Our Healthy Environment and Economy
Advertising Campaign (Advertising Campaign Evaluation Tool)
Methodology Report
Prepared for Environment and Climate Change
Canada
Supplier: Narrative Research
Contract number: K0A37-220205/001/CY
Contract value: CAD $34,979.15 (including HST)
Award date: March 21, 2021
Delivery date: July 8, 2022
Registration number: POR 020-21
For
more information on this report, please contact Environment and Climate Change
Canada at: POR-ROP@ec.gc.ca
Ce rapport est aussi disponible en français
Cat. No. : En4-443/1-2022E-PDF
ISBN : 978-0-660-45147-3
EC22057
Unless otherwise
specified, you may not reproduce materials in this publication, in whole or in
part, for the purposes of commercial redistribution without prior written
permission from Environment and Climate Change Canada’s copyright
administrator. To obtain permission to reproduce Government of Canada
materials for commercial purposes, apply for Crown Copyright Clearance by
contacting:
Environment
and Climate Change Canada
Public
Inquiries Centre
12th Floor,
Fontaine Building
200 Sacré-Coeur Boulevard
Gatineau QC K1A 0H3
Telephone:
819-938-3860
Toll Free:
1-800-668-6767 (in Canada only)
Email: enviroinfo@ec.gc.ca
© His Majesty the King in Right of Canada, as represented by the
Minister of Environment and Climate Change Canada, 2022
Table of Contents
Political Neutrality Statement and
Contact Information
Survey Programming and Testing
APPENDIX B: STUDY QUESTIONNAIRES
Executive Summary
Contract
Number: K0A37-220205/001/CY
POR
Registration Number: POR 020-21
Contract
Award Date: 2021-06-24
Contracted
Cost: $34,979.15
(tax
included)
Background
It is the
mission of Environment and Climate Change Canada (ECCC) to ensure a clean and
healthy environment and economy for present and future generations. To uphold
this mission, ECCC launched its new Our
Healthy Environment and Economy advertising campaign.
ECCC has
developed this communications campaign to both inform Canadians of existing
efforts underway concerning climate change, as well as of Government of Canada
(GC) programs, incentives and efforts vis-à-vis
climate change. The first phase of the campaign, which ran in July
2021, consisted of informational
text-based ads through search engine marketing (for example, Google Adwords and Bing Search). In the second phase, advertising consisted
of a mix of placements designed to increase the reach and breadth of messaging
to the campaign’s target audience across multiple touchpoints, including but
not limited to: television, video, web, mobile apps, music and podcast
streaming services, trade publications and social media. This phase ran from
mid-February until mid-June 2022.
ECCC’s advertising campaign focused on three areas: nature conservation, zero emissions vehicles
and transportation future, and energy efficiency. This campaign clusters environmental themes stemming from a number of GC
institutions under a single banner, thereby representing a “whole of
government” approach to communicating information to Canadians. ECCC’s
communication efforts seek to demonstrate the action that governments,
Canadians and businesses are already taking in terms of climate change, and
encourage Canadians and businesses to, among other things, further accelerate
momentum and encourage progress in this domain. Emphasis is placed on
demonstrating a shared effort between and among governments, people, and
businesses, in an attempt to empower and engage the
country. Thus, ECCC’s Our Healthy Environment and Economy advertising
campaign supports the following key campaign objectives:
·
Raise awareness and uptake of Canada's environmental programs and
incentives
·
Increase use of the new Website portal
Research Objectives
The
purpose of this research evaluation is to measure the
success of the advertisement campaign through a before/after measure of the
campaign’s objectives and awareness/recall of the advertisements amongst
Canadians, particularly the campaign’s target audience.
The research was conducted using the
Government of
Canada’s Advertising Campaign Evaluation Tool (ACET). ACET evaluations are required to help
improve the Government of Canada’s ability to consistently evaluate major
advertising campaigns, and to assist departments in complying with a key
requirement in the Communications Directive.
The
following criteria will be used to qualify the effectiveness of the Our
Healthy Economy and Environment advertising campaign:
1.
Pre-Campaign Evaluation using the standardized
ACET Baseline online survey, with the objectives being to assess pre-campaign
awareness of the subject matter, including:
·
Recall of Government of Canada advertising on
environmental initiatives
·
Awareness of the Government of Canada’s
environment and climate change programs/initiatives
·
Interest in participating (uptake) in Government
of Canada environmental programs/initiatives
·
Motivation amongst Canadians related to
conserving and protecting nature/fighting climate change
·
Behaviour amongst Canadians related to
conserving and protecting nature/fighting climate change
2.
Post-Campaign Evaluation using the standardized
ACET Post-Campaign online survey, which will determine if:
·
A 10% increase in recall of Government of
Canada advertising on environmental initiatives relative to pre-campaign has
been achieved
·
There is strong aided recall of the
campaign’s creatives (main measure of reach). This includes where Canadians saw
the advertisements and whether they can identify them as from the Government of
Canada (GC)
·
There is an increased percentage of
respondents among those who recall the ad who report knowledge of GC programs
and incentives, over and above the baseline ACET measurement
·
There is an increased percentage of respondents
among those who recall the ad who report having looked for information about
environmental programs and initiatives
·
There is increased motivation amongst
Canadians related to conserving and protecting nature/fighting climate change
·
There is an increased percentage of
respondents among those who recall the ad who report having taken
action
Target Population
The Statement of Work identifies that the target
population of the research includes Canadians 18 years and older including
Indigenous Canadians, Canadian families (parents and youth), Canadian business
leaders/owners and industry professionals, and Canadian homeowners and buyers.
A pre-campaign
online survey of the Canadian general public was
undertaken in July 2021 while a post-campaign online survey was undertaken in
June/July 2022. The pre-wave survey required an average of approximately eight
minutes to administer (combined English and French), while the post-wave survey
required a mean average of approximately 13 minutes to administer (combined
English and French). This 13-minute figure, however, likely was influenced
greatly by a small number of respondents who perhaps left their browser open to
the study for an extended period of time while
undertaking non-survey-related activities, as it is found that the median
post-wave average was 9.9 minutes, likely a more telling indicator of the true
‘average’ length of time required to complete the post-wave survey. The
participation rate was 27.6 percent for the pre-campaign wave and 30.5 percent
for the post-campaign wave. The email contact records for the research were
drawn from panelists administered by The Logit Group of Toronto, Ontario. There
was a total of 2,010 useable surveys completed in the pre-wave, and 2,004
useable surveys completed in the post-wave.
Research Usage
As
articulated in the Statement of Work, the proposed research activity entailed
pre- and post-ad campaign evaluations, exploring the impact of advertising on
public attitudes, beliefs and
behaviours. This evaluation will take the form of measuring (and comparing)
awareness of the subject matter with the audiences in question. ECCC’s
principal goal is to increase
recall of Government of Canada advertising on environmental initiatives.
Advertising
campaign
evaluation is mandatory under the guidelines of the Government of Canada, in
situations such as is currently the case, in which a media buy exceeds $1
million. The sought-after pre-and post-campaign
ACET-related data collections are used for all major Government of Canada
advertising campaigns in order to
consistently evaluate these campaigns, as a means of complying with key
requirements in the Government of Canada Communications Policy.
Expenditure
The
survey entailed an expenditure of $34,979.15, including HST.
Consent
Narrative
Research 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 Narrative
Research 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.
Peter MacIntosh
Chief Research Officer & Partner
Narrative Research
pmacintosh@narrativeresearch.ca
902-493-3832
Appendix A
Study Methodology
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. The pre-wave data collection was conducted in July 2021 and the
post-wave data collection in June/July 2022. The
online-based data collection regimen entailed pre-advertising campaign data
collection. This approach permits a comparison of awareness and opinions over
time, as compared to other Government of Canada commissioned advertising
campaigns.
Questionnaire Design
The questions utilized in this study were
based on the Government of Canada’s standard Advertising Campaign Evaluation Tool questionnaire. In the online approach implemented in the
present study, the survey respondents are aided in their post-campaign ad
recall by way of being shown on-screen an advertisement from the recent Our
Healthy Environment and Economy advertising campaign.
No ads were displayed in the pre-campaign wave as the pre-advertising
survey was aimed at assessing recall and opinions prior to the new advertising
campaign. In the post-campaign wave, the respondents were shown ads from the
campaign and subsequently asked a series of questions about the advertisement. Narrative
Research ensured that respondents were able to complete the survey on various
platforms including computers, tablets or smartphones.
As required by Government of Canada
standards, English and French pre-test surveys were collected in both waves. As
well, a line of questioning was included at the end of the pre-test surveys 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.
Sampling
The survey approach utilized was designed to be administered to an
online general public panel sample of approximately 2,000
Canadian adults (18+) during each wave. Narrative Research ensured that the
surveys collected closely reflected the actual, true adult Canadian general
population in terms of gender and age group and by region, as required by the
project’s Statement of Work.
Specifically, to ensure robust samples that approximate the true population
parameters for age (18-34, 35-54, and 55+), gender (male/female), and region
(Atlantic, Quebec, Ontario, MB/SK/NU, AB/NT, BC/YT), quotas were implemented.
