Final Methodology Report

Better Jobs 2013 Advertising Campaign Evaluation Survey

Public Opinion Research Number: POR 044-12
Contract Award Date: 2013-02-04
Contract Call up Number: G9178-120001-002
Contract Value Inclusive of HST: $57,869.56

March 26, 2013

Prepared by NRG Research Group for:

Communications Advisor, Public Opinion Research (POR)
Human Resources and Skills Development
140, promenade du Portage, Gatineau (Quebec) K1A 0J9
nc-por-rop-gd@hrsdc-rhdcc.gc.ca

« Ce rapport est aussi disponible en français »

NRG Research Group
360 Main St, Suite 1910
Winnipeg, MB R3C 3Z3
T 204.989.8986 | F 204.947.2410

Political Neutrality Certification

I hereby certify as a Senior Officer of Company 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:

Russell G. Noseworthy
Senior Research Associate
NRG Research Group
Ottawa, Mobile Phone 613.292.0637

Table of Contents

• 1. Background
• 2. Research Objectives
• 3. Methodology and Approach
  • 3.1 General Population Survey (Sample Size – 1 002)
    • 3.1.1 Sample Source – General Population Survey
  • 3.2 Youth Survey (Sample Size – 301)
    • 3.2.1 Sample Source – Youth Survey
  • 3.3 Data Weighting and Tabulation
  • 3.4 Quality Control
  • 3.5 Non-Response Bias – General Population and Youth Sample
• Appendix A: Call Dispositions
• Appendix B: English/French Questionnaire

1. Background

In support of the Government of Canada’s (GoC) significant Budget 2012 commitments to skills development, jobs and growth, and following the success of the 2010–12 Better Jobs advertising campaigns, HRSDC recommended that the Government of Canada continue to generate awareness of the importance of acquiring and upgrading skills, pursuing post-secondary education and discovering new areas of study and employment in skill shortage areas.

The 2012–2013 Better Jobs advertising campaign leveraged and built on existing creative investments, continuing to target youth with information on priority programs and initiatives, including:

• the Canada Student Loans Program (CSLP): enhanced and expanded eligibility for part-time post-secondary students;
• trades: Apprenticeship Incentive and Completion Grants; and
• the Youth Employment Strategy: helping youth gain work experience.

There were two waves of advertising; the first wave (summer) covered the summer Olympic Games, while the second winter wave ran from December 24, 2012, to February 24, 2013.

The winter media buy was in excess of $1,000,000. As per the Communications Policy of the Government of Canada, post-campaign testing utilizing the standard Advertising Campaign Evaluation Tool (ACET) was required.

2. Research Objectives

In accordance with the GoC’s Communications Policy, departments and agencies of the GoC are required to conduct a post-campaign evaluation of all major advertising initiatives exceeding $1,000,000 in media buys. In this case, post-campaign testing was conducted using the Advertising Campaign Evaluation Tool (ACET). The ACET survey instrument is a series of standardized questions to be included at the beginning of a post-campaign survey. The ACET telephone questionnaire including some additional campaign-related questions took about 7-8 minutes on average to complete.

As per above, the ACET is based on a survey of the general population plus samples of specific target populations as required (in this case, youth) and collects information related to recall of the advertisement; recall of the key messages; who sponsored the ad; determine what, if any action has been taken as a result of seeing the ad; government performance in providing information to the public; and overall government performance.

For this evaluation, two samples of the Canadian population were surveyed:

1. 1 002 Canadians 18 plus (general population)
2. 301 young Canadians 16-24 years of age (youth population)

3. Methodology and Approach

As per above, the proposed public opinion research study involved the conduct of 1 303 computer-assisted telephone interviews with two target populations of Canadians. Methodological details for the general population and youth population surveys are contained in the sections that follow.

1. General Population Screening

At the household level, respondents were selected at random using the last or most recent birthday method.

All cellular telephone only (CPO) households samples were re-screened to ensure that no landlines are now present.

2. Youth Over-sample Screening

Due to the nature of the sampling strategy to be employed for the youth oversample, NRG will screen each cooperative contact to ensure that all youth survey respondents are 16-24 years of age. In instances where two or more eligible respondents, youth aged 16-24, are identified in a given household, and the most recent birthday method will be employed to select one respondent if necessary.

3.1 General Population Survey (Sample Size – 1 002)

NRG, on behalf of HRSDC, conducted 1 002 telephone interviews with a random sample of Canadian adults 18 years of age or older. Households were selected at random, and then one person was chosen or selected to participate in the survey using the last birthday respondent selection method¹. The margin of error (MOE) for the overall sample is +/-3.1 percentage points², 19 times out of 20 or at a 95 percent confidence interval (CI).

