Government of Canada’s COVID-19 Economic Response Plan advertising
campaign - ACET Survey Spring and Fall 2020
Final Report
Supplier
name: Leger marketing inc.
Contract number: 60074-200050/001/CY
Contract value: $66,395.98
Awarded date: 2020-04-22
Delivery date: 2020-09-22
Registration number: POR-002-20
For more information on this report, please contact Department
of Finance Canada at: stephanie.rubec@canada.ca
Ce rapport est
aussi disponible en français.
This
methodological report presents the technical aspects of two online surveys
conducted by Leger Marketing Inc. on behalf of the Department of Finance
Canada. The first survey was conducted with 2,000 Canadians between April 24,
2020 and May 4, 2020. The second survey was conducted with 2,048 Canadians
between August 20, 2020 and August 31, 2020.
Cette publication est aussi disponible en
français sous le titre « CAMPAGNE PUBLICITAIRE SUR LE PLAN D’INTERVENTION
ÉCONOMIQUE DU GOUVERNEMENT DU CANADA EN RÉPONSE À LA COVID-19 – SONDAGE OECP
PRINTEMPS-AUTOMNE 2020 ».
This
publication may be reproduced for non-commercial purposes only. Prior written
permission must be obtained from the Department of Finance Canada. For more
information on this report, please contact the Department of Finance Canada at stephanie.rubec@canada.ca or by mail at:
Department of Finance Canada
90 Elgin Street
Ottawa, Ontario K1A 0G5
House of Commons
Parliament Buildings
Ottawa, Ontario K1A 0A6
International
Standard Book Number 978-0-660-37627-1 - (PDF)
Catalog Number
F2-281/1-2020E-PDF - (PDF)
International
Standard Book Number 978-0-660-37628-8 - (hard copy)
Catalog Number
F2-281/1-2020E - (hard copy)
Numéro international normalisé du livre
978-0-660-37629-5 - (PDF)
Numéro de catalogue F2-281/1-2020F-PDF - (PDF)
Numéro international normalisé du livre
978-0-660-37630-1 – (copie papier)
Numéro de catalogue F2-281/1-2020F - (copie papier)
© Her Majesty the Queen in Right of
Canada, as represented by the Minister of Public Works and Government Services,
2020
1.3 Methodology –
Quantitative Research
1.4 Notes on The
Interpretation of The Findings
1.5 Declaration of
Political Neutrality and Contact Information
Appendix A. Quantitative Methodology
A.1.2 Quality Control
Measures and coding
A.1.5 Weighted and
Unweighted Samples
A.1.6 Weighting Factors –
Wave 1
A.1.7 Weighting Factors –
Wave 2
Appendix B. Survey Questionnaire
Wave 1
Appendix C. Survey Questionnaire
Wave 2
Leger is pleased to
present the Department of Finance Canada with this report on findings from a
quantitative web survey designed to learn about Canadian individuals and
businesses response to the advertising campaign.
This report was
prepared by Leger who was contracted by Department of Finance Canada (contract
number 60074-200050/001/CY awarded April 22, 2020; Contract value is $66,395.98).
1.1 Background and Objectives
In April 2020, the
Department of Finance Canada and the Government of Canada developed an
advertising campaign to support the government’s COVID-19 Economic Response
Plan. The campaign objectives were to inform Canadians and increase awareness
and take-up of key initiatives, programs, and benefits within Government of
Canada’s COVID-19 Economic Response Plan. The campaign pursued two main objectives
regarding two groups of people: support for individual Canadians and families
and support for businesses. The main objective of this study was to evaluate
the performance of the campaign with the target audience using the Advertising
Campaign Evaluation Tool (ACET), both for pretesting and post testing the
campaign. The objectives of the study were the following:
• Measure overall aided and unaided
awareness of the advertising
• Establish recall of the
key campaign messages
• Establish if any action
had been taken as a result of seeing or hearing the
advertising
• Measure awareness of who
was responsible for creating the ad
More precisely, the
components measured in the pretesting wave were:
·
Pre-campaign awareness of the Government’s COVID-19
Economic Response Plan;
·
Aided and unaided awareness of general Government of Canada advertising;
along with advertising related to the Government’s COVID-19
Economic Response Plan;
·
Aided and unaided awareness of the Government’s COVID-19
Economic Response Plan.
The components
measured in the post testing wave were:
· The unaided and aided
awareness of the Department of Finance advertisements and general Government of
Canada advertising;
· The message recall to measure;
·
Various attributes of the campaign (credibility, clarity, relevance,
captivity, provided new information, and importance of topic);
·
Aided and unaided awareness of the Government’s COVID-19 Economic
Response Plan;
·
Intention to act.
As a result of the government's investment in this campaign, the
Department of Finance of Canada is required to evaluate the performance of the
campaign with the target audience using the Advertising Campaign Evaluation
Tool (ACET), both for pretesting and post testing the campaign. This study will
help the Department of Finance to improve the performance of future advertising
campaigns.
Online Survey
The study was
conducted among the general population, but quotas were also fixed to reach the
following targets: Indigenous people, youth (aged under 25), low-income individuals
(annual household
income $40,000 and under) and business executives. The table below shows the breakdown of the quotas. The
complete details of the quotas and the completed interviews in those specific
targets for both waves can be found in Annexe A.
|
Target |
Quotas |
|
Indigenous |
100 |
|
Youth (under 25 years of age) |
200 |
|
Low income households (annual household income of
$40,000 and under) |
200 |
|
Business executives |
200 |
|
General population |
1,300 |
Pre-campaign
This quantitative
research consisted of two waves of data collection. The first wave took place
between April 24 and May 4, 2020. The national participation rate for the
survey was 30.9%. To validate the programming of the questionnaire, a pretest of 40
interviews, 20 in each official language, was conducted on April 24, 2020. The
interviews lasted an average of
five minutes. As no problems were detected, fieldwork proceeded
with no changes. A total of 2,000 Canadians were
interviewed.
Post campaign
The second wave of data collection took place between August 20 and
August 31, 2020. The national participation rate for the survey was
17.2%. To validate the programming of the questionnaire, a pretest of 43
interviews, in both official languages, was conducted on August 20 and ended on
August 21, 2020. The interviews lasted an average of seven minutes. As no problems were
detected, data collection proceeded with no changes. A total of 2,048 Canadians were interviewed.
The opinions and observations expressed in
this document do not reflect those of the Department of
Finance of Canada. This report was compiled by Leger based on research
conducted specifically for this project.
I hereby certify, as
chief agent of Leger, that the deliverables are in full compliance with the
neutrality requirements of the Policy on Communications and Federal Identity and the Directive on the Management of
Communications—Appendix C (Appendix C: Mandatory Procedures for Public Opinion Research).
Specifically, the
deliverables do not include information on electoral voting intentions,
political party preferences, party positions, or the assessment of the performance
of a political party or its leaders.
Christian
Bourque
Executive Vice President and
Associate
Leger
507
Place d’Armes, Suite 700
Montréal,
Quebec
H2Y
2W8
Appendix
A. Quantitative Methodology
Leger adheres to the most stringent guidelines for quantitative
research. The survey instrument was compliant with the Standards of Conduct of
Government of Canada Public Opinion Research.
Computer Aided Web Interviewing (CAWI)
A panel-based Internet survey with a sample of Canadian adults from the
general population (with quotas for the following audiences: Indigenous people,
youth [under 25 years of age], low income individuals and business executives) was
conducted by Leger. Participant selection was made randomly from LegerWeb’s online
panel.
Leger owns and operates an Internet panel of more than 400,000 Canadians
from coast to coast. An Internet panel is made up of web users profiled on
different sociodemographic variables. The majority of
Leger’s panel members (61%) have been recruited randomly over the phone over
the past decade, making it highly similar to the actual Canadian population on
many demographic characteristics.
