POR Registration #: POR 071-13
PWGSC Contract # EP363: 090027/011/CY
Contract Award Date: 5/02/2014
Delivery date: 07/03/14
Prepared by:
EKOS RESEARCH ASSOCIATES INC.
Prepared for:
Employment and Social Development Canada
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EKOS RESEARCH ASSOCIATES
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www.ekos.com
The Government of Canada’s Better Job advertising campaign has been in place for three years. It was designed to increase awareness among youth about key government programs and services available to help them obtain education and skills to get better jobs. The new 2014 Skills Initiative campaign aims to increase awareness among all Canadians of the Government of Canada’s programs and services designed to assist Canadians to connect with available jobs. It is also intended to drive target audiences to ActionPlan.gc.ca/Jobs or the 1-800 O-Canada number to find programs and services that will help them make informed choices with regard to education and career.
As the Skills Initiative campaign exceeds $1,000,000, public opinion research is required by Treasury Board using the Advertising Campaign Evaluation Tool. Our proposal to conduct a survey of Canadians using the ACET will help to evaluate the campaign by effectively gauging Canadians awareness and knowledge of this initiative. Information gathered from this process will provide Employment and Skills Development Canada (ESDC) with concrete data that will assist in developing/adjusting future media strategies.
Specifically, the purpose of the quantitative post-testing is to evaluate the 2013-2014 Skills Initiative Campaign and to gauge Canadians’ awareness/knowledge of the campaign as seen on television and social media sites. Information obtained through this public opinion research can be extrapolated to the wider population of Canadians and allows Employment and Social Development Canada to determine the impact of its advertising campaign and provide direction on areas where the campaign can be adjusted to reach a broader Canadian public. The findings provide useful information to improve future campaigns which are better targeted, more informative and better geared to the target population of working age Canadians under 55 and Canadians in general.
A bilingual, national telephone survey was conducted of 2,007 Canadians 18 years of age or older. The survey instrument consisted of the ACET questions used by the Government of Canada in all of its advertising evaluation research. The sample included randomly selected respondents from all provinces and territories. The survey sample relied on a Random Digit Dial (RDD) method of sampling households from a wider sample frame of listed and unlisted landlines in Canada and is therefore considered to be a probability sample that is representative of the wider universe (exclusive of households with only cell phones). The number of total completed in the landline sample is 1,746. A subset of 13 per cent of the sample (269 interviews), however, were completed with Canadians who own only a mobile telephone and not a landline (i.e. cell phone only or CPO individuals) to increase the representativeness of the sampleFootnote 1. This sample was drawn from Probit, our online-hybrid panel of Canadians. Probit is assembled using a random digit dial (RDD) process for sampling from a blended land-line cell-phone frame, which provides full coverage of Canadians with telephone access. The cell phone only sample drawn for the survey is therefore a probability sample that is representative of Canadians with cell phone but not landline access. The combined overall survey sample allows for results that can be extrapolated to the population of Canadians with telephone access.
The survey entailed the expenditure of $48,062.99 (including HST).
Political Neutrality Certification
This certification is to be submitted with the final report submitted to the Project Authority. I hereby certify as Senior Officer of EKOS Research Associates Inc. 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 include information on electoral voting intentions, political party preferences, standings with the electorate, or ratings of the performance of a political party or its leaders.
Signed by: Susan Galley (Vice President)