As per GoC telephone interviewing standards, the survey instrument was pretested on February 18, 2013. Test interviews were conducted in English and French. Revisions were made to the survey questionnaire, and all interviews were conducted from February 19 March 3, 2013.

Table 1 describes the final un-weighted sample distribution by region/province.

For this component of the study, a disproportional sampling scheme was employed to provide for more accurate regional/provincial-level results. Please note that within each of the above geographically defined strata, NRG sampled proportionately to achieve a more or less representative sample across each of the six macro regions. For example, interviews in the Atlantic provinces are proportionately spread across all four Atlantic provinces to a total sample of 100. The same was done in the other five regions to ensure that the final sample reflected the range of opinion from across each region. Also, the three territories of Yukon, Northwest Territories and Nunavut were sampled with their approximate adjacent provincial jurisdiction. Thirteen percent of the sample was derived from a random sample of CPO households. The other 87 percent was randomly selected from the landline household telecommunications service universe.

3.1.1 Sample Source – General Population Survey

Firstly, all sample units used in the general population survey were excluded from the youth sample frame. NRG uses a product from ASDE Survey Sampler called Canada Survey Sampler for sampling the general population in Canada. For additional information on ASDE and this software product, please visit www.surveysampler.com. This sampling software is updated every 3 months by ASDE, and it allows NRG to develop random samples at various geography levels (e.g., Province, Economic Region, or Census Division) among landline households in Canada. These samples incorporate both listed and unlisted telephone numbers to ensure adequate coverage of all landline phone numbers in Canada.

For this survey, NRG randomly selected un-listed phone numbers with at least a 30 percent chance of being live (i.e. ringing in a residential household) for inclusion in a sample. In so doing, NRG incorporated new and changed phone listings as well as new neighborhoods in our sample. The unlisted numbers were, as is our normal practice, restricted to 20 percent of the overall sample for this study. In total, NRG research dialed 22 982 telephone numbers for this sample, with just over 4 590 of these sourced from directory not listed households. All samples for a study were maintained in a custom database application. As phone numbers were added to a database, they were compared against a voluntary market research national do not call list, and all matches were removed from the sample prior to randomization/sample selection.

3.2 Youth Survey (Sample Size – 301)

NRG, on behalf of HRSDC, conducted 301 8 minute computer-assisted telephone interviews (CATI) with a randomly selected sample of Canadians between 16 and 24 years of age. All interviews were conducted from February 20 to March 10, 2013. The margin of error (MOE) for the overall survey sample is +/-5.64 percentage points 19 times out of 20, or at a 95 percent confidence interval (CI). Some 10 098 households were disqualified due to age (not 1624 years of age).

Table 2 below describes the final regional/provincial sample distribution.

3.2.1 Sample Source – Youth Survey

As proposed, the sample for the youth population survey was derived from a combination of Canada’s traditional landline and cellular telephone sample universes.

NRG selected landline sample based on the population density of the target population, with approximately 50 percent of the total youth sample dialed sourced from Dissemination Area(s) with an incidence greater than 12 percent for our target group (youth 1624 years of age). The remainder (50%) was derived from a national random sample of active cell-phone listings. Table 3shows the sample distribution by telephone service type – landline versus cellular/smart/mobile telephone listing³. Table 3 also summarizes the sample breakdown by sample type.

3.3 Data Weighting and Tabulation

The survey data have been weighted according to the most recent Statistics Canada census information to ensure that the national level data reflects the views and perceptions of the respective target populations by age and gender within region/province. As is the case with the general population sample, this weighting scheme is recommended for analysis of the national level results and not for within region-level analysis. Regional-level analysis should employ an alternate weighting scheme that takes into account the population characteristics of the region as opposed to the entire country (Caution: given the relatively small sample size of the youth survey, the ability to conduct within region analysis is extremely limited). Final weighted survey data has been provided to HRSDC in tabular and SPSS format. The tabulation and analysis plan for this survey research was provided by HRSDC.

3.4 Quality Control

As per GoC standards and guidelines, a minimum of 10 percent of all completed interviews were monitored or otherwise verified—both audio and visual verification. A total of 22 982 telephone numbers were included in the general population survey sample. A total of 27 456 telephone listings were included in the youth survey sample frame. All English-language interviewing was completed at NRG’s main data collection facility located in Winnipeg, Manitoba. All French-language interviewing was conducted in Ottawa, Ontario, by Elemental Research Group. The response rates for both samples as well as their respective response rate calculations can be seen below.

