March 25, 2011
Prepared for:
Human Resources and Skills Development Canada
nc-por-rop-gd@hrsdc-rhdcc.gc.ca
Ce rapport est aussi disponible en français sur demande
Contract number: G9178-100001-015-CY
POR-089-10.
Contract Award Date – December 30, 2010
Environics Research Group was retained to conduct a survey to evaluate the effectiveness of the Financial Benefits for Canadian Families advertising campaign on behalf of Human Resources and Skills Development Canada (HRSDC). In total, 1,203 telephone interviews were completed from March 7-15, 2011 with a representative sample of Canadians living in the 10 provinces and an oversample of parents of children under the age of 18.
The following sections outline in detail the background and methodology used to conduct this study. This includes the background and research objectives, sample design, and data collection activities. Copies of the final questionnaire in both English and French are attached as appendices.
The Government of Canada has maintained a long-standing commitment to help support families with young children by offering and funding a variety of services and financial benefits, including child care benefits, tax benefits and savings plan options. The Financial Benefits for Canadian Families campaign is an advertising initiative that was designed to inform Canadian parents of the Government of Canada’s programs and financial measures that can help support families with young children. Human Resources and Skills Development Canada was selected to lead a multimedia advertising campaign targeted at Canadian parents.
The campaign included information related to the following Government of Canada programs:
The overall objectives of the advertising campaign were to:
The sampling method was designed to complete telephone interviews with a representative sample of 1,000 Canadians aged 18 years and older living in the 10 provinces as well as an oversample of 200 parents with children under the age of 18.
The sample design used was slightly disproportionate to region size, for the main sample of 1,000, and a proportional design for the oversample of 200. The sample design by region is shown in the table below.
Region (% of pop'n) |
Main Sample |
Margin of error* |
Oversample |
|---|---|---|---|
Atlantic Canada |
100 |
+/- 9.8 |
14 |
Quebec |
250 |
+/- 3.0 |
48 |
Ontario |
325 |
+/- 5.4 |
78 |
Prairies |
225 |
+/- 6.5 |
34 |
B.C. |
100 |
+/- 9.8 |
26 |
CANADA |
1,000 |
+/- 3.1 |
200 |
Environics employed random-digit-dialling (RDD) methods as a basis for drawing a national sampling frame for this survey. The sample was stratified across the 10 provinces to provide for analysis within region. Within this sample frame, for the general population sample, households were randomly selected for inclusion in the study, and respondents were screened for random selection using the "most recent birthday" method. For the oversample, Environics used random sampling and household screening for the parents with children under 18.
The sample from the general population provided a subsample of 258 parents with children under 18, or 26 percent of the sample. Weighting this sample by national weights for gender, age and province adjusted that percentage to 31.6 percent; this figure was then used to weight the entire sample of 1,203 including the oversample of 200 parents.
Thus the final data were weighted by province, age, gender, and percentage of the population with children under 18, to ensure the national results are fully proportionate to the actual distribution of the Canadian population across the country. The table below outlines the final sample distribution and associated margin of sampling error by region, for the entire sample. Combining the parents sample from the general population survey with the oversample creates a subsample of 458 parents of children under 18, which has a margin of error of +/-4.6 percentage points at the 95 percent confidence level.
|
Percentage of population |
N |
N |
Margin of error* |
|---|---|---|---|---|
Atlantic provinces |
7% |
89 |
114 |
± 9.2 |
Quebec |
24% |
293 |
301 |
± 5.7 |
Ontario |
39% |
461 |
403 |
± 4.9 |
Prairies |
17% |
201 |
259 |
± 6.1 |
British Columbia |
13% |
159 |
126 |
± 8.7 |
CANADA |
100% |
1,203 |
1,203 |
± 2.8 |
*Described in percentage points, at the 95% confidence level.
