Prepared for Canada Revenue Agency
Supplier Name: Corporate Research Associates Inc.
Contract Number: 46558-195800/001/CY
Contract Value: $38,782.73(HST included)
Award Date: January 29, 2019
Delivery Date: June 3, 2019
Registration Number: POR 116-18
For more information on this report, please contact Canada Revenue Agency at:
Ce rapport est aussi disponible en français
Copyright
Evaluation of the climate Action Incentive Payment Advertising Campaign
Methodological ReportPrepared for Canada Revenue Agency
Supplier Name: Corporate Research Associates Inc.
June 2019
This methodological report presents the methodology details for the Evaluation of the Climate Action Incentive Payment Advertising Campaign, conducted by Corporate Research Associates Inc., on behalf of the Canada Revenue Agency. The study was conducted through two data collection phases, a pre-advertising campaign (baseline) wave, and a post-advertising campaign wave. The pre-advertising campaign wave was administered February 14-25, 2019, while the post-advertising campaign wave was administered May 6-12, 2019.
Ce rapport est aussi disponible en français sous le titre: Évaluation de la campagne publicitaire de paiement de l’incitatif à agir pour le climat-Rapport méthodologique.
This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from the Canada Revenue Agency. For more information on this report, please contact the Canada Revenue Agency at: cra-arc.media@cra-arc.gc.ca.
Catalogue Number:Rv4-136/2019E-PDF
International Standard Book Number (ISBN):978-0-660-33165-2
Related publications (registration number): POR 116-18
Catalogue Number Rv4-136/2019F-PDF (Methodological Report, French)
ISBN : 978-0-660-33166-9
© Her Majesty the Queen in Right of Canada, as represented by the Minister of National Revenue, 2019
Table of Contents
As part of the Government of Canada's carbon pollution pricing system, the Canada Revenue Agency (CRA) is responsible for the delivery of the Climate Action Incentive (CAI) payment to residents of Saskatchewan, Manitoba, Ontario, New Brunswick, through their respective income tax and benefit returns for the year 2018. The CAI is intended to help Canadians in these four provinces with this transition.
Household climate incentives will be claimed using filings; individuals could claim the CAI payment when filling out their 2018 Income Tax and Benefit return this year. The incentive payment amounts are based on two considerations: 1) family composition, and 2) by province of residence. It also is important to note that individuals in rural and small communities would receive a 10 percent rural supplement as part of the Climate Action Incentive, in recognition of their specific needs.
The Canada Revenue Agency launched an advertising campaign in March, to support the government's Climate Action Incentive payment to be implemented in the four provinces previously mentioned. The ad campaign was conducted exclusively in those provinces. The ad campaign objectives included:
This research is mandatory, given that the Treasury Board (TB) requires all Government of Canada advertising campaigns that cost more than one million dollars to be evaluated.
The purpose of the quantitative research is to assess recall of and reactions to the advertising campaign. At the highest level, the purpose of the research is to evaluate the effectiveness of the advertising campaign. More specifically, the research objectives included:
As specified in the Statement of Work (SOW), the target audience for the research includes members of the general population of Canada 18 years of age or older, who live in one of four provinces: Manitoba, Saskatchewan, Ontario, and New Brunswick.
A pre-advertising campaign survey was implemented in February 2019. A post-advertising campaign survey was implemented in May 2019. Detailed quotas are discussed in the sampling section below.
In order to promote prospects of a successful ad campaign, concept testing research was required to evaluate the relative effectiveness of concepts with members of the target audience, verify that the concepts drew the attention of specific populations, and recommend possible modifications to the concepts that would increase effectiveness going forward. Pre-and post-advertising campaign evaluations sought to demonstrate the effectiveness of the selected advertising campaign by measuring (and comparing) awareness of the subject matter with the audiences.
As suggested above, advertising campaign evaluation of the nature catalogued in this report is mandatory for all advertising campaigns in which media buys exceed $1 million. The pre-and post-campaign ACET surveys are used for all major Government of Canada advertising campaigns in order to consistently evaluate these campaigns, and comply with key requirements in the Government of Canada Communications Policy.
The survey entailed the expenditure of $38,782.73, including tax.
Corporate Research Associates offers this written consent allowing the Librarian and Archivist of Canada to post, in both official languages, this Methodological Report.
