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1
OttawaPMRS pres.
The PMRS Ottawa Chapter would like to acknowledge the support of the following
organizations.
Without their kind donations we could not continue to offer quality programs such as the one
you are about to see.
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PMB A not for profit association
Over 475 MembersOver 475 Members
PublishersPublishers
AgencieAgenciess
AssociatAssociateses
AdvertiserAdvertiserss
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3
OttawaPMRS pres.
50 PlusBritish Columbia MagazineCanadian BusinessCanadian FamilyCanadian Gardening Canadian GeographicCanadian Hockey MagazineCanadian Home & CountryCanadian Home WorkshopCanadian House & HomeCanadian LivingChatelaineCottage LifeenRoute Magazineeye WeeklyFamous MagazineFashionFashion 18FlareFood & DrinkGardening LifeGardenWise
Globe Television GlowGoing PlacesGolf CanadaGood TimesHamilton MagazineHarrowsmith Country LifeHomemaker's MagazineHourInside EntertainmentJourneyLeisureWaysMaclean'sMirrorNational Post BusinessNOWOntario Golf Ontario Out of DoorsOttawa City MagazineOutdoor CanadaPeopleProfessionally Speaking
ProfitReader's DigestRevR.O.B. MagazineSaturday NightSpectator TVSports IllustratedStarweekStyle at HomeTeen TributeThe Toronto SunTimeToday's ParentToronto LifeTribute TV GuideTV TimesTV WeekVancouver MagazineWestern LivingWestworldWhere Canada
Publisher Members (English)
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4
OttawaPMRS pres.
7 JoursAffaires PlusCapital SantéChâtelaineClin d'oeilCOOLCote JardinsCoupe de PouceDécoration Chez SoiDécormagDernière Heure Echos-Vedettes EclatElle QuébecEn PrimeurFemme d’Aujourd’huiFemme PlusFilles d'aujourd'huiFleurs Plantes et Jardins ICI MontréalL’ActualitéLa revue des fonds mutuelsLe Bel Âge
Le DevoirLe Journal de MontrealLe LundiLe Magazine Enfants QuébecLes AffairesMadameMagazine Hockey CanadienMagazine les Ailes Magazine PMEPrimeurs Québec ScienceRecevoirRénovation BricolageRevue CommerceSélection du Reader's DigestSentier Chasse-PêcheStar Inc.Styles de VieTouring TV 7 Jours/TV HebdoVoila!VOIR
Publisher Members (French)
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5
OttawaPMRS pres.
Agency MembersAgency MembersAd Express CanadaAllard Johnson CommunicationsAmalgame Cargo Inc.AOR Media ManagementArmada, Agence de PubliciteAxmith McIntyre WichtBBDOBos Media SolutionsBrainstorm GroupBristol GroupCampbell Michener & LeeCarat CanadaCopeland CommunicationsCorporate CommunicationsCossette CommunicationsCramer KrasseltDCC CommunicationsDDB CanadaDoner CanadaDue North CommunicationsGaggi MediaGJP AdvertisingGenesis MediaGlobal Television Agency
.
Groupe BCP Ltee Hewson Bridge & SmithInitiative MediaJAN Kelley MarketingJeffrey Simbrow AssociatesJohn StreetLXBM2 UniversalMarketing Communication Inc.Magi CommunicationsM/A/R/C Inc.MAXX MediaMcKim CommunicationsMedia Buying ServicesMedia DimensionsMedia ExpertsMediaVest CanadaMediavision W.W.P.Mindshare CanadaOMD CanadaONE CompanyOptimedia CanadaOptimum MediaPadulo Advertising
Palm PubliciteParallelPHD Canada Phoenix GroupPublicite Martin Inc.Saatchi & SaatchiSGCI Marketing Comm.Sharpe BlackmoreStarcom WorldwideTarget Marketing Comm.Taylor George DesignTBWA/Chiat DayTequila CommunicationsThe Media Edge (Y&R)The Richards GroupThom GroupTMM Taylor Made MediaTN MediaTouche! Troutbeck ChernoffWalker Media Inc.Wasserman & PartnersWills & CompanyWolf AdvertisingZoum Communications
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6
OttawaPMRS pres.