The Government of Canada has maintained a long-standing commitment to help support families with young children by offering and funding a variety of services and financial benefits, including child care benefits, tax benefits and savings plan options. The Financial Benefits for Canadian Families campaign is an advertising initiative that was designed to inform Canadian parents of the Government of Canada’s programs and financial measures that can help support families with young children. Human Resources and Skills Development Canada was selected to lead a multimedia advertising campaign targeted at Canadian parents.
Interviewing was conducted from Environics’ central facilities in Toronto and Montreal, March 7 to15, 2011. Field supervisors were present at all times to ensure accurate interviewing and recording of responses. Ten percent of each interviewer’s work was unobtrusively monitored for quality control in accordance with the standards set out by the Marketing Research and Intelligence Association (MRIA). The average length of time required to complete an interview was nine minutes.
Up to eight call-backs were made to reach each household selected in the sample, and such calls were made at different times of the day and days of the week, to maximize the chances of reaching someone at home.
All surveys were conducted in the respondent’s official language of choice. All research work was conducted in accordance with the professional standards established by MRIA, as well as applicable federal legislation (Personal Information Protection and Electronic Documents Act, or PIPEDA). The survey was registered under the Canadian Survey Research Council (CSRC) which permits the public to verify a survey call, inform themselves about the industry and/or register a complaint. As required, the introduction to the survey included a phrase indicating that the survey has been registered with the National Survey Registration System now operated by MRIA. As part of the survey, respondents were informed of how to obtain a copy of the survey results through the website of Library and Archives Canada.
The sample for this survey consisted of 1,203 interviews with adult Canadians and parents of children under the age of 18. The effective response rate for the survey is seven percent. This is calculated as the number of responding participants (completed interviews plus those disqualified because of survey requirements and quotas being filled) (1,319), divided by unresolved numbers (e.g., busy, no answer) (8,817) plus non-responding households or individuals (e.g., refusals, language barrier, missed callbacks) (8,392) plus responding participants (1,203) [R/(U+IS+R)]. The disposition of all contacts is presented in the following table.
|
N |
|---|---|
Total sample dialed |
23,961 |
UNRESOLVED NUMBERS (U) |
8,817 |
Busy |
202 |
No answer |
6,482 |
Answering machine |
2,133 |
| RESOLVED NUMBERS(Total minus Unresolved) | 15,144 |
| OUT OF SCOPE (invalid non-eligible) | 5,433 |
| Non-residential (business-eligible) | 354 |
| Not-in-service | 4,482 |
| Fax/modem | 597 |
| IN SCOPE NON-RESPONDING (IS) | 8,392 |
| Refusals - household | 4,617 |
| Refusals - respondent | 828 |
| Language barrier | 255 |
| Callback missed/respondent not available | 2,667 |
| Break-offs (interview not completed) | 25 |
| IN SCOPE RESPONDING (R) | 1,319 |
| Disqualified (not eligible) | 85 |
| Quota filled | 31 |
| Completed | 1,203 |
| RESPONSE RATE [R / (U + IS + R) | 7% |
Political Neutrality Certification
I hereby certify as a Senior Officer of Environics Research Group Ltd. 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
Signature
Donna Dasko, Ph.D.
Senior Vice-President
Environics Research Group Ltd.
Hello, my name is___________. I’m calling on behalf of Environics Research Group, a public opinion research company. I’d like to ask you a few questions on current issues of interest to Canadians. Your responses will be kept entirely confidential and anonymous. This survey is registered with the Marketing Research and Intelligence Association's (MRIA).
a) May I please speak with the person in your household who is 18 years of age or older and who has had the most recent birthday? Would that be you? [IF THAT PERSON IS NOT AVAILABLE ARRANGE CALLBACK]
b) Would you be willing to take part in this survey? We can do it now or at a time more convenient for you.
[IF ASKED] The survey will take about 10 minutes to complete.