Political Neutrality Statement and Contact Information
I hereby certify as a Senior Officer of Corporate Research Associates that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research. Specifically, the deliverables do not contain any reference to electoral voting intentions, political party preferences, standings with the electorate, or ratings of the performance of a political party or its leader.
Signed Peter MacIntosh, Executive Vice-President Corporate Research Associates pmacintosh@cra.ca 902-493-3882
This evaluation utilized the Government of Canada's Advertising Campaign Evaluation Tool (ACET) and was administered to a sample of Canadian adults 18 years of age or older in Saskatchewan, Manitoba, Ontario, and New Brunswick. The online based data collection regimen entailed a pre-campaign or baseline campaign data collection wave, as well as a post-advertising campaign. This approach permits a comparison of awareness and opinions over time as compared to other Government of Canada commissioned advertising campaigns.
The questions utilized in this study were based on the Government of Canada’s standard Advertising Campaign Evaluation Tool (ACET) questionnaire. As required by Government of Canada standards, English and French pre-test surveys were collected. As well, a line of questioning was included at the end of the survey in which respondents were asked if they encountered any questions or survey wording that was difficult to understand. No pre-test respondents expressed difficulty in understanding any of the survey questions. As a result, no pre-test respondent was asked to identify which question or questions were problematic from a comprehension perspective.
The current baseline and post-campaign survey approaches were designed to be administered to an online general public panel sample of approximately 1,100 adults 18 years of age or older in Manitoba, Saskatchewan, Ontario, and New Brunswick. Quotas were established for the provincial level as follows: Manitoba (a minimum of 200 respondents, with a mix of urban and rural), Saskatchewan (a minimum of 200 respondents, with a mix of urban and rural), Ontario (a minimum of 200 respondents, with a mix of urban and rural), and New Brunswick (a minimum of 200 respondents, with a mix of urban and rural). Additional quota targets were set as well for particular populations including 100 for Indigenous/First Nations citizens, and 100 for French mother tongue citizens. Specifically, to ensure robust samples that approximate the true population parameters for adults 18 or older (18–34, 35-54, and 55+), gender (male/female), and province (Manitoba, Saskatchewan, Ontario, and New Brunswick), quotas were implemented. Age and gender quotas were implemented within each province, and statistical weighting of the survey data was implemented to adjust for the small differences between the target data collection quotas, on the one hand, and the actual distribution of survey completions, on the other hand (mother tongue was included in this statistical weighting regimen, as discussed below in the Data Collection section of this Methodological Report).
Contact Records Source
Corporate Research Associates utilized the services of The Logit Group for this research. The Logit Group’s online general population panel is comprised of over 600,000 Canadian residents nationally, with sound representation across regions. Logit Group panelists are recruited from a large number of sources to maximize reach and representation.
The recruitment policies of The Logit Group’s partners (SSI, Toluna, Asking Canadians, and Dynata [formerly Research Now]) are broad in scope. Survey data quality rests on many different factors, including sourcing of panelists who are vetted, using ongoing quality checks such as eliminating panelists who are no longer active, and so forth. The following are panel member sources for Logit Group studies:
The Logit Group has established a variety of quality assurance processes to proactively identify invalid respondents. For example, the company has incorporated methods to quickly identify and flag straight-lining speedsters (i.e., respondents who give the same responses to all questions as a means of quickly finishing the survey), thereby monitoring whether panelists are able to provide thoughtful and accurate responses to survey queries.
Panel members are monitored against Statistics Canada data to gauge statistical representation. Annual profile refreshing campaigns are conducted to incentivize panelists to remain active; these can also contain new questions in order to target specific niche audiences more precisely. Panelists’ participation is rewarded with their choice of HBC Rewards bonus points, Aeroplan Miles or Petro Points, as well as various prizes.
The sampling procedure reflected a computerized randomization of online panel members, with exclusions from the randomization process being based upon, for example, whether a panelist had received his/her monthly maximum number of survey invitations.
Survey Programming and Testing
The baseline and post-wave online surveys were programmed by Corporate Research Associates in both English and French, using Voxco Acuity programming. Respondents were formally invited to the survey in the official language of their choice. As well, at any point when completing the questionnaire, respondents had the option to change the questionnaire language to the other official language. Assistance in completing the survey was available from bilingual Corporate Research Associates staff, as required. Respondents were able to verify the legitimacy of the survey via representatives from Corporate Research Associates or the Canada Revenue Agency.
