Guides: BMKT 161: Sociocultural Research

Social & Cultural Research

"The social forces of the environment include the demographic characteristics of the population, as well as consumer lifestyles, cultural values, and beliefs. Changes in these forces can have a dramatic impact on marketing strategy." - Kerin, R., Edwards, G., Tibbo, G. (2005). Marketing: The core. McGraw-Hill Ryerson; Toronto. (p. 54).

ASK:

What are the consumer trends related to the business/product/service I am researching?
What are the overall trends of the consumer regards values and beliefs?

Select Resources

Consumer Trends Report and Updates
Industry Canada's Office of Consumer Affairs (OCA)
Insights on Canadian Society
Statistics Canada (periodical)
KPMG's Competitive Alternatives Report
"Competitive Alternatives is a biennial KPMG study that focuses on business locations in the NAFTA marketplace, as well as leading mature market countries in Europe and Asia Pacific. This study contains valuable information for any company considering international business location options."
Includes many Canadian cities (Vancouver, Kamloops, Nanaimo).