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.
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.
- Goetzmen, N. (2021, Jan. 12). Cross-border purchases are still low in the US but growing steadily. Retrieved from eMarketer database.
- Stambor, Z. (2022, April 28). Consumer spending grew 2.7% in Q1. Retrieved from eMarketer database.
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.
- Rude, J. (2021, Mar. 5). Economy, Finance and Trade: Canada. Retrieved from Passport GMID database.
- (2019, Jun. 5). Global Economic Forecast Q2 2019. Retrieved from Passport GMID database.
- Economies and Consumers Quarterly Data: Trade Balance as % of GDP Canada. Retrieved from Passport GMID database.
- Economies and Consumers Quarterly Data: Trade Balance Canada. Retrieved from Passport GMID database.
- Economies and Consumers Monthly Data: Trade Balance Canada. 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case studies from major companies and advertising agencies, as well as articles from leading advertising journals and unpublished papers.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.
- Euromonitor International. (2022, Feb.). Top business risks in 2022: Omicron, supply chain and inflation. Retrieved from WARC: World Advertising Research Center database.
- WARC Awards for Effectiveness. (2021). Export Development Canada: Business as unusual. Retrieved from WARC: World Advertising Research Center database.
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.
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
Statistics Canada Data | Formerly known as CANSIM, Statistics Canada's key socioeconomic database is updated daily. It is free to search the data tables.
- Trade in goods by importer characteristics, by enterprise employment size and number of partner countries
- Trade in goods by exporter characteristics, by enterprise employment size and number of partner countries
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.
Tip: The International Trade section of The Daily provides statistics on various areas of trade. For example: