video]. YouTube.
Humber College. (2020, February 20). Etuaptmumk Two-Eyed Seeing with Albert Marshall [Video]. YouTube.

Resources for Assignment 1

Additional readings for Assignment 1 version B
Impact Assessment Agency of Canada. (n.d.). Indigenous engagement and partnership plan—template. Government of Canada. 

Lesson 5: The Concept of Measurement and Questionnaire Design

Tchacos, E., & Vallance, R. (2004). Research in Aboriginal communities: Cultural sensitivity as a prerequisite. Australian Association for Research in Education, University of Melbourne. TCH041021

Lesson 6: Sampling—Theory and Methods in an Indigenous and Canadian Market

There are no nontextbook readings for this lesson.

Resources for Assignment 2

Additional readings for Assignment 2 version A
Statista Research Department. (2022). Convenience stores in Canada—statistics & facts. Statista.
Young, T. (2013). Case studies in Aboriginal business: Victoria Corner Market. Cape Breton University Shannon School of Business.
Additional readings for Assignment 2 version B
Childcare Resource and Research Unit. (n.d.). Child care needs survey.
Statistics Canada. (2020). 2016 Census Aboriginal community portraits.

Lesson 7: Designing a Culturally Appropriate Questionnaire and Survey Methods

There are no nontextbook readings for this lesson.

Lesson 8: Case Study—Secondary Market Research in a First Nation

Molyneaux, H., O’Donnell, S., Kakekaspan, C., Walmark, B., Budka, P., & Gibson, K. (2014). Research in brief: Social media in remote First Nation communities. Canadian Journal of Communication, 39(2), 275–288. 
Tupper, J. (2014). Social media and the Idle No More movement: Citizenship, activism and dissent in Canada. Journal of Social Science Education, 13(4), 87–94. 

Resources for Assignment 3

Additional readings for Assignment 3 version A
Brown, K., Pyke, J., Johnson, D., & Doucette, M. B. (2015). Aboriginal cultural tourism marketing “an issue of governance.” Canadian Journal of Native Studies, 35(2), 23.
Doucette, M. B. (2015). Case studies in Aboriginal business: Membertou Museum B. Cape Breton University Shannon School of Business.

This work is licensed under a Creative Commons Attribution 4.0 International License.
MacPherson, S., Maher, P. T., Tulk, J. E., Doucette, M. B., & Menge, T. (2016). Eskasoni Cultural Journeys: A community-led approach to sustainable tourism development.
The Conference Board of Canada. (2019). Canada’s Indigenous tourism sector: Insights and economic impacts.
Additional reading for Assignment 3 version B
Brown, M. A., & Di Lallo, S. (2020). Talking circles: A culturally responsive evaluation practice. American Journal of Evaluation, 41(3), 367–383.

Lesson 9: Case Study—Strategic Use of Marketing to Build a First Nations Brand

Anderson, R., & Kaysea, B. (2008). Indigenous communities, entrepreneurship and economic development in the new economy. USASBE 2008 Proceedings. 
Bresner, K. M. (2012). Visual identity and Indigenous tourism: Power, authenticity, hybridity and the Osoyoos Indian Band’s Nk’Mip Desert Cultural Centre [Master’s thesis, University of Victoria]. University of Victoria.
Joppe, M. (2015). Appendix 5.11. Innovative Best Practices to Foster Sustainable Tourism in Ontario’s Rural Communities, 155.
Kayseas, B., Hindle, K., & Anderson, R. B. (2006). An empirically justified theory of successful Indigenous entrepreneurship: Case study of the Osoyoos Indian Band. Regional Frontiers of Entrepreneurship Research 2006, 224–240.
Millette, D. M., & Oliver, A. (2012). The First Nation architectural landscape: Considering a neglected architectural history. The Journal of the Society for the Study of Architecture in Canada, 37(1), 57–66. 

Lesson 10: Case Study—Conduct Data Analysis for Authentic and Sustainable Indigenous Tourism

Bragg, E. (2014). Carcross/Tagish Management Corporation and the Canadian tourism industry. Cape Breton University Shannon School of Business.
Laskaris, S. (2020, June 18). 700 Indigenous tourism businesses at risk of closing conference board reports. Windspeaker.com.
Nielsen, N., & Wilson, E. (2012). From invisible to Indigenous-driven: A critical typology of research in Indigenous tourism. Journal of Hospitality and Tourism Management, 19(1), 67–75.
O’Neil, B., Payer, B., Williams, P., Morten, K., Kunin, R., & Gan, L. (2014). National Aboriginal tourism research project 2014.
OECD. (2020). Tourism policy responses to the coronavirus (COVID-19).
The Conference Board of Canada. (2020, June 15). The impact of COVID-19 on Canada’s Indigenous tourism sector: Insights from operators.
Wilson, S. (2008). Chapter 2. In Research is ceremony: Indigenous research methods. Fernwood.

Reproduced with permission of Fernwood Publishing.

The PDF is password protected. The password to open this reading is athabasca22.
Yunkaporta, T. (2019). Indigenous data analysis method.

Lesson 11: Case Study—Use of Social Media to Conduct Market Research

Willis, C. E. (2018). Developing methodologies for First Nations community surveys: Considerations for the external researcher. Simon Fraser University.

Lesson 12: Authentic Indigenous Products and Cultural Appropriation

Intellectual Property Issues in Cultural Heritage Project. (2015). Think before you appropriate. Things to know and questions to ask in order to avoid misappropriating Indigenous cultural heritage. Simon Fraser University.
MacLeod, K. (2015). Case studies in Aboriginal business: Authentic Indigenous Arts Initiative. Cape Breton University Shannon School of Business.

This work is licensed under a Creative Commons Attribution 4.0 International License.

Resources for Assignment 4

Additional reading for Assignment 4 version A
Brascoupé, S., & Brascoupé, M. (2020). Case study: Market research to pivot from in-person to online. Indigenous Women’s Art Market. 
Additional readings for Assignment 4 version B
Arriagada, P. (2021). The achievements, experiences and labour market outcomes of First Nations, Métis and Inuit women with bachelor's degrees or higher. Statistics Canada.
Education Connections. (2017). Strengthening attendance and retention of Indigenous youth in elementary and secondary schools in Canada and beyond. 
Pelletier, T., Cottrell, M., & Hardie, R. (2013). Improving education and employment outcomes for First Nations and Métis people. Saskatchewan Educational Leadership Unit, University of Saskatchewan. 
R. A. Malatest & Associates Ltd. (2002). Best practices in increasing Aboriginal postsecondary enrolment rates. The Council of Ministers of Education, Canada.
Raham, H. (2009). Best practices in Aboriginal education: A literature review and analysis for policy directions. Office of the Federal Interlocutor, Indian and Northern Affairs Canada.