Length: Please write your response in essay format and limit your response to 2 pages using 1.5 line-spacing. If you need to include a table, attach it as an exhibit or appendix and summarize your findings in the body of the assignment. Final Mark: This assignment is worth 20% of your final mark. Assessment: This part of the assignment will be assessed using the following criteria: Demonstration of ability to navigate the Statistics Canada website to retrieve the requested information. Critical assessment (advantages and disadvantages) of the use of Statistics Canada data for market segmentation and strategy development.

Length: Please write your response in essay format and limit your response to 2 pages using 1.5 line-spacing. If you need to include a table, attach it as an exhibit or appendix and summarize your findings in the body of the assignment. Final Mark: This assignment is worth 20% of your final mark. Assessment: This part of the assignment will be assessed using the following criteria: Demonstration of ability to navigate the Statistics Canada website to retrieve the requested information. Critical assessment (advantages and disadvantages) of the use of Statistics Canada data for market segmentation and strategy development. Statistics Canada is a key source of secondary data in Canada, particularly for basic demographic information on Canadian cities and regions. Using both Statistics Canada data (http://www.statcan.gc.ca) and any other data you can find on the Internet, develop a report on a Canadian city of your choice that answers these questions: What is the total population of the city? (2 points) Using means (averages), frequencies (number of people), and percentages provided by Statistics Canada describe: (8 points) The population of the city in terms of age, income, education, ethnic background, marital status, occupation, and housing The demographic characteristics of the entire Canadian population. The most significant thing you learned from this exercise Review all of the information provided on the Statistics Canada website. For marketers seeking to develop market segment profiles or marketing strategy, what are four advantages and four disadvantages of using this data, from a marketing perspective? (10 points)