Age and gender quotas were implemented per region, 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. Implementing soft quotas for Indigenous
Canadians, respondents with children age 17 and under
in their household (i.e., families), home owners, and business leaders were suggested
by ECCC and applied during sampling. Such quotas were put into place to reach
audiences of interest to ECCC, but are not necessarily representative per
region, or for Canada overall.
Contact Records Source
Narrative Research 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
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:
·
Email invitations: pre-authorized to opt in
lists from associations and groups
·
Social Media: advertising and social groups
on leading social media platforms
·
Media Platforms: advertising on online media
platforms both niche and mainstream
·
Use of major recruiting brands
·
Loyalty programs
·
Targeted audiences
·
Web and social networking sites
·
Targeted emails by The Logit Group’s online
partners to their members or subscribers
·
Referral programs
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 Administration
Survey Programming
and Testing
The online
surveys were programmed by Narrative Research in both English and French, using
Voxco Acuity programming software. Respondents were
formally invited to the surveys in the official language of their choice. Respondents
had the option to select the official language of their choice at the beginning
of the questionnaire. Assistance in completing the surveys was available at the
respondents’ request through our supplier, The Logit Group. Respondents were
able to verify the legitimacy of the survey via representatives from Narrative
Research, or via the survey registration system made available via the Canadian
Research Insights Council (CRIC), Canada’s national research agency for this
sector. The programmed surveys were tested to ensure question order and skip patterns
were properly implemented. Testing included Narrative Research researchers
receiving the invitation via email just as a respondent would, to ensure
accuracy of delivery, text, links, and so on. Environment and Climate Change
Canada staff were also provided with the pre-test links.
A total of 14
English and 17 French pre-tests were completed in July 2021 for the pre-campaign
or baseline survey, while a total of 40 English and 18 French pre-tests were
completed in June 2022 for the post-campaign survey. 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 surveys 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-testing, and thus the pre-test data
was maintained in the final data sets for both waves.
Data Collection
In online
surveys of the type implemented in the present case, the preponderance of
respondents is notified within a short period. 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 before the campaign has begun and
again after campaign implementation.
The pre-campaign
survey was administered between July 12th and 18th, 2021,
while the post-campaign survey was administered between June 21st and
July 4th, 2022. The survey invitations as well as reminder
invitations were sent to panel members during the data collection period.
Fieldwork was monitored and reviewed on an ongoing basis to ensure target
quotas were being met.
Narrative
Research provided regular reports to ECCC 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 2,060
surveys were submitted by respondents, and 2,010 were ultimately used in the
final data set in the pre-wave baseline survey. A total of 2,059 surveys were
submitted by respondents, and 2,004 were ultimately used in the final data set
in the post-wave survey. 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 these
surveys, as Narrative Research’s initial
quota targets in each wave exceeded the overall final requirement of 2,000
questionnaires.
Accordingly, given the unavoidable
possibility of having to remove surveys, post collection, Narrative
Research as a precautionary
measure collected more than the initially targeted number of surveys per wave.
Reasons for removing surveys ultimately included respondents who consistently gave
non-intelligible verbatim responses (29 in the baseline, 29 in the post-wave),
straight-line speedsters (14 in the baseline, 5 in the post-wave), duplicate
survey IDs (7 in the baseline, 19 in the post-wave), and technical difficulties
(could not view responses for two participants in the post-wave data
collection). Thus overall, a small number (n=50) were removed in the pre-wave, and a
similarly small number (n=55) were removed post-wave.
The pre-wave
survey required an average of approximately eight minutes to administer
(combined English and French), while the post-wave survey required a mean
average of approximately 13 minutes to administer (combined English and
French). This 13-minute figure, however, likely was influenced greatly by a
small number of respondents who perhaps left their browser open to the study
for an extended period of time while undertaking
non-survey-related activities, as it is found that the median post-wave average
was 9.9 minutes, likely a more telling indicator of the true ‘average’ length
of time required to complete the post-wave survey.
A
non-probability sample approach was implemented given that the 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. The tables below for the pre-campaign
display regional, gender, and age data in terms of the actual
distribution of adult Canadians as catalogued in the 2016 Statistics Canada
Census, while post-campaign survey data for region, age and gender was guided
by the actual distribution of Canadians as per the 2021 Statistics Canada
Census.
As well, approximate regional, gender, age
and key special demographic quota targets per wave are detailed (both in terms
of the actual number of surveys
completed, and the percentage of all
surveys completed). The tables on the pages below present data with the
weighted and unweighted number as
well as percentage of surveys
collected, for relevant demographic dimensions for each wave.
Data
Tabulation: There were a
total of 36 overlapping or interlocking statistical weighting cells created
from the study design using the weighting factors of: Region (6: Atlantic,
Quebec, Ontario, MB/SK/NU, AB/NT, and BC/YT); Age group (3: 18–34, 35–54, and
55+); Gender (2: Male, Female). The 36 overlapping or interlocking statistical
weighting cells thus were derived from Region (6) x
Age (3) x Gender (2) dimensions = 36 unique statistical weighting cells.
Population data for the 36 statistical weighting cells were obtained from
Census of Canada, and can be found here:
- 2016 Statistics Canada Census Data (baseline): http://www12.statcan.gc.ca/census-recensement/2016/dp-pd/dt-td/Rp-eng.cfm?TABID=2&LANG=E&A=R&APATH=3&DETAIL=0&DIM=0&FL=V&FREE=0&GC=01&GL=-1&GID=1235625&GK=1&GRP=1&O=D&PID=109671&PRID=0&PTYPE=109445&S=0&SHOWALL=0&SUB=0&Temporal=2016&THEME=118&VID=0&VNAMEE=&VNAMEF=&D1=0&D2=0&D3=0&D4=0&D5=0&D6=0
- 2021 Statistics Canada Census Data
(post-wave): https://www150.statcan.gc.ca/t1/tbl1/en/cv.action?pid=9810002001
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 36 weighting
cells due to the fact that they identified as gender
diverse. For tabulation purposes, these individuals were given a weight value
of 1.0.
Pre-Campaign/Baseline Wave Survey – July
2021 (Percentages may not sum exactly to
100%, owing to rounding) |
|||||||
|---|---|---|---|---|---|---|---|
|
|
2016 Census |
Quota Targets |
Surveys Completed (Unweighted) |
Surveys Completed (Weighted) |
|||
|
Surveys (n=) |
Surveys (%) |
(n=) |
(%) |
(n=) |
(%) |
||
|
Region |
|
|
|
|
|
|
|
|
Atlantic |
6.8% |
200 |
10.0% |
204 |
10.1% |
138 |
6.9% |
|
Quebec |
23.4% |
400 |
20.0% |
400 |
19.9% |
469 |
23.3% |
|
Ontario |
38.3% |
620 |
31.0% |
624 |
31.0% |
766 |
38.1% |
|
MB/SK/NU |
6.6% |
232 |
11.6% |
231 |
11.5% |
136 |
6.8% |
|
AB/NT |
11.3% |
264 |
13.2% |
266 |
13.2% |
228 |
11.4% |
|
BC/YT |
13.6% |
284 |
14.2% |
285 |
14.2% |
273 |
13.6% |
|
Gender1 |
|
|
|
|
|
|
|
|
Male |
48.6% |
975 |
48.8% |
954 |
47.5% |
969 |
48.2% |
|
Female |
51.4% |
1025 |
51.3% |
1041 |
51.8% |
1026 |
51.0% |
|
Age |
|
|
|
|
|
|
|
|
18-34 |
27.4% |
548 |
27.4% |
530 |
26.4% |
554 |
27.7% |
|
35-54 |
34.1% |
778 |
38.9% |
793 |
39.5% |
682 |
33.9% |
|
55+ |
38.6% |
674 |
33.7% |
687 |
34.2% |
774 |
38.5% |
|
Key Demographics |
|
|
|
|
|
||
|
Indigenous |
4.9% |
200 |
10.0% |
105 |
5.2% |
94 |
4.8% |
|
Children in Household |
* |
700 |
35.0% |
576 |
28.7% |
533 |
26.5% |
|
Home Owners |
* |
1500 |
75.0% |
1218 |
60.6% |
1207 |
60.5% |
|
Business Leaders |
* |
400 |
20.0% |
286 |
14.2% |
283 |
14.1% |
1 Fifteen respondents identified as gender
diverse and are not presented in the table.
