PWGSC Contract # G9178-110001-006/CY
POR Registration 050-11
Contract Award Date: 04/01/2012
Submitted to:
Human Resources and Skills
Development Canada
140 Promenade du Portage, Phase IV
Gatineau, Québec
For more information on this study please contact:
nc-por-rop-gd@hrsdc-rhdcc.gc.ca
EKOS RESEARCH ASSOCIATES
INC.
March 14, 2012
Ce rapport
est aussi disponible en français sur demande
EKOS RESEARCH ASSOCIATES
Ottawa Office
359 Kent Street, Suite 300
Ottawa, Ontario
K2P 0R6
Tel: (613) 235 7215
Fax: (613) 235 8498
E-mail: pobox@ekos.com
Toronto Office
181 Harbord Street
Toronto, Ontario
M5S 1H5
Tel: (416) 598 8002
Fax: (416) 533-4713
E-mail: toronto@ekos.com
www.ekos.com
I hereby certify as Senior
Officer of EKOS RESEARCH ASSOCIATES that the deliverables fully comply with the
Government of Canada political neutrality requirements outlined in the Communications
Policy of the Government of Canada and Procedures for Planning and
Contracting Public Opinion Research. Specifically, the deliverables do not
include information on electoral voting intentions, political party
preferences, standings with the electorate or ratings
of the performance of a political party or its leaders.
Susan Galley, Vice President,
EKOS Research
The Apprenticeship Incentive
Grant (AIG) is a federal grant program that was implemented in 2007 that
provides taxable cash grants of $1,000 (to a maximum of $2,000) to registered
Red Seal apprentices who successfully complete their first and/or second year
of training. The objectives of the AIG are to: increase
access to apprenticeships in Red Seal Program trades; to encourage progression
in and completion of apprenticeship training; and promote inter-provincial
mobility. A new $2000 Apprenticeship Completion Grant (ACG) was introduced in
2009 to complement the AIG.
In 2009 an advertising campaign
was launched to raise awareness of the AIG with apprentices
and with young adults considering entering into the trades. This campaign was
continued in 2010-2011 and 2011-2012. The primary target for this campaign is
apprentices enrolled in Red Seal-designated trades to heighten awareness of the
existence of these two supports available for those who continue in their
program. The secondary audience in the first year of the campaign was young
adults and was designed to increase awareness of the type of supports available
to students who choose to enrol in an apprenticeship
to pursue a career as a skilled tradesperson in a Red Seal trade. This
secondary target group was not a focus of the campaign this year.
Public Opinion Research (POR) is
a necessary next step to enable Human Resources and Skills Development Canada
(HRSDC) to gauge the success of its outreach activities thus far, and to refine
efforts where necessary to better reach the target audiences. Because the
combined advertising and outreach campaign exceeds $1,000,000, this public
opinion research will take the form of the mandatory Advertising Campaign
Evaluation Tool, with additional validating and benchmarking questions
following the ACET instrument. The current research is
designed to assess the effectiveness of the campaign with the general public,
as well as with the principle target group of students enrolled in apprenticeship
programs.
Information obtained through this
public opinion research will allow HRSDC to determine the
impact of its advertising campaign and provide direction on areas where the
campaign can be adjusted. The findings provide useful information to improve
future campaigns which are better targeted, more informative and better geared
to the target population and Canadians at large.
The survey entailed the
expenditure of $46,360 plus HST. With HST
this is $52,386.80.
The survey instrument used the
full set of ACET questions used by the Government of Canada
in all of its advertising evaluation research, as well as a small subset of
additional questions targeted specifically for apprentices related to
application for and accessing of government grants including the Apprenticeship
Incentive and Completion Grants (AIG and ACG).
The length of the interview was 9.5 minutes for the general public and 13.5
minutes for apprentices. Pre-testing was conducted with both the general public
and apprentices one week before the end of the campaign. A total of 24 cases
were conducted in the general public and five cases were completed with
apprentices. The cases completed with apprentices were retained in the final
data file. Only minor adjustments to skip logic were implemented as a result of
the pre-testing. The survey was conducted over 10 days starting the Monday
after the campaign ended on February 20 (February 20-29).
