DEPARTMENT OF GEOGRAPHY AND PLANNING University of Toronto
GGR 252H1F - MARKETING GEOGRAPHY (Fall 2023 – Prof. Swales)
ASSIGNMENT TWO (25%)
THE GEOGRAPHY OF MARKET DEMAND
This assignment addresses market demand in census tract neighbourhoods in the Toronto Census
Metropolitan Area (CMA). You will first collect and present demographic data on two census tracts.
Then you will compare and contrast the two census tract neighbourhoods. Finally, you will briefly identify
census variables from your own neighbourhood.
Before you begin, read textbook chapters seven and eight on the geography of demand. At the end of
both chapters seven and eight there is an exercise similar to this assignment. Also consult the
appendices in the textbook. Appendix A gives detailed instructions on how to retrieve census data from
the Statistics Canada website using your postal code. Appendix B presents many of the census
variables available. Appendix C shows the kinds of goods and services purchased by households in
Canada. We are using 2016 census data.
Read ALL this assignment and relevant parts of the textbook carefully before you proceed and
BEFORE you ask questions. Follow the instructions carefully.
PART A: Data collection
Select a pair of census tract neighbourhoods according to the following schedule:
• First letter of your surname (last name) A-H: census tracts 5350138.00 & 5350317.02
• First letter of your surname (last name) I-O: census tracts 5350264.00 & 5350243.01
• First letter of your surname (last name) P-Z: census tracts 5350087.00 & 5350316.05
Retrieve the Statistics Canada 2016 Census Profiles for your two assigned neighbourhoods (see
Appendix A in the textbook for instructions). Begin by searching for one of the Census Tracts by
‘Geographic code’ (your first census tract number above). This will generate a table for your census
tract (on the left) plus a comparative benchmark such as the CMA beside it. Note there is an option to
‘Change geography’. Click on ‘Change geography’ under the benchmark data (usually the CMA) and
under ‘Geographic code’ type in your second assigned census tract number.
When you have retrieved the data for both your census tracts note that there are hundreds of
variables. You have several options to rationalise your search. For example, at ‘Topic:’ there is a
drop-down menu where you can pick the variables from various themes such as ‘All data’,
‘Population’, ‘Ethnic origin’, ‘Income’ etc. (see below). There is also an option to get ‘Rates’ rather
than ‘Counts’ which will be handy for some of the data you have to retrieve. After each selection be
sure to hit the ‘Submit’ button to apply your selection. You also have options to download the data
and map the census tract.
A further option is to get selected charts (graphs) that Statistics Canada has already created:
Charts (using rates)
There is also a ‘Map’ option.
Using these various options, study the census data for your two census tracts.
Part B: Data presentation
Present selected charts (graphs) and a table of data as follows.
Table. Using the data from the census tables you have retrieved create your own table that shows for
both census tracts the following selected variables: Population 2016; Population change 2011-2016
(%); Population density per km sq.; % Male; % Female (calculate this from counts); Population by
major age groups (% 0-14 yrs., %15-64 yrs., % 65 yrs. and over); Average age of the population;
Average household size; 1 person households (count & %); Average total income of households in
2015 ($); Total - Household total income - $200,000 or more; Prevalence of low income (%); Average
value of dwellings ($); Total visible minority population (%); No certificate, diploma or degree (%);
Marital status – Not married and not living common law (count). Also from the ‘COVID-19- Relevant
indicators (use the drop-down menu) identify two variables. Note: When reading the census data
tables an indent indicates a subset of the previous group.
Charts (graphs). From the option retrieve the following graphs and include them in your
assignment: ‘Age groups – 100% data, both sexes’; ‘Ethnic origin for the population in private
households – 25% sample data, both sexes’; ‘Occupied private dwellings by structural type of
dwelling – 100% data’; ‘Household total income groups in 2015 for private households – 100% data’.
Ensure that both census tracts are on the same graph for each variable to enable direct comparison.
