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Statistical and Demographic Business Research
Sanower Ali Azad
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THE PILLARS OF BUSINESS RESEARCH
• An understanding of the service or product
• A clear concept of who is the customer
• Understanding of the location where the activity is taking place.
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Working with your client
1. Understand the pillars as it is reflected by your client’s requirements.
2. Establish what will be the requirements expected of you.
3. Negotiate your requirements as necessary.
4. Avoid “moving goal posts”.
5. Set up regular meetings.
6. Do data gathering early.
7. Establish your Geography.
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Working with Statistics
• “Currency” is a relative term.• Statistics are driven by their geography.• Popular statistics are just that; “popular”• Acquiring statistics is much quicker and easier
that creating your own.• Statistics are only as useful as your ability to
explain them.• Statistics depend on geography
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Background Research
Some resources
Periodicals and MagazinesGovernment websitesLocal information websitesClient’s Knowledge
You may be faced with a product or industry that you know little about. While it may feel like a waste of time getting an over-all understanding of the area you will be working in but will pay off in the long run.
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Periodical articles: Data Base accessFull text and citation based:Canadian Business & Current Affairs CPI.Q (Canadian Periodical Index)ABI informAll full text:Canadian Newsstand
Canadian newspapers
Links: http://www.okanagan.bc.ca/Page5025.aspx
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Information on your Product or Service
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Understanding the Product or the Service
•We need to know how much, what cost, the profit ratio.• We need to know production volumes.• We need to know our competitors.• We need to know what are the sources of our product.
In general we sell either a commodity or a service.
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Product commodity and service information
StrategisE-businessPerformance plusTrade data online
The items mentioned on this page represent only the major locations for information. These sites deserve further exploration.
B.C. Statistics
B.C. Manufacturers’ directory onlineB.C. Stats. Economic statisticsB.C Statistical Bulletins (monthly topical statistics: all topics)
Strategis
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Performance Plus
Performance Plus
Performance Plus is an on-line performance benchmarking tool. It provides detailed financial and employment data on more than 600 business sectors across Canada, including more than 30 performance benchmarks to help small businesses determine how they measure up against their competitors.
User Guide
NAICS classification outline.
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Background to your customer The demographics
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Demographics and the “Economic Customer”
1. The key elements of the demographics of a customer are age, sex, and location.
2. Individual income, family income, and expenditures are secondary elements.
3. Mobility, family structure, and dwellings can be important
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Demographic Sites
• Statistics Canada
• B.C Statistics
• Census Canada
Access to Library homepage
Access to Stats page
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Statistics Canada
Highlights:
Canadian online statistics
Business statistics
Statistics Canada home page
Statistics Canada does produce some buisiness statistics that are available from their website search tool or though “The Daily”
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B.C. Statistics home pagehttp://www.bcstats.gov.bc.ca/
Key resources:
Regional socio-economic indicators
Selected B.C. Census Information
B.C. Industries
B.C. Stats Social Statistics.
Selected B.C. Demographic Information
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Census 2001
link
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Statistical Manipulation tools
Estat (articles, statistics and links to cansim)
Cansim (Census data micro level)
Beyond 20/20 Tutorial ( Census data)
Census statistics come in three configurations.
1. Static tables
2. Tables that can change one or more variables
3. Data that can be manipulated to suit the users needs
The Census configuration
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Key statistics for business research
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City and regional district statistics
Variable (topic) statistics
Provincial and National statistics
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This gets you a table of some type
This gets you data that you can manipulate
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The Geography of your Market
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The Geography of Your MarketYour Client will have a market area in mind and it is important that this area is matched with the areas that are used for the collection of data and statistics.
• For example “the Okanagan Valley” may mean include variety of areas
•What is meant by the “City of Kelowna?”
To have valid local statistics you must match your needs to the geography that is used to gather your statistics.
•Some statistics may not be gathered at the geographic level you require.
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Census 2001 Geography(link)
1. Community Profiles: Gives Maps of the Census Geography
2. Geosearch: .
3. Reference Maps:
4. Thematic Maps:
Regional and provincial geography(link)
Maps of Regions Within BC Maps Displaying Data by Regions (Thematic
Maps)
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Local Statistical and BackgroundInformation
Economic development commission
Downtown Kelowna Association
HRDC Okanagan Valley
Kelowna Chamber of commerce
Economic Profile 2004 (Central Okanagan)
Community Profiles
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Garth HomerStatistics, Data, and Government
Information
Sanower Ali Azad