Your Target Market

Updated: May 16, 2018

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 household expenditure in British Columbia on package travel tours and travel accommodations.

Where Canadians travel... 
1. United States
2. Mexico
3. U.K.
4. France
5. Cuba

Source: Statistics Canada: Travel by Canadians to foreign countries, top 15 countries visited, 2016

 

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 household expenditure on recreation expenses by province or in Canada as a whole. Compare changes over last few years.

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.

Start here: Travel Survey of Residents of Canada
Start here: Travel Arrangement Services (publication)

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.

Start here: Information on the personal buying preferences of Canadians with regard to Travel expenses. Check for relevant data under the Travel heading. Contains information about destination travel, business travel, cruising and more.

Tips

To find more information on demographics, try entering the phrase “demographic data” and your city name into the search box of any popular search engine such as Google or Bing. 

 

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