Post-Campaign Wave Survey – June/July
2022 (Percentages may not sum exactly to
100%, owing to rounding) |
|||||||
|---|---|---|---|---|---|---|---|
|
|
2021 Census |
Quota Targets |
Surveys Completed (Unweighted) |
Surveys Completed (Weighted) |
|||
|
Surveys (n=) |
Surveys (%) |
(n=) |
(%) |
(n=) |
(%) |
||
|
Region |
|
|
|
|
|
|
|
|
Atlantic |
6.7% |
200 |
10.0% |
201 |
10.0% |
136 |
6.8% |
|
Quebec |
23.0% |
400 |
20.0% |
403 |
20.1% |
461 |
38.5% |
|
Ontario |
38.6% |
620 |
31.0% |
620 |
30.9% |
771 |
23.0% |
|
MB/SK/NU |
6.5% |
232 |
11.6% |
232 |
11.6% |
131 |
6.6% |
|
AB/NT |
11.2% |
264 |
13.2% |
264 |
13.2% |
225 |
11.2% |
|
BC/YT |
14.0% |
284 |
14.2% |
284 |
14.2% |
280 |
14.0% |
|
Gender1 |
|
|
|
|
|
|
|
|
Male |
48.8% |
975 |
48.8% |
968 |
48.3% |
972 |
48.5% |
|
Female |
51.3% |
1025 |
51.3% |
1026 |
51.2% |
1022 |
51.0% |
|
Age |
|
|
|
|
|
|
|
|
18-34 |
26.7% |
548 |
27.4% |
546 |
27.2% |
539 |
26.9% |
|
35-54 |
32.2% |
778 |
38.9% |
783 |
39.1% |
644 |
32.1% |
|
55+ |
41.1% |
674 |
33.7% |
675 |
33.7% |
821 |
41.0% |
|
Key Demographics |
|
|
|
|
|
|
|
|
Indigenous2 |
4.9% |
200 |
10.0% |
307 |
15.3% |
278 |
13.9% |
|
Children in Household |
* |
700 |
35.0% |
482 |
24.1% |
427 |
21.3% |
|
Home Owners |
* |
1500 |
75.0% |
1302 |
65.0% |
1312 |
65.5% |
|
Business Leaders |
* |
400 |
20.0% |
369 |
18.4% |
349 |
17.4% |
1 Ten respondents identified as another
gender or preferred not to respond and are not presented in the table.
2 Based on 2016 Census Data as 2021
results for this metric are not currently available.
Participation
Rate: The rate below was derived using the formula recommended by the Public
Opinion Research Directorate of the Government of Canada:
|
Pre-Campaign
Survey |
|
|---|---|
|
|
|
|
Total email addresses used: |
14,982 |
|
|
|
|
Invalid cases |
|
|
Invitations mistakenly sent to people who did
not qualify for the study: |
840 |
|
Incomplete or missing email addresses: |
0 |
|
Unresolved
(U) |
|
|
Email invitations bounced back: |
0 |
|
Email invitations unanswered: |
9,905 |
|
|
|
|
In-scope
non-responding units (IS) |
|
|
Non-response from eligible respondents: |
0 |
|
Respondent refusals |
0 |
|
Language problem: |
0 |
|
Selected respondent not available (illness;
leave of absence; vacation; other): |
0 |
|
Early break-offs: |
334 |
|
|
|
|
Responding
units (R) |
|
|
Completed surveys disqualified – quota filled: |
1,843 |
|
Completed surveys disqualified for other
reasons: |
50 |
|
Completed surveys: |
2,010 |
|
|
|
|
Pre-Campaign
Wave Participation Rate = R/(U + IS + R) = 3,903/(9,905 + 334 + 3,903) = 27.6% |
|
|
Post-Campaign
Survey |
|
|---|---|
|
|
|
|
Total email addresses used: |
13,875 |
|
|
|
|
Invalid cases |
|
|
Invitations mistakenly sent to people who did
not qualify for the study: |
1,665 |
|
Incomplete or missing email addresses: |
0 |
|
Unresolved
(U) |
|
|
Email invitations bounce back: |
0 |
|
Email invitations unanswered: |
8,223 |
|
|
|
|
In-scope
non-responding units (IS) |
|
|
Non-response from eligible respondents: |
0 |
|
Respondent refusals |
0 |
|
Language problem: |
0 |
|
Selected respondent not available (illness;
leave of absence; vacation; other): |
0 |
|
Early break-offs: |
269 |
|
|
|
|
Responding
units (R) |
|
|
Completed surveys disqualified – quota filled: |
1,659 |
|
Completed surveys disqualified for other
reasons: |
55 |
|
Completed surveys: |
2,004 |
|
|
|
|
Post-Campaign
Wave Participation Rate = R/(U + IS + R) = 3,718/(8,223 + 269 + 3,718) = 30.5% |
|
Reminders were
distributed to potential respondents who were invited to complete a survey, but
who chose not to do so. 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.
Non-Response Bias Analysis
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, and region/province. The final data set for each
survey wave was statistically weighted to closely match the distribution of
these dimensions as stated in the 2016 Statistics Canada census (baseline), and
as stated in the 2021 Statistics Canada census (post-wave). The statistical
weights implemented were relatively small, given that the data collected
already closely matched the actual distribution of adult Canadians 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 from each campaign 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 audience drawn
from a commercially available online general public panel.
APPENDIX B: STUDY QUESTIONNAIRES
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 Narrative Research. Your participation is voluntary and your
responses will be kept entirely confidential and anonymous. The survey takes
about 7 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
Click
here if you wish to verify the authenticity of this
survey. To view our privacy policy, click here.
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
·
a
marketing research firm
·
a
magazine or newspaper
·
an
advertising agency or graphic design firm
·
a
political party
·
a radio
or television station
·
a
public relations company
·
the
federal or provincial government
·
none of
these organizations
IF “NONE OF THESE ORGANIZATIONS” CONTINUE, OTHERWISE THANK AND
TERMINATE.
b)
Are you…
·
Male
gender
·
Female
gender
·
Gender
diverse
c)
In what year were you born?
YYYY
ADMISSIBLE RANGE 1900-2003 IF > 2003, THANK AND TERMINATE ASK D IF QUESTION C IS LEFT BLANK OR 2003
d)
In which of the following age categories do you
belong? SELECT ONE ONLY
·
less
than 18 years old
·
18 to
24
·
25 to
34
·
35 to
44
·
45 to
54
·
55 to
64
·
65 or older
IF “LESS THAN 18 YEARS OLD” OR “BLANK”, THANK AND TERMINATE IF BLANK, FIRST PROMPT BY
SAYING: ‘WE REQUIRE AN ANSWER TO THIS QUESTION FOR RESEARCH PURPOSES. PLEASE
SELECT AN AGE CATEGORY.”
e. In which province or
territory do you live? SELECT ONE ONLY
·
Alberta
·
British
Columbia
·
Manitoba
·
New
Brunswick
·
Newfoundland
and Labrador
·
Northwest
Territories
·
Nova
Scotia
·
Nunavut
·
Ontario
·
Prince
Edward Island
·
Quebec
·
Saskatchewan
·
Yukon
·
None of
the above
IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE
FIRST PROMPT BY SAYING:
‘WE REQUIRE AN ANSWER TO THIS QUESTION FOR RESEARCH PURPOSES. PLEASE SELECT A
PROVINCE OR TERRITORY.” THANK,
TERMINATE, RECORD, AND KEEP DATA IF ‘NONE OF THE ABOVE.’
CORE QUESTIONS
ASK ALL RESPONDENTS
Q1: Over
the past three weeks, have you seen, read or heard any advertising from the
Government of Canada?
·
Yes
·
No =>
GO TO T1A
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
·
cinema
·
Facebook
·
Internet
website
·
magazines
·
newspaper
(daily)
·
newspaper
(weekly or community)
·
outdoor
billboards
·
pamphlet
or brochure in the mail
·
public
transit (bus or subway)
·
radio
·
television
·
Twitter
·
YouTube
·
Instagram
·
LinkedIn
·
Snapchat
·
Spotify
·
Other,
specify ___________________
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 the Canadian
2021 Census? [STATE TOPIC IN TWO OR
THREE WORDS BUT DO NOT DESCRIBE CAMPAIGN THEME]
·
Yes
·
No =>
GO TO T2
T1B:
Where have you seen, read or heard this Government of Canada ad about the
Canadian 2021 Census?
SELECT ALL THAT APPLY
·
cinema
·
Facebook
·
Internet
website
·
magazines
·
newspaper
(daily)
·
newspaper
(weekly or community)
·
outdoor
billboards
·
pamphlet
or brochure in the mail
·
public
transit (bus or subway)
·
radio
·
television
·
Twitter
·
YouTube
·
Instagram
·
LinkedIn
·
Snapchat
·
Spotify
·
Other,
specify ___________________
T1C:
What do you remember about this ad?
T2. Please indicate your level of agreement with
the following statements.
RANDOMIZE STATEMENTS
|
|
1
Strongly
Disagree |
2 |
3 |
4 |
5
Strongly
Agree |
|---|---|---|---|---|---|
|
a.
The Census provides valuable information to
government to help them make decisions |
o |
o |
o |
o |
o |
|
b.
Census information is used to plan programs and
services in my community |
o |
o |
o |
o |
o |
|
c.
