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Market Research Handbook



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Since 1975, the Market Research Handbook has been an authoritative source of socio-economic information, reflecting key characteristics of local and national markets in Canada. By providing accurate and timely statistics on the changing demographics, standards of living and economic characteristics of Canadian society, the Handbook allows businesses to locate target markets, track their market share and assess their competitive position.

There are 10 sections. They start with a user’s guide, followed by sections on population, labour market and income, consumer expenditures, housing and household characteristics, macroeconomic and financial statistics, international trade in goods and services, business and industry statistics, census metropolitan areas and census agglomerations and projections.

Every effort is made to ensure the timeliness of the information at the time the Market Research Handbook goes to press. Inevitably, however, some of the data will have been superseded by the time the Handbook is published. Many of the data tables in the Market Research Handbook are derived from CANSIM. Although, every effort has been made to use the most current information available, due to the dynamic nature of CANSIM updates, the latest data available in CANSIM may differ from the data used in the tables and analysis when the publication was produced. Moreover, some data – particularly from the census – are only updated on an occasional basis. Where recent statistics are not yet available, the Handbook retains data from earlier surveys.

We are interested in knowing what you think of the Market Research Handbook, and what improvements you would like to see. We therefore invite you to send us your comments through our Website at or by contacting the Small Business and Special Surveys Division: Statistics Canada, Ottawa, Ontario, K1A OT6 (telephone: 1-877-679-2746).

Note to readers
The following tables have been changed:
Tables 9.11 and 9.12 for Ottawa-Gatineau