Leger meets the strictest quantitative
research guidelines. The ACET questionnaire, the standardized questionnaire for
federal government’s pre- and post-tests was used. No changes were made by
Leger to the content of the questionnaire. The questionnaire was provided by
the Department of Finance Canada. The data collection has been conducted in
accordance with the Standards for the Conduct of Government of Canada Public
Opinion Research—Series A—Fieldwork and Data Tabulation for Online Surveys.
Respondents were assured of the voluntary
and confidential nature of the approach, and the anonymity of their responses.
As with all research conducted by Leger, any information that could identify
respondents was removed from the data, in accordance with Canada’s Privacy Act.
The research team
supervised the programming to ensure each question, response category and skip
pattern was been properly entered, even after this information has been
verified by two separate programmers and a data analyst, to check for
consistency.
In broad terms,
Leger’s methodological approach for an online survey includes the following
steps:
Highly trained
programmers, assisted by experienced data analysts, program each survey in CAWI
then perform thorough testing to ensure that no stone is left unturned.
Upon completion of
data collection for online surveys, Leger’s data analysts and data processing
department will clean the data thoroughly, ensuring that:
The data is checked
and cleaned after the pre-test, after the first night of field, and at project
completion. During analysis, all numbers are double-checked, and any outliers
are also double-checked to ensure the data has been entered accurately in the
first place.
All projects have a
team of coders assigned to edit, clean, and develop meaningful codes for the
answers to open-ended questions. Leger will develop the code book and code
open-ended questions accordingly. The same code book will be used for each wave
(if applicable). New codes may be created if a specific answer becomes more
prominent and the client approves. All data from open-ended questions is
checked by different coders to ensure data is accurate and correctly coded. No
coded data leaves to be processed by our statisticians until a second team of
coders has reviewed and approved of all code lists.
With Centralus, our proprietary software, project managers can
check on frequencies, the number of completes, quotas (if any), and the
participation rate at any time during field. Centralus
is most often use internally by research teams as a rapid checker tool for
frequencies check and quotas. This “real-time” management tool allows for any
issues to be quickly flagged and corrected as well as in managing survey
invitations to be sent to reach set quotas for the research. Centralus is also capable of delivering standard frequencies
to clients in real-time via the Internet (with a password-protected site). Centralus is an additional project tracking tool in
addition to Decipher and are both used by research teams.
Our Leo (Leger
Opinion) technical assistance team is available 7 days a week from 8am to 9pm
ET to answer any inquiry on the part of survey respondents or help fix
technical problems. If a question is submitted by phone or email outside of
office hours, the technical assistance team will respond first thing the following
morning. Once again, our LegerWeb team comprises
individuals who can answer questions in both official
languages at all times. This is the Leger advantage.
It should be noted
that a
margin of error cannot be associated with a non-probability sample in a panel
survey.
Online Survey
Pre campaign
Fieldwork for the first wave was carried out from April 24 to May 4,
2020. A total of 2,000 Canadians were interviewed. A pretest of 40 interviews was completed in
both official languages before the launch of the data collection to validate
the programming of the questionnaire.
Post campaign
Fieldwork for the second wave was carried out from August 20 to August
31, 2020. A total of 2,048 Canadians were interviewed. A pretest of 43 interviews was completed
before the launch of the data collection to validate the programming of the
questionnaire.
Representative sample of Canadians
To obtain reliable data for each of the subgroups, we
surveyed a total sample of 2,000 Canadian adults for the first wave and 2,048
for the second wave, in all regions of the country.
A sample of Canadian adults was selected
using a stratified regional sampling approach. Flexible regional quotas were
applied to ensure that a sufficient number of
interviews were conducted in each region of Canada.
The next two tables detail the regional
quotas and the complete number of interviews for both waves.
Table 1. Regional quotas - Wave 1
|
Region |
Quotas |
Number of completed interviews |
|
Atlantic |
85 |
118 |
|
Quebec |
285 |
635 |
|
Ontario |
500 |
665 |
|
Prairies |
130 |
168 |
|
Alberta |
130 |
183 |
|
British Columbia |
170 |
230 |
|
None of the above |
0 |
1 |
|
Total |
1,300 |
2,000 |
Table 2. Regional quotas- Wave 2
|
Region |
Quotas |
Number of completed interviews |
|
|
|
|
|
Atlantic |
85 |
106 |
|
Quebec |
285 |
616 |
|
Ontario |
500 |
720 |
|
Prairies |
130 |
171 |
|
Alberta |
130 |
193 |
|
British Columbia |
170 |
242 |
|
None of the above |
0 |
0 |
|
Total |
1,300 |
2,048 |
In order to have a
better understanding of certain segments of the Canadian population, quotas had
been established beforehand. The next two tables show the number of completed
interviews for each wave.
Table 3. Targeted quotas and completed interviews-
Wave 1
|
Target |
Quotas |
Number of completed interviews |
|
Indigenous |
100 |
246 |
|
Youth (under 25 years of age) |
200 |
253 |
|
Low income households (annual household income of
$40,000 and under) |
200 |
407 |
|
Business executives |
200 |
370 |
Table 4. Targeted quotas and completed interviews-
Wave 2
|
Target |
Quotas |
Number of completed interviews |
|
Indigenous |
100 |
137 |
|
Youth (under 25 years of age) |
200 |
159 |
|
Low income households (annual household income of
$40,000 and under) |
200 |
232 |
|
Business executives |
200 |
217 |
Below is the
calculation of the participation rate to the web survey for both waves. The overall response
rate for the first wave is 30.9% and 17.2% for the second wave. Quota
fulfillment was harder during the second survey wave, particularly with regard to the Indigenous and business oversamples.
Reaching the objectives therefore required a larger base sample, which had a
negative impact on the participation rate in the second wave. The participation
rate is calculated using the following formula: Participation rate / response
rate = R ÷ (U + IS + R). The table below provides details of the calculation.
Table 5. Participation rate wave 1
|
Base Sample |
8,080 |
|
Invalid cases |
0 |
|
Invitations mistakenly sent to people who did not
qualify for the study |
0 |
|
Incomplete or missing email addresses |
0 |
|
Unresolved (U) |
5,215 |
|
Email invitations bounce back |
12 |
|
Email invitations unanswered |
5 203 |
|
EFFECTIVE SAMPLE* |
2,500 |
|
In-scope non-responding units (IS) |
112 |
|
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 |
112 |
|
Responding units (R) |
2,388 |
|
Completed surveys disqualified – quota filled |
388 |
|
Completed surveys disqualified for other reasons |
0 |
|
COMPLETED INTERVIEWS |
2,000
|
|
Participation rate |
30.9% |
Table 6. Participation rate wave 2
|
Base Sample |
13,908 |
|
Invalid cases |
0 |
|
Invitations mistakenly sent to people who did not
qualify for the study |
0 |
|
Incomplete or missing email addresses |
0 |
|
Unresolved (U) |
11,046 |
|
Email invitations bounce back |
7 |
|
Email invitations unanswered |
11,039 |
|
EFFECTIVE SAMPLE* |
2,569 |
|
In-scope non-responding units (IS) |
229 |
|
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 |
229 |
|
Responding units (R) |
2,340 |
|
Completed surveys disqualified – quota filled |
290 |
|
Completed surveys disqualified for other reasons |
0 |
|
COMPLETED INTERVIEWS |
2,048 |
|
Participation rate |
17.2% |
It should be noted
that for both waves, respondents received two reminders via e-mail.
According to Statistics Canada’s 2016
national census data, Leger weighted the results of this survey by age, gender,
province of residence for each wave, Indigenous identity
and household income.
According to Info-Canada, the business
sample has been weighted by region and by business size.
The table below shows the geographical
distribution of respondents, before and after weighting for the first wave.
There is almost no geographical distribution imbalance in the unweighted
sample. The weighting process mainly adjusted the weighting of Quebec (which
was overrepresented) and Ontario (which were slightly underrepresented).