*See Appendix A for final disposition details

The youth survey’s response rate (5.2%) is slightly lower than the rate achieved in the general population survey (8.2%). The response rates for both samples are on the “low” side of the preferred response rate for telephone surveys of this nature. Nevertheless, as per GoC Telephone Interviewing Guidelines for surveys with “low response rates,” we have provided an analysis of non-response, for both samples, in the section that follows. Please see Appendix B for a copy of the English and French Survey instruments.

3.5 Non-Response Bias – General Population and Youth Sample

According to the GoC’s standards and guidelines for the conduct of telephone surveys, non-response bias is the systematic difference between true population values and the average result from all possible samples owing to non-response. The analysis of non-response bias will consist of a comparison of the sample distribution relative to the equivalent parameters of the population. Table 7 below compares the general population sample to the population parameters by gender and age at the national level.

*Population Parameter
**Sample Proportion

Table 5 shows that men and women were sampled more or less to their proportions nationally. Across the three major age categories, some sampling bias is present as Canadians in the oldest age category (55+) are over-represented, while those in the youngest age grouping (1834) are under-represented in this survey’s final sample.

The amount of bias this has introduced to the survey can be measured to some degree by examining the percent change in the survey’s weighted and un-weighted findings. Our analysis reveals that the survey’s final un-weighted sample reflects the Canadian population by gender with some bias towards older Canadians. This slight age bias has almost no impact on Canadians’ views of the performance of the Government of Canada and its performance providing information to Canadians.

Tables 6 and 7 below compare the youth survey sample distribution to the population by gender and age at the national level.

*Population Parameter
**Sample Proportion

*Population Parameter
**Sample Proportion

Like the general population sample, Tables 6 and 7 show that the youth sample is more or less distributed according to its national proportions by age and gender. Like the general population survey sample, the sample is slightly skewed towards older youth; however, very little to no difference exist between the weighted and un‑weighted survey findings. The final data, as indicated above, was weighted according to the most recent census data for the target population.

Appendix A: Call Dispositions

A) Final Calling Dispositions General Population Survey

*Invalid

B) Final Calling Dispositions Youth Population Survey

*Invalid
** Not included in response rate calculations

Appendix B: English/French Questionnaire

Advertising Campaign Evaluation Tool

Please Consult the Instructions for Use.

Introduction

Introduction for the general population – RDD sample:

Hello, my name is _______________. I’m calling on behalf of NRG Research Group. 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).

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]

• Yes => CONTINUE
• No => ASK TO SPEAK TO ‘ELIGIBLE’ PERSON AND START AGAIN
• REFUSED => THANK AND TERMINATE

Would you be willing to take part in this survey? We can do it now or at a time more convenient for you. 

• Yes, now => CONTINUE
• Yes, call later => ENTER CALLBACK DATE AND TIME
• REFUSED => THANK AND TERMINATE

[IF ASKED] The survey will take about 7 minutes to complete.

CONTINUE TO Q1A

Introduction for the youth – RDD sample:

a) Hello, my name is _______________. I’m calling on behalf of NRG Research Group. Is there anyone in your household between the ages of 16 and 24 years old?

IF YES: Can I please speak with that person? [IF THAT PERSON IS NOT AVAILABLE ARRANGE CALLBACK]

• Yes => ASK TO SPEAK TO ’ELIGIBLE’ PERSON
• No => THANK AND TERMINATE
• REFUSED => THANK AND TERMINATE

WHEN CONTACT TARGET RESPONDENT

b) Hello, my name is _______________. I’m calling on behalf of NRG Research Group.  We are currently conducting a study with young Canadians between the ages of 16 and 24 years old. Would you be willing to take part in this study?

We can do it now or at a time more convenient for you. Please note that your responses will be kept entirely confidential and anonymous, and this survey is registered with the National Survey Registration System. Your participation in this survey is voluntary, but would be extremely helpful.

May I proceed?

[IF ASKED] The survey will take about 7 minutes to complete.

• Yes, now => CONTINUE TO Q1A
• Yes, call later => SPECIFY DATE/TIME
• REFUSED => THANK AND TERMINATE

B. Introduction for the youth - RDD Cellular

Hello, my name is _______________. I’m calling on behalf of NRG Research Group. We realize that we have contacted you on your cell-phone. We are conducting surveys with Canadians 16-24 years old.

a) Do you fall into that age group?

• 01 YES => GO TO b)
• 02 NO  =>THANK AND TERMINATE
• 03 REFUSED =>THANK AND TERMINATE

b)Are you in a safe place to talk?

• 01 Yes => GO TO d)
• 02 No => GO TO c)
• 99 REFUSED => THANK AND TERMINATE

c) We would like to conduct this interview with you when it is safe and convenient to do. During weekdays we can call anytime from XX:XX to XX:XX pm and on weekends from XXXX to XX:XX PM your time.