The data collected from the census will have a
positive impact on my community |
o |
o |
o |
o |
o |
DEMOGRAPHIC QUESTIONS
D1: Which
of the following categories best describes your current employment status? Are
you… SELECT ONE ONLY
·
working
full-time (30 or more hours per week)
·
working
part-time (less than 30 hours per week)
·
self-employed
·
unemployed,
but looking for work
·
a
student attending school full-time
·
retired
·
not in
the workforce (Full-time homemaker or unemployed but not looking for work)
·
other
employment status
D2: What
is the highest level of formal education that you have completed? SELECT ONE
ONLY
·
grade 8
or less
·
some
high school
·
high
school diploma or equivalent
·
registered
Apprenticeship or other trades certificate or diploma
·
college,
CEGEP or other non-university certificate or diploma
·
university
certificate or diploma below bachelor's level
·
bachelor's
degree
·
postgraduate
degree above bachelor's level
D3: Are
there any children under the age of 18 currently living in your household?
·
yes
·
no
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
·
under
$20,000
·
between
$20,000 and $40,000
·
between
$40,000 and $60,000
·
between
$60,000 and $80,000
·
between
$80,000 and $100,000
·
between
$100,000 and $150,000
·
$150,000
and above
·
prefer
not to say
D5: Where
were you born?
·
born in
Canada
·
born
outside Canada (specify the country: _________________)
ASK IF D5=BORN OUTSIDE CANADA
D6: In
what year did you first move to Canada?
YYYY
ADMISSIBLE RANGE:
1900-2021
D7: What
is the language you first learned at home as a child and still understand? SELECT UP TO TWO
·
English
·
French
·
Other
language, specify ___________________
Closing (PRE-TEST ONLY)
D8: Are there any
questions in this survey that you found difficult to understand?
·
Yes
·
No
D9: IF ‘YES’
IN D8: Which questions did you find difficult to understand? RECORD
VERBATIM
That concludes the survey. This survey was conducted
on behalf of Statistics Canada. 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.
OUTIL
D’ÉVALUATION DES CAMPAGNES PUBLICITAIRES
SONDAGE
DE RÉFÉRENCE
À être mené avant la
diffusion des publicités dans les médias.
INTRODUCTION
Merci de prendre le temps de remplir le
présent sondage portant sur des enjeux qui intéressent actuellement les
Canadiens. If you wish to complete
the survey in English, please click English
[PASSEZ À LA VERSION ANGLAISE].
Le présent sondage est mené par Narrative
Research. Votre participation est volontaire et toutes vos réponses demeureront
confidentielles et anonymes. Il faut environ sept minutes pour répondre au
sondage. Ce sondage est mené conformément aux exigences de la Loi sur la protection des renseignements
personnels, de la Loi sur l’accès à
l’information et d’autres lois pertinentes.
Pour vérifier l’authenticité du présent
sondage, cliquez ici. Pour lire notre politique de confidentialité, cliquez
ici.
COMMENCER LE SONDAGE
Pour vérifier l’authenticité du présent
sondage, cliquez ici. Pour lire notre politique de confidentialité, cliquez
ici.
Pour
obtenir de l’aide technique, veuillez communiquer avec XXX.
e) Est-ce qu’un membre de votre ménage travaille
pour l’une des organisations suivantes? CHOISISSEZ
TOUTES LES RÉPONSES APPLICABLES.
·
une firme de recherche en marketing
·
un
magazine ou un journal
·
une agence de publicité ou de conception graphique
·
un parti
politique
·
une
station de radio ou de télévision
·
une firme de relations publiques
·
le gouvernement fédéral ou provincial
·
aucune de ces organisations
SI LA RÉPONSE
« AUCUNE DE CES ORGANISATIONS » A ÉTÉ SÉLECTIONNÉE, POURSUIVEZ.
SINON, REMERCIEZ LE RÉPONDANT ET METTEZ FIN AU SONDAGE.
f) Êtes-vous de…
·
genre masculin
·
genre féminin
·
diverses identités de genre
g) Quelle est votre année de naissance?
YYYY
TRANCHE ADMISSIBLE :
DE 1900 À 2003 SI L’ANNÉE EST 2004
OU APRÈS, REMERCIEZ LE RÉPONDANT ET METTEZ FIN AU SONDAGE. POSEZ LA QUESTION D SI LA CASE À LA QUESTION
C EST VIDE OU SI LA RÉPONSE EST DANS LA TRANCHE ADMISSIBLE.
h) À quelle catégorie d’âge appartenez-vous? CHOISISSEZ
UNE SEULE CATÉGORIE
·
moins de
18 ans
·
18 à
24 ans
·
25 à
34 ans
·
35 à
44 ans
·
45 à
54 ans
·
55 à
64 ans
·
65 ans et plus
SI LA RÉPONSE
« MOINS DE 18 ANS » A ÉTÉ SÉLECTIONNÉE, REMERCIEZ LE RÉPONDANT
ET METTEZ FIN AU SONDAGE. SI LA QUESTION EST DEMEURÉE SANS RÉPONSE, COMMENCEZ
PAR DIRE : « NOUS AVONS BESOIN D’UNE RÉPONSE À CETTE QUESTION À DES
FINS DE RECHERCHE. VEUILLEZ SÉLECTIONNER LA CATÉGORIE D’ÂGE À LAQUELLE VOUS
APPARTENEZ. »
e. Dans
quelle province ou quel territoire habitez-vous? CHOISISSEZ UNE SEULE PROVINCE OU UN SEUL TERRITOIRE.
·
Alberta
·
Colombie-Britannique
·
Manitoba
·
Nouveau-Brunswick
·
Terre-Neuve-et-Labrador
·
Territoires du Nord-Ouest
·
Nouvelle-Écosse
·
Nunavut
·
Ontario
·
Île-du-Prince-Édouard
·
Québec
·
Saskatchewan
·
Yukon
·
Aucune de ces réponses
SI LE RÉPONDANT NE
CHOISIT AUCUNE PROVINCE NI AUCUN TERRITOIRE, REMERCIEZ LE RÉPONDANT ET METTEZ
FIN AU SONDAGE.
AVANT DE METTRE FIN AU
SONDAGE, COMMENCEZ PAR DIRE : « NOUS AVONS BESOIN D’UNE
RÉPONSE À CETTE QUESTION À DES FINS DE RECHERCHE. VEUILLEZ SÉLECTIONNER LA
PROVINCE OU LE TERRITOIRE OÙ VOUS HABITEZ. » SI LA RÉPONSE « AUCUNE
DE CES RÉPONSES » A ÉTÉ SÉLECTIONNÉE, REMERCIEZ LE RÉPONDANT, METTEZ FIN
AU SONDAGE ET NOTEZ LES RÉPONSES POUR LES CONSERVER.
QUESTIONS DE BASE
QUESTIONS À POSER À TOUS LES
RÉPONDANTS
Q1 : Au cours des trois dernières semaines
avez-vous vu, lu ou entendu une publicité du gouvernement du Canada?
·
Oui
·
Non =>
ALLER À T1A
Q2 : À quel endroit avez-vous vu, lu ou entendu la dernière
publicité du gouvernement du Canada qui vous vient à l’esprit? CHOISISSEZ
TOUTES LES RÉPONSES APPLICABLES.
·
au cinéma
·
sur
Facebook
·
sur un
site Web
·
dans un
magazine
·
dans un
journal (quotidien)
·
dans un
journal (hebdomadaire ou communautaire)
·
sur un
tableau d’affichage extérieur
·
dans un
dépliant ou une brochure dans votre boîte aux lettres
·
sur un véhicule de transport en commun (autobus ou métro)
·
à la
radio
·
à la télévision
·
sur
Twitter
·
sur
YouTube
·
sur
Instagram
·
sur
LinkedIn
·
sur
Snapchat
·
sur
Spotify
·
autre, veuillez préciser
___________________
Q3 : De quoi vous souvenez-vous à propos de cette publicité?
Q4 : Comment
saviez-vous qu’il s’agissait d’une publicité du gouvernement du Canada?
QUESTIONS RELATIVES À LA
CAMPAGNE
QUESTIONS À POSER À TOUS
LES RÉPONDANTS
T1A : Au cours des trois dernières semaines, avez-vous vu, lu
ou entendu une publicité du gouvernement du Canada au sujet du Recensement
Canadien de 2021? [INDIQUER LE SUJET DE
LA CAMPAGNE EN DEUX OU TROIS MOTS, SANS EN DÉCRIRE LE THÈME.]
·
Oui
·
Non =>
ALLEZ À T2
T1B : À quel endroit avez-vous vu, lu ou entendu cette
publicité du gouvernement du Canada au sujet du Recensement Canadien de 2021? CHOISISSEZ TOUTES LES RÉPONSES APPLICABLES.
·
au cinéma
·
sur
Facebook
·
sur un
site Web
·
dans un
magazine
·
dans un
journal (quotidien)
·
dans un
journal (hebdomadaire ou communautaire)
·
sur un
tableau d’affichage extérieur
·
dans un
dépliant ou une brochure dans votre boîte aux lettres
·
sur un véhicule de transport en commun (autobus ou métro)
·
à la
radio
·
à la télévision
·
sur
Twitter
·
sur
YouTube
·
sur
Instagram
·
sur
LinkedIn
·
sur
Snapchat
·
sur
Spotify
·
autre, veuillez préciser
___________________
T1C : De quoi vous souvenez-vous à propos de cette publicité?
