Your Target Market

Published: Jun 9, 2016
Last Updated: Jul 15, 2016
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Survey of Household Spending - Statistics Canada
Raw data in table form from the Survey of Household Spending (SHS). This general resource provides information on household spending by demographics. 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".

  • The average household expenditure on household furnishings and equipment 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.

  • Includes information on furniture purchases by province and major Canadian cities broken down by data such as:  martial status, family size, net income, and language spoken.PMB Category Reports - PMB 2011 Spring Study. Information on the personal buying preferences of Canadians with regard to furniture. Scroll down and click on Real Estate, Home Improvements and select Furniture..

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. (2015). Furniture: United States.
  • Freedonia Focus Reports. (2015). Household Furniture: United States.
  • Freedonia Focus Reports. (2015). Office Furniture: United States.

UBC Psychology Research Guide

Sometimes it can be useful when researching consumer behaviour and other marketing topics with psychological dimensions to consult article databases in that research area. This is an online guide to print and online resources about psychology in the UBC Library collection. UBC affiliates will have access to all the resources listed. 

  • Morgan, J. D. (2014). E-commerce perceptions of small furniture retailers. Dissertation Abstracts International Section A, 75. Retrieved from PYSCinfo online.

"From 2005 to 2010, the small retail furniture industry underwent a contraction of almost 19%. One possible explanation for this contraction is the emergence of electronic commerce and technology in the marketplace, which is changing the way that consumers shop and purchase furniture."

  • Labuschagne, A., van Zyl, S., van der Merwe, D., & Kruger, A. (2012). Consumers' expectations of furniture labels during their pre‐purchase information search: An explication of proposed furniture labelling specifications. International Journal Of Consumer Studies, 36(4), 451-459. Retrieved from PSYCinfo online.

"This study aimed to investigate consumers' expectations of furniture labels during the pre‐purchase information search, in order to propose furniture labels that would serve as a more relevant source of external information during the consumer decision‐making process."

Public Opinion Polls

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.

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

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.