• 01 Accept the invitation => SCHEDULE CALLBACK
• 02 Refuse the invitation => THANK AND TERMINATE

d) Have I reached you on a cellular phone?

• 01 Yes => CONTINUE
• 02 No => THANK AND TERMINATE
• 99 REFUSED => THANK AND TERMINATE

e) In your home, do you have a phone line that is not a cell phone?

• 01 Yes => CONTINUE
• 02 No => MENTION INCENTIVE AND CONTINUE
• 99 REFUSED => THANK AND TERMINATE

As I said, I’ll be asking 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).

[IF ASKED] The survey will take about 7 minutes to complete.

CONTINUE TO Q1A

Core Questions

ASK ALL RESPONDENTS

Q1A:Over the past few weeks or so, have you seen, heard or read any advertising about programs and services available to help Canadians obtain the right skills and training?

• Yes  =>GO TO Q1B
• No => GO TO Q2
• DON’T KNOW => GO TO Q2
• REFUSED => GO TO Q2

Q1B: What can you remember about this advertising? What words, sounds or images come to mind? [ACCEPT MULTIPLE RESPONSES]

(DO NOT RED LIST)

• 01. Young people morphing into different professions (general)
• 02. A young woman stepping out of a plane/morphing into an engineer
• 03. A young woman jogging/morphing into a construction worker
• 04. A young man who is a patient/morphing into a nurse/doctor
• 05. Upgrading skills and training
• 06. Government of Canada has programs/service relating to skills/post-secondary education/employment
• 07. Thinking about your career
• 08. The ad is part of the Economic Action Plan
• 09. Skills/training education for a better job
• 10. Importance of continuing education
• 88. OTHER (specify) __________________
• 98. DON’T KNOW
• 99. REFUSED

Q2:

PROGRAMMING NOTE: RANDOMIZE Q2A, Q2B

Q2A: Do you remember seeing or hearing a [television] ad over the past few weeks or so [where a young woman morphs into an engineer, another young woman morphs into a construction worker and a young man morphs into a health care professional while a female voice talks about getting the right skills and training when thinking about your career?]?

• Yes
• No
• DON’T KNOW
• REFUSED
• VOLUNTEERED: Not applicable/do not watch television

Q2B: Do you remember seeing or hearing a [television] ad over the past few weeks or so [where a young man morphs into a medical lab technician student, an aboriginal man morphs into a heavy equipment operator, and a woman morphs into architecture student, while a male voice talks about getting the right skills and training when thinking about your career?]?

• Yes
• No
• DON’T KNOW
• REFUSED
• VOLUNTEERED: Not applicable/do not watch television

Q2C: Do you remember seeing an Internet ad over the past few weeks or so showing a young female architecture student? The ad talks about how you need the right tools to get the right skills and training for your career.

• Yes
• No
• DON’T KNOW
• REFUSED
• VOLUNTEERED: Not applicable/do not have Internet

IF RESPONDENT RECALLS ANY OF THE ADS IN Q2 SERIES OF QUESTIONS, CONTINUE; OTHERWISE SKIP TO Q6.

Q3: 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, ACCEPT ONE RESPONSE]

(DO NOT READ LIST)

• 01. Go to the website (specify which website)
• 02. Go to actionplan.gc.ca/betterjobs website
• 03. Call 1-800-O Canada
• 04. Upgrade your skills/education/training to get a better job
• 05. Government of Canada has programs/service relating to skills/post-secondary education/employment
• 06. Importance of getting skills upgrade
• 07. Importance of pursuing post-secondary education
• 08. Importance of trades’ apprenticeship/apprenticeship programs
• 09. Stay in school
• 10. Programs/benefits available from Government of Canada
• 11. It’s never to late to go back to school/get education/upgrade training/skills/education
• 12. You can do or be anything you want
• 88. Other (specify)
• 97. NOTHING
• 98. DON’T KNOW
• 99. REFUSED

Q4A: Did you do anything as a result of seeing/hearing this advertising?

• Yes => GO TO Q4B
• No => GO TO Q4C
• DON’T KNOW => GO TO Q4C
• REFUSED => GO TO Q4C

Q4B: What did you do? Anything else?