T2.
Veuillez indiquer dans quelle mesure vous êtes d’accord avec les énoncés
suivants.
ÉNONCÉS ALÉATOIRES
|
|
1
Fortement en
désaccord |
2 |
3 |
4 |
5
Fortement d’accord |
|---|---|---|---|---|---|
|
a.
Le
recensement fournit de précieux renseignements au gouvernement pour l’aider à
prendre des décisions éclairées |
o |
o |
o |
o |
o |
|
b.
Les
données du recensement servent à planifier des programmes et des services
dans ma collectivité |
o |
o |
o |
o |
o |
|
c.
Les
données recueillies dans le cadre du recensement auront une incidence
positive sur ma collectivité |
o |
o |
o |
o |
o |
QUESTIONS DÉMOGRAPHIQUES
D1 : Laquelle de ces descriptions correspond le mieux à votre
situation d’emploi actuelle? Êtes-vous… CHOISISSEZ UNE SEULE CATÉGORIE.
·
travailleur/travailleuse à temps plein
(30 heures ou plus par semaine)
·
travailleur/travailleuse à temps partiel (moins de 30 heures par semaine)
·
travailleur/travailleuse autonome
·
sans emploi, mais à la recherche d’un emploi
·
étudiant/étudiante à temps plein
·
à la retraite
·
sans emploi (personne au foyer à temps
plein ou sans emploi et non
à la recherche d’un emploi)
·
autre
situation d’emploi
D2 : Quel est le plus haut niveau de scolarité que vous avez
atteint? CHOISISSEZ UNE SEULE RÉPONSE.
·
huitième année ou
moins
·
quelques années d’études
secondaires
·
diplôme d’études secondaires ou l’équivalent
·
apprentissage enregistré ou autre certificat
ou diplôme d’une école de métiers
·
collège, cégep ou
autre certificat ou diplôme d’une
institution non universitaire
·
certificat ou diplôme
inférieur au baccalauréat
·
baccalauréat
·
diplôme d’études universitaires supérieur au baccalauréat
D3 : Des enfants de moins de 18 ans
habitent-ils actuellement dans votre ménage?
·
Oui
·
Non
D4 : Laquelle des catégories suivantes décrit
le mieux le revenu annuel total avant impôts de votre ménage? CHOISISSEZ
UNE SEULE RÉPONSE.
·
moins de
20 000 $
·
entre
20 000 $ et 40 000 $
·
entre
40 000 $ et 60 000 $
·
entre
60 000 $ et 80 000 $
·
entre
80 000 $ et 100 000 $
·
entre
100 000 $ et 150 000 $
·
150 000 $
et plus
·
préfère ne pas répondre
D5 : Où êtes-vous né(e)?
·
au
Canada
·
à l’étranger
·
Précisez quel pays :__________________
POSEZ CETTE QUESTION SI
LA RÉPONSE À LA QUESTION D5 ÉTAIT « À L’ÉTRANGER »
D6 : En quelle année êtes-vous arrivé(e) au Canada?
YYYY
PÉRIODE ADMISSIBLE :
De 1900 à 2021
D7 : Quelle est la première langue que vous avez apprise à la
maison lorsque vous étiez enfant et que vous comprenez toujours? CHOISIR JUSQU’À DEUX RÉPONSES.
·
anglais
·
français
·
autre
langue, veuillez préciser
___________________
CONCLUSION (AVANT
LE TEST SEULEMENT) :
D8 : Ce
sondage contenait-il des questions qui étaient difficiles à comprendre?
·
Oui
·
Non
POSEZ CETTE QUESTION SI
LA RÉPONSE À LA QUESTION D8 ÉTAIT « OUI »
D9 : Quelles questions avez-vous trouvé difficiles à comprendre? REPRENDRE
LES PAROLES EXACTES DU RÉPONDANT.
________________________________________________________
Voilà qui met fin au
sondage que nous avons mené au nom de Statistique Canada. Dans les mois à venir,
un rapport réalisé par Bibliothèque et Archives Canada sera disponible. Nous
vous remercions sincèrement d’avoir pris le temps de participer à ce sondage.
ADVERTISING CAMPAIGN EVALUATION TOOL
POST-CAMPAIGN SURVEY
To be conducted after the ads are run in the media.
INTRODUCTION
Thank you for taking a few
minutes to complete this survey on current issues that matter to Canadians. Si vous préférez
répondre à ce sondage en français, veuillez cliquer sur français au dessus [SWITCH TO FRENCH
VERSION].
The survey is being conducted by
Narrative Research. Your participation is voluntary
and your responses will be kept entirely confidential and anonymous. The
survey takes about 7 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 wish to verify the authenticity of this survey
(Project code: 20210628-NA114), please visit the Canadian Research
Insights Council (CRIC) website. You may also wish to view our privacy
policy.
i)
Does
anyone in your household work for any of the following organizations? SELECT
ALL THAT APPLY
·
a
marketing research firm
·
a
magazine or newspaper
·
an
advertising agency or graphic design firm
·
a
political party
·
a radio
or television station
·
a
public relations company
·
the
federal or provincial government
·
none of
these organizations
IF “NONE OF THESE
ORGANIZATIONS” CONTINUE, OTHERWISE THANK AND TERMINATE.
j)
What
is your gender?
·
Male
gender
·
Female
gender
·
Other
·
Prefer
not to answer
k)
In
what year were you born?
YYYY
ADMISSIBLE RANGE 1900-2004
IF > 2004, THANK AND TERMINATE
ASK D IF QUESTION C IS LEFT
BLANK OR IF 2004
l)
In
which of the following age categories do you belong? SELECT
ONE ONLY
·
less
than 18 years old
·
18 to
24
·
25 to
34
·
35 to
44
·
45 to
54
·
55 to
64
·
65 or
older
IF “LESS THAN 18 YEARS OLD”
OR “BLANK”, THANK AND TERMINATE. IF BLANK, FIRST PROMPT BY SAYING: ‘WE REQUIRE AN ANSWER TO THIS QUESTION
FOR RESEARCH PURPOSES. PLEASE SELECT AN AGE CATEGORY.”
e. In which province or territory do you live? SELECT
ONE ONLY
·
Alberta
·
British
Columbia
·
Manitoba
·
New
Brunswick
·
Newfoundland
and Labrador
·
Northwest
Territories
·
Nova
Scotia
·
Nunavut
·
Ontario
·
Prince
Edward Island
·
Quebec
·
Saskatchewan
·
Yukon
IF NO PROVINCE OR TERRITORY
IS SELECTED, THANK AND TERMINATE. FIRST PROMPT BY SAYING: ‘WE REQUIRE AN ANSWER
TO THIS QUESTION FOR RESEARCH PURPOSES. PLEASE SELECT A PROVINCE OR
TERRITORY.” THANK, TERMINATE, RECORD,
AND KEEP DATA IF ‘NONE OF THE ABOVE.’
D2: Do you have children living in your household who are 17 years of age or
younger?
·
Yes
·
No
·
Prefer
not to say
D7: Please
indicate whether you belong to any of the following Indigenous groups: POSE
STATEMENTS IN ORDER
a
First Nations, which includes Status and Non–Status
b
Métis
c
Inuk or Inuit
·
Yes
·
No
·
Prefer
not to say
D1: Which of the following categories best describes your current
employment status? Are you …: SELECT ONE
ONLY
·
working
full-time (30 or more hours per week)
·
working
part-time (less than 30 hours per week)
·
self-employed
·
unemployed,
but looking for work
·
a student
attending school full-time
·
retired
·
not in
the workforce (Full-time homemaker or unemployed but not looking for work)
·
other
employment status
[POSE D9 IF CODES 1, 2, OR 3 IN D1]
D9:
Are you an
owner, senior executive, or senior decision-maker within a private sector
business? SELECT ONE ONLY
·
Yes
·
No
D10:
What is your current
living arrangement? SELECT ONE ONLY
·
Live in
a single family dwelling home I own
·
Live in
a condo I own
·
Rent a
condo or apartment
·
Rent a single family home
·
Other
[specify]
CORE QUESTIONS
ASK ALL RESPONDENTS
Q1: Over the past three weeks, have you seen, read or heard any
advertising from the Government of Canada?
·
yes
·
no =>
GO TO T1A
Q3: What do you remember about
this ad?
CAMPAIGN SPECIFIC QUESTIONS
ASK ALL RESPONDENTS
T1A: Over the past three weeks, have you seen, read or heard any Government of
Canada advertising about climate change and the environment? SELECT ONE ONLY
·
Yes
·
No =>
GO TO T1DA
T1B: Where have you seen, read or heard this Government of Canada ad about
climate change and the environment? SELECT
ALL THAT APPLY
·
Television
·
Facebook
·
Instagram
·
YouTube
·
Cinema
·
Internet
website
·
Magazines
·
Newspaper
(daily)
·
Newspaper
(weekly or community)
·
Outdoor
billboards
·
Pamphlet
or brochure in the mail
·
Public transit
(bus or subway)
·
Radio
·
Twitter
·
LinkedIn
·
Snapchat
·
Online
music streaming (for example, Spotify, Apple Music)
·
Video
streaming sites (for example, CBC Gem, Netflix, Amazon Prime Video)
·
Pinterest
·
Podcasts
·
Other,
specify ___________________
T1C: What do you remember about this ad?