Table 7. Unweighted and weighted sample distribution
by region- Wave 1
|
Province
or territory |
Unweighted |
Weighted |
|
118 |
138 |
|
|
Quebec |
635 |
460 |
|
Ontario |
665 |
764 |
|
Prairies (MB&SK) |
168 |
114 |
|
Alberta |
183 |
230 |
|
British Columbia |
230 |
293 |
|
None of the above |
1 |
1 |
The table below shows the geographical
distribution of respondents for the second wave. Similar to
the first wave, there is almost no geographical distribution imbalance in the
unweighted sample. The weighting process mainly adjusted the weighting of
Quebec, which was overrepresented.
Table 8. Unweighted and weighted sample distribution
by region- Wave 2
|
Province
or territory |
Unweighted |
Weighted |
|
Atlantic |
106 |
122 |
|
Quebec |
616 |
470 |
|
Ontario |
720 |
782 |
|
Prairies (MB&SK) |
171 |
131 |
|
Alberta |
193 |
265 |
|
British Columbia |
242 |
277 |
|
None of the above |
0 |
1 |
The tables below illustrate the
demographic distribution of respondents by gender, age, language (mother
tongue), education and household income for both waves.
With respect to gender in both waves, we
can see that very few adjustments were needed.
Table 9.
Unweighted and gender-weighted sample distribution- Wave 1
|
GENDER |
Unweighted |
Weighted |
|
Male |
913 |
955 |
|
Female |
1,080 |
1,040 |
|
Gender
diverse |
7 |
5 |
Table 10. Unweighted and gender-weighted sample
distribution- Wave 2
|
GENDER |
Unweighted |
Weighted |
|
Male |
972 |
986 |
|
Female |
1,069 |
1,054 |
|
Gender
Diverse |
7 |
8 |
With respect to age distribution, for both
waves, the weighting process adjusted the 18-24 years old sample who were
slightly over-represented (due to targeted sampling) and the older samples (55
to 64 years old and 65 and older) who where slightly underrepresented.
Table 11. Unweighted and age-weighted sample
distribution - Wave 1
|
Unweighted |
Weighted |
|
|
18 to 24 years old |
253 |
171 |
|
25 to 34 years old |
351 |
358 |
|
35 to 44 years old |
375 |
351 |
|
45 to 54 years old |
395 |
394 |
|
55 to 64 years old |
327 |
358 |
|
65 and older |
299 |
368 |
Table 12. Unweighted and age-weighted sample
distribution - Wave 2
|
AGE |
Unweighted |
Weighted |
|
18
to 24 years old |
260 |
192 |
|
25
to 34 years old |
328 |
318 |
|
35
to 44 years old |
342 |
351 |
|
45
to 54 years old |
365 |
368 |
|
55
to 64 years old |
365 |
389 |
|
65
and older |
388 |
431 |
The relatively small size of the weighting
factors and differences in the responses of the various subgroups suggest that
the quality of the data was not affected by the process. The weighting applied
corrected the original imbalance for data analysis purposes; no further
manipulation was required.
Certain subgroups tend to be
underrepresented or overrepresented in a sample compared to the general
population. The weighting of a sample makes it possible to correct for
differences in the representation of the various subgroups of that sample
compared to what is usually observed in the overall studied population.
Weighting factors are therefore the weight given to each respondent that
corresponds to a subgroup of the sample.
The following tables illustrate the
proportion allocated to each target in the sample for the first wave.
Table 13. Weighting by region
|
REGION |
Weighting |
|
GENPOP
AND British Columbia |
0.1356 |
|
GENPOP
AND Alberta |
0.1122 |
|
GENPOP
AND Saskatchewan |
0.0301 |
|
GENPOP
AND Manitoba, Nunavut |
0.0352 |
|
GENPOP
AND Ontario |
0.3839 |
|
GENPOP
AND Quebec |
0.2346 |
|
GENPOP
AND New Brunswick |
0.0219 |
|
GENPOP
AND Nova Scotia |
0.0271 |
|
GENPOP AND Prince Edward Island |
0.0041 |
|
GENPOP AND Newfoundland and Labrador |
0.0153 |
|
Total |
1 |
Table 14. Weighting by gender, region, and age
|
GENDER*REGION*AGE |
Weighting |
|
GENPOP AND British Columbia AND Male gender, Gender
diverse AND 18 to 24 |
0.0181 |
|
GENPOP AND British Columbia AND Male gender, Gender
diverse AND 35 to 44 |
0.0102 |
|
GENPOP AND British Columbia AND Male gender, Gender diverse
AND 45 to 54 |
0.0117 |
|
GENPOP AND British Columbia AND Male gender, Gender
diverse AND 55 to 64 |
0.0117 |
|
GENPOP AND British Columbia AND Male gender, Gender
diverse AND 65 or older |
0.0141 |
|
GENPOP AND British Columbia AND Female gender AND 18
to 24 |
0.0068 |
|
GENPOP AND British Columbia AND Female gender AND 25
to 34 |
0.0111 |
|
GENPOP AND British Columbia AND Female gender AND 35
to 44 |
0.0108 |
|
GENPOP AND British Columbia AND Female gender AND 45
to 54 |
0.0125 |
|
GENPOP AND British Columbia AND Female gender AND 55
to 64 |
0.0125 |
|
GENPOP AND British Columbia AND Female gender AND 65
or older |
0.0162 |
|
GENPOP AND Alberta AND Male gender, Gender diverse
AND 18 to 24 |
0.0181 |
|
GENPOP AND Alberta AND Male gender, Gender diverse
AND 35 to 44 |
0.0106 |
|
GENPOP AND Alberta AND Male gender, Gender diverse
AND 45 to 54 |
0.0099 |
|
GENPOP AND Alberta AND Male gender, Gender diverse
AND 55 to 64 |
0.0090 |
|
GENPOP AND Alberta AND Male gender, Gender diverse
AND 65 or older |
0.0083 |
|
GENPOP AND Alberta AND Female gender AND 18 to 24 |
0.0062 |
|
GENPOP AND Alberta AND Female gender AND 25 to 34 |
0.0114 |
|
GENPOP AND Alberta AND Female gender AND 35 to 44 |
0.0104 |
|
GENPOP AND Alberta AND Female gender AND 45 to 54 |
0.0098 |
|
GENPOP AND Alberta AND Female gender AND 55 to 64 |
0.0089 |
|
GENPOP AND Alberta AND Female gender AND 65 or older |
0.0096 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Male
gender, Gender diverse AND 18 to 24 |
0.0098 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Male
gender, Gender diverse AND 35 to 44 |
0.0053 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Male
gender, Gender diverse AND 45 to 54 |
0.0055 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Male
gender, Gender diverse AND 55 to 64 |
0.0055 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Male
gender, Gender diverse AND 65 or older |
0.0059 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Female gender AND 18 to 24 |
0.0038 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Female gender AND 25 to 34 |
0.0058 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Female gender AND 35 to 44 |
0.0053 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Female gender AND 45 to 54 |
0.0055 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Female gender AND 55 to 64 |
0.0056 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Female gender AND 65 or older |
0.0072 |
|
GENPOP AND Ontario AND Male gender, Gender diverse
AND 18 to 24 |
0.0223 |
|
GENPOP AND Ontario AND Male gender, Gender diverse
AND 25 to 34 |
0.0306 |
|
GENPOP AND Ontario AND Male gender, Gender diverse
AND 35 to 44 |
0.0292 |
|
GENPOP AND Ontario AND Male gender, Gender diverse
AND 45 to 54 |
0.0346 |
|
GENPOP AND Ontario AND Male gender, Gender diverse
AND 55 to 64 |
0.0316 |
|