The programmed survey was tested to ensure question order and skip patterns were properly implemented. Testing included Corporate Research Associates researchers receiving the invitation via email just as a respondent would, to ensure accuracy of delivery, text, links, and so on. Canada Revenue Agency staff were also provided with the pre-test link. In addition, a post-campaign wave pre-test was conducted among respondents.
A total of 43 English and 10 French pre-tests were completed for the baseline wave administration of the ACET. A total of 145 English and 11 French pre-tests were completed for the post-campaign wave administration of the ACET. In each instance, these pre-test survey completions were conducted via a survey soft launch
whereby a small number of panel respondents were invited to participate in the survey. The pre-testing of the survey allowed the collected data to be reviewed to ensure accuracy and to identify any programming aspects that should be modified. Pre-test respondents were asked if they had any difficulty understanding any aspect of the survey. No one replied in the affirmative. No substantive data quality issues arose as a result of the pre-test, and thus the pre-test data was maintained in the final data sets.
Data Collection
Unlike telephone surveys which typically occur with new respondents being contacted throughout the specified data collection time period, in online surveys of the type implemented in the present case, the preponderance of respondents are notified within a short period, for example, at the end of the advertising campaign being assessed. Reminder notices were forwarded to these sampled respondents until such time as the target number of survey completions had been achieved. This data collection approach offers a timing advantage in contacting respondents shortly after the campaign has ended.
As noted, this study consisted of two data collection phases, a pre-advertising campaign (baseline) wave, and a post-advertising campaign wave. The pre-advertising campaign wave was administered February 14-25, 2019, while the post-advertising campaign wave was administered May 6-12, 2019.
The survey invitation as well as a reminder invitation were sent to panel members during the data collection periods (i.e., 12 days for the baseline wave, and seven days for the post-campaign wave). Fieldwork was monitored and reviewed on an ongoing basis to ensure target quotas were being met. Corporate Research Associates provided regular reports (verbal and written) to CRA representatives regarding progress, as requested or pre-determined. Given that single use unique survey links were distributed to prospective respondents, no individual was able to complete the survey questionnaire more than once.
A total of 1,146 pre-campaign wave or baseline surveys were collected, while a total of 1,133 post-wave surveys were collected. However, a total of 1,112 baseline surveys and 1,120 post-wave surveys were ultimately used in the final data sets. It is important to note that for various reasons, a small percentage of submitted online panel surveys is often removed from study data sets after submission. Such was indeed the case in the present instance, as Corporate Research Associates’ initial quota targets in each wave exceeded the overall final requirement of 1,100 questionnaires. Thus, given the unavoidable possibility of having to remove surveys, post collection, Corporate Research Associates as a precautionary measure collected more than the initially targeted number of surveys per wave. Reasons for removing surveys ultimately included respondent speedsters
who were deemed to have moved too quickly through the questionnaire, as well as consistently non-intelligible verbatim responses.
The pre-campaign survey required a mean average of approximately five minutes for respondents to complete, while the post-campaign survey required a mean average of approximately seven minutes for respondents to complete. The post-campaign survey aided respondents with a recording of a campaign advertisement, and accompanying questions added to the survey length. A non-probability sample approach was implemented given that each study was designed to be conducted among online Canadian general public panelists. All such panels are inherently non-probability in nature, given that panelists self-select to become members of such panels, and not all adult Canadians belong to such a panel.
Data Tabulation:There were a total of 72 overlapping or interlocking statistical weighting cells created from the study design using the weighting factors of: Province (4: Saskatchewan, Manitoba, Ontario, and New Brunswick – based on survey Question e); Age group (3: 18–34, 35–54, and 55+ - based on survey Questions c/d); Gender (2: Male, Female – based on survey Question b); and Mother Tongue (3: English, French, Other – based on survey Question D7).
The 72 overlapping or interlocking statistical weighting cells thus were derived from Province (4) x Age (3) x Gender (2) x Mother Tongue (3) dimensions = 72 unique statistical weighting cells.