Respondents to the telephone
survey who were sampled from the general public were 18 years of age and
older, and were randomly selected (through random digit dialling).
The sample included all provinces and territories, and the survey was
administered in both English and French. The sample distribution for this study
was as follows:
Province/Territory |
Sample Size |
Margin of Error |
Atlantic
Provinces |
103 |
±
11.2% |
Quebec
|
227 |
±
6.6% |
Ontario
(incl. Nunavut) |
393 |
±
4.8% |
Manitoba/Saskatchewan |
101 |
±
10.4% |
Alberta
(incl. NWT) |
101 |
±
9.4% |
British
Columbia (incl. Yukon) |
95 |
±
9.8% |
Total |
1010 |
±
3.1% |
This sample of the general public
was randomly selected from a wider sample frame of listed and unlisted
landlines in Canada and is therefore considered to be a probability sample that
is representative of the wider universe (exclusive of households with only cell
phones). As such, a margin of error can be applied. The overall sample of 1010
cases has an associated margin of error of as wide as +/-3.1 per cent. The
margin of error is wider for subgroups (e.g., 4.0 to 10.0
per cent in most cases).
During the study design, 45
post-secondary schools that offer apprenticeship programs were contacted and
asked to participate in the study. A total of 271
schools agreed to participate representing all regions of the country and a
variety of Red Seal trades. An online registry was set up on a secure website
to enable apprentices to log on and sign up to register for the study.
Apprentices were informed that they would be contacted by telephone and that
the survey would take 13 minutes to complete. They were also offered an
incentive of $20 to take part in the survey. Appendix A provides a copy of the letter sent (on HRSDC
letterhead) to post-secondary institutions to inform them of the study. Appendix B provides a copy of the letter
sent (on EKOS letterhead) that schools distributed to their students. Appendix C presents a copy of
the online registration form that apprentices signed onto to register for the
survey. Appendix D presents the
survey instrument used for both the general public and apprentice samples.
Names of apprentices were
collected over a period of five weeks, from January 24 to February 16.
Following is a list of the 27 schools that participated in the study by
distributing the letter to students directing them to our online registry.
Registration was a slow and
rather difficult process. Although it did not typically take long for schools
to agree, interest among apprentices in spite of the incentive was low and
registration was slow. Many calls were placed to schools to remind them to
distribute the letter or to ask them to remind students about the study.
Ultimately, we received a total of 320 apprentices that registered online. The
following is a table of the top participation rates (i.e.,
schools where at least more than 10 apprentices signed up).
Algonquin College |
12 |
3.75% |
Conestoga College Institute
of Technology and Advanced Learning |
13 |
4.10% |
Fanshawe College of Applied Arts
and Technology |
15 |
4.69% |
George Brown College |
16 |
5.00% |
Lambton College |
13 |
4.10% |
Mohawak College |
26 |
8.13% |
New Brunswick Community
College |
22 |
6.86% |
Northwest Community College |
32 |
10.00% |
Nova Scotia Community
College |
34 |
10.63% |
Red River College |
20 |
6.25% |
Sheridan Institute of
Technology and Advanced Learning |
17 |
5.31 |
Vancouver Island University |
24 |
7.50% |
Other |
76 |
23.75% |
|
320 |
n=320 |
Prior to beginning the full
fieldwork, the study objectives and sampling of the survey, as well as the
meaning and intent of specific items in the interview, were thoroughly covered
in training sessions with the full complement of interviewers who worked on the
study. Test or practice interviews were conducted to familiarize interviewers
with the questions, categories, flow and skip logic.
Survey supervisors continuously
monitored interviewing during the data collection process, using a dual audio
and visual monitoring system. Ten per cent of interviews from each survey were
monitored to ensure consistency of questionnaire administration and
interviewing techniques.
The general public sample for
this study was derived from Survey Sample Software. Respondents were
18 years of age and older and were selected through random digit dialling. The person who answered the phone and was
18 years of age or older and last celebrated their birthday was asked to
complete the survey. In the case of the apprentice sample all entries from the
online registry were contacted looking for that individual, by name.
