GGR 252H1F - MARKETING GEOGRAPHY (Fall 2024)

ASSIGNMENT TWO (25%)

THE GEOGRAPHY OF 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 explore geodemographic applications.

Before you begin, read textbook chapters seven and eight on the geography of demand. 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 of this assignment and relevant parts of the textbook before you proceed and BEFORE you ask questions.

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 5350086.00 & 5350307.04

•    First letter of your surname (last name) I-O: census tracts 5350124.00 & 5350403.05

•    First letter of your surname (last name) P-Z: census tracts 5350065.02 & 5350576.16

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 have already created:

Charts (using rates)

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   (%); % 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 household income; Household income - $200,000 or more; Prevalence of low income LIM-AT (%); Total visible minority population (%); No certificate, diploma or degree (%); Marital status – Not married and not living common law (count). Also, from the ‘Journey  to work’ topic (use the drop-down menu) under ‘Main mode of commuting’: ‘Car, truck, van – as a driver’ and ‘Public transit – both as % data’ .

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’; ‘Main mode of commuting for the employed labour force aged 15 years and over in private households with a usual place of work or no fixed workplace address 25% sample data, both sexes’ . 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 five graphs and the table to no more than three 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. When using Snagit: use the ‘Image’ and ‘Region’ options; click ‘Capture’ and pullout 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.

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 from 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.

Using relevant data you have collected above, briefly comment on the relative prospects of people in your two census tracts buying a luxury car or transit pass.

Part D: Geodemographics

In this section, you will briefly explore the extent that segmentation packages used in geodemographics add to the census tract analysis you conducted above.

First, provide a brief one-paragraph description of the neighbourhood you live in as you perceive it. Do not use data in your description.

Next, read the background to geodemographics in the textbook (section 8.11). Thengo to the Environics PRIZM application:PRIZM® Postal Code Lookup Demo | Environics Analytics - and use postal codes to get the segment (lifestyle) group for each of your two assigned census tracts from above and also your home census tract (where you live presently). The postal codes for the census tracts above are shown below (you know your own postal code).

An example of the description of a segment and some of the descriptors of the segment are below:

Populate the following table with the information you have collected (and include it with your assignment).

Using the information from your table answer:

•    Da) Briefly comment on the extent to which the descriptors from PRIZM for your census tract areas complement or contradict your findings in Parts B and C above.

•    Db) To what extent does the descriptive paragraph under ‘WHO THEY ARE’ in PRIZM match   your description of your own neighbourhood as you perceived it? Provide in appendix to your assignment both your perceptual description and a copy of the description from PRIZM.

•    Dc) Create your own catchy descriptor for the segment you live in (do not use the one from PRIZM).

(Note: If you happen to live in one of your two assigned census tracts, use the postal code for the university for Part D: M5S 1L2.)

The written component of this assignment (exclusive of graphs, table and the summary descriptions in Part D) should be approximately 6 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. Ensure your student number, tutorial number and your name are on your title page.

Keep in mind the following in your discussion:

•    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 togo to secondary sources other than the textbook, lectures and PRIZM descriptors. The only primary data source necessary is the census data.

•    Use appropriate specific information that you have collected and presented in your maps and tables to support the observations you make.

•    Compare the two census tract areas directly.