A&WAeroplanAGF Funds Inc.AIM FundsAir CanadaAmerican ExpressApple CanadaArt Gallery of OntarioAventis PharmaBank of MontrealBayer Consumer CareBell CanadaBenjamin Moore CampbellsCanadian TireCara OperationsChurch & DwightCoca Cola Limited Compaq CanadaCorby DistillersDaimler ChryslerDiageo
E&J Gallo WinesEnergizer CanadaFidelity InvestmentsFord Motor CompanyFrito-LayFutureshopGeneral MillsGeneral Motors Georgia PacificGlaxo SmithklineHershey CanadaIkea CanadaImperial OilImperial TobaccoInvestors GroupKellogg CanadaKodak Canada Kraft CanadaLabattsL’oreal
Manulife FinancialMcDonald’s RestaurantsMolson Breweries Nestle CanadaNovartisOntario Power GenerationPetro CanadaPfizer Warner LambertProcter & GambleQuaker Tropicana GatoradeReckitt BenckiserRevlonRogers AT&TRoyal BankScotiabankScott PaperTD Canada TrustUnileverVisa CanadaWrigley Canada
Advertiser Members (200+ members)
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7
OttawaPMRS pres.
Examples of products and services :
What is the ownership of hand held organizers?
• Which province’s retail scene has the highest share for “Big Box Stores”?
• To what extent is travel to the far east driven by ethnic origin?
• What do the owners of SUV’s think about environmental issues?
• How many professionals fly West Jet?
• What is the level of ownership of investment real estate by province?
PMB answers thousands of questions.
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8
OttawaPMRS pres.
Handheld Organizers / PDAIn PMB 2004, 9% of respondents reported ownership
in past 12 months, and 1% reported purchase .
PMB 2004 database All respondents aged 12+
Base …… 25,230
% claiming to have handheld organizer
9%
% claiming to have bought handheld organizer
1%
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9
OttawaPMRS pres.
Uptake by younger people is well ahead of older people.
% claiming to have handheld organizer
% of respondents aged 25-49 11%
% aged 65+ 3%
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10
OttawaPMRS pres.
The question as it appeared the first time in PMB survey .
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11
OttawaPMRS pres.
The question is now updated to reflect the how the market is developing.
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12
OttawaPMRS pres.
Questionnaire update – driven by membership
• Members have the opportunity for input in the spring of each year.
• Reviewed by Research Committee for entry into fall fieldwork.
• Results available approximately 18 months later
• Next opportunity for updates: Spring 2005 Results: PMB 2007
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13
OttawaPMRS pres.
Usage of retail stores is measured in 32 different product areas
OTC MedicinePrescriptionsPrescription Eyewear
CosmeticsGrocery Stores Convenience StoresPet Food
Women’s Clothing Men’s ClothingShoesChildren’s Clothing/ShoesSporting Goods/Clothing
Toys & GamesArts & CraftsBooks
Home ImprovementsGardening/Lawn Care
FurnitureBedding & Bath GoodsHousehold AppliancesSmall Electric Appliances
Audio, Video Equipment Personal ComputersSoftware
Video TapesTapes/Compact Discs
CamerasFilm/Photofinishing
Automotive SuppliesTools
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14
OttawaPMRS pres.
Example ----
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15
OttawaPMRS pres.
“Big Box” has higher usage level in Prairies and Atlantic provinces
0
10
20
30
40
50
60
70
80
BC Prs Ont Que Atl
"Big Box"Dep't store
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16
OttawaPMRS pres.
Examples of products and services :
What is the ownership of hand held organizers?
Which province’s retail scene has the highest share for “Big Box Stores”?
To what extent is travel to the far east driven by ethnic origin?
• What do the owners of SUV’s think about environmental issues?
• How many professionals fly West Jet?
• What is the level of ownership of investment real estate by province?
PMB answers thousands of questions.
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17
OttawaPMRS pres.
Far Eastern travel by ethnic background
Traveled to far east in past 3 years (leisure travel)
Base 748
% claiming ethnic background – Asian
55%
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18
OttawaPMRS pres.
“To which of these groups do you belong?”
• Aboriginal
• Black
• White
• Filipino
• South Asian
• East/South Asian
• West Asian
• Arab
• Latin/Central American
• Chinese
• Japanese
• Korean
• Other
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The PMB Study• Annual study• Nationally representative sample• Stratified random sample
• 2-year sample size: 25,230
2000 E.A.’s selected
10 H.H. per E. A.
1 respondent per H.H.
47,000 Enumeration Areas
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20
OttawaPMRS pres.
Response rates controlled by city,income, occupation
National
Major cities
High income areas
Toronto: high income
Toronto: managerial
Goal
65%
60%
60%
60%
60%
PMB 2003
66.1%
60.1%
60.4%
59.6%
60.1%
PMB 2004
66%
60%
60%
60%
60%
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21
OttawaPMRS pres.