RECORD GENDER:
Hello, my name is _______________. I’m calling on behalf of Environics Research Group, a public opinion research company. I’d like to ask you a few questions on current issues of interest to Canadians. Your responses will be kept entirely confidential and anonymous. This survey is registered with the Marketing Research and Intelligence Association's (MRIA).
a) May I please speak with the person in your household who is a parent of a child under the age of 18? Would that be you? [IF THAT PERSON IS NOT AVAILABLE ARRANGE CALLBACK]
b) Would you be willing to take part in this survey? We can do it now or at a time more convenient for you.
[IF ASKED] The survey will take about 10 minutes to complete.
RECORD GENDER:
ASK ALL RESPONDENTS
Q1A:
Over the past few weeks or so, have you seen, heard or read any advertising about financial measures available to Canadian families?
Q1B:
What can you remember about this advertising? What words, sounds or images come to mind? [ACCEPT MULTIPLE RESPONSES]
ASK ALL
RANDOMIZE 2a, 2b, AND 2c:
Q2a Do you remember hearing a radio ad over the past few weeks or so in which a mom encourages her child at a soccer game and a dad plays tea party with his little girl? The ad says, “you always put your family first”. The announcer lists some financial measures available to Canadian families?
Q2b Do you remember seeing an ad in a magazine or newspaper over the past few weeks or so which shows a picture of school graduates and another picture of children playing soccer? The ad says “you always put your family first”, ”don’t miss out”, and it lists some financial measures available to Canadian families?
Q2c Do you remember seeing an ad on the internet over the past few weeks or so which shows picture of school graduates or a picture of children playing soccer? The ad says” don’t miss out on the financial measures available to your family”, and it lists some financial measures available to Canadian families?
IF RESPONDENT RECALLS ANY OF THE ADS IN Q2a ,2b or 2c, CONTINUE; OTHERWISE SKIP TO Q6.
Q3:
Thinking about the advertising that you saw or heard, what do you think was the main point this advertising was trying to get across? [OPEN-ENDED, ACCEPT ONE RESPONSE]
Q4:
Did you do anything as a result of seeing or hearing this advertising?
Q4B:
What did you do? Anything else? [ACCEPT MULTIPLE RESPONSES]
DO NOT READ LIST - CODE ALL THAT APPLY. PROBE: Anything else?
Q5A:
Thinking about the advertising you saw or heard, who do you think produced it? That is, who paid for it?[DO NOT READ LIST, ACCEPT ONE RESPONSE]
Q5B:
[ASK Q5B IF Q5A = ‘Government (General) OTHERWISE GO TO Q6]
Which level of government? [READ LIST, ACCEPT ONE RESPONSE]
ASK ALL:
Q6: The next three questions have to do with the performance of the government in general.
How would you rate the performance of the Government of Canada on providing financial measures to help Canadian families? Please use a 7-point scale, where 1 means terrible, 7 means excellent and the mid-point, 4, means neither good nor bad.
Q7:
And, using the same scale how would you rate the performance of the Government of Canada in providing information to the public in general? [REPEAT SCALE IF NECESSARY]
Q8:
Generally speaking, how would you rate the overall performance of the Government of Canada? Once again, please use the same scale.[REPEAT SCALE IF NECESSARY]
Finally, I’d like to ask you some questions for statistical purposes. I’d like to remind you that all your answers are completely confidential.
D1:
Which of the following categories best describes your current employment status? Are you...?[READ LIST, ACCEPT ONE RESPONSE]
D2:
What is the highest level of formal education that you have completed to date?[READ LIST, ACCEPT ONE RESPONSE]
D3:
In what year were you born?
D4: ASK GEN POP SAMPLE ONLY
Are you a parent of a child under the age of 18?
ASK ALL
D4b
Are there any children under the age of 18 currently living in your household?
D5 Which of the following categories best describes your total household income? That is, the total annual income of all persons in your household, before taxes?[READ LIST, ACCEPT ONE RESPONSE]
D6 To which ethnic or cultural group or groups do you belong?[DO NOT READ LIST, ACCEPT UP TO TWO RESPONSES]
D7 What is the language you first learned at home as a child and still understand?