CAMPAIGN SPECIFIC
ATTITUDINAL AND BEHAVIOURAL QUESTIONS MAY BE ADDED HERE
ASK ALL RESPONDENTS
T1DA: Please state your level of awareness with the following Government of
Canada environmental programs:
a iZEVs: incentives for the purchase or lease of
zero-emission vehicles (battery-electric, plug-in hybrid electric)
b Canada’s
Greener Homes Grant: grants and loans for home energy efficiency updates
c Plastics Waste Reduction
d 2 Billion Trees: planting trees to help meet climate goals
e Net
Zero Accelerator Fund: funds to help large emitters reduce their emissions
f
Ghost Gear Fund: recovering abandoned marine
fishing gear
1 – Not at all
aware
2 – Slightly
aware
3 – Moderately
aware
4 – Very aware
5 – Extremely
aware
T1DB: How likely are you to take part in any of
the following in the next 6 months? [RANDOMIZE STATEMENTS ‘A’ AND ‘B’ AND ‘D’
BELOW, AND ALWAYS POSE ITEM ‘C’ LAST]
|
|
Very unlikely |
Somewhat unlikely |
Neither unlikely nor likely |
Somewhat likely |
Very likely |
Don’t know |
|---|---|---|---|---|---|---|
|
a
Visit
a Government of Canada website to look for information on environmental and
climate change programs such as financial incentives (grants, interest-free loans and rebates). |
1 |
2 |
3 |
4 |
5 |
6 |
|
b
Visit
a Government of Canada website to look for information on how to reduce your
carbon emissions and other ways to reduce your impact on the environment. |
1 |
2 |
3 |
4 |
5 |
6 |
|
c
Increase your personal efforts to protect
the environment |
1 |
2 |
3 |
4 |
5 |
6 |
|
d
Take
advantage or register for one or more of the advertised programs |
1 |
2 |
3 |
4 |
5 |
6 |
T1DC: What do you think are the three most important environmental issues facing
Canada right now? [RANDOMIZE; ALLOW
UP TO THREE RESPONSES]
·
Global
warming/climate change
·
Air
pollution
·
Dealing
with the amount of waste we generate
·
De-forestation
·
Water pollution
·
Depletion
of natural resources
·
Future
energy sources and supplies
·
Over-packaging
of consumer goods
·
Wildlife
conservation
·
Greenhouse
gas emissions
·
Poor
quality drinking water
·
Flooding
·
Future
food sources and supplies
·
Soil
erosion
·
Wildfires/Forest
fires
·
None
are important
·
Other
[specify]_______________________
T1DD: Please state your level of awareness regarding the following Government of
Canada environmental initiatives? [RANDOMIZE]
a Banning certain types of single use plastics
b Increasing Canada’s greenhouse gas emissions
reduction targets from 30% to 40%-45% by 2030
c [SPLIT SAMPLE] Ensure Pollution Pricing or Cap and trade systems exist in
all provinces and territories in Canada / Ensure carbon tax or Cap and trade
systems exist in all provinces and territories in Canada
d Achieving Net-Zero emissions by 2050
e Plant 2 billion trees by 2030
f
Restore
wetlands, grasslands and other important ecosystems
g Introduction of the clean fuel standard
h Protect 25% of Canada’s lands and 25% of its oceans
by 2025, and increasing both to 30% by 2030
i
100% of all new
cars and light-duty trucks sold in Canada will be zero-emission vehicles by
2035
1 – Not
at all aware
2 –
Slightly aware
3 –
Moderately aware
4 – Very
aware
5 –
Extremely aware
T1DE: Please state your level of agreement with the following statements: [RANDOMIZE]
a The climate actions I take now make a difference.
b The climate actions I take now will help protect the
environment in the long term.
c The Government of Canada offers a wide variety of
programs and incentives to help Canadians reduce their environmental impact.
d The Government of Canada is taking action to protect
the environment.
e I’m willing to
make changes to my lifestyle that will support the Government of Canada in
protecting the environment.
f
The Government
of Canada’s environmental programs and incentives are relevant to people like
me.
g
Canada is a world leader when it comes to protecting the environment.
h
The Government of Canada has a plan to both protect the environment and
strengthen the economy.
1 – Strongly disagree
2 – Somewhat disagree
3 – Neither disagree nor agree
4 – Somewhat agree
5 – Strongly agree
6 – Not applicable
8 – Don’t know
AD RECALL QUESTIONS
T1F: Here are some ads that have recently been broadcast on various media. Click
here to watch.
[INSERT VIDEO & PRINT] [CLICK TO GO
TO THE NEXT PAGE]
Over the past weeks, have you seen, read or heard these ads?
·
yes
·
no =>
GO TO T1H
T1G: Where have you seen, read or heard these ads? SELECT
ALL THAT APPLY
·
Television
·
Facebook
·
Instagram
·
YouTube
·
Cinema
·
Internet
website
·
Magazines
·
Newspaper
(daily)
·
Newspaper
(weekly or community)
·
Outdoor
billboards
·
Pamphlet
or brochure in the mail
·
Public transit
(bus or subway)
·
Radio
·
Twitter
·
LinkedIn
·
Snapchat
·
Online
music streaming (for example, Spotify, Apple Music)
·
Video
streaming sites (for example, CBC Gem, Netflix, Amazon Prime Video)
·
Pinterest
·
Podcasts
·
Other,
specify ___________________
T1H: What do you think is the main point these ads
are trying to get across?
T1I: 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 the Government of Canada is investing
in programs and incentives to help fight climate change. |
o |
o |
o |
o |
o |
|
These ads clearly convey that there are financial incentives and programs available for
uptake for Canadians |
o |
o |
o |
o |
o |
DEMOGRAPHIC QUESTIONS
D3: What is the highest level of formal education that you have
completed? SELECT ONE ONLY
·
grade 8
or less
·
some
high school
·
high
school diploma or equivalent
·
registered
Apprenticeship or other trades certificate or diploma
·
college,
CEGEP or other non-university certificate or diploma
·
university
certificate or diploma below bachelor's level
·
bachelor's
degree
·
postgraduate
degree above bachelor's level
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
·
under
$20,000
·
between
$20,000 and $40,000
·
between
$40,000 and $60,000
·
between
$60,000 and $80,000
·
between
$80,000 and $100,000
·
between
$100,000 and $150,000
·
between
$150,000 and $200,000
·
$200,000
and above
·
Prefer
not to say
D5:Where were you born?
·
born in
Canada
·
born
outside Canada
·
Specify
the country: ___________________
ASK IF D5=BORN OUTSIDE
CANADA
D6: In what year did you first move to Canada?
YYYY
ADMISSIBLE RANGE: 1900-2022
D8: What is the language you first learned at home as a child and still
understand? SELECT UP TO TWO
·
English
·
French
·
Other
language, specify ___________________
CLOSING (PRE-TEST ONLY):
PT1:
Are there any questions in this survey that you found difficult to understand?
·
Yes
·
No
PT2:
IF YES IN PT1: Which questions did you find difficult to
understand? RECORD VERBATIM
___________________________________________________________________________
That concludes the survey. This survey was conducted on behalf of Environment and Climate Change Canada. 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.
OUTIL D’ÉVALUATION DES CAMPAGNES PUBLICITAIRES
SONDAGE D’APRÈS CAMPAGNE
À être mené après la diffusion des publicités dans les médias.
INTRODUCTION
Merci de prendre
quelques minutes pour répondre à ce sondage sur les questions d’actualité qui
préoccupent les Canadiens et les Canadiennes. If you wish to
complete the survey in English, please click English above [PASSEZ A LA VERSION ANGLAISE].
Le présent sondage
est mené par Narrative Research. Votre
participation est volontaire et toutes vos réponses demeureront confidentielles
et anonymes. Il faut environ sept minutes pour répondre au sondage. Ce
sondage est mené conformément aux exigences de la Loi sur la protection des renseignements personnels, de la Loi sur l’accès à l’information et
d’autres lois pertinentes.
DÉBUT DU
SONDAGE
Pour vérifier
l’authenticité du présent sondage (Code de projet : 20210628-NA114), veuillez
visiter le site Web du Conseil de
recherche et d’intelligence marketing canadien (CRIC).
Pour lire notre
politique de confidentialité, veuillez visiter https://narrativeresearch.ca/privacy-policy/#politique-de-confidentialité
m) Quelqu’un
au sein de votre foyer travaille-t-il
pour l’une ou l’autre des organisations suivantes? CHOISISSEZ
TOUTES LES RÉPONSES APPLICABLES.