Verification procedures:to achieve 99% accuracy
• Fieldwork verification checks
- 3 out of every 7 interviews
(TNS Canadian Facts and PMB)
- 99.5% validation required
• Data entry
- 99.5% validation required
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22
OttawaPMRS pres.
Key demographic data are matched to Statistics Canada
Matching done within Region Province Toronto, Montreal, Vancouver Other cities grouped by size
Age
Gender
Household Size
Personal & Household Income
Language
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23
OttawaPMRS pres.
Toronto
68
18
84 1
68
18
84 1
0
50
100
% Census 2001 PMB 2003
Whit
e
Asian
Black
Aborig
inal
Latin
Am
erica
n
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24
OttawaPMRS pres.
Montreal
86
72 1 3
86
72 1 3
0
50
100
% Census 2001 PMB 2003
Whit
e
Asian
Black
Aborig
inal
Latin
Am
erica
n
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25
OttawaPMRS pres.
Vancouver
71
26
1 1 1
71
26
1 1 10
50
100
% Census 2001 PMB 2003
Whit
e
Asian
Black
Aborig
inal
Latin
Am
erica
n
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26
OttawaPMRS pres.
Examples of products and services :
What is the ownership of hand held organizers?
Which province’s retail scene has the highest share for “Big Box Stores”?
To what extent is travel to the far east driven by ethnic origin?
What do the owners of SUV’s think about environmental issues?
• How many professionals fly West Jet?
• What is the level of ownership of investment real estate by province?
PMB answers thousands of questions.
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27
OttawaPMRS pres.
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28
OttawaPMRS pres.
Environmental attitudes do not show much variation by type of vehicle in household.
SUV Compact Luxury
Base – Respondents in household with this type of vehicle. . . .
2515 7282 2273
% agreeing with statement “Willing to pay more for environmentally friendly products”
49% 52% 53%
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29
OttawaPMRS pres.
Environmental attitudes do not show much variation by type of SUV.
Entry level SUV
Mid size SUV
Full size SUV
Luxury
SUV
Base – Respondents in household with this type of vehicle. . . .
935 1288 297 78
% agreeing with statement “Willing to pay more for environmentally friendly products”
52% 47% 49% * Base too small for reporting
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30
OttawaPMRS pres.
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31
OttawaPMRS pres.
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32
OttawaPMRS pres.
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33
OttawaPMRS pres.
Web access to PMB information
* Top-line product data
* Questionnaires
* Resource Centre - Definitions
* PMB Study Guide
* Technical Volume
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34
OttawaPMRS pres.
Examples of products and services :
What is the ownership of hand held organizers?
Which province’s retail scene has the highest share for “Big Box Stores”?
To what extent is travel to the far east driven by ethnic origin?
What do the owners of SUV’s think about environmental issues?
How many professionals fly West Jet? – 110,000
• What is the level of ownership of investment real estate by province?
PMB answers thousands of questions.
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35
OttawaPMRS pres.
Close to one-third of respondents flying West Jet are MOPE’s (Managers/professionals/owners)
Occupation of of respondents claiming to fly each airline
Other major Canadian Airline
West Jet
Base (PMB 2004 1 year) 2405 623
Professionals 12% 8%
Senior Managers/ owners 6% 8%
Other managers 16% 15%
Total MOPE’s 34% 31%
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36
OttawaPMRS pres.
Ownership of investment real estate
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37
OttawaPMRS pres.
BC respondents claim highest level of ownership of investment real estate
0
50
100
150
200
Index to national average
95 57 109 88 166
Atl Que Ont Prs BC
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38
OttawaPMRS pres.
By contrast, cottages have a higher incidence in the east
0
50
100
150
Cottage ownership - index to national average
124 129 96 88 61
Atl Que Ont Prs BC
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39
OttawaPMRS pres.
Examples of contemporary issues Canadians views’ on Canada – US relations : are there
geographical or educational differences?
• Are parents more concerned about nutrition issues than non-parents?
• How many Albertans favour strengthening Canada’s social welfare net?
• Do young people read magazines as much as other Canadians?
• What do gay women think about legalizing marijuana?
• How many Canadians are active in social or community projects, are there differences by occupation?
PMB answers thousands of questions.
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40
OttawaPMRS pres.
Proportion of respondents agreeing with statement “Canada is becoming too closely linked to USA”
0
10
20
30
40
50
A higher proportion of Quebec and BC respondents agree with statement
42 33 48 41 38 46
Natn' Atl Que Ont Prs BC
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41
OttawaPMRS pres.