To which ethnic or cultural group or groups do you belong?[DO NOT READ LIST, ACCEPT UP TO TWO RESPONSES]
D8 Were you born in Canada?
D9 Did you come to Canada as a child, as a teenager or as an adult?
D10 Are you a Canadian citizen?
ASK ALL
D11 In the last two weeks, have you...READ AND RANDOMIZE
That concludes the survey. This survey was conducted on behalf of Human Resources and Skills Development 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 participate, it is greatly appreciated.
D12.Language of Interview
D13.Province/Territory
Bonjour, je m’appelle _______________. Je vous appelle au nom d’Environics Research Group, une société de recherche sur l’opinion publique. J’aimerais vous poser quelques questions au sujet d’enjeux actuels d’importance pour les Canadiens. Je tiens à signaler que vos réponses demeureront absolument confidentielles et que ce sondage est enregistré auprès de l'Association de la recherche et de l'intelligence marketing (ARIM).
a) Pourrais-je parler à un membre de votre foyer qui a 18 ans ou plus ayant le plus récemment célébré son anniversaire? Seriez-vous cette personne? [SI LA PERSONNE N’EST PAS DISPONIBLE, FIXER UN MOMENT POUR LE RAPPEL]
b) Seriez-vous disponible pour prendre part à ce sondage? Nous pouvons le faire dès maintenant ou à un moment plus propice pour vous.
[SI DEMANDÉ] Le sondage est d’une durée d’environ 10 minutes.
INSCRIRE SEXE
Bonjour, je m’appelle _______________. Je vous appelle au nom d’Environics Research Group, une société de recherche sur l’opinion publique. J’aimerais vous poser quelques questions au sujet d’enjeux actuels d’importance pour les Canadiens. Je tiens à signaler que vos réponses demeureront absolument confidentielles et que ce sondage est enregistré auprès de l'Association de la recherche et de l'intelligence marketing (ARIM).
a) Pourrais-je parler à un membre de votre foyer qui est le parent d’un enfant de moins de 18 ans? Seriez-vous cette personne? [SI LA PERSONNE N’EST PAS DISPONIBLE, FIXER UN MOMENT POUR LE RAPPEL]
b) Seriez-vous disponible pour prendre part à ce sondage? Nous pouvons le faire dès maintenant ou à un moment plus propice pour vous
[SI DEMANDÉ] Le sondage est d’une durée d’environ 10 minutes.
INSCRIRE SEXE
Q1A:
Au cours des dernières semaines, est-ce que vous avez vu, entendu ou lu des annonces au sujet de mesures financières offertes aux familles canadiennes?
Q1B:
De quoi vous souvenez-vous à propos de cette (ces) annonce(s)? Quels sont les mots, les sons ou les images qui vous viennent à l’esprit? [ACCEPTER TOUTES LES RÉPONSES PERTINENTES]
Q2a Vous souvenez-vous avoir entendu une publicité à la radio au cours des dernières semaines, dans laquelle une mère encourage son enfant lors d’un match de soccer et un père joue à prendre le thé avec sa fillette? La publicité proclame « Vous faites toujours passer votre famille avant tout ». Une voix hors champ énumère ensuite certaines mesures financières offertes aux familles canadiennes.
Q2b Vous souvenez-vous avoir vu une publicité dans un magazine ou un journal au cours des dernières semaines, qui montre une photo de finissants à l’école, et une autre qui présente des enfants qui jouent au soccer? Les publicités proclament « Vous faites toujours passer votre famille avant tout » et « Profitez-en », et énumèrent certaines mesures financières offertes aux familles canadiennes.
Q2c Vous souvenez-vous avoir vu une publicité sur internet au cours des dernières semaines, qui montre une photo de finissants à l’école, ou une autre qui présente des enfants qui jouent au soccer? La publicité proclame « Il y a de l’aide financière pour votre famille. Profitez-en. », et énumère certaines mesures financières offertes aux familles canadiennes.
