CMA calls on government to retain mandatory detailed census form

TORONTO, July 12 /CNW/ - The Canadian Marketing Association is calling on the federal government to reconsider its decision to axe the mandatory detailed census form.

In a letter to Industry Minister Tony Clement, the Canadian Marketing Association notes that data gathered in the detailed census form contains crucial demographic information that businesses have used for many years to determine what products and services to market to whom and to where.

"To make filling out of the detailed census form voluntary for Canadians would erode the only complete national database we have in Canada and raise questions about the accuracy of information that marketers rely on when exploring ways to expand their business," said CMA President and CEO John Gustavson. "It also means that the quality of the census will be watered down, making it very difficult for companies to interpret the results for new business development.

"The decision is also bad for consumers and could lead to more marketing and market surveys that are more intrusive and irrelevant," he added.

For further information: Ed Cartwright, Senior Director, Communications, Tel: [phone], mailto:[email protected]