GENPOP AND Ontario AND Male gender, Gender diverse
AND 65 or older |
0.0363 |
|
GENPOP AND Ontario AND Female gender AND 18 to 24 |
0.0212 |
|
GENPOP AND Ontario AND Female gender AND 25 to 34 |
0.0315 |
|
GENPOP AND Ontario AND Female gender AND 35 to 44 |
0.0319 |
|
GENPOP AND Ontario AND Female gender AND 45 to 54 |
0.0365 |
|
GENPOP AND Ontario AND Female gender AND 55 to 64 |
0.0338 |
|
GENPOP AND Ontario AND Female gender AND 65 or older |
0.0441 |
|
GENPOP AND Quebec AND Male gender, Gender diverse
AND 18 to 24 |
0.0121 |
|
GENPOP AND Quebec AND Male gender, Gender diverse
AND 25 to 34 |
0.0180 |
|
GENPOP AND Quebec AND Male gender, Gender diverse
AND 35 to 44 |
0.0189 |
|
GENPOP AND Quebec AND Male gender, Gender diverse
AND 45 to 54 |
0.0203 |
|
GENPOP AND Quebec AND Male gender, Gender diverse
AND 55 to 64 |
0.0211 |
|
GENPOP AND Quebec AND Male gender, Gender diverse
AND 65 or older |
0.0239 |
|
GENPOP AND Quebec AND Female gender AND 18 to 24 |
0.0118 |
|
GENPOP AND Quebec AND Female gender AND 25 to 34 |
0.0181 |
|
GENPOP AND Quebec AND Female gender AND 35 to 44 |
0.0189 |
|
GENPOP AND Quebec AND Female gender AND 45 to 54 |
0.0203 |
|
GENPOP AND Quebec AND Female gender AND 55 to 64 |
0.0217 |
|
GENPOP AND Quebec AND Female gender AND 65 or older |
0.0295 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Male gender, Gender diverse AND 18 to
24 |
0.0080 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Male gender, Gender diverse AND 35 to
44 |
0.0049 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Male gender, Gender diverse AND 45 to
54 |
0.0061 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Male gender, Gender diverse AND 55 to
64 |
0.0065 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Male gender, Gender diverse AND 65 or
older |
0.0076 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Female gender AND 18 to 24 |
0.0033 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Female gender AND 25 to 34 |
0.0047 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Female gender AND 35 to 44 |
0.0053 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Female gender AND 45 to 54 |
0.0065 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Female gender AND 55 to 64 |
0.0069 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Female gender AND 65 or older |
0.0089 |
|
Total |
1 |
Table 15. EDUCATION
|
EDUCATION |
Weighting |
|
GENPOP AND 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 |
0.272 |
|
GENPOP AND University certificate or diploma below
bachelor's level, Bachelor's degree, Postgraduate degree above bachelor's
level |
0.728 |
|
Total |
1 |
Table 16. INCOME
|
INCOME |
Weighting |
|
GENPOP AND Under $20,000, Between $20,000 and
$40,000 |
0.17973010 |
|
GENPOP AND Between $40,000 and $60,000-$150,000 and
above |
0.72026989 |
|
GENPOP AND I prefer not to answer |
0.1 |
|
Total |
1 |
Table 17. Weighting by region and language
|
REGION*LANGUAGE |
Weighting |
|
QC
and French |
0.1809 |
|
QC
and other
language |
0.0537 |
|
CAN
and French |
0.0271 |
|
CAN
and other
language |
0.7383 |
|
Total |
1 |
Table 18. Weighting by Indigenous
|
INDIGENOUS/FIRST NATIONS |
Weighting |
|
NO TO: Indigenous |
0.951 |
|
Indigenous |
0.049 |
|
Total |
1 |
Table 19. Weighting Business executives and region
|
BUSINESS EXECUTIVES*REGION |
Weighting |
|
BUSINESS AND British Columbia, Alberta, Manitoba, Saskatchewan |
0.34593575 |
|
BUSINESS
AND Ontario |
0.37343373 |
|
BUSINESS
AND Quebec |
0.20967456 |
|
BUSINESS AND Newfoundland and Labrador, New
Brunswick, Nova Scotia, Prince Edward Island |
0.07095593 |
|
Total |
1 |
Table 20. Weighting Business executives and number of
employees
|
BUSINESS
EXECUTIVES*NUMBER OF EMPLPOYEES |
Weighting |
|
BUSINESS
AND 1-99 |
0.89729095 |
|
BUSINESS
AND 100-499 |
0.01446508 |
|
BUSINESS
AND Over 500 |
0.00194396 |
|
DK/REF |
0.0863 |
|
Total |
1 |
The following tables illustrate the
proportion allocated to each target in the sample for the first wave.
Table 21. Weighting by region
|
REGION |
Weighting |
|
GENPOP
AND British Columbia |
0.1356 |
|
GENPOP
AND Alberta |
0.1122 |
|
GENPOP
AND Saskatchewan |
0.0301 |
|
GENPOP
AND Manitoba, Nunavut |
0.0352 |
|
GENPOP
AND Ontario |
0.3839 |
|
GENPOP
AND Quebec |
0.2346 |
|
GENPOP
AND New Brunswick |
0.0219 |
|
GENPOP
AND Nova Scotia |
0.0271 |
|
GENPOP AND Prince Edward Island |
0.0041 |
|
GENPOP AND Newfoundland and Labrador |
0.0153 |
|
Total |
1 |
Table 22. Weighting by gender, region, and age
|
GENDER*REGION*AGE |
Weighting |
|
GENPOP AND British Columbia AND Male gender, Gender
diverse AND 18 to 24 |
0.0072 |
|
GENPOP AND British Columbia AND Male gender, Gender
diverse AND 25 to 34 |
0.0109 |
|
GENPOP AND British Columbia AND Male gender, Gender
diverse AND 35 to 44 |
0.0102 |
|
GENPOP AND British Columbia AND Male gender, Gender
diverse AND 45 to 54 |
0.0117 |
|
GENPOP AND British Columbia AND Male gender, Gender
diverse AND 55 to 64 |
0.0117 |
|
GENPOP AND British Columbia AND Male gender, Gender
diverse AND 65 or older |
0.0141 |
|
GENPOP AND British Columbia AND Female gender AND 18
to 24 |
0.0068 |
|
GENPOP AND British Columbia AND Female gender AND 25
to 34 |
0.0111 |
|
GENPOP AND British Columbia AND Female gender AND 35
to 44 |
0.0108 |
|
GENPOP AND British Columbia AND Female gender AND 45
to 54 |
0.0125 |
|
GENPOP AND British Columbia AND Female gender AND 55
to 64 |
0.0125 |
|
GENPOP AND British Columbia AND Female gender AND 65
or older |
0.0162 |
|
GENPOP AND Alberta AND Male gender, Gender diverse
AND 18 to 24 |
0.0181 |
|
GENPOP AND Alberta AND Male gender, Gender diverse
AND 35 to 44 |
0.0106 |
|
GENPOP AND Alberta AND Male gender, Gender diverse
AND 45 to 54 |
0.0099 |
|
GENPOP AND Alberta AND Male gender, Gender diverse
AND 55 to 64 |
0.0090 |
|
GENPOP AND Alberta AND Male gender, Gender diverse
AND 65 or older |
0.0083 |
|
GENPOP AND Alberta AND Female gender AND 18 to 24 |
0.0062 |
|
GENPOP AND Alberta AND Female gender AND 25 to 34 |
0.0114 |
|
GENPOP AND Alberta AND Female gender AND 35 to 44 |
0.0104 |
|
GENPOP AND Alberta AND Female gender AND 45 to 54 |
0.0098 |
|
GENPOP AND Alberta AND Female gender AND 55 to 64 |
0.0089 |
|
GENPOP AND Alberta AND Female gender AND 65 or older |
0.0096 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Male
gender, Gender diverse AND 18 to 24 |
0.0040 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Male
gender, Gender diverse AND 25 to 34 |
0.0058 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Male
gender, Gender diverse AND 35 to 44 |
0.0053 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Male
gender, Gender diverse AND 45 to 54 |
0.0055 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Male gender,
Gender diverse AND 55 to 64 |
0.0055 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Male
gender, Gender diverse AND 65 or older |