SI LE/LA RÉPONDANT(E) SE SOUVIENT DE L’UNE OU L’AUTRE DES ANNONCES SIGNALÉES DANS Q2A, 2b ou 2c, CONTINUER; AUTREMENT, PASSER À LA Q6.
Q3:
En ce qui concerne l’annonce que vous avez vue/entendue, à votre avis, quel était le message principal que l’annonce voulait communiquer?
Q4A:
Avez-vous fait quelque chose en réponse à cette (ces) annonce(s)?
Q4B:
Qu’avez-vous fait? Y a-t-il autre chose? [CODER TOUTES LES RÉPONSES PERTINENTES.]
NE PAS LIRE LA LISTE – CODER TOUTES LES RÉPONSES PERTINENTES
Q5A:
En ce qui concerne la publicité que vous avez vue/entendue, à votre avis, qui en était l’auteur? Autrement dit, qui l’a financée? [NE PAS LIRE, ACCEPTER UNE SEULE RÉPONSE]
SI LE/LA RÉPONDANT(E) A RÉPONDU « GOUVERNEMENT – EN GÉNÉRAL » À Q5A, DEMANDER Q5B, AUTREMENT PASSER À Q6.
Q5B:
Quel ordre de gouvernement? [LIRE LA LISTE, ACCEPTER UNE SEULE RÉPONSE]
DEMANDER A TOUS
Q6:
Les trois prochaines questions concernent le rendement du gouvernement du Canada en général.
Quelle serait votre évaluation du rendement du gouvernement du Canada en ce qui a trait à son offre de mesures financières visant à aider les familles canadiennes? Veuillez répondre selon une échelle de sept points, où « 1 » signifie affreux, « 7 », excellent et le point milieu, « 4 », ni bon, ni mauvais.
Q7:
Et selon la même échelle [RÉPÉTER AU BESOIN], quelle serait votre évaluation du rendement du gouvernement du Canada pour ce qui est de communiquer de l’information à la population?
Q8:
De façon générale, quelle serait votre évaluation du rendement global du gouvernement du Canada? Encore une fois, veuillez utiliser la même échelle [RÉPÉTER SI NÉCESSAIRE].
D1:
À l’heure actuelle, quelle est votre situation dans le contexte de l’emploi? Êtes-vous...? [LIRE LA LISTE, ACCEPTER UNE SEULE RÉPONSE].
D2:
Quel est le plus haut niveau de scolarité que vous avez atteint? [LIRE LA LISTE, ACCEPTER UNE SEULE RÉPONSE].
D3:
En quelle année êtes-vous né(e)?
D4a: DEMANDER ÉCHANTILLON POP. GÉN. SEULEMENT
DEMANDER A TOUS
D4b:
Est ce qu’il y a des enfants de moins de 18 ans qui vivent dans votre foyer ?
D5:
Laquelle des catégories suivantes décrit le mieux la somme des revenus annuels avant impôts de tous les membres de votre foyer? [LIRE LA LISTE, ACCEPTER UNE SEULE RÉPONSE]
D6 À quel(s) groupe(s) ethnique(s) ou culturel(s) appartenez-vous [NE PAS LIRE LA LISTE, ACCEPTER JUSQU’À DEUX RÉPONSES]
D7 Quelle est la première langue que vous avez apprise enfant et que vous comprenez toujours? [NE PAS LIRE LA LISTE, ACCEPTER JUSQU’À DEUX RÉPONSES]
D8 Êtes-vous né(e) au Canada?
D9 Lors de votre arrivée au Canada, étiez-vous enfant, adolescent(e) ou adulte?
D10 Êtes-vous citoyen(ne) canadien(ne)?
D11 Au cours des deux dernières semaines, avez-vous…
Voilà qui met fin au sondage que nous avons effectué pour le compte de Ressources humaines et développement des compétences 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.
D12. Langue de l'entretien
D13. Province