Population data for the 72 statistical weighting cells were obtained from the most recent (2016) Census of Canada, and can be found here:
With such a large number of weighting cells, it was necessary to combine specific cells due to the fact that sample sizes for specific cells were small or empty, and therefore would have led to quite large weights if left separate. Combining weighting cells is a common approach in such instances, and it explains why the final weighted data distribution differs slightly from the actual population distribution, along certain dimensions. Nonetheless, it is suggested that the quantitative impact of implementing this approach was very modest, thereby recommending the specific statistical weighting approach as helpful. It should also be noted that a small number of individuals were not able to be placed into one of the 72 weighting cells due to the fact that they did not answer one or more of the weighting questions (some survey questions were optional). For tabulation purposes, these individuals were given a weight value of 1.0.
The table below for the baseline wave displays the actual distribution in terms of region, gender, mother tongue, and age as catalogued in the 2016 Statistics Canada Census, the quotas established for region, gender, and age, as well as the actual survey distribution by region, gender, mother tongue, and age. Please note, such quotas were not implemented for mother tongue; however, during the data collection phase of the project the distribution of surveys collected along this demographic dimension was observed, to ensure that a meaningful distribution of surveys for the relevant categories was indeed captured. The table presents data as the weighted and unweighted number as well as percentage of surveys collected, for relevant demographic dimensions.
Pre-Campaign Baseline
Survey
(Percentages may not sum exactly to 100%, owing to rounding)
| Quota Targets | Surveys Completed(Unweighted) | Surveys Completed (Weighted) | |||||
| 2016 Census | Surveys (n=) |
Surveys (%) |
(n=) | (%) | (n=) | (%) | |
| Region | |||||||
| New Brunswick | 4.6% | 205 | 18.2% | 202 | 18.2% | 51 | 4.6% |
| Ontario | 81.6% | 510 | 45.3% | 507 | 45.6% | 902 | 81.2% |
| Manitoba | 7.4% | 205 | 18.2% | 201 | 18.1% | 84 | 7.6% | Saskatchewan | 6.4% | 205 | 18.2% | 202 | 18.2% | 74 | 6.7% |
| Gender[1] | |||||||
| Male | 48.4% | 546 | 48.5% | 518 | 46.9% | 531 | 48.1% |
| Female | 51.6% | 579 | 51.5% | 587 | 53.1% | 574 | 51.9% |
| Mother Tongue | |||||||
| English | 65.8% | Not applicable | Not applicable | 976 | 81.3% | 887 | 70.0% | French | 5.1% | Not applicable | Not applicable | 112 | 9.3% | 128 | 10.1% |
| Other | 29.1% | Not applicable | Not applicable | 113 | 9.4% | 253 | 20.0% | Age(Quotas) | 18-34 | 27.8% | 322 | 28.6% | 288 | 25.9% | 311 | 27.9% | 35-54 | 34.5% | 381 | 33.8% | 390 | 35.1% | 386 | 34.7% | 55+ | 37.6% | 422 | 37.6% | 434 | 39.0% | 416 | 37.4% |
[1]Seven respondents identified as gender diverse and were not presented in the table.
Participation Rate:The rate below was derived using he formula recommended by the Public Opinion Research Directorate of the Government of Canada.
Pre-Campaign Survey
Baseline Campaign Participation Rate=R/(U+IS+R)=1,656/(12,577+208+1,656)=11%
The table below for the post-campaign wave survey displays the actual distribution in terms of region, gender, mother tongue, and age as catalogued in the 2016 Statistics Canada Census, the quotas established for region, gender, and age, as well as the actual survey distribution by region, gender, mother tongue, and age. Please note, such quotas were not implemented for mother tongue; however, during the data collection phase of the project the distribution of surveys collected along this demographic dimension was observed, to ensure that a meaningful distribution of surveys for the relevant categories was indeed captured. The table presents data as the weighted and unweighted number as well as percentage of surveys collected, for relevant demographic dimensions.
