A Word On 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
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 expenditure on household repairs and maintenance expenses in British Columbia.
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".
What you'll find: The average expenditure on owned living quarters 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.
Canadian Business and Current Affairs (CBCA)
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.
Canadian Business and Current Affairs (CBCA)
Provides access to general and specialized business information, current events, and reference materials, including popular and academic journals. Excellent for tracking trends for your specific product or industry.
Start here: Dedyna, K. (2009, October 27). Long live heavy metal; Homeowners go for longevity, dramatic looks in rooftops. CanWest News.
Canadian Newsstream
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.
Provides full-text access to many Canadian national and regional newspapers. Content is updated daily, following a two-day embargo period. Some content dates back to 1985. You can easily set up an article alert service and receive email updates on your search results. All you need to do is complete your search and click on the Save search/alert link near the top of your results. Provide your email address and then set the notification frequency and you're good to go! Try searching your industry, track information on your competitors or any other topic of your choice.
Start here: Arrais, P. (2009, May 9). Homeowners have plenty of re-roofing options. Edmonton Journal, I.8.
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: Information on the personal buying preferences of Canadians. Scroll down to Real Estate, Home Improvements and select Home Improvements.
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. (2009). Roofing Materials in the U.S., 2nd Edition.
Start here: SBI. (2009). Energy-Efficient Home Renovations Market, Part 3: HVAC & Roofing.