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DEPARTMENT OF GEOGRAPHY AND PLANNING University of Toronto
GGR 252H1S – MARKETING GEOGRAPHY (Winter 2024 – Prof. Swales)
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 compare
neighbourhood vulnerability to Covid-19.
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 5350260.04 & 5350601.00
First letter of your surname (last name) I-O: census tracts 5350194.01 & 5350265.00
First letter of your surname (last name) P-Z: census tracts 5350065.01 & 5350086.00
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_xfffe_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 – $200,000 or more;
Prevalence of low income (%); Average value of dwellings ($); Total visible minority population (%); No
certificate, diploma or degree (%); Marital status – Not married and not living common law (count).
Also from the ‘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 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.
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.
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: Vulnerability to pandemic variables
Variations in population composition also impact the geography of demand for public services such
as medical services. During the Covid-19 pandemic Statistics Canada identified 2016 census
variables thought to be associated with vulnerability to the pandemic. These variables, known as
COVID-19-Relevant indicators, are available as a ‘Topic’ in the drop-down menu in your census search
above. For your two assigned census tracts and the Toronto CMA (remember, you have a ‘Change
geography’ option) create a table showing the following variables:
Population density per square kilometre.
Apartment in a building that has five or more stories (%).
Prevalence of low income based on the Low-income measure, after tax (LIM-AT) (%).
Briefly compare the vulnerability of the two census tracts to the pandemic using the data from your
table. Are there any issues using these variables for this purpose What other data could give insight
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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. Ensure your student number, tutorial number and your name are on your title page.
DUE DATE: Your assignment must be submitted in Quercus by 11:59 pm, March 13 (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