Your Target Market

Published: July 31, 2024
Updated: July 31, 2024

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.

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.

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. 

  • Euromonitor International. (2024, June 10). Consumer Lifestyles in Canada. Passport. Retrieved June 21, 2024, from https://www.euromonitor.com 
  • Euromonitor International. (2023, September 7). Canada: Consumer Profile. Passport. Retrieved June 21, 2024, from https://www.euromonitor.com 
  • Euromonitor International. (2023, September 7). Publishing of Newspapers and Journals in Canada: ISIC 2212. Passport. Retrieved July 22, 2024, from https://www.euromonitor.com 
  • Euromonitor International. (n.d.). Future Demographics Model. Passport. Retrieved June 21, 2024, from https://www.euromonitor.com 
  • Euromonitor International. (n.d.). Publishing of Newspapers and Journals in Canada [Company Shares] [Data set]. Passport. Retrieved July 22, 2024, from https://www.euromonitor.com 

Public Opinion Polls

Ipsos

Links to Canadian, U.S. and international polls. Includes polls on consumer goods.

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.

  • FiveThirtyEight. (2024). 538/Ipsos Pre-Presidential Debate Poll, Question 31 [31121128.00031]. Ipsos. Roper Center for Public Opinion Research.
  • Associated Press. (2023). Associated Press-NORC Survey, Question 10 [31120494.00072]. AP-NORC Center for Public Affairs Research. Roper Center for Public Opinion Research.
  • Associated Press. (2023). Associated Press-NORC Survey, Question 11 [31120494.00073]. AP-NORC Center for Public Affairs Research. Roper Center for Public Opinion Research.
  • NORC GSS, with funding from NSF. (2018). National Opinion Research Center General Social Survey 1972-2018, Question 122 [31116351.00230]. National Opinion Research Center [NORC]. Roper Center for Public Opinion Research.
  • National Public Radio. (2017). National Public Radio Poll: December 2017, Question 6 [USMARIST.012218N.R06]. Marist College Institute for Public Opinion. Roper Center for Public Opinion Research.

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.