0.0059 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Female gender AND 18 to 24 |
0.0038 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Female gender AND 25 to 34 |
0.0058 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Female gender AND 35 to 44 |
0.0053 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Female gender AND 45 to 54 |
0.0055 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Female gender AND 55 to 64 |
0.0056 |
|
GENPOP AND Manitoba, Saskatchewan, Nunavut AND Female gender AND 65 or older |
0.0072 |
|
GENPOP AND Ontario AND Male gender, Gender diverse
AND 18 to 24 |
0.0223 |
|
GENPOP AND Ontario AND Male gender, Gender diverse
AND 25 to 34 |
0.0306 |
|
GENPOP AND Ontario AND Male gender, Gender diverse
AND 35 to 44 |
0.0292 |
|
GENPOP AND Ontario AND Male gender, Gender diverse
AND 45 to 54 |
0.0346 |
|
GENPOP AND Ontario AND Male gender, Gender diverse
AND 55 to 64 |
0.0316 |
|
GENPOP AND Ontario AND Male gender, Gender diverse
AND 65 or older |
0.0363 |
|
GENPOP AND Ontario AND Female gender AND 18 to 24 |
0.0212 |
|
GENPOP AND Ontario AND Female gender AND 25 to 34 |
0.0315 |
|
GENPOP AND Ontario AND Female gender AND 35 to 44 |
0.0319 |
|
GENPOP AND Ontario AND Female gender AND 45 to 54 |
0.0365 |
|
GENPOP AND Ontario AND Female gender AND 55 to 64 |
0.0338 |
|
GENPOP AND Ontario AND Female gender AND 65 or older |
0.0441 |
|
GENPOP AND Quebec AND Male gender, Gender diverse
AND 18 to 24 |
0.0121 |
|
GENPOP AND Quebec AND Male gender, Gender diverse
AND 25 to 34 |
0.0180 |
|
GENPOP AND Quebec AND Male gender, Gender diverse
AND 35 to 44 |
0.0189 |
|
GENPOP AND Quebec AND Male gender, Gender diverse
AND 45 to 54 |
0.0203 |
|
GENPOP AND Quebec AND Male gender, Gender diverse
AND 55 to 64 |
0.0211 |
|
GENPOP AND Quebec AND Male gender, Gender diverse
AND 65 or older |
0.0239 |
|
GENPOP AND Quebec AND Female gender AND 18 to 24 |
0.0118 |
|
GENPOP AND Quebec AND Female gender AND 25 to 34 |
0.0181 |
|
GENPOP AND Quebec AND Female gender AND 35 to 44 |
0.0189 |
|
GENPOP AND Quebec AND Female gender AND 45 to 54 |
0.0203 |
|
GENPOP AND Quebec AND Female gender AND 55 to 64 |
0.0217 |
|
GENPOP AND Quebec AND Female gender AND 65 or older |
0.0295 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Male gender, Gender diverse AND 18 to
24 |
0.0034 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Male gender, Gender diverse AND 25 to
34 |
0.0046 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Male gender, Gender diverse AND 35 to
44 |
0.0049 |
|
0.0202 |
|
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Female gender AND 18 to 24 |
0.0033 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Female gender AND 25 to 34 |
0.0047 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Female gender AND 35 to 44 |
0.0053 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Female gender AND 45 to 54 |
0.0065 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Female gender AND 55 to 64 |
0.0069 |
|
GENPOP AND Prince Edward Island, New Brunswick, Nova
Scotia, Newfoundland and Labrador AND Female gender AND 65 or older |
0.0089 |
|
Total |
1 |
Table 23. EDUCATION
|
EDUCATION |
Weighting |
|
GENPOP AND 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 |
0.272 |
|
GENPOP AND University certificate or diploma below
bachelor's level, Bachelor's degree, Postgraduate degree above bachelor's
level |
0.728 |
|
Total |
1 |
Table 24. INCOME
|
INCOME |
Weighting |
|
GENPOP AND Under $20,000, Between $20,000 and
$40,000 |
0.17835217 |
|
GENPOP AND Between $40,000 and above |
0.71474782 |
|
GENPOP AND I prefer not to answer |
0.1069 |
|
Total |
1 |
Table 25. Weighting by region and language
|
REGION*LANGUAGE |
Weighting |
|
QC
and French |
0.1809 |
|
QC
and other
language |
0.0537 |
|
CAN
and French |
0.0271 |
|
CAN
and other
language |
0.7383 |
|
Total |
1 |
Table 26. Weighting by Indigenous
|
INDIGENOUS/FIRST NATIONS |
Weighting |
|
NO TO: Indigenous |
0.951 |
|
Indigenous |
0.049 |
|
Total |
1 |
Table 27. Weighting Business executives and region
|
BUSINESS EXECUTIVES*REGION |
Weighting |
|
BUSINESS AND Not Quebec or Ontario |
0.41689168 |
|
BUSINESS
AND Ontario |
0.37343373 |
|
BUSINESS
AND Quebec |
0.20967456 |
|
Total |
1 |
Table 28. Weighting Business executives and number of
employees
|
BUSINESS
EXECUTIVES*NUMBER OF EMPLOYEES |
Weighting |
|
BUSINESS
AND 1-99 |
0.92734141 |
|
BUSINESS
AND 100-499 |
0.01494951 |
|
BUSINESS
AND Over 500 |
0.00200906 |
|
DK/REF |
0.0557 |
|
Total |
1 |
Appendix B. Survey Questionnaire Wave 1
Thank you for taking the time to complete this survey dealing with
current issues of interest to Canadians.
Your participation is voluntary and your
responses will be kept entirely confidential. The survey takes about 12 minutes
to complete and is registered with the Canadian Research Insights Council
(CRIC).
The product registration code is 20200423-LE673. `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 `click here`_.
Duplicate explicit target name: "click here".
[QA] Does anyone in your household work for any of the following
organizations?
SELECT ALL THAT APPLY
Row:
[r1] A marketing research firm
[r2] A magazine or newspaper
[r3] An advertising agency or graphic design firm
[r4] A political party
[r5] A radio or television station
[r6] A public relations company
[r7] The federal or provincial government
[r97] None of these organizations
[QB] Are you...
Row:
[r1] Female gender
[r2] Male gender
[r3] Gender diverse
[QC] In what year were you born?
[QD] In which of the following age categories do you belong?
Row:
[r0] Less than 18 years old
[r1] 18 to 24
[r2] 25 to 34
[r3] 35 to 44
[r4] 45 to 54
[r5] 55 to 64
[r6] 65 or older
[r9] I prefer not to answer
[PROV] In which province or territory do you live?
Row:
[AB] Alberta
[BC] British Columbia
[MB] Manitoba
[NB] New Brunswick
[NF] Newfoundland and Labrador
[NT] Northwest Territories
[NS] Nova Scotia
[NU] Nunavut
[ON] Ontario
[PE] Prince Edward Island
[QC] Quebec
[SK] Saskatchewan
[YK] Yukon
[r97] None of the above
[PROV2] PROVINCE WITH GROUPINGS FOR PRAIRIES & MARITIMES
Row:
[BC] British Columbia
[AB] Alberta
[PR] Prairies
[ON] Ontario
[QC] Quebec
[AT] Maritimes
[NT] Northwest Territories
[YK] Yukon
[NU] Nunavut
[INDI] Do you consider yourself as an Indigenous person, that is, First
Nations (North American Indian), Métis or Inuk (Inuit)?
Row:
[r1] Yes
[r2] No
[r9] I prefer not to answer
[BUS1] What is your job title?
Row:
[r1] CEO/Managing Director
[r2] CFO/Financial Director
[r3] COO
[r4] Chairman
[r5] President
[r6] Director
[r7] Partner
[r8] Executive Vice President
[r9] Senior Vice President
[r10] Owner
[r96] Other (please specify):
[BUS1A] When it comes to the highest levels of company management and
executive decisions, which of the following best describes your responsibility?
