Your Target Market

Published: Jul 14, 2011
Last Updated: Feb 1, 2016
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A Word On Primary Research

Sometimes doing your own market research is the only way to learn about your potential customers. If this is the case, you may need to conduct focus groups, interviews, surveys, or some other form of data collection. But before you commit time and energy to this kind of research, be sure to try the sources listed in this section.

Construction Forecast Website | Construction Sector Council (CSC).
The CSC offers an online delivery system that provides construction organizations with timely forecast data on residential and non-residential construction investment activity and labour supply and demand, at the national, provincial and regional levels. Please note you'll have to share a little information about yourself before you can access this data.

British Columbia Survey of Household Spending 2010 (xls)
The data from this release came from the 2009 Survey of Household Spending conducted by Statistics Canada. The Survey of Household Spending is carried out annually across Canada in ten provinces. The purpose of this survey is to obtain information about household spending, dwelling characteristics, as well as household equipment.

What you'll find: The average household expenditure in British Columbia on Repairs and Maintenance of Owned living quarters, Rented living quarters, and Owned vacation homes.

Survey of Household Spending - Statistics Canada
Raw data in table form from the Survey of Household Spending (SHS). Report includes detailed information on Canadian spending patterns, household equipment, and housing conditions. Also includes the ability to view data from British Columbia only; click on "Add/Remove Data".

What you'll find: The average household expenditure on Principal accommodation expenses by province or in Canada as a whole. Compare changes over last few years.

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.

Vividata (formerly "Print Measurement Bureau")
Includes information on Canadians' usage of over 3500 products and services. Information includes demographics, attitudes, media consumption, retail outlets, frequency of usage and brands used. UBC affiliates and in-person library patrons can learn more about the resource here.

Start here: PMB Category Reports - PMB 2011 Spring Study. Information on the personal buying preferences of Canadians with regard to carpentry and home renovations. Check for relevant data under the Real Estate, Home improvements heading and then the Home Improvements and Responsible For Improvements/Past 2 Yrs subheadings.

Business Source Complete

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Otherwise, contact your local library to see if they provide access.

Includes financial data, books, videos, company profiles, SWOT analyses, industry profiles, country reports, market research reports and case studies.  Also includes information on industry trends, forecasts, outlooks, competitors, how to run a specific business and much more.

Start here: Kilmartin, W. (2011). Social media: an effective tool for trades. Contractor Magazine, 58(5), 44.

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.

Start here: SBI. (2010). Global green building materials and construction, 2nd edition.
Start here: SBI. (2009). Energy-efficient home renovations market, Full report.

Tips

To find more information on demographics, try entering the phrase “demographic data” and your city name into the search box of any popular search engine such as Google or Bing.