Eight call-backs (nine total
calls) were made to each selected household or apprentice in the samples before
retiring a case and substituting another household. Follow-up calls were made
on subsequent days, at varying time periods to maximize the potential for
reaching a given respondent and appointments were taken at the convenience of
the respondent. All individuals were given the choice of conducting the
interview in either official language. The survey was conducted over 10 days
starting the Monday after the campaign ended on February 20th
(February 20-29th). Call-backs were rotated over weekday evenings
and weekends during that time.
The survey was registered with
the National Survey Registration System. Survey data collection adhered to all
applicable industry standards as set out by the Marketing Research and
Intelligence Association (MRIA), of which EKOS is a Gold Seal member. EKOS
informed respondents of their rights under the Privacy and Access to
Information Acts and ensured that those rights were protected throughout the
research process. This included: informing respondents of the purpose of the
research; identifying both the sponsoring department and research supplier;
informing respondents that their participation in the study is voluntary, and
that the information provided would be administered according to the
requirements of the Privacy Act.
Once the survey was collected,
the database was reviewed for data quality. Coding was also completed (starting
after the first 300 cases and completed a few days after the completion of the
survey collection period. Survey results were weighted based on Statistics
Canada data according to age, gender, and region to ensure the sample is
representative of the general public aged 18 years and older.
Data tables were created to
isolate results for major subgroups in the general public to be used in the
analysis (age, gender, education, income, and also by those who recalled and
did not recall the campaign). Among apprentices the sub-group array was not as
wide given the smaller sample size. It should also be understood that the
apprentice sample is a purposive and not a randomly generated sample, therefore
it cannot be said to be representative of all apprentices studying in Canada.
It merely provides illustration of recall rates and impact among some apprentices.
No margin of error can be applied to this more targeted sample.
The response rate for the
telephone survey was 16.3 per cent for the general public portion of the
sample, 40 per cent for the panel cell phone sample. Among the target group of
apprentices, however, the response rate was 77 per cent. Details are presented
below.
General Public Sample |
|
Code |
Count |
AM_-_Callback_in_2_hrs |
3433 |
AP_-_Callback_-_Specific_time/date |
11 |
BC_-_Blocked_by_Bell |
52 |
BU_-_Business/Fax_/Modem |
190 |
Complete |
878 |
DU_-_Duplicate_Number |
2 |
FR_-_French_Household |
22 |
IG_-_Ineligible |
16 |
IR_-_Incomplete_Refusals |
27 |
LN_-_Language_Barrier |
148 |
NA_-_Callback_in_12_hrs |
814 |
NF_-_Invalid_Number |
55 |
QF_-_Quota_Filled |
33 |
RF_-_Refusal |
1201 |
UN_-_Unavailable_within_Project_Timeframe |
14 |
X_-_Exit_without_Dialing |
10 |
Total |
6902 |
Response Rate Table |
||
Method (MRIA
formulas) |
Outcome |
|
Empirical
Method |
Response
Rate |
16.30% |
Estimation
Method |
Eligibility
Rate |
91.50% |
CPO Panel Sample |
|
Code |
Count |
AM_-_Callback_in_2_hrs |
175 |
AP_-_Callback_-_Specific_time/date |
4 |
BU_-_Business/Fax_/Modem |
2 |
Complete |
132 |
IG_-_Ineligible |
10 |
IR_-_Incomplete_Refusals |
1 |
NA_-_Callback_in_12_hrs |
17 |
NF_-_Invalid_Number |
24 |
RF_-_Refusal |
17 |
TOTALS |
382 |
Response Rate Table |
||
Method (MRIA
formulas) |
Outcome |
|
Empirical
Method |
Response
Rate |
39.80% |
Estimation
Method |
Eligibility
Rate |
93.80% |
Apprentice Sample |
|
Code |
Count |
AM_-_Callback_in_2_hrs |
55 |
AP_-_Callback_-_Specific_time/date |
1 |
Complete |
230 |
IG_-_Ineligible |
12 |
NA_-_Callback_in_12_hrs |
10 |
NF_-_Invalid_Number |
7 |
RF_-_Refusal |
4 |
UN_-_Unavailable
within Project Timeframe |
1 |
TOTALS |
320 |
Response Rate Table |
||
Method (MRIA
formulas) |
Outcome |
|
Empirical
Method |
Response
Rate |
77.10% |
Estimation
Method |
Eligibility
Rate |
95.10% |
The response rate for the
telephone survey is calculated by dividing the cooperative call backs (i.e.,
those who completed the study, those who we spoke to but were ineligible, and
the quota filled) by the functional sample. The functional sample is the sample
remaining after numbers not in service, business/fax
numbers, duplicate numbers and numbers blocked by the phone company are
removed.