Row:
[r1] You have the primary responsibility for executive decisions.
[r2] You are part of a group whose members have direct responsibility or
input on such decisions.
[r3] You have a limited amount of input and/or responsibility on such
matters.
[r4] You do not have any direct responsibility for executive decisions.
[r99] I don't know/I prefer not to answer
[BUS3] Including any subsidiaries you may own,
how many people do you employ?
Row:
[r1] 1-4
[r2] 5-99
[r3] 100-499
[r4] Over 500
[r9] I don't know/I prefer not to answer
[BUS4] What is your company’s main line of business?
Row:
[r1] Construction & real estate
[r2] Travel, tourism & leisure
[r3] Hospitality
[r4] Technology, media & telecoms
[r5] Consumer products (Food & beverage, retail, logistics,
automotive)
[r6] Manufacturing
[r7] Transport
[r8] Healthcare
[r9] Financial services
[r10] Agriculture, hunting, forestry and
fishing
[r11] Mining & quarrying
[r12] Electricity, gas & water supply/utilities
[r13] Professional services
[r14] Other business services
[r15] Education & social services, personal services
[r16] Oil & gas
[r96] Other (please specify):
[D4] Which of the following categories best describes your total annual
household income, including income from all household members, before taxes are
deducted?
Row:
[r1] Under $20,000
[r2] Between $20,000 and $40,000
[r3] Between $40,000 and $60,000
[r4] Between $60,000 and $80,000
[r5] Between $80,000 and $100,000
[r6] Between $100,000 and $150,000
[r7] $150,000 and above
[r9] I prefer not to answer
[SAMPLE_QUOTAS] Sample
Quotas
Row:
[r1] Genpop
[r2] Indigenous / First Nations
[r3] Low income
[r4] Youth
[r5] Business
[Q1] Over the past three weeks, have you seen, read or heard any
advertising from the Government of Canada?
Row:
[r1] Yes
[r2] No
[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
Row:
[r1] Facebook
[r2] Internet website
[r3] Magazines
[r4] Newspaper (daily)
[r5] Newspaper (weekly or community)
[r6] Outdoor billboards
[r7] Pamphlet or brochure in the mail
[r8] Public transit (bus or subway)
[r9] Radio
[r10] Television
[r11] Twitter
[r12] YouTube
[r13] Instagram
[r14] LinkedIn
[r15] Snapchat
[r16] Spotify
[r96] 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?
[T1A] Over the past three weeks, have you seen, read or heard any
Government of Canada advertising about COVID-19?
Row:
[r1] Yes
[r2] No
[T1B] Where have you seen, read or heard a Government of Canada ad about
COVID-19?
SELECT ALL THAT APPLY
Row:
[r1] Facebook
[r2] Internet website
[r3] Magazines
[r4] Newspaper (daily)
[r5] Newspaper (weekly or community)
[r6] Outdoor billboards
[r7] Pamphlet or brochure in the mail
[r8] Public transit (bus or subway)
[r9] Radio
[r10] Television
[r11] Twitter
[r12] YouTube
[r13] Instagram
[r14] LinkedIn
[r15] Snapchat
[r16] Spotify
[r96] Other, specify:
[T1C] What do you remember about this ad?
[T1D] Have you heard any advertising from your provincial/ territorial
government about COVID-19?
Row:
[r1] Yes
[r2] No
[T1D2] Where have you seen, read or heard this ad about COVID-19 from
your provincial/ territorial government?
SELECT ALL THAT APPLY
Row:
[r1] Facebook
[r2] Internet website
[r3] Magazines
[r4] Newspaper (daily)
[r5] Newspaper (weekly or community)
[r6] Outdoor billboards
[r7] Pamphlet or brochure in the mail
[r8] Public transit (bus or subway)
[r9] Radio
[r10] Television
[r11] Twitter
[r12] YouTube
[r13] Instagram
[r14] LinkedIn
[r15] Snapchat
[r16] Spotify
[r96] Other, specify:
[T1E] Have you heard about any actions the Government of Canada is
undertaking to help Canadians with the economic downturn caused by the COVID-19
pandemic?
Row:
[r1] Yes
[r2] No
[r8] I don't know/ unsure
[T1F] Have you heard of these Government of Canada economic measures?
Column:
[c1] Yes
[c2] No
Row:
[rA] Extending the tax filing deadline for
individuals to June 1st
[rB] The Canada Emergency Response Benefit
(CERB) which provides $2,000 a month to workers who are staying home or have
lost their job due to the COVID-19 pandemic
[rC] A six-month interest-free moratorium on
repaying student loans
[rD] An increase to the Canada Child Benefit
this year by $300 per child
[rE] The Canada Emergency Wage Subsidy (CEWS)
that cover up to 75 percent of salaries to help businesses keep employees on
their payroll
[rF] The Canada Emergency Business Account
(CEBA) which provides interest-free loans of up to $40,000 to help small
businesses cover their operating costs during this period of uncertainty
[rG] An increase of up to $400 to the GST/HST
credit for low-income Canadians
[rH] Access to additional credit to support
businesses through the Business Development Bank of Canada (BDC) and Export
Development Canada (EDC)
[rI] Deferred sales tax remittance and customs
duty payments
[rJ] Regional and rural supports for small and
medium sized businesses
[rK] Canada Emergency Student Benefit that
provides $1,250 to students and new graduates who are not eligible for the CERB
[T1G] Did you try to apply for any of the following from the Government
of Canada in the past three weeks?
Column:
[c1] Yes
[c2] No
Row:
[rA] Canada Emergency Response Benefit (CERB)
[rB] Employment Insurance (EI)
[T1G2] What is the biggest problem you encountered when trying to apply
for the Canada Emergency Response Benefit, if any?
Row:
[r1] Could not find the information on how to apply
[r2] Could not get through on the phone
[r3] Service Canada Centres were closed
[r4] The application process was too complicated or confusing
[r5] The Canada Emergency Response Benefit did not apply to me
[r6] Other problem
[r7] Did not encounter any problems
[T1G3] Were you able to complete and submit an
application?
Row:
[r1] Yes
[r2] No
[T1G4] How did you submit your application?
Row:
[r1] Online
[r2] Automated phone service
[r3] Mail
[T1H] Have you applied or do you plan to apply
for any of the benefits targeting businesses (for example the wage subsidy or
the Canada Emergency Business Account)?
Row:
[r1] Yes
[r2] No
[r8] I don't know/ unsure
[T1I] Have you visited Canada.ca/coronavirus?
Row:
[r1] Yes
[r2] No
[T1I2] Did you look for information about benefits or programs available
to Canadians or businesses?
Row:
[r1] Yes
[r2] No
[T1J] Have you heard of financial supports targeting the following
sectors?
Column:
[c1] Yes
[c2] No
Row:
[rA] Agriculture and fisheries
[rB] Culture, heritage and supports
[rC] Air transportation
[rD] Tourism
[rE] Energy
[T1K] How well do you think Canadian financial institutions are doing in
terms of helping individuals and families financially impacted by the COVID-19
pandemic?
Row:
[r1] Very well
[r2] Somewhat well
[r3] Not very well
[r4] Not well at all
[r8] I don’t know/ unsure
[T1L] How well do you think Canadian financial institutions are doing in
terms of helping businesses financially impacted by the COVID-19 pandemic?
Row:
[r1] Very well
[r2] Somewhat well
[r3] Not very well
[r4] Not well at all
[r8] I don’t know/ unsure
[D1] Which of the following categories best describes your current
employment status? Are you…
Row:
[r1] Working full-time, that is, 30 or more hours per week
[r2] Working part-time, that is, less than 30 hours per week
[r3] Self-employed
[r4] Unemployed
[r5] A student
[r6] Retired
[r7] Not in the workforce (Full-time homemaker or unemployed but not
looking for work)
[r8] Other employment status
[D1A] Which of the following best describes the impact that the new
coronavirus or the COVID-19 pandemic has had on your employment?
