Your Target Market
Library Resources
Access to the following sources may be available through your local public or academic library. For information on how to obtain a library card, and for additional information on using libraries in BC, please visit our Getting Access to Library Resources page.
Marketresearch.com/Freedonia Focus
How to access: Check your local public or academic library to see about access. If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.
While you can search this website only some Canadian libraries provide full-text access to the market research reports on industries and demographics for North American industries. They can range from 50 to 400+ pages in length, and contain charts, tables, and graphs, and key facts. Marketresearch.com has varied industry coverage and includes US and international information.
- Freedonia Focus Reports. (2023, September). Motorcycles: Canada. Retrieved from https://www-marketresearch-com.eu1.proxy.openathens.net/academic/Product/18286596
- Freedonia Focus Reports. (2023, August). Motor vehicles: Canada. Retrieved from https://www-marketresearch-com.eu1.proxy.openathens.net/academic/Product/18252075
- Freedonia Focus Reports. (2023, August). Global motor vehicles. Retrieved from https://www-marketresearch-com.eu1.proxy.openathens.net/academic/Product/18181781
- Freedonia Focus Reports. (2022, January). Motor vehicle leasing: United States. Retrieved from https://www-marketresearch-com.eu1.proxy.openathens.net/academic/Product/16921585
eMarketer
How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Or, contact your local public or academic library for their access details.
Global market research and trend analysis database that focuses on Internet, e-business, online marketing, media, and emerging technologies.
- Wolff, R. (2024, November 27). Trump’s pledged tariffs on imports from Mexico, Canada, and China will lead to more pain for consumers. eMarketer. Retrieved from https://content-na1.emarketer.com/trump-tariffs-mexico-canada-china-imports-consumer-impact
- Stambor, Z. (2024, July 24). As demand for EVs stalls, Tesla, GM, and Ford shift gears. eMarketer. Retrieved from https://content-na1.emarketer.com/demand-evs-stalls-tesla-gm-ford-pivot
- Sevilla, G. (2024, June 25). Ransomware attack takes 15,000 car dealerships offline. eMarketer. Retrieved from https://content-na1.emarketer.com/ransomware-attack-takes-15-000-car-dealerships-offline
- KPMG. (2024, May 30). Monthly automotive subscription features and services US adults are willing to pay for, April 2024 (% of respondents). eMarketer. Retrieved from https://chart-na1.emarketer.com/267493/monthly-automotive-subscription-features-services-us-adults-willing-pay-for-april-2024-of-respondents
- Cars Commerce. (2024, April 1). Online sales traffic assessment by US car dealers in 2024, March 2024 (% of respondents). eMarketer. Retrieved from https://chart-na1.emarketer.com/266558/online-sales-traffic-assessment-by-us-car-dealers-2024-march-2024-of-respondents
- ChangeUp. (2024, February 28). Purchase experience of US consumers when at a dealership, Nov 2023 (% of respondents). eMarketer. Retrieved from https://chart-na1.emarketer.com/266126/purchase-experience-of-us-consumers-dealership-nov-2023-of-respondents
- Stambor, Z. (2024, January 3). The high cost of new cars will cause sales growth to slow this year. eMarketer. Retrieved from https://content-na1.emarketer.com/rising-cost-of-cars-will-cause-sales-growth-slow-this-year
- Cox Automotive. (2023, November 17). Car shopper information US automotive dealers would like access to, July 2023). eMarketer. Retrieved from https://chart-na1.emarketer.com/265336/car-shopper-information-us-automotive-dealers-would-like-access-to-july-2023-of-respondents
- Cox Automotive. (2023, November 17). Business areas positively impacted by digital retailing according to US automotive dealers, July 2023 (% of respondents). eMarketer. Retrieved from https://chart-na1.emarketer.com/265335/business-areas-positively-impacted-by-digital-retailing-according-us-automotive-dealers-july-2023-of-respondents
- Cox Automotive. (2023, November 17). US automotive dealers vs. car shoppers preference for communication, July 2023 (% of respondents). eMarketer. Retrieved from https://chart-na1.emarketer.com/265337/us-automotive-dealers-vs-car-shoppers-preference-communication-july-2023-of-respondents
Passport GMID (formerly Global Market Information Database)
How to access: Check your local public or academic library to see about access. If you are a UBC student, staff or faculty member you can access this resource. Please note this is not available for walk-in library users.
