Your Target Market

Published: Jul 15, 2016
Last Updated: Jul 21, 2016
Print Full Guide

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 entertainment 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.

  • PMB Category Reports - PMB 2011 Spring Study. Information on the personal buying preferences of Canadians with regard to performing arts. Check for relevant data under the Leisure, Restaurant, Tobacco then Leisure Activities: Personally Attend headings. 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. has varied industry coverage and includes US and international information.

  • Packaged Facts. (20011). The U.S. Affluent Market, 6th edition.

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. 

  • Labaronne, L., & Slembeck, T. (2015). Dynamic pricing in subsidized performing arts. International Journal Of Nonprofit And Voluntary Sector Marketing, 20(2). Retrieved from PsycINFO online.

"While current pricing strategies in public theaters are mostly based on static schemes, this paper analyzes the potential of dynamic pricing. Subsidized performing arts organizations face the challenge of selling a fixed capacity (available seats of a venue) to a broad and varied audience."

  • Schubert, E., Vincs, K., & Stevens, C. J. (2013). Identifying regions of good agreement among responders in engagement with a piece of live dance. Empirical Studies Of The Arts, 31(1), 1-20. Retrieved from PsycINFO online.

"This study investigated the issue of subjectivity in dance cognition by examining the amount of agreement in continuous “engagement” responses made by 12 observers to a semi-improvised dance work. Continuous judgments of engagement were collected using the portable Audience Response Facility, which sampled ratings from participants twice a second."

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.

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.