Are parents more concerned about nutrition issues than non-parents?
• No, both claim to be informed on nutrition at the same level.
• However, there is a substantial difference by education.
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42
OttawaPMRS pres.
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43
OttawaPMRS pres.
19% of Albertans strongly agree with statement : I support the maintenance and strengthening of Canada’s social welfare net.
0%
5%
10%
15%
20%
25%
30%
19% 23% 16% 13% 14%
Strongly agree '3-4 5 '6-7 Strongly disagree
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44
OttawaPMRS pres.
Albertans have on average the same view on this measure as other English Canadians, it is Quebec that is most different.
Quebec respondents index 28% higher on support for social welfare net.
0
50
100
150
93 128 89 83 93 97
Atl Que OntMan/Sa
skAlberta BC
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45
OttawaPMRS pres.
Young people 18-24 have highest level of magazine reading across all age groups.
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0Number of issues of PMB measured publications read per month
6.3 7.3 6.8 7.0 6.2 4.6
Age 12-17 18-24 25-34 35-49 50-64 65+
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46
OttawaPMRS pres.
Readership technique
“Recent Reading”
New methodology adopted in 2001
Compatible with international magazine reading measures
Supported by all sectors of PMB membership, advertisers, agencies and publishers.
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47
OttawaPMRS pres.
Complete interview is a 45 minute in home interview
Initial screening stage - Respondents shown a logo card of each publication
Asked if they have read any issue of the publication in the past 12 months
Stage 1 of two stage process - Screening
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48
OttawaPMRS pres.
Respondents passing screening stage …
“ when they last read or looked into any issue of the publication”
Shown a time scale card …..
Stage 2 – Detailed Readership
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49
OttawaPMRS pres.
Card A
Weekly/Bi-Weekly
WHEN LAST READ OR LOOKED INTOYesterday Past 2 to 3 Days Past Week (7 Days)Past 2 Weeks (14 Days)Past 3 Weeks (21 Days)Past Month (30 Days)Longer Ago
Weekly
Bi-Weekly
1
23
4
5
6
7
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50
OttawaPMRS pres.
Card B
10/11/12 times a year
WHEN LAST READ OR LOOKED INTO
Past Week (7 Days) Past 2 Weeks (14 Days) Past Month (30 Days)Past 5 Weeks Past 6 Weeks Past 2 Months (60 Days)Longer Ago
11/12 times
10 times
1
234
5
6
7
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51
OttawaPMRS pres.
Card C
7/8/9 times a year
WHEN LAST READ OR LOOKED INTOPast Week (7 Days)Past Month (30 Days)Past 6 Weeks Past 7 Weeks Past 2 Months (60 Days) Past 3 Months (90 Days)Longer Ago
8/9 times
7 times
1
23
4
5
6
7
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52
OttawaPMRS pres.
Card D
4/5/6 times a year
WHEN LAST READ OR LOOKED INTOPast Week (7 Days)Past Month (30 Days)Past 2 Months (60 Days) Past 3 Months (90 Days)Past 4 Months (120 Days) Past 6 MonthsLonger Ago
5/6 times
4 times
1
234
5
6
7
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Additional Readership Information : Frequency of reading
Reading occasions
Time spent reading
Source of copy
Where read
Interest score
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54
OttawaPMRS pres.
Examples of
contemporary issues.
Canadians views’ on Canada – US relations : are there geographical or educational differences?
Quebec and BC are more concerned than others
Are parents more concerned about nutrition issues than non-parents?
No, it is education
How many Albertans favour strengthening Canada’s social welfare net?
25%, but Quebec much higher
Do young people read magazines as much as other Canadians?
Yes, more than any other age group
What do gay women think about legalizing marijuana?
How many Canadians are active in social or community projects, are there differences by occupation?
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55
OttawaPMRS pres.
Sexual Orientation Data
• Question tested in Summer 2002
• Included in product questionnaire in 2003 fieldwork
• First reporting: PMB 2004
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56
OttawaPMRS pres.
Question Details (1)
Partnership
You personally
Traditional married
Same sex married
Common Law – Opposite sex
– Same sex
No Partner
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57
OttawaPMRS pres.
Question Details (2)
If No PartnerPreferred
Partnership
Traditional married
Same sex married
Common Law – Opposite sex
– Same sex
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58
OttawaPMRS pres.