Examples of these graphs, using the Toronto CMA and City of Toronto rather than pairs of census
tracts, are included with this assignment below.
Keep these four graphs and the table to no more than two pages in your assignment. Give the table
and graphs (charts) numbers and appropriate titles.
You can copy the charts (graphs) from the Statistics Canada website by using Techsmith Snagit or
screenshots (or some other capture software if you have it). If using screenshots, enable full screen
first (right-click on the graph to get a menu). As a UofT student you can download Techsmith Snagit
free from student resources. https://teaching.utoronto.ca/tool-guides/snagit/
When using Snagit: use the ‘Image’ and ‘Region’ options; click ‘Capture’ and pull out a region over
the graph you want to copy. Right-click the resulting image, select copy and then paste into your
document. You will likely have to reduce the size of each graph to fit all four and the table on two
pages – right-click the image of the graph in your document to get the ‘Size and position’ menu.
Map. Use the ‘Map’ option at the Statistics Canada website where you retrieved the data for your two
census tracts and view the locations of your two census tracts. Zoom and manipulate one of the
maps so that you can see both census tracts and downtown in the same view (i.e., at the same time).
Use Snagit (or another capture option) to capture the map showing both census tracts and, also in
Snagit (or alternative), label both census tract locations - there is a text option in Snagit before you
copy your image (map). Give your map a title and include it in the assignment.
Part C: Discussion
Using the information you have collected, compare and contrast the two census tract
neighbourhoods. Are there ways in which the variables are related? To what extent do the variables
combine together to produce a distinctive market area? Identify one more variable for each
neighbourhood (so, two variables in total) that you think is distinctive. Give the value for each variable
and say why you think it is distinctive in each particular neighbourhood. Describe the locations of your
two census tracts in your map relative to the map of income for the City of Toronto in the textbook.
Part D: Selected variables for your home census tract
Use your postal code to find your home census tract as per the instructions in the appendix of the
textbook. Add the Toronto Census Metropolitan Area (CMA) as a second geographic area to compare
to your home census tract. Identify two characteristics (variables) that are distinctive for your home
census tract. Provide the data for the two characteristics (variables) for both your home census tract
and the Toronto CMA. If you do not live in Canada or your home census tract happens to be one of
the census tracts you studied in Part A use the university census tract found using the postal code
M5S 3G4.
The written component of this assignment (exclusive of graphs and table) should be approximately 5
type-written pages (but it is possible to do a good job in less). Use 12-point font, double-spaced. Do not
exceed six pages.
Keep in mind the following in your discussion and analysis:
• The work must be your own. The writing and analysis should be original and based on the
information and data you have collected and presented. It is not necessary to go to secondary
sources other than the textbook and lectures.
• You must be presenting and discussing the census data from 2016 (2015 for income data).
• Use appropriate specific information that you have collected and presented in your table,
graphs and map to support the observations you make.
• Compare the two census tracts directly, do not discuss them separately.
DUE DATE: Your assignment must be submitted in Quercus by 11:59 p.m., Wednesday, November
15 (Eastern Standard Time).
The file name that you upload should include your name, student number and tutorial group number.
Late penalties apply. Late penalty: up to one week late 15%; not accepted thereafter without
documented good cause.
Academic Misconduct: Do not cheat. Read carefully the guidelines on academic misconduct:
http://www.artsci.utoronto.ca/osai/The-rules/what-is-academic-misconduct. It is essential that you
avoid plagiarism and consequential penalties including failing the course. Otherwise, have a
productive and enjoyable experience with this assignment.
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Selected graphs (charts) from Statistics Canada 2016 Census Profiles
Note that here we are using the Toronto CMA and City of Toronto rather than the census tracts you are directed to
retrieve in this assignment. These graphs may be useful benchmarks for comparative purposes.
Source: Statistics Canada 2016 Census Profiles (2017)
Prof. Stephen Swales