·
une firme de recherche en marketing
·
un
magazine ou un quotidien
·
une agence de publicité ou de conception graphique
·
un
parti politique
·
une
station radiophonique ou de
télévision
·
une firme de relations publiques
·
le gouvernement fédéral ou provincial
·
aucune de ces organisations
SI « AUCUNE DE CES ORGANISATIONS », POURSUIVEZ. SINON, REMERCIEZ
LE RÉPONDANT ET METTEZ FIN AU SONDAGE.
n) Quel est
votre genre?
·
homme
·
femme
·
autre
·
je préfère ne pas répondre
o)
Quelle est votre année de naissance?
YYYY
TRANCHE ADMISSIBLE : 1900 À 2004
SI L’ANNÉE EST 2004 ET APRÈS, REMERCIEZ LE RÉPONDANT ET METTEZ FIN AU
SONDAGE.
POSEZ LA QUESTION D SI LA CASE À LA QUESTION C’EST VIDE, OU 2004.
p)
À quelle catégorie d’âge appartenez-vous?
NE CHOISIR QU’UNE SEUL CATÉGORIE.
·
moins de 18 ans
·
18 à 24
·
25 à 34
·
35 à 44
·
45 à 54
·
55 à 64
·
65 et
plus
SI LE RÉPONDANT À MOINS DE 18 ANS, REMERCIEZ-LE ET METTEZ FIN AU SONDAGE.
SI LA QUESTION EST DEMEURÉE SANS RÉPONSE, COMMENCEZ PAR DIRE :
« NOUS AVONS BESOIN D’UNE RÉPONSE À CETTE QUESTION À DES FINS DE RECHERCHE.
VEUILLEZ SÉLECTIONNER LA CATÉGORIE D’ÂGE À LAQUELLE VOUS APPARTENEZ. »
e. Dans quelle province ou quel territoire
habitez-vous? NE CHOISIR QU’UN PROVINCE OU QU’UN
TERRITOIRE.
·
Alberta
·
Colombie-Britannique
·
Manitoba
·
Nouveau-Brunswick
·
Terre-Neuve-et-Labrador
·
Territoire du Nord-Ouest
·
Nouvelle-Écosse
·
Nunavut
·
Ontario
·
Île-du-Prince-Édouard
·
Québec
·
Saskatchewan
·
Yukon
SI AUCUNE PROVINCE OU AUCUN TERRITOIRE N’EST CHOISI(E), REMERCIEZ LE
RÉPONDANT ET METTEZ FIN AU SONDAGE. AVANT DE METTRE FIN AU SONDAGE, COMMENCEZ
PAR DIRE : « NOUS AVONS BESOIN D’UNE RÉPONSE À CETTE QUESTION À DES
FINS DE RECHERCHE. VEUILLEZ SÉLECTIONNER LA PROVINCE OU LE TERRITOIRE OÙ VOUS
HABITEZ. » SI LA RÉPONSE « AUCUNE DE CES RÉPONSES » A ÉTÉ
SÉLECTIONNÉE, REMERCIEZ LE RÉPONDANT, METTEZ FIN AU SONDAGE ET NOTEZ LES
RÉPONSES POUR LES CONSERVER.
D2 : Avez-vous des enfants âgés de 17 ans ou
moins qui vivent dans votre foyer?
·
oui
·
non
·
préfère ne pas répondre
D7 : Veuillez indiquer si vous appartenez à l’un des groupes
autochtones suivants : POSER LES ÉNONCÉS DANS L’ORDRE
a
Premières Nations, comprenant les Indiens inscrits et non inscrits
b
Métis
c
Inuk ou Inuit
·
oui
·
non
·
préfère ne pas répondre
D1: Laquelle de ces descriptions correspond le mieux
à votre situation d’emploi actuelle? Êtes-vous… NE
CHOISIR QU’UNE CATÉGORIE.
·
travailleur/travailleuse à temps complet (30 heures et plus par semaine)
·
travailleur/travailleuse à temps partiel (moins de 30 heures par semaine)
·
travailleur/travailleuse autonome
·
sans emploi, mais à la recherche d’un emploi
·
étudiant(e) à temps plein
·
retraité(e)
·
à l’extérieur du marché du travail
(personne au foyer à temps plein ou
sans emploi et non à la recherche d’emploi)
·
autre
situation
[POSER LA QUESTION D9 SI LES CODES POUR LA D1 SONT DE 1,
2 OU 3]
D9 : Êtes-vous
propriétaire, cadre supérieur ou décisionnaire de haut niveau dans une
entreprise du secteur privé? SÉLECTIONNER
UNE SEULE RÉPONSE
·
oui
·
non
D10 : Quelle est votre
situation de logement actuelle? SÉLECTIONNER UNE SEULE RÉPONSE
·
Je vis
dans une maison unifamiliale dont je suis
propriétaire
·
Je vis
dans un condominium dont je suis propriétaire
·
Je loue un appartement ou un condominium
·
Je loue une maison
unifamiliale
·
Autre [préciser]
QUESTIONS DE BASE
POSER À TOUS LES RÉPONDANTS.
Q1 : Au cours des
trois dernières semaines avez-vous vu, lu ou entendu des publicités du
gouvernement du Canada?
·
oui
·
non =>
ALLER À T1A
Q3: De quoi vous
souvenez-vous à propos de cette publicité?
QUESTIONS SPÉCIFIQUES RELATIVES À LA CAMPAGNE
POSER À TOUS LES RÉPONDANTS.
T1A : Au cours des
trois dernières semaines, avez-vous vu, lu ou entendu une publicité du
gouvernement du Canada concernant le changement climatique et l’environnement? SÉLECTIONNER UNE SEULE RÉPONSE
·
oui
·
non =>
ALLEZ À T1DA
T1B: Où avez-vous vu, lu ou entendu cette publicité du gouvernement du Canada
concernant le changement climatique et l’environnement? CHOISISSEZ TOUTES LES RÉPONSES APPLICABLES.
·
à la télévision
·
sur
Facebook
·
sur
Instagram
·
sur
YouTube
·
au cinéma
·
sur un
site Web
·
dans un
magazine
·
dans un
journal (quotidien)
·
dans un
journal (hebdomadaire ou communautaire)
·
sur un
tableau d’affichage extérieur
·
dans un
dépliant ou une brochure dans votre boîte aux lettres
·
sur un véhicule de transport en commun (autobus ou métro)
·
à la
radio
·
sur
Twitter
·
sur
LinkedIn
·
sur
Snapchat
·
sur une plateforme de
diffusion de musique en ligne
(p. ex., Spotify, Apple Music)
·
sur une plateforme de diffusion vidéo en ligne
(p. ex., Tou.TV, Netflix, Amazon Prime Video)
·
Pinterest
·
Balados
·
autre, veuillez préciser
___________________
T1C: De quoi vous
souvenez-vous à propos de cette publicité?
ON PEUT AJOUTER ICI DES QUESTIONS PRÉCISES À LA CAMPAGNE POUR ÉVALUER LES
ATTITUDES ET LES COMPORTEMENTS.
POSER À TOUS LES RÉPONDANTS.
T1DA: Veuillez indiquer dans quelle mesure vous connaissez
les programmes environnementaux suivants du gouvernement du Canada.
a
iVZE :
incitatifs pour l’achat ou la location de véhicules zéro émission (véhicules
électriques à batterie, véhicules hybrides électriques rechargeables).
b
Maisons plus vertes (subventions et prêts en vue
d’améliorer l’efficacité énergétique des maisons).
c
Réduction des
déchets de plastique
d
2 milliards d’arbres : planter des arbres pour
aider à atteindre les objectifs climatiques.
e
Fonds accélérateur net zéro : fonds destinés à aider
les grands émetteurs à réduire leurs émissions.
f
Fonds pour les engins fantômes : récupération des
engins de pêche abandonnés.
1 – Pas du tout conscient
2 – Légèrement conscient
3 – Modérément conscient
4 – Très conscient
5 – Extrêmement
T1DB:
Dans quelle mesure est-il probable que vous participiez à l’une des activités
suivantes au cours des six prochains mois? [PRÉSENTER LES ÉNONCÉS « A » ET
« B » ET « D » CI-DESSOUS DANS UN ORDRE ALÉATOIRE, ET
TOUJOURS PRÉSENTER L’ÉNONCÉ « C » EN DERNIER]
|
|
Très improbable |
Plutôt improbable |
Ni improbable ni
probable |
Plutôt probable |
Très probable |
Ne sait
pas |
|---|---|---|---|---|---|---|
|
a
Consulter un site Web du gouvernement du Canada pour obtenir des
renseignements sur les programmes relatifs à l’environnement et aux
changements climatiques, comme des incitatifs financiers (subventions, prêts
sans intérêt et remises). |
1 |
2 |
3 |
4 |
5 |
6 |
|
b
Consulter un site Web du gouvernement du Canada pour trouver des
informations sur la façon de réduire vos émissions de carbone et d’autres
moyens de réduire votre impact sur l’environnement. |
1 |
2 |
3 |
4 |
5 |
6 |
|
c
Déployer des efforts personnels supplémentaires pour protéger
l’environnement. |
1 |
2 |
3 |
4 |
5 |
6 |
|
d
Profiter d’un ou de plusieurs des programmes annoncés ou s’y inscrire |
1 |
2 |
3 |
4 |
5 |
6 |
T1DC: À votre avis, quels
sont les trois plus importants problèmes environnementaux auxquels le Canada
est actuellement confronté? [PRÉSENTER DANS UN ORDRE ALÉATOIRE;
ACCEPTER JUSQU’À TROIS RÉPONSES]
·
Le réchauffement climatique/les changements climatiques
·
La pollution
de l’air
·
La
gestion de la quantité de déchets
que nous produisons
·
La déforestation
·
La
pollution de l’eau
·
L’épuisement des ressources naturelles
·
Les
sources et l’approvisionnement énergétiques
futurs
·
Le suremballage des biens de consommation
·
La
conservation de la vie sauvage
·
Les émissions de gaz à effets de serre
·
La mauvaise qualité de l’eau potable
·
Les inondations
·
Les
sources et l’approvisionnement alimentaires
futurs
·
L’érosion du sol
·
Feux de forêt
·
Aucun n’est important
·
Autre [veuillez préciser]
__________________
T1DD: Veuillez indiquer
dans quelle mesure vous êtes conscient des initiatives suivantes du
gouvernement du Canada liées à l’environnement.
