"Demographics: Description of a population according to characteristics such as age, gender, ethnicity, income, and occupation." - Kerin, R., Edwards, G., Tibbo, G. (2005). Marketing: The core. McGraw-Hill Ryerson; Toronto. (p. 54).
Visit CapU library's Consumer Research guide for more demographic research resources and tips.
What is the location of your market?
The geography of the market is based on the way in which Statistics Canada collects its statistics.
The geographic areas include (terms taken from the 2016 Census Dictionary):