Dear Training Institution,
On behalf of the Government of
Canada, EKOS Research Associates Inc. has been hired to gather the input of
apprentices in a Red Seal trade in order to evaluate the Government of Canada’s
recent Apprenticeship Grants Advertising Campaign.
We are contacting your
organization to assist in recruiting apprentices to participate in a short
telephone survey. Participants that we would like to recruit are apprentices in
a Red Seal trade who are currently training or have completed their Red Seal
designation in the past two years. Apprentices would be asked to voluntarily
register their interest online on a secure website.
Please be assured that the
confidentiality of all participants will be respected and the names of
participants will only be used for the purposes of the research and will not be
revealed to the Government of Canada by the research firm. Furthermore, final
results will contain only non-identifying aggregate information. The
information provided by apprentices will be collected under the authority of
the Department of Human Resources and Skills Development Act and will
be administered in accordance with the provisions of the Privacy Act and
other applicable privacy laws.
A representative from EKOS
Research will be contacting you in the coming days to discuss the research
project and the potential for your organization to assist us with this
research. If you have any questions or concerns, please do not hesitate to
contact me.
Thank you for your consideration.
Sincerely,
Guy Schryburt,
Manager
Public Opinion Research
140, promenade du Portage
Gatineau Québec K1A 0J9
(819) 997-7353
January 2012
Dear Apprentice,
EKOS Research Associates is
conducting a short telephone survey with students across Canada who are enrolled in an apprenticeship program. The purpose of
the research is to evaluate recent communications aimed at apprentices.
If you are interested we would
ask you to go to the link below. This leads to a secure website, for you to
provide your name, telephone, and indicate a good time to reach you for the
survey. The telephone interview will take only 8 to 10 minutes, and your name
and phone number will not be used for any other purpose than this research.
Your answers will remain completely confidential and no results from this
research will ever be associated with individual names.
Each student enrolled in an
apprenticeship program in Canada who completes the 8-10 minute telephone survey
will be compensated $20 for their participation. The survey is expected to take
place in the last two week so February.
http://www.ekos.com/apprentice
The information you provide will
be administered in accordance with the Privacy Act and other applicable privacy
laws. Note that the information you provide will be used solely for the purpose
of the research and will be kept strictly confidential. Findings presented in
the survey report will not be linked directly or indirectly to any individual
respondent or organization.
If you have any questions about
this upcoming survey, please contact EKOS Research at apprentice@ekos.com or
1-800-388-2873.
Thank you in advance for your
participation,
EKOS Research Associates
(800) 388-2873
apprentice@ekos.com
Thank you for visiting the Red
Seal Apprenticeship Survey Registration site.
EKOS Research has been hired by
Human Resources and Skills Development Canada to conduct a short telephone
survey of apprentices in Red Seal trades. The survey will take 8-10 minutes to
complete, and you will be paid $20 for your participation.
If you are interested in
completing our survey, please fill in the information below, and if you are
eligible one of our researchers will be in touch in March. Note that we will
only be conducting 300 surveys across Canada with students in apprenticeship
programs, so it is possible that we will not contact you.
Your college
What is the best time of day for
EKOS to phone you?
Do you prefer we call on a
weekend or weekday?
THANK
Thank you very much for
registering to complete this survey.
Hello, my name is
_______________. I’m calling on behalf of EKOS Research Associates. I’d like to
ask you some questions about current issues of interest to Canadians. Your
responses will be kept entirely confidential and anonymous. This survey is
registered with the national survey registration system.