Post Campaign Survey
(Percentages may not sum exactly to 100%, owing to rounding)
| Quota Targets | Surveys Completed(Unweighted) | Surveys Completed (Weighted) | |||||
| 2016 Census | Surveys (n=) |
Surveys (%) |
(n=) | (%) | (n=) | (%) | |
| Region | |||||||
| New Brunswick | 4.6% | 205 | 18.2% | 204 | 18.2% | 53 | 4.7% |
| Ontario | 81.6% | 510 | 45.3% | 509 | 45.5% | 912 | 81.5% |
| Manitoba | 7.4% | 205 | 18.2% | 203 | 18.1% | 84 | 7.5% | Saskatchewan | 6.4% | 205 | 18.2% | 204 | 18.2% | 71 | 6.3% |
| Gender[1] | |||||||
| Male | 48.4% | 546 | 48.5% | 537 | 48.1% | 540 | 48.4% |
| Female | 51.6% | 579 | 51.5% | 579 | 51.9% | 576 | 51.4% |
| Mother Tongue | |||||||
| English | 65.8% | Not applicable | Not applicable | 912 | 81.4% | 737 | 65.8% | French | 5.1% | Not applicable | Not applicable | 68 | 6.1% | 96 | 8.6% |
| Other | 29.1% | Not applicable | Not applicable | 140 | 12.5% | 287 | 25.6% | Age(Quotas) | 18-34 | 27.8% | 322 | 28.6% | 316 | 28.2% | 315 | 28.1% | 35-54 | 34.5% | 381 | 33.8% | 381 | 34.0% | 386 | 34.5% | 55+ | 37.6% | 422 | 37.6% | 423 | 37.8% | 420 | 37.5% |
[1]Four respondents identified as gender diverse and were not presented in the table.
Participation Rate:The rate below was derived using he formula recommended by the Public Opinion Research Directorate of the Government of Canada.
Post-Campaign Survey
Post-Campaign Participation Rate=R/(U+IS+R)=1,533/(12,217+428+1,533)=11%
Reminders were distributed to potential respondents who were invited to complete a survey, but who chose not to do so upon being initially invited.
Given that the online methodology utilized a non-probability sample, a margin of error cannot be applied to the results as per the Standards for the Conduct of Government of Canada Public Opinion Research for Online Surveys.
Any survey that is conducted is potentially subject to bias or error. When a survey is conducted with a sample of the population, there are two general classes of bias or error: sampling error, which is quantifiable, and non-sampling error, which is typically not quantifiable. Sampling error arises from the fact that interviews are conducted with only a subset of the population, and thus is it possible that the results obtained from this group of respondents is not reflective of the population as a whole.
In contrast, non-sampling error encompasses a number of different types of errors including coverage error, measurement error, non-response error, and processing error.
No measurement of sampling error can be attributed to the current study, given that the contact records utilized in the data collection process were derived from an online panel of the general public, which is to say, a non-probability sample source. Having stated that, measures were taken in the implementation of the data collection to ensure sufficient completed surveys were obtained from demographic groups traditionally regarded as central in quantitative survey research, such as gender, age, region/province, and mother tongue. The final data set for each survey wave was statistically weighted to closely match the distribution of these dimensions as estimated in the 2016 Statistics Canada census. The statistical weights implemented were relatively small, given that the data collected already closely matched the actual distribution of adult Canadians 18 and older in these four provinces along these demographic dimensions.
With respect to non-sampling error, a number of steps were taken to minimize bias due to these sources. All surveys utilized online interviewing technology to ensure proper survey skip patterns were followed and to minimize errors due to data entry and data capture. The French and English survey instruments themselves were pre-tested with a small sample of respondents to ensure the survey material was easily understood by respondents, and that the resultant data were being captured properly. In terms of coverage, the surveys were conducted with an online panel of the Canadian general public 18 years of age or older, based on a randomized sampling of panel records for the target provinces drawn from a commercially available online general public panel.
ADVERTISING CAMPAIGN EVALUATION TOOL BASELINE SURVEY
To be conducted before the ads are run in the media.
INTRODUCTION
Thank you for taking the time to complete this survey dealing with current issues of interest to Canadians. Si vous préférez répondre au sondage en français, veuillez cliquer sur français [SWITCH TO FRENCH VERSION].
The survey is being conducted by Corporate Research Associates. Your participation is voluntary and your responses will be kept entirely confidential. The survey takes about 5 minutes to complete. This survey is being administered according to the requirements of the Privacy Act, the Access to Information Act, and any other relevant legislation.