Passport GMID, produced by Euromonitor, is an integrated information system providing business intelligence on country economies and demographics, consumers, lifestyles, companies and industries.
- Ladyga, A. (2025, January 29). Automotive and mobility 2025 edition now live on Passport. Passport. Retrieved from Passport GMID database.
- Euromonitor International. (2024, December). Sale, Maintenance and Repair of Motor Vehicles, Retail Sale of Automotive Fuel in Canada: ISIC 50. Passport. Retrieved from Passport GMID database.
WARC: World Advertising Research Center
How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.
WARC has case studies from major companies and advertising agencies, as well as articles from leading advertising journals and unpublished papers. It also includes company profiles, advertising spending statistics, and demographic and economic data.
- Yoo, H., Cho, J., Kim, Y., & Kim, H. (2024). Upselling through upgrading: The role of employee engagement. WARC. Retrieved from https://www.warc.com/content/article/upselling-through-upgrading-the-role-of-employee-engagement/157745
- “CUPRA: Data-driven dealerships.” (2023). WARC. Retrieved from https://www.warc.com/content/article/mma-smarties/cupra-data-driven-dealerships/154493
- Thomas, M., Segal, H., & Tremblay, D. (2018). Harley-Davidson Canada: Common ground. WARC. Retrieved from https://www.warc.com/content/article/warc-awards-media/harley-davidson-canada-common-ground/123616
- “Lexus: Real Racing 3’s virtual test drive.” (2014). WARC. Retrieved from https://www.warc.com/content/article/mma-smarties/lexus-real-racing-3s-virtual-test-drive/102755
Public Opinion Polls
Ipsos
Links to Canadian, U.S. and international polls. Includes polls on consumer goods.
- “Ignite excitement: Insights to drive toward electrification.” (2022, May 26). Ipsos. Retrieved from https://www.ipsos.com/en-us/knowledge/customer-experience/Ignite-Excitement-Insights-to-drive-toward-electrification
- Kiser, J. & Eberhardt, J. (2022, March 14). When it comes to omnichannel, auto customers are ready for disruption. Ipsos. Retrieved from https://www.ipsos.com/en-us/knowledge/customer-experience/When-it-comes-to-omnichannel-auto-customers-are-ready-for-disruption
- Probst, E. (2022, February 7). Navigating the changing dynamic of e-commerce and DTC relationships. Ipsos. Retrieved from https://www.ipsos.com/en-us/knowledge/consumer-shopper/navigating-the-changing-dynamic-of-e-commerce-and-DTC-relationships
- “Ipsos study finds dealers not ready for influx of EV curious shoppers.” (2021, September 7). Ipsos. Retrieved from https://www.ipsos.com/en-us/news-polls/Ipsos-Study-Finds-Dealers-Not-Ready-for-Influx-of-EV-Curious-Shoppers
- Loweke, S. (2020, June 5). Customer needs in times of crisis. Ipsos. Retrieved from https://www.ipsos.com/en-us/knowledge/customer-experience/customer-needs-times-crisis-automotive
Roper Center for Public Opinion
Preserves the data from polls conducted by many leading survey organizations for the use of researchers, students, and journalists. Includes a section on how to analyze polls. Only for those affiliated with UBC.
Primary Research
The main point of this guide is to introduce you to a wide range of secondary market research resources but keep in mind there is great value in analyzing other information including:
- Advertising, blogs and sales brochures
- Your personal network and employees
- Direct observation, focus groups and interviews with potential customers
The Daily - Statistics Canada
The premier source for Canadian statistical information, including census information. Search 'The Daily' releases by subject to identify corresponding census tables, latest news, and publications. Similarly, you can browse by data source, including surveys & questionnaires relevant to your market research, which also link to census tables, latest news and publications.