[ACCEPT MULTIPLE RESPONSES]

(DO NOT READ LIST)

• 01. Visited the website (specify website)
• 02. Visited actionplan.gc.ca/betterjobs website
• 03. Visited the Government of Canada website
• 04. Called 1-800-O Canada
• 05. Visited a provincial government website
• 06. Visited a school/trade school/training center website
• 07. Talked to my school guidance counsellor/teacher
• 08. Talked to my parents
• 09. Talked to my friends
• 10. Talked to my children
• 11. Signed up for courses
• 12. Looked for information on skills training
• 13. Looked for information on skills upgrading
• 14. Looked for information on post secondary education
• 15. Talked to my employer
• 88. Other (specify)
• 98. DON’T KNOW
• 99. REFUSED 99

Q4C: OPTIONAL QUESTION ON ATTITUDE / BEHAVIOUR CHANGE

[IF RESPONDENT SAID ‘YES’ AT Q4A, USE THIS INTRO]

Which, if any, of the following things did you do as a result of seeing/hearing this advertising?

[IF RESPONDENT SAID ‘NO’ ‘DON’T KNOW’ OR ‘REFUSED’ AT Q4A, USE THIS INTRO].

While you said you don’t recall doing anything as a result of the advertising, I’d like to briefly ask you about some specific things that you may have done. Did you…?

INSERT POSSIBLE ACTIONS SPECIFIC TO CAMPAIGN OBJECTIVES

RANDOMIZE a-d AND, IF APPLICABLE, EXCLUDE ITEMS MENTIONED BY RESPONDENT AT Q4B

• a. Visit the actionplan.gc.ca/betterjobs website
• b. Call 1-800-O Canada
• c. Get information about training and/or education
• d. Go to a Service Canada center

• Yes
• No
• DON’T KNOW

REFUSED

Q5A: Thinking about the advertising you saw/heard, who do you think produced it? That is, who paid for it?

[DO NOT READ LIST, ACCEPT ONE RESPONSE]

• Government of Canada / Federal Government 
• Provincial Government
• Municipal Government
• Government (General)
• Taxpayers
• Other (Specify) __________________
• DON’T KNOW
• REFUSED

Q5B: [ASK Q5B IF Q5A = ‘Government (General) OTHERWISE GO TO Q6]

Which level of government?

[READ LIST, ACCEPT ONE RESPONSE]

• Federal government
• Provincial government
• Municipal government
• Other
• DON’T KNOW
• REFUSED

Q6: ASK ALL RESPONDENTS: 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 information about programs and services available to Canadians who wish to enhance their skills and training]? Please use a 7-point scale, where 1 means terrible, 7 means excellent and the mid-point, 4, means neither good nor bad.

• 01 – Terrible
• 02
• 03
• 04 – Neither good nor bad
• 05
• 06
• 07 – Excellent
• DON’T KNOW
• REFUSED

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]

• 01 – Terrible
• 02
• 03
• 04 – Neither good nor bad
• 05
• 06
• 07 – Excellent
• DON’T KNOW
• REFUSED

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]

• 01 – Terrible
• 02
• 03
• 04 – Neither good nor bad
• 05
• 06
• 07 – Excellent
• DON’T KNOW
• REFUSED

END OF CORE QUESTIONS [EXCLUDING DEMOGRAPHIC QUESTIONS]

CAMPAIGN-SPECIFIC QUESTIONS MAY BE ADDED HERE

CS1. [ASK ONLY IF SAID “Got information about training and/or education” IN Q4C OTHERWISE GO TO DEMOGRAPHIC QUESTIONS] 

Earlier, you mentioned that after seeing the advertising you got information about training and/or education. Where did you get this information?

[OPEN-ENDED- DO NOT READ. ACCEPT ALL]

• 01. The Internet – Which sites specifically? Record name of website(s)_____________
• 02. actionplan.gc.ca/betterjobs
• 03. The Government of Canada (General)
• 04. Specific agency/department of the Government of Canada – Identify Department________
• 05. The provincial/territorial government (general)
• 06. School guidance/career counsellor
• 07. Employer
• 08. Recruiting firms/HR specialists
• 09. Parents/family
• 10. Friends
• 88. Other (specify)
• 98. DON’T KNOW/CAN’T REMEMBER/REFUSED

Core Demographic Questions

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.

[FOR CELLPHONE ONLY/RDD CELLPHPHONE SAMPLE]:

In which province or territory do you live? [RECORD ANSWER]

• 01. British Columbia
• 02. Alberta
• 03. Saskatchewan
• 04. Manitoba
• 05. Ontario
• 06. Quebec
• 07. New Brunswick
• 08. Nova Scotia
• 09. Prince Edward Island
• 10. Newfoundland and Labrador
• 11. Yukon Territory
• 12. North West Territories
• 13. Nunavut
• 99. REFUSED

D1:Which of the following categories best describes your current employment status? Are you...? [READ LIST, ACCEPT ONE RESPONSE]

• 01. Working full-time (35 or more hours per week)
• 02. Working part-time (less than 35 hours per week)
• 03. Self-employed
• 04. Student attending full time school (not working)
• 05. Unemployed, but looking for work
• 06. Not in the workforce (e.g. unemployed, but not looking for work, a full-time homemaker or parent)
• 07. Retired
• 88. Other
• 99. REFUSED 

D2:What is the highest level of formal education that you have completed to date? [READ LIST, ACCEPT ONE RESPONSE]

• 01. Elementary school or less
• 02. Secondary school
• 03. Some post-secondary
• 04. College, vocational or trade school
• 05. Undergraduate university program
• 06. Graduate or professional university program
• 99. REFUSED

D3: In what year were you born?