START SURVEY
If you require any technical assistance, please contact XXX.
a) Does anyone in your household work for any of the following organizations? SELECT ALL THAT APPLY
IF “NONE OF THESE ORGANIZATIONS” CONTINUE, OTHERWISE THANK AND TERMINATE.
b) Are you…
c) In what year were you born? _________(YYYY)
ADMISSIBLE RANGE 1900-2001. IF GREATER THAN 2001, THANK AND TERMINATE. ASK D IF QUESTION C IS LEFT BLANK.
d) In which of the following age categories do you belong? SELECT ONE ONLY.IF “LESS THAN 18 YEARS OLD” OR “BLANK”, THANK AND TERMINATE.
e) In which province or territory do you live? SELECT ONE ONLY. IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE.
f. Are you part of an Indigenous group, that is, First Nations, Métis or Inuk (Inuit)? First Nations includes Status and Non–Status Indians.
CORE QUESTIONS
ASK ALL RESPONDENTS
Q1: Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?
Q2: Think about the most recent ad from the Government of Canada that comes to mind. Where have you seen, read or heard this ad? SELECT ALL THAT APPLY
Q3: What do you remember about this ad?
Q4: How did you know that it was an ad from the Government of Canada?
CAMPAIGN SPECIFIC QUESTIONS
ASK ALL RESPONDENTS
T1A: Over the past three weeks, have you seen, read or heard any Government of Canada advertising about payments that individuals may be eligible to receive with respect to the federal carbon pricing system?
T1B: Where have you seen, read or heard this advertising about payments that individuals may be eligible to receive with respect to the federal carbon pricing system? SELECT ALL THAT APPLY
T1C: What do you remember about this ad?
T1Da. Have you heard anything lately about the Climate Action Incentive payment?
T1Db. What have you heard about the Climate Action Incentive payment? [open-end]
T1Dc. Where have you seen, read or heard about the Climate Action Incentive payment?
T1E. Do you know if you are eligible to receive the Climate Action Incentive payment?
T1Fa. Do you know how you would claim the Climate Action Incentive payment?
T1Fb. How would you claim the Climate Action Incentive payment? [Open text]
T1G. Since hearing about the Climate Action Incentive payment, have you taken any of the following actions? [ACCEPT MULTIPLE RESPONSES]
DEMOGRAPHIC QUESTIONS
D1: Which of the following categories best describes your current employment status? Are you… SELECT ONE ONLY
D2: What is the highest level of formal education that you have completed? SELECT ONE ONLY
D3: Are there any children under the age of 18 currently living in your household?
D4: Which of the following categories best describes your total annual household income, including income from all household members, before taxes are deducted? SELECT ONE ONLY
D5: Where were you born? ASK IF D5=BORN OUTSIDE CANADA
D6: In what year did you first move to Canada? ADMISSIBLE RANGE: 1900-2019
D7: What is the language you first learned at home as a child and still understand? SELECT UP TO TWO
D10: What are the first three digits of your postal code?
PRE-TEST ONLY: TO BE REMOVED AFTER PRE-TEST [n = at least 10 in each official language]
Are there any questions in this survey that you found difficult to understand?
IF YES: Which questions did you find difficult to understand? RECORD VERBATIM
That concludes the survey. This survey was conducted on behalf of the Canada Revenue Agency. In the coming months the report will be available from Library and Archives Canada. We thank you very much for taking the time to answer this survey, it is greatly appreciated.
ADVERTISING CAMPAIGN EVALUATION TOOL POST-CAMPAIGN SURVEY
To be conducted after the ads are run in the media.
INTRODUCTION
Thank you for taking the time to complete this survey dealing with current issues of interest to Canadians. Si vous préférez répondre au sondage en français, veuillez cliquer sur français [SWITCH TO FRENCH VERSION].
The survey is being conducted by Corporate Research Associates. Your participation is voluntary and your responses will be kept entirely confidential. The survey takes about 5 minutes to complete. This survey is being administered according to the requirements of the Privacy Act, the Access to Information Act, and any other relevant legislation.