Row:
[r1] You have temporarily lost your job
[r2] You have permanently lost your job
[r3] You have suffered a loss of income / working hours
[r4] Your employment situation has not changed
[r99] I don't know/I prefer not to answer
[D1B] Which of the following best describes the impact that COVID-19 has
had on the current status of your business?
Row:
[r1] Closed
[r2] Closed, but moved to online sales
[r3] Reduced staff/layoffs
[r4] Minor drop in revenue
[r5] Significant drop in revenue
[r6] Lack of liquidity
[r7] No impact
[r99] I don't know/I prefer not to answer
[D2] What is the highest level of formal education that you have
completed?
Row:
[r1] Grade 8 or less
[r2] Some high school
[r3] High school diploma or equivalent
[r4] Registered apprenticeship or other trades certificate or diploma
[r5] College, CEGEP or other non-university certificate or diploma
[r6] University certificate or diploma below bachelor's level
[r7] Bachelor's degree
[r8] Postgraduate degree above bachelor's level
[D3] Are there any children under the age of 18 currently living in your
household?
Row:
[r1] Yes
[r2] No
[D5] Where were you born?
Row:
[r1] Born in Canada
[r2] Born outside Canada (please specify):
[D6] In what year did you first move to Canada?
[D7] What is the language you first learned at home as a child and still
understand?
SELECT UP TO TWO
Row:
[r1] English
[r2] French
[r96] Other language, specify:
That concludes the survey. This survey was conducted on behalf of
Finance 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.
Appendix
C. Survey Questionnaire Wave 2
Thank you for taking the time to complete this survey dealing with
current issues of interest to Canadians.
Your participation is voluntary and your
responses will be kept entirely confidential. The survey takes about 12 minutes
to complete and is registered with the Canadian Research Insights Council
(CRIC). The product registration code is 20200812-LE289.
`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 `click here`_.
Duplicate explicit target name: "click here".
[QA] Does anyone in your household work for any of the following
organizations?
SELECT ALL THAT APPLY
Row:
[r1] A marketing research firm
[r2] A magazine or newspaper
[r3] An advertising agency or graphic design firm
[r4] A political party
[r5] A radio or television station
[r6] A public relations company
[r7] The federal or provincial government
[r97] None of these organizations
[QB] Are you...
Row:
[r1] Female gender
[r2] Male gender
[r3] Gender diverse
[QC] In what year were you born?
[QD] In which of the following age categories do you belong?
Row:
[r0] Less than 18 years old
[r1] 18 to 24
[r2] 25 to 34
[r3] 35 to 44
[r4] 45 to 54
[r5] 55 to 64
[r6] 65 or older
[r9] I prefer not to answer
[PROV] In which province or territory do you live?
Row:
[AB] Alberta
[BC] British Columbia
[MB] Manitoba
[NB] New Brunswick
[NF] Newfoundland and Labrador
[NT] Northwest Territories
[NS] Nova Scotia
[NU] Nunavut
[ON] Ontario
[PE] Prince Edward Island
[QC] Quebec
[SK] Saskatchewan
[YK] Yukon
[r97] None of the above
[PROV2] PROVINCE AVEC REGROUPEMENT POUR PRAIRIES & MARITIMES
Row:
[BC] British Columbia
[AB] Alberta
[PR] Prairies
[ON] Ontario
[QC] Quebec
[AT] Maritimes
[NT] Northwest Territories
[YK] Yukon
[NU] Nunavut
[INDI] Do you consider yourself as an Indigenous person, that is, First
Nations (North American Indian), Métis or Inuk (Inuit)?
Row:
[r1] Yes
[r2] No
[r9] I prefer not to answer
[BUS1] What is your job title?
Row:
[r1] CEO/Managing Director
[r2] CFO/Financial Director
[r3] COO
[r4] Chairman
[r5] President
[r6] Director
[r7] Partner
[r8] Executive Vice President
[r9] Senior Vice President
[r10] Owner
[r96] Other (please specify):
[BUS1A] When it comes to the highest levels of company management and
executive decisions, which of the following best describes your responsibility?
Row:
[r1] You have the primary responsibility for executive decisions.
[r2] You are part of a group whose members have direct responsibility or
input on such decisions.
[r3] You have a limited amount of input and/or responsibility on such
matters.
[r4] You do not have any direct responsibility for executive decisions.
[r99] I don't know/I prefer not to answer
[BUS3] Including any subsidiaries you may own,
how many people do you employ?
Row:
[r1] 1-4
[r2] 5-99
[r3] 100-499
[r4] Over 500
[r9] I don't know/I prefer not to answer
[BUS4] What is your company’s main line of business?
Row:
[r1] Construction & real estate
[r2] Travel, tourism & leisure
[r3] Hospitality
[r4] Technology, media & telecoms
[r5] Consumer products (Food & beverage, retail, logistics,
automotive)
[r6] Manufacturing
[r7] Transport
[r8] Healthcare
[r9] Financial services
[r10] Agriculture, hunting, forestry and
fishing
[r11] Mining & quarrying
[r12] Electricity, gas & water supply/utilities
[r13] Professional services
[r14] Other business services
[r15] Education & social services, personal services
[r16] Oil & gas
[r96] Other (please specify):
[D4] Which of the following categories best describes your total annual
household income, including income from all household members, before taxes are
deducted?
Row:
[r1] Under $20,000
[r2] Between $20,000 and $40,000
[r3] Between $40,000 and $60,000
[r4] Between $60,000 and $80,000
[r5] Between $80,000 and $100,000
[r6] Between $100,000 and $150,000
[r7] $150,000 and above
[r9] I prefer not to answer
[SAMPLE_QUOTAS] Sample
Quotas
Row:
[r1] Genpop
[r2] Indigenous / First Nations
[r3] Low income
[r4] Youth
[r5] Business
[Q1] Over the past three weeks, have you seen, read or heard any
advertising from the Government of Canada?
Row:
[r1] Yes
[r2] No
[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
Row:
[r1] Facebook
[r2] Internet website
[r3] Magazines
[r4] Newspaper (daily)
[r5] Newspaper (weekly or community)
[r6] Outdoor billboards
[r7] Pamphlet or brochure in the mail
[r8] Public transit (bus or subway)
[r9] Radio
[r10] Television
[r11] Twitter
[r12] YouTube
[r13] Instagram
[r14] LinkedIn
[r15] Snapchat
[r16] Spotify
[r96] 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?
[T1A] Over the past three weeks, have you seen, read or heard any
Government of Canada advertising about COVID-19?
Row:
[r1] Yes
[r2] No
[T1B] Where have you seen, read or heard a Government of Canada ad about
COVID-19?
SELECT ALL THAT APPLY
Row:
[r1] Facebook
[r2] Internet website
[r3] Magazines
[r4] Newspaper (daily)
[r5] Newspaper (weekly or community)
[r6] Outdoor billboards
[r7] Pamphlet or brochure in the mail
[r8] Public transit (bus or subway)
[r9] Radio
[r10] Television
[r11] Twitter
[r12] YouTube
[r13] Instagram
[r14] LinkedIn
[r15] Snapchat
[r16] Spotify
[r96] Other, specify:
[T1C] What do you remember about this ad?
[T1D] Have you heard any advertising from your provincial/ territorial
government about COVID-19?
Row:
[r1] Yes
[r2] No
[T1D2] Where have you seen, read or heard this ad about COVID-19 from
your provincial/ territorial government?
SELECT ALL THAT APPLY
Row:
[r1] Facebook
[r2] Internet website
[r3] Magazines
[r4] Newspaper (daily)
[r5] Newspaper (weekly or community)
[r6] Outdoor billboards
[r7] Pamphlet or brochure in the mail
[r8] Public transit (bus or subway)
[r9] Radio
[r10] Television
[r11] Twitter
[r12] YouTube
[r13] Instagram
[r14] LinkedIn
[r15] Snapchat
[r16] Spotify
[r96] Other, specify:
[T1E] Have you heard about any actions the Government of Canada is
undertaking to help Canadians with the economic downturn caused by the COVID-19
pandemic?