Sexual orientation: analysis
PARTNERSHIP
Same Opposite
Traditional Married X
Same sex Married X
Common Law – Opposite sex X
– Same sex X
No Partner
PREFERENCE (if no partnership)
Traditional Married X
Same sex Married X
Common Law – Opposite sex X
– Same sex X
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59
OttawaPMRS pres.
Sexual orientation: Summary
Partnership/ Preference
(000) %
Same sex 274 1.1
Opposite sex 15,509 63.3
No answer 8,709 35.6
TOTAL 12587 100%
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60
OttawaPMRS pres.
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61
OttawaPMRS pres.
24
79
28
0
5
10
15
20
25
30
Actively worked for apolitical party or
candidate
Written to the editor of anewspaper or magazine
Written to a publicofficial
Active in a social issue orcommunity project
Did volunteer work
9% of Canadians claim involvement in social or community project (within past 2 years)
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62
OttawaPMRS pres.
There are major differences in participation according to occupation
Active in social or community issues Index to national average
0
50
100
150
200
250
206 158 137 107 65 83 129
Prof SnrMgrTech, Sales,
TeachClerical/sctl Skill/unskill Retired Semi Retd
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63
OttawaPMRS pres.
Other examples of contemporary
issues.
What are the income differences for Canadians who work for large corporations vs. small business?
+22% average income
What do Canadians report as the incidence of asthma and other conditions?
How many Canadians use herbal supplements and vitamins?
How many Canadians have written their will?
How do we determine the best location for opening a new service or store?
What are the savings and assets of “boomers” as they approach retirement age?
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64
OttawaPMRS pres.
CONDITIONS:
Arthritis
Asthma
Depression
Diabetes
Erectile Difficulties
High Blood Pressure
High Cholesterol
Incontinence
Overactive Bladder
Ulcer
MEDICAL CONDITIONS / PRESCRIPTION REMEDIES(available for first time in PMB 2005)
KINDS:
Anti-Arthritics
Anti-Asthmatics
Anti-Cholesterol
Anti-Depressants
Anti-Hypertensives
Prescription Painkillers
BRANDS:
Accupril
Celebrex
Prozac
Viagra
Vioxx
Other
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65
OttawaPMRS pres.
Expanded health care information
• Medical conditions and prescriptions
• Use of vitamins, minerals, supplements
• Types of health professional visited (past 6 months)
• Home health care products (hearing aids etc)
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66
OttawaPMRS pres.
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67
OttawaPMRS pres.
Other examples of contemporary
issues.
What are the income differences for Canadians who work for large corporations vs. small business?
+22% average income
What do Canadians report as the incidence of asthma and other conditions?
Available in 2005 in expanded health care section
How many Canadians use herbal supplements and vitamins?
41%
How many Canadians have written their will? 61% of age 65+
How do we determine the best location for opening a new service or store?
What are the savings and assets of “boomers” as they approach retirement age?
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68
OttawaPMRS pres.
PMB Partnerships/linkages
Geodemographic Linkage
• Map Info
• Generation 5
• Optima
• A.C. Nielsen
• Environics-Analytics
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69
OttawaPMRS pres.
Other examples of contemporary
issues.
What are the income differences for Canadians who work for large corporations vs. small business?
+22% average income
What do Canadians report as the incidence of asthma and other conditions?
Available in 2005 in expanded health care section
How many Canadians use herbal supplements and vitamins?
41%
How many Canadians have written their will? 61% of age 65+
How do we determine the best location for opening a new service or store?
Geodemographic linkages
What are the savings and assets of “boomers” as they approach retirement age?
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70
OttawaPMRS pres.
Multiple measures for assets
• $ amount of securities and savings
• Home ownership and value
• Other real estate – cottage, farm, retirement property, undeveloped land.
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71
OttawaPMRS pres.
Each measure shows increasing wealth of 50 – 64 age group
0
20
40
60
80
100
120
140
160
180
200
Savings ($000) Home value ($000)
25-34 35-49 50-64 65+
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72
OttawaPMRS pres.
Each measure shows increasing wealth of 50 – 64 age group
0
10
20
30
40
50
60
70
80
90
Other real estate (%) Home ownership %
25-34 35-49 50-64 65+
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Print MediaPrint MediaPlanning/BuyingPlanning/Buying
ProductProductUsageUsage
TVTVProgramsPrograms
DemographicsDemographics
LifestylesLifestylesPsychographicsPsychographics
Retail StoreRetail StoreDataData
Other MediaOther MediaLinkagesLinkages
The Value of PMB Data
BrandsBrands
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74
OttawaPMRS pres.
It’s Your Study