• RECORD YEAR: _____________
• 99. REFUSED

D4: Are there any children under the age of 18 currently living in your household?

• 01. Yes
• 02. No
• 99. REFUSED 

D5: 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, ACCEPT ONE RESPONSE]

• 01. Under $20,000
• 02. $20,000 to just under $40,000
• 03. $40,000 to just under $60,000
• 04. $60,000 to just under $80,000
• 05. $80,000 to just under $100,000
• 06. $100,000 to just under $120,000
• 07. $120,000 to just under $150,000
• 08. $150,000 and above
• 99. REFUSED

D6: [Ask if Cell-Phone respondent]: What is your postal code?

• Enter Postal Code: NAN-ANA
• Refused: 999-999

Media Consumption Question

MEDIA: In the last two weeks, have you…

RANDOMIZE MEDIA CHANNELS

• a. Read a daily newspaper?
• b. Read a weekly newspaper?
• c. Watched television?
• d. Listened to the radio?
• e. Used public transit?
• f. Read a magazine?
• g. Used the Internet?
• h. (IF THE RESPONDENT USED THE INTERNET) Used Facebook?
• i. (IF THE RESPONDENT USED THE INTERNET) Watched videos on Youtube?
• j. (IF THE RESPONDENT USED THE INTERNET) Watched a television show transmitted via the Internet?
• k. (IF THE RESPONDENT USED THE INTERNET) Listened to streaming music transmitted via the Internet?

• 01. Yes
• 02. No
• 98. DON’T KNOW
• 99. REFUSED

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 in this survey. It is appreciated.

Interviewer Records:

• Insert gender
• Insert language of interview
• Insert date of the interview
• Insert province/territory

[If respondent asks for more information about the survey, invite them to a) call the national survey registration system at 1-888-608-6742, ext 8728, b) offer to record name and number and give this information to russell noseworthy at nrg, and/or 3) give respondent name of hrsdc contacts: jeremy plaunt at 1-819-953-9096 or charles hart at 1-819-953-3224 and/or collect respondent contact information and offer to have jeremy or charles contact the respondent]

Outil d’évaluation de campagnes publicitaires

Veuillez consulter les modalités d’utilisation.

Introduction

Introduction pour la population générale – échantillon aléatoire (RDD):

Bonjour, je m’appelle _______________. Je vous appelle au nom de la firme de recherche NRG. 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).

c) 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]

• Oui => CONTINUER
• Non => DEMANDER LA PERSONNE ÉLIGIBLE ET RECOMMENCER
• REFUS [DÉCLARATION SPONTANÉE] => REMERCIER ET TERMINER

d) Seriez-vous disponible pour prendre part à ce sondage? Nous pouvons le faire dès maintenant ou à un moment plus propice pour vous

• Oui, maintenant
• Oui, rappeler
• REFUS

[SI DEMANDÉ] Le sondage est d’une durée d’environ 7 minutes.

PASSER A Q1A

Introduction pour les jeunes 16-24 – échantillon aléatoire (RDD):

a) Bonjour, je m’appelle _______________. Je vous appelle au nom de la firme de recherche NRG. Y a-t-il une personne dans votre foyer âgée de 16 à 24 ans? 

SI OUI: Est-ce que je pourrais parler à cette personne? [SI CETTE PERSONNE N’EST PAS DISPONIBLE, ARRANGER UN RAPPEL]

• Oui => DEMANDER LA PERSONNE ‛ÉLIGIBLE’
• Non => REMERCIER ET TERMINER
• REFUS => REMERCIER ET TERMINER

LORSQUE VOUS PARLEZ AU BON RÉPONDANT

b) Bonjour, je m’appelle _______________. Je vous appelle au nom de la firme de recherche NRG. Nous menons présentement un sondage auprès de jeunes Canadiens et Canadiennes âgés de 16 à 24 ans. Accepteriez-vous de participer à ce sondage?

Nous pourrions commencer maintenant, à moins que vous ne préfériez un autre moment. Je tiens à signaler que vos réponses demeureront absolument confidentielles et que ce sondage est inscrit auprès du système national d’enregistrement des sondages. Votre participation à ce sondage est volontaire, mais elle serait très utile.