[PRÉSENTER DANS UN ORDRE ALÉATOIRE]
a
Interdire certains types de plastiques à usage unique.
b
Augmenter des objectifs de réduction des émissions de gaz à effet de serre
du Canada de 30 % à 40-45 % d’ici 2030.
c
[PARTAGER L’ÉCHANTILLON] Veiller à ce que des systèmes de tarification de
la pollution ou de plafonnement et d’échange existent dans toutes les provinces
et tous les territoires du Canada. / Veiller à ce que des systèmes de taxe sur
le carbone ou de plafonnement et d’échange existent dans toutes les provinces
et tous les territoires du Canada.
d
Atteindre la carboneutralité d’ici 2050.
e
Planter 2 milliards d’arbres d’ici 2030.
f
Restaurer des zones humides, des prairies et d’autres écosystèmes
importants.
g
Introduire la Norme sur les combustibles propres.
h
Protéger 25 % des terres et 25 % des océans du Canada d’ici 2025,
et porter ces deux chiffres à 30 % d’ici 2030
i
La totalité des voitures et camions légers neufs vendus au Canada sera des
véhicules zéro émission d’ici 2035.
1 – Pas du tout conscient
2 – Légèrement conscient
3 – Modérément conscient
4 – Très conscient
5 – Extrêmement conscient
T1DE: Veuillez indiquer votre degré d’accord avec les
affirmations suivantes.
a
Les actions pour réduire les changements climatiques que je pose maintenant
font la différence.
b
Les actions pour réduire les changements climatiques que je pose maintenant
contribueront à protéger l’environnement à long terme.
c
Le gouvernement du Canada offre une grande variété de programmes et
d’incitatifs pour aider les Canadiens à réduire leur impact sur
l’environnement.
d
Le gouvernement du Canada prend des mesures pour protéger l’environnement.
e
Je suis prêt à apporter des changements à mon mode de vie pour appuyer les
mesures du gouvernement du Canada visant à protéger l’environnement.
f
Les incitatifs et les programmes environnementaux du gouvernement du Canada
concernent des gens comme moi.
g
Le Canada est un chef de file mondial en ce qui a trait à la protection de
l’environnement.
h
Le gouvernement du Canada a un plan qui vise à la fois à protéger
l’environnement et à soutenir l’économie.
1 – Tout à fait en désaccord
2 – Plutôt en désaccord
3 – Ni d’accord ni en désaccord
4 – Plutôt d’accord
5 – Tout à fait d’accord
6 – Ne s’applique pas
8 – Ne sait pas
QUESTIONS SUR LES SOUVENIRS DES PUBLICITÉS
T1F:
Voici quelques publicités qui ont récemment été diffusées sur différents
médias. Cliquez ici pour les voir.
[INSÉREZ LES PUBLICITÉS VIDÉO & IMPRIMÉE]
[CLIQUEZ POUR ALLER À LA PAGE SUIVANTE]
Au cours des dernières semaines avez-vous vu, lu
ou entendu ces publicités?
·
oui
·
non =>
ALLER À T1H
T1G: Où avez-vous vu, lu ou
entendu ces publicités? CHOISISSEZ
TOUTES LES RÉPONSES APPLICABLES.
·
à la télévision
·
sur
Facebook
·
sur
Instagram
·
sur
YouTube
·
au cinéma
·
sur un
site Web
·
dans un
magazine
·
dans un
journal (quotidien)
·
dans un
journal (hebdomadaire ou communautaire)
·
sur un
tableau d’affichage extérieur
·
dans un
dépliant ou une brochure dans votre boîte aux lettres
·
sur un véhicule de transport en commun (autobus ou métro)
·
à la
radio
·
sur
Twitter
·
sur
LinkedIn
·
sur Snapchat
·
sur une plateforme de
diffusion de musique en ligne
(p. ex., Spotify, Apple Music)
·
sur une plateforme de diffusion vidéo en ligne
(p. ex., Tou.TV, Netflix, Amazon Prime Video)
·
Pinterest
·
Balados
·
autre, veuillez préciser
___________________
T1H: Quel est, selon vous, le message principal que ces publicités tentent de
véhiculer?
T1I: Dans quelle mesure êtes-vous d’accord ou non avec
les énoncés suivants au sujet de ces publicités?
LIRE LES ÉNONCÉS AU HASARD.
|
|
1 Fortement en désaccord |
2 |
3 |
4 |
5 Fortement en accord |
|---|---|---|---|---|---|
|
Ces publicités attirent mon attention |
o |
o |
o |
o |
o |
|
Ces publicités me concernent |
o |
o |
o |
o |
o |
|
Ces publicités sont difficiles à suivre |
o |
o |
o |
o |
o |
|
Ces publicités ne favorisent pas un parti
politique plus qu’un autre |
o |
o |
o |
o |
o |
|
Ces publicités traitent d’un sujet important |
o |
o |
o |
o |
o |
|
Ces publicités fournissent de l’information
nouvelle |
o |
o |
o |
o |
o |
|
Ces publicités transmettent clairement que le
gouvernement du Canada investit dans des programmes et des mesures
incitatives pour aider à lutter contre le changement climatique |
o |
o |
o |
o |
o |
|
Ces publicités transmettent clairement qu’il existe des
mesures incitatives et des programmes financiers auxquels les Canadiens et
les Canadiennes peuvent prendre part |
o |
o |
o |
o |
o |
QUESTIONS DÉMOGRAPHIQUES
D3: Quel est le plus haut niveau de scolarité que
vous avez atteint? NE CHOISIR QU’UNE SEULE OPTION.
·
huitième année ou
moins
·
quelques années d’études
secondaires
·
diplôme d’études secondaires ou l’équivalent
·
apprentissage enregistré ou autre certificat
ou diplôme d’une école de métiers
·
collège, cégep ou
autre certificat ou diplôme d’une
institution non universitaire
·
certificat ou diplôme
inférieur au baccalauréat
·
baccalauréat
·
diplôme d’études universitaires supérieur au baccalauréat
D4: Laquelle des catégories suivantes décrit le mieux
la somme des revenus annuels avant impôts de tous les membres de votre foyer? NE
CHOISIR QU’UNE SEULE RÉPONSE.
·
moins de 20
000 $
·
entre
20 000 $ et 40 000 $
·
entre
40 000 $ et 60 000 $
·
entre
60 000 $ et 80 000 $
·
entre
80 000 $ et 100 000 $
·
entre
100 000 $ et 150 000 $
·
entre
150 000 $ and 200 000 $
·
200 000
$ et plus
·
préfère ne pas répondre
D5: Où êtes-vous né(e)?
·
au
Canada
·
à l’étranger
·
Précisez quel pays
: ___________________
POSER LA QUESTION D6 SI D5=À L’ÉTRANGER
D6 : En quelle
année êtes-vous arrivé(e) au Canada?
YYYY
PÉRIODE ADMISSIBLE : 1900 à 2022
D8:
Quelle est la première langue que vous avez apprise lorsque vous étiez enfant et
que vous comprenez toujours? EN CHOISIR
AU PLUS DEUX.
·
anglais
·
français
·
autre
langue; veuillez préciser
___________________
SONDAGE-TEST SEULEMENT :
PT1 : Ce sondage
contenait-il des questions qui étaient difficile à comprendre?
·
Oui
·
Non
SI « OUI » EN PT1
PT2 : Quelles questions
étaient difficiles à comprendre selon vous? [NOTER
MOT À MOT]
________________________________________________________
Voilà qui met fin au sondage que nous avons effectué pour le compte de d’Environnement et Changement climatique Canada. Dans les mois à venir, le rapport sera disponible de Bibliothèque et Archives Canada. Nous vous remercions beaucoup d’avoir pris le temps d’y participer, nous vous en sommes reconnaissants.