Row:
[r1] Yes
[r2] No
[r8] I don't know/ unsure
[T1HH] Have you seen these ads?
Row:
[r1] Yes
[r2] No
[r8] I don't know/ unsure
[T1II] Here is a video that has recently appeared on various media. Have you seen this ad?
Row:
[r1] Yes
[r2] No
[r8] I don't know/ unsure
[T1JJ] What do you think is the main point these ads are trying to get
across?
[T1KK] Please indicate your level of agreement with each of these
statements (0 to 5 scale, where 0 is strongly disagree and 5 is strongly agree)
Column:
[c0] 0 – strongly disagree
[c1] 1
[c2] 2
[c3] 3
[c4] 4
[c5] 5 – strongly agree
[c98] I don’t know
Row:
[r1] These ads catch my attention
[r2] These ads are relevant to me
[r3] These ads are difficult to follow
[r4] The information in these ads is objective
[r5] These ads talk about an important topic
[r6] These ads provide new information
[r7] These ads clearly convey that the Government of Canada made
COVID-19 financial supports available to Canadians
[T1F] Have you heard of these Government of Canada economic measures?
Column:
[c1] Yes
[c2] No
Row:
[rA] Extending the tax filing deadline for
individuals to September 30
[rB] The Canada Emergency Response Benefit
(CERB)
[rC] A six-month interest-free moratorium on
repaying student loans
[rD] An increase to the Canada Child Benefit
this year by $300 per child
[rE] The Canada Emergency Wage Subsidy (CEWS)
[rF] The Canada Emergency Business Account
(CEBA) which provides interest-free loans of up to $40,000 to help small
businesses cover their operating costs during this period of uncertainty
[rG] An increase of up to $400 to the GST/HST
credit for low-income Canadians
[rH] Access to additional credit to support
businesses through the Business Development Bank of Canada (BDC) and Export
Development Canada (EDC)
[rI] Deferred sales tax remittance and customs
duty payments
[rJ] Regional and rural supports for small and
medium sized businesses
[rK] Canada Emergency Student Benefit
[rL] One-time tax-free payment for old age
security (OAS) and Guaranteed Income Supplement (GIS)
[rM] Mortgage payment deferral
[rN] Special one-time, tax-free payment for
people with disabilities
[T1G] Did you apply for any of the following from the Government of
Canada?
Column:
[c1] Yes
[c2] No
Row:
[rA] Canada Emergency Response Benefit (CERB)
[rB] Canada Emergency Student Benefit
[T1G2] What is the biggest problem you encountered when trying to apply
for financial benefits, if any?
Row:
[r1] Could not find the information on how to apply
[r2] Could not get through on the phone
[r3] Service Canada Centres were closed
[r4] The application process was too complicated or confusing
[r5] *HIDDEN* The Canada Emergency Response Benefit did not apply to me
[r8] None of the benefits for individuals applied to me
[r6] Other problem
[r7] Did not encounter any problems
[T1H] Have you or the business you represent applied for any of the
Government of Canada supports targeting businesses?
Please select all that apply.
Row:
[r1] Canada Emergency Wage subsidy (CEWS)
[r2] Canada Emergency Business Account (CEBA)
[r3] Canada Emergency Commercial Rent Assistance (CECRA)
[r4] Regional Relief and Recovery Fund (RRRF)
[r5] Industrial Research Assistance Program (IRAP) for early-stage
businesses
[r6] Sector-specific support
[r97] No
[r98] Don’t know/ unsure
[T1I] If your organization is using one of the Government of Canada
supports targeting business, does it provide the right level of support for the
needs of your organization?
(Select one)
Row:
[r1] Yes
[r2] No
[r3] Don’t know/ not applicable
[T1J] What has been your primary source of information on benefits
targeting business?
(Select one)
Row:
[r1] News
[r2] Government of Canada website
[r3] Government of Canada social media
[r4] Tax advisor or accountant
[r5] Direct engagement with government officials
[r6] Industry or professional organization
[r96] Other (please specify)
[r98] Don’t know / not applicable
[T1K] Have you or the employer you represent applied for the CEWS?
(Select one)
Row:
[r1] Yes
[r2] No
[T1K2] What is the biggest challenge your organization has encountered
with the CEWS program?
(Select all that apply)
Row:
[r1] Meeting the qualification requirements
[r2] The process is complicated or confusing
[r3] Receiving the subsidy takes too long
[r4] Overlap with the Canada Emergency Response Benefit
[r5] Changes to program were hard to follow or were not communicated
clearly
[r6] Uncertainty around the program end date
[r96] Other (please specify)
[r98] Don’t know/ not applicable
[T1L] The Government of Canada recently extended the CEWS until December
19, 2020. Is this long enough to accommodate your businesses’ ramp up period?
Row:
[r1] Yes
[r2] No
[r98] I don't know
[T1M] Last week, the Government of Canada announced changes to ease the
qualification requirements by removing the 30-per-cent revenue drop threshold
and replacing it with a sliding revenue test. Are you aware
of this change?
Row:
[r1] Yes
[r2] No
[r98] I don't know
[T1N] Are you aware of the CEWS calculator on the CRA website?
Row:
[r1] Yes
[r2] No
[r98] I don't know
[T1O] Since May 2020, has your level of optimism about your businesses’
ability to survive the pandemic improved?
Row:
[r1] Yes
[r2] No
[r3] Too soon to say
[r98] I don't know / unsure
[T1P] As of today, how concerned are you about the threat that COVID-19
poses to your businesses? Using a scale of 1 to 5, where 1 means “Not concerned
at all” and 5 means “Very concerned”
Row:
[r1] 1 — Not concerned at all
[r2] 2
[r3] 3
[r4] 4
[r5] 5 — Very concerned
[D1] Which of the following categories best describes your current
employment status? Are you…
Row:
[r1] Working full-time, that is, 30 or more hours per week
[r2] Working part-time, that is, less than 30 hours per week
[r3] Self-employed
[r4] Unemployed
[r5] A student
[r6] Retired
[r7] Not in the workforce (Full-time homemaker or unemployed but not
looking for work)
[r8] Other employment status
[D1A] Which of the following best describes the impact that the new
coronavirus or the COVID-19 pandemic has had on your employment?
Row:
[r1] You have temporarily lost your job
[r2] You have permanently lost your job
[r3] You have suffered a loss of income / working hours
[r4] Your employment situation has not changed
[r99] I don't know/I prefer not to answer
[D1B] Which of the following best describes the impact that COVID-19 has
had on the current status of your business?
Row:
[r1] Closed
[r2] Closed, but moved to online sales
[r3] Reduced staff/layoffs
[r4] Minor drop in revenue
[r5] Significant drop in revenue
[r6] Lack of liquidity
[r7] No impact
[r99] I don't know/I prefer not to answer
[D2] What is the highest level of formal education that you have
completed?
Row:
[r1] Grade 8 or less
[r2] Some high school
[r3] High school diploma or equivalent
[r4] Registered apprenticeship or other trades certificate or diploma
[r5] College, CEGEP or other non-university certificate or diploma
[r6] University certificate or diploma below bachelor's level
[r7] Bachelor's degree
[r8] Postgraduate degree above bachelor's level
[D3] Are there any children under the age of 18 currently living in your
household?
Row:
[r1] Yes
[r2] No
[D5] Where were you born?
Row:
[r1] Born in Canada
[r2] Born outside Canada (please specify):
[D6] In what year did you first move to Canada?
[D7] What is the language you first learned at home as a child and still
understand?
SELECT UP TO TWO
Row:
[r1] English
[r2] French
[r96] Other language, specify:
That concludes the survey. This survey was conducted on behalf of
Finance 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.