Puis-je commencer?

[SI DEMANDÉ] Le sondage est d’une durée d’environ 7 minutes.

• Oui, maintenant => PASSER À Q1A
• Oui, rappeler => PRÉCISER LA DATE ET L’HEURE
• REFUS => REMERCIER ET TERMINER

Introduction pour les jeunes - RDD Cellulaire

Bonjour, je m’appelle  _______________. Je vous appelle au nom de la firme de recherche NRG. Nous réalisons que nous vous appelons sur votre  téléphone cellulaire. Nous menons des sondages auprès de Canadiens et Canadiennes qui ont entre 16 et 24 ans.

a) Faites-vous parti de ce groupe d’âge (16-24 ans)?

• 01 Oui => PASSER À b)
• 02 Non  =>REMERCIER ET TERMINER
• 99 REFUS =>REMERCIER ET TERMINER

b) Êtes-vous à un endroit sécuritaire pour répondre à un sondage?

• 01 Oui => CONTINUER À d)
• 02 Non => CONTINUER À c)
• 99 REFUS => REMERCIER ET TERMINER

c) Nous aimerions effectuer le sondage à un moment plus propice pour vous. Durant la semaine nous pouvons vous rappeler entre XX:XX et XX:XX pm  et durant la fin de semaine entre XX:XX  et XX:XX. Quel moment vous conviendrait le mieux?

• 01 Accepte l’invitation => PRÉCISER LA DATE ET L’HEURE
• 02 Refuse l’invitation => REMERCIER ET TERMINER

d) Est-ce que je vous ai rejoint sur un téléphone cellulaire?

• 01 Oui => CONTINUER
• 02 Non => REMERCIER ET TERMINER
• 99 REFUS => REMERCIER ET TERMINER

e) A la maison, avez-vous une ligne téléphonique traditionnelle autre qu’un cellulaire?

• 01 Oui => CONTINUER
• 02 Non => MENTIONNÉ l’INCITATIF ET CONTINUER
• 99 REFUS => REMERCIER ET TERMINER

Tel que mentionné, je vais vous poser quelques questions au sujet d’enjeux actuels d’importance pour les Canadiens.  Je tiens à signaler que vos réponses demeureront absolument confidentielles. Ce sondage est enregistré auprès de l’Association de la recherche et de l’intelligence marketing (ARIM).

[SI DEMANDÉ] Le sondage est d’une durée d’environ 7 minutes.

PASSER A Q1A

Questions génériques

DEMANDER À TOUS

Q1A: Au cours des dernières semaines, est-ce que vous avez vu, entendu ou lu des annonces sur les programmes et services disponibles pour aider les Canadiens et Canadiennes à acquérir les compétences et la formation dont ils ont besoin?

• Oui  =>PASSER À Q1B
• Non => PASSER À Q2
• NE SAIS PAS => PASSER À Q2
• REFUS => PASSER À Q2

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]

• 01. Des jeunes personnes se transformant en différents types de professions (général)
• 02. Une jeune femme descendant d’un avion / se transformant en ingénieure
• 03. Une jeune femme faisant du jogging / se transformant en ouvrière en construction
• 04. Un jeune homme faisant l’objet d’un traitement/ se transformant en infirmier / médecin
• 05. Perfectionner leurs compétences et leur formation
• 06. Le gouvernement du Canada a des programmes/services portant sur les compétences/ l’éducation postsecondaire/ l’emploi
• 07. Pensez à votre carrière
• 08. L’annonce fait partie du Plan d’action économique
• 09. Perfectionnement des compétences / de la formation pour profiter d’un meilleur emploi
• 10. L’importance de poursuivre nos études
• 88. AUTRE (préciser) __________________
• 98. NE SAIS PAS
• 99. REFUS

Q2:

NOTE POUR LE PROGRAMMEUR: PRÉSENTER LES QUESTIONS Q2A ET Q2B ALÉATOIREMENT

Q2A: Vous rappelez-vous avoir vu ou entendu au cours des dernières semaines une annonce à la télévision présentant une jeune femme se transformant en ingénieure, une autre une jeune femme se transformant en ouvrière en construction et un jeune homme se transformant en professionnel de la santé pendant que la voix d’une femme parle d’acquérir les compétences et la formation nécessaires lorsqu’on pense à sa carrière?