START SURVEY
If you require any technical assistance, please contact XXX.
a) Does anyone in your household work for any of the following organizations? SELECT ALL THAT APPLY
IF “NONE OF THESE ORGANIZATIONS” CONTINUE, OTHERWISE THANK AND TERMINATE.
b) Are you…
c) In what year were you born? _________(YYYY)
ADMISSIBLE RANGE 1900-2001. IF GREATER THAN 2001, THANK AND TERMINATE. ASK D IF QUESTION C IS LEFT BLANK.
d) In which of the following age categories do you belong? SELECT ONE ONLY.IF “LESS THAN 18 YEARS OLD” OR “BLANK”, THANK AND TERMINATE.
e) In which province or territory do you live? SELECT ONE ONLY. IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE.
f. Are you part of an Indigenous group, that is, First Nations, Métis or Inuk (Inuit)? First Nations includes Status and Non–Status Indians.
CORE QUESTIONS
ASK ALL RESPONDENTS
Q1: Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?
Q2: Think about the most recent ad from the Government of Canada that comes to mind. Where have you seen, read or heard this ad? SELECT ALL THAT APPLY
Q3: What do you remember about this ad?
Q4: How did you know that it was an ad from the Government of Canada?
CAMPAIGN SPECIFIC QUESTIONS
ASK ALL RESPONDENTS
T1A: Over the past three weeks, have you seen, read or heard any Government of Canada advertising about payments that individuals may be eligible to receive with respect to the federal carbon pricing system?
T1B: Where have you seen, read or heard this advertising about payments that individuals may be eligible to receive with respect to the federal carbon pricing system? SELECT ALL THAT APPLY
T1C: What do you remember about this ad?
T1Da. Have you heard anything lately about the Climate Action Incentive payment?
T1Db. What have you heard about the Climate Action Incentive payment? [open-end]
T1Dc. Where have you seen, read or heard about the Climate Action Incentive payment?
T1E. Do you know if you are eligible to receive the Climate Action Incentive payment?
T1Fa. Do you know how you would claim the Climate Action Incentive payment?
T1Fb. How would you claim the Climate Action Incentive payment? [Open text]
T1G. Since hearing about the Climate Action Incentive payment, have you taken any of the following actions? [ACCEPT MULTIPLE RESPONSES]
Here are some ads that have recently been broadcast on various media.
[INSERT PRINT, RADIO AND FACEBOOK ADS]
INSTRUCTIONS: SHOW PRINT AD, RADIO AD AND DIGITAL ADS [RANDOMIZE ORDER]
T1H. Over the past two months, have you seen, read or heard any of these ads?
T1I. Where have you seen, read or heard any of these ads? SELECT ALL THAT APPLY
T1J. What do you think is the main point these ads are trying to get across?
T1K: Please indicate your level of agreement with the following statements about these ads? RANDOMIZE STATEMENTS
| 1 Strongly Disagree | 2 | 3 | 4 | 5 Strongly Agree | |
| These ads catch my attention | o | o | o | o | o |
| These ads are relevant to me | o | o | o | o | o |
| These ads are difficult to follow | o | o | o | o | o |
| These ads do not favour one political party over another | o | o | o | o | o |
| These ads talk about an important topic | o | o | o | o | o |
| These ads provide new information | o | o | o | o | o |
| These ads clearly convey that I have to file my taxes to claim the Climate Action Incentive. | o | o | o | o | o |
DEMOGRAPHIC QUESTIONS
D1: Which of the following categories best describes your current employment status? Are you… SELECT ONE ONLY
D2: What is the highest level of formal education that you have completed? SELECT ONE ONLY
D3: Are there any children under the age of 18 currently living in your household?
D4: Which of the following categories best describes your total annual household income, including income from all household members, before taxes are deducted? SELECT ONE ONLY
D5: Where were you born? ASK IF D5=BORN OUTSIDE CANADA
D6: In what year did you first move to Canada? ADMISSIBLE RANGE: 1900-2019
D7: What is the language you first learned at home as a child and still understand? SELECT UP TO TWO
D10: What are the first three digits of your postal code?
PRE-TEST ONLY: TO BE REMOVED AFTER PRE-TEST [n = at least 10 in each official language]
Are there any questions in this survey that you found difficult to understand?
IF YES: Which questions did you find difficult to understand? RECORD VERBATIM
That concludes the survey. This survey was conducted on behalf of the Canada Revenue Agency. In the coming months the report will be available from Library and Archives Canada. We thank you very much for taking the time to answer this survey, it is greatly appreciated.