[INDAPRNTS.NE.1] May I speak with
the person in your household who is 18 years of age or older who has had the
most recent birthday? Would that be you? (If that person is not available,
arrange call back.)
Would you be willing to take part
in this survey? We can do it now or at a time that is more convenient for you.
[INDAPRNTS.EQ.1]Your
participation in this survey is voluntary, but would be extremely helpful.
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. NOTE: Reveal name of client department which
commissioned survey at the end of the survey only.
If... INDAPRNTS.EQ.1
APPRENTICE Sample
Are you currently enrolled in an
apprenticeship program – learning a trade?
Record gender of respondent
Record language of correspondence
This call may be recorded for
quality control or training purposes.
Have you heard of Canada’s
Economic Action Plan?
Over the past few weeks or so,
have you seen, heard or read any advertising about grants for apprentices?
If... Q1A.EQ.1
IF ADVERTISING SEEN
What can you remember about this
advertising? What words, sounds or images come to mind?
DO NOT READ LIST - ACCEPT
MULTIPLE RESPONSES
Do you remember hearing an ad on
the radio over the past few weeks that starts with sounds of hammering, welding
and cooking, and talks about being able to get up to $4,000 in grants if you
are an apprentice in one of the 53 Red Seal trades? The ad gives the examples
of a welder, carpenter and a cook and says “that’s the kind of help every
apprentice can use. Apply today".
Do you remember seeing a poster
ad in washrooms on campuses, resto-bars or at a
construction site over the past few weeks that introduces the idea of $4,000 in
grants for apprentices, if you are studying in one of the 53 Red Seal trades?
The ad shows pictures of a carpenter, an electrician and a cook.
Do you remember seeing any
advertisements on the Internet over the past few weeks that introduces the idea
of “$4,000 in grants” that is “there for you to learn a Red Seal trade”. The ad
shows 3 pictures, a carpenter, an electrician and a cook. The ad talks about an
Apprenticeship Grant of up to $4,000 and encourages apprentices to “Apply
Today!”
If... Q2A.EQ.1.OR.Q2B.EQ.1.OR.Q2C.EQ.1
THOSE WHO RECALL ANY AD IN Q2
SERIES
Thinking about the advertising
that you saw/heard, what do you think was the main point this advertising was
trying to get across?
OPEN-ENDED. DO NOT READ. ACCEPT ONE RESPONSE
If... Q2A.EQ.1.OR.Q2B.EQ.1.OR.Q2C.EQ.1
THOSE WHO RECALL ANY AD IN Q2
SERIES
Did you do anything as a result
of hearing this advertising?
If...
(Q2A.EQ.1.OR.Q2B.EQ.1.OR.Q2C.EQ.1).AND.Q4A.EQ.1
THOSE WHO RECALL ANY AD IN Q2
SERIES AND DID SOMETHING AS A RESULT OF SEEING THE AD
What did you do? Anything else?
DO NOT READ LIST - ACCEPT
MULTIPLE RESPONSES
If... Q2A.EQ.1.OR.Q2B.EQ.1.OR.Q2C.EQ.1
THOSE WHO RECALL ANY AD IN Q2
SERIES
Thinking about the advertising
you heard, who do you think produced it? That is, who paid for it?
DO NOT READ LIST. ACCEPT ONE
RESPONSE
If...
(Q2A.EQ.1.OR.Q2B.EQ.1.OR.Q2C.EQ.1).AND.Q5A.EQ.4
THOSE WHO RECALL THE AD IN Q2
AND SAID GOV GENERAL (Q5E)
Which level of government?
READ LIST. ACCEPT ONE RESPONSE
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 when it comes to encouraging
apprentices to complete training in a designated Red Seal trade? Please use a
7-point scale, where 1 means terrible, 7 means excellent and the mid-point, 4,
means neither good nor bad.
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
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
If... INDAPRNTS.NE.1
GEN-POP Sample
Are you currently enrolled in an
apprenticeship program – learning a trade?
If... INDAPRNTS.EQ.1.OR.Q9.EQ.1
APPRENTICE SAMPLE OR LEARNING
A TRADE
What trade are you learning?
