This paper describes the full scope of Statistics Canada's Market Research function, the types of studies conducted and methodologies used.

The Market Research function provides information on:

market trends and key market segments;
product assessments and target markets in support of product developments;
information for managers on their clients and product performance

Corporate Research: Market Sector Studies

Studies completed over the last two years include:

Insurance Industry -- This study assessed market opportunities in this industry where we have virtually no direct sales. This research involved personal interviews with key insurance sales and marketing executives. Marketing Division and members of the Marketing Co-ordination Group developed an action plan which included: Account Executives in Toronto and Montreal being designated as insurance-industry specialists; developing a presentation on STC products and services for the industry; and contact with key industry associations to increase awareness of STC data and services.

Education Sector -- A comprehensive sales profile of the education sector was developed for the Education Liaison Committee. The information was used by the Committee to develop its strategy on increasing the use of our information in teaching.

Corporate Research: Dissemination Strategies

A similar study was repeated with 9000 visitors in November 1999 to update the demographic profile of the growing numbers of site visitors and to conduct a second user assessment of the site's interface, functionality and content. The E-commerce features received particular attention. Again, findings will be used to guide the evolution of the site in meeting the needs of our site’s various client segments, and to refine marketing tactics (see presentation slides).

Electronic Publishing -- A research study was carried out in March 1997 to evaluate current paying customers’ perceptions of and readiness for electronic information. The research involved a telephone survey with 400 customers. Findings indicate that while clients continue to demand information on paper, over 80% of respondents indicated they are ready for electronic delivery and 75% of these would switch if products were available at the same price or lower.

Syndicated Research - Marketing Division subscribed to a syndicated study on the use of electronic information in the Canadian workplace. The results of the survey on the readiness of clients to use our information electronically have helped Statistics Canada manage the transition from traditional to new dissemination media.

Phase IV: Electronic Publishing Strategy -- Marketing, Distributive Trades and Dissemination Divisions conducted a market test of the first full prototype of a publication generated dynamically from CANSIM. The primary objective of the research was to obtain user feedback on the application’s features, and to determine subscribers’ preferences compared with the paper product. Findings will be used to enhance the final product and to develop a strategy for marketing the electronic versions of publications.

E-pub Migration -- A comprehensive study was conducted with the clients of narrow-interest publications for which E-pubs via the Internet are now the standard output. The study measured the extent to which clients of the print version have accepted electronic equivalents or retained their print preferences despite higher costs. It also examined the financial impact of lower-priced electronic versions of flagships on the business case of their counterpart print products (see presentation slides).

Research Activities Sponsored by Internal Partners

STC Website - Statistical Profiles of Canadian Communities -- An assessment of the "Statistical Profile of Canadian Communities" was conducted on behalf of the Census Dissemination Project. The study included end-user satisfaction with content, mapping, navigation and use and understanding of the links embedded in the data tables. Over 1,100 users completed an online questionnaire. Following analysis of these responses, one-on-one sessions were held with 19 individuals to obtain more specific assessment of features and to observe their navigation patterns. The level of satisfaction was high among users. Most recommendations were implemented in September 1999, and featured the addition of geographic detail (CMA and CA), and health data at the community level.

CANSIM II – In April 1999, in preparation for the launch of CANSIM II, Marketing Division completed an analysis of pricing practices/models used by the web publishing industry. This analysis was based upon a literature review of information pricing practices and a scan of the pricing practices of twenty-five websites. We also surveyed our CANSIM distributors and a sample of our CANSIM web clients to measure their satisfaction with "transaction" pricing and other pricing models. While most users accept the simplicity of the current $3 per series approach, many suggested preferences for additional flexibility in pricing comparable to other web databases. For example, a subscription fee could give access to a core series while retrievals outside the core could remain on a transactional basis. The subscription approach would help users to budget their expenditures.

During 1999-2000, Marketing Division will work closely with Dissemination Division to conduct a market test of CANSIM II including various pricing strategies prior to a planned market introduction in Fall 2000.

Infomat Readership Survey -- A four part study of the reasons underlying the decline in Infomat readership was conducted on behalf of Communications Division. The report identified the factors influencing subscriber retention and cancellation. The study found significant demographic differences between new and long-service subscribers. The study also confirmed the electronic Daily was not at the root of recent cancellations. The findings will be used to target future promotions to certain industries and occupations.

E-STAT -- On behalf of Dissemination Division, focus groups were conducted to understand the declining sales of E-STAT. Findings were presented to the Education Liaison Steering Committee and the E-STAT team. The study resulted in an action plan to migrate E-STAT to our website.

Respondent Incentives -- On behalf of the Enterprise Statistics Division (ESD), research was conducted to analyse factors which motivate respondents to comply with Statistics Canada’s business surveys. While the study revealed that most firms are motivated by the legal requirement, it clearly indicated that respondents who devote time and effort completing our business surveys, would be motivated by improved communications, acknowledgement of their participation, and feedback on survey results. The research findings will be used to develop a strategy and materials for respondent relations and a respondents’ bin on the website.

Sales and Client Reports

Since 1997 over 60 users have been trained to access the reporting module directly. In 1998-99 a users group reviewed data needs and recommended the system be redeveloped for Intranet access. Funding was provided through the department's planning process to create an Intranet based reporting system with direct access by users. This will be done in 2000/2001.

Web Trends

The Annual Marketing and Dissemination Plan

Last revised: Thursday, 08-Jun-2000 08:15:00 EDT

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