DO NOT READ LIST
APPRENTICE SAMPLE OR LEARNING
A TRADE
If... INDAPRNTS.EQ.1.OR.Q9.EQ.1
Have you ever seen or read
information about grants or other financial incentives for completing an
apprenticeship?
THOSE WHO HAVE LOOKED FOR GRANT/INCENTIVE
INFORMATION Q11
If... Q11.EQ.1
Where did you go to look for this
information?
Select all that apply
APPRENTICE SAMPLE OR LEARNING
A TRADE
If... INDAPRNTS.EQ.1.OR.Q9.EQ.1
Do you feel you had enough
information available to you about government grants and financial incentives?
Would you say that there was... (READ LIST)
OBTAINED INFO FROM GOV CAN OR
SERV CAN IN Q11B
If... Q11B.EQ.1,2
How useful did you find the
information available to you about government grants and financial incentives?
Would you say it was... (READ LIST)
APPRENTICE SAMPLE OR LEARNING
A TRADE
If... INDAPRNTS.EQ.1.OR.Q9.EQ.1
Have you ever applied for grants
from a government for completing a portion or all of an apprenticeship program?
GRANT APPLICANTS (Q11C)
If... Q11C.EQ.1
What level of government did you
apply to for grants or other financial incentives?
Select all that apply
FEDERAL GOV GRANT APPLICANTS(Q11D)
If... Q11D.EQ.1
Do you remember the name of the
grant that you applied for?
GRANT APPLICANTS (Q11C)
If... Q11C.EQ.1
What was your reason for applying
for a government grant?
Select all that apply
GRANT APPLICANTS (Q11C)
If... Q11C.EQ.1
How do you find the application
process?
PROMPT IF NECESSARY BUT DO
NOT READ LIST
AIG-ACG GRANT APPLICANTS (Q11E)
If... Q11E.EQ.1,2
Have you received money from a
government grant for completing a portion or all of an apprenticeship program?
THOSE WHO RECEIVED MONEY FROM
A GOVERNMENT GRANT (Q11F)
If... Q11F.EQ.1.AND.Q11D.EQ.1,2
Was this grant or financial
incentive from the federal government or your provincial/territorial
government?
THOSE WHO RECEIVED MONEY FROM
A PROV/TERR GOVERNMENT GRANT (Q11F2)
If... Q11F2.EQ.2
What province or territory was
this from?
THOSE WHO RECEIVED MONEY FROM
A GOVERNMENT GRANT (Q11F)
If... Q11F.EQ.1
When did you receive this grant?
MONTHQ11 [0,1]
Month grant was received
YESRQ11 [0,1]
Year Grant was received
APPRENTICE SAMPLE OR LEARNING
A TRADE
If... INDAPRNTS.EQ.1.OR.Q9.EQ.1
What motivated you to enter an
apprenticeship/learn a trade?
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.
Which of the following categories
best describes your current employment status? Are you...?
READ LIST. ACCEPT ONE ANSWER ONLY
What is the highest level of
formal education that you have completed to date?
READ LIST. ACCEPT ONE RESPONSE
In what year were you born? NOTE:
ANSWER THE FULL YEAR, I.E. 1977 as "1977"
Are there any children under the
age of 18 currently living in your household?
Which of the following categories
best describes your total household income? That is, the total income of all
persons in your household, before taxes?
READ LIST
Were you born in Canada?
In the last two weeks, have you…
Read a daily newspaper?
Watched television?
Listened to the radio?
Used public transit?
Read a magazine?
Attended a fair or exhibition?
Used the Internet?
If D7G.EQ.1
In the last two weeks, have you…
If... D7G.EQ.1
Used the Internet to access
Facebook?
If... D7G.EQ.1
Used the Internet to access Youtube?
If... D7G.EQ.1
Used the Internet to access
Twitter?
If... D7G.EQ.1
Used the Internet to access other
social media sites
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. Thank you very much for taking part. It is appreciated.
End of Interview
1 Initially
27 schools agreed to participate in the study, however, students from only 21
schools ultimately registered at the website.
2 Response
rates are calculated using the formula developed by the MRIA
in conjunction with the Government of Canada.