• Oui
• Non
• NE SAIS PAS
• REFUS
• DÉCLARATION SPONTANÉE : Ne s’applique pas/ne regarde pas la télévision

Q2B: Vous rappelez-vous avoir vu ou entendu au cours des dernières semaines une annonce télévisée dans laquelle un jeune homme se transforme en étudiant de techniques de laboratoire médical, un homme autochtone se transforme en opérateur de machines lourdes, et une femme en étudiante en architecture, alors qu’un homme, en voix hors champ, parle d’acquérir les compétences et la formation nécessaires en prévision de sa carrière?

• Oui
• Non
• NE SAIS PAS
• REFUS
• DÉCLARATION SPONTANÉE : Ne s’applique pas/ne regarde pas la télévision

Q2C: Vous rappelez-vous avoir vu ou entendu au cours des dernières semaines une annonce sur internet présentant une femme en étudiante en architecture? L’annonce parle d’acquérir les compétences et la formation nécessaires pour votre carrière?

• Oui
• Non
• NE SAIS PAS
• REFUS
• VOLUNTEERED: Not applicable/do not have Internet

SI LE/LA RÉPONDANT(E) SE SOUVIENT DE L’UNE OU L’AUTRE DES ANNONCES SIGNALÉES DANS LA SÉRIE DE QUESTIONS Q2, 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? [QUESTION OUVERTE, ACCEPTER UNE SEULE RÉPONSE

• 01. Visiter le site Web (préciser le site Web)
• 02. Visiter le site plandaction.gc.ca/meilleursemplois.gc.ca
• 03. Appeler 1-800-O Canada
• 04. Perfectionner vos compétences / votre éducation/ votre formation pour profiter d’un meilleur emploi
• 05. Le gouvernement du Canada a des programmes/services portant sur les compétences/l’éducation postsecondaire/ l’emploi
• 06. L’importance de perfectionner ses compétences
• 07. L’importance de poursuivre des études postsecondaires
• 08. L’importance des programmes d’apprentissage/ de l’apprentissage des métiers
• 09. L’école avant tout
• 10. Les programmes et avantages disponibles du gouvernement du Canada
• 11. Il n’est jamais trop tard pour retourner aux études/ de poursuivre des études / de perfectionner sa formation/ ses compétences/ son éducation
• 12. Vous pouvez faire et devenir ce que vous voulez
• 88. AUTRE (préciser) __________________
• 97. RIEN
• 98. NE SAIS PAS
• 99. REFUS

Q4A: Did you do anything as a result of seeing/hearing this advertising?

• Oui => DEMANDER Q4B
• Non => DEMANDER Q4C 
• NE SAIS PAS =>DEMANDER Q4C
• REFUS => DEMANDER Q4C 

Q4B: Qu’avez-vous fait? Y a-t-il autre chose?
[NE PAS LIRE LA LISTE, CODER TOUTES LES RÉPONSES PERTINENTES]

• 01. J’ai visité le site Web (préciser le site Web)
• 02. J’ai visité le site plandaction.gc.ca
• 03. J’ai visité le site Web du gouvernement du Canada
• 04. J’ai appelé 1-800-O Canada
• 05. J’ai visité un site Web du gouvernement provincial
• 06. J’ai visité le site Web d’une école/ d’une école des métiers/ d’un centre de formation
• 07. J’ai parlé à mon conseiller en orientation/ professeur
• 08. J’ai parlé à mes parents
• 09. J’ai parlé à mes amis
• 10. J’ai parlé à mes enfants
• 11. Je me suis inscrit à des cours
• 12. J’ai cherché des renseignements sur la formation axée sur les compétences
• 13. J’ai cherché des renseignements sur le perfectionnement des compétences
• 14. J’ai cherché des renseignements sur les études postsecondaires
• 15. J’ai parlé à mon employeur
• 88. AUTRE (PRÉCISER)
• 98. NE SAIT PAS
• 99. REFUS

Q4C: QUESTION OPTIONELLE CONCERNANT CHANGEMENT D’ATTITUDE /DE COMPORTEMENT

[SI LE/LA RÉPONDANT(E) A DIT ’OUI’ À Q4A, LIRE CETTE INTRODUCTION]
Lesquelles de ces actions avez-vous prises en réponse à cette annonce?

[[SI LE/LA RÉPONDANT(E) A DIT ‘NON’, NSP/REF À LA QUESTION 4A, LIRE CETTE INTRODUCTION]
Bien que vous ayez dit que vous ne vous rappeliez pas avoir fait quoi que ce soit en réponse à cette annonce, j’aimerais vous demander brièvement certaines choses spécifiques que vous auriez pu faire. Avez-vous …

RÉPARTIR ALÉATOIREMENT a-d ET, S’IL Y A LIEU, EXCLURE LES ÉLÉMENTS MENTIONNÉS À Q4B

• a. Visité le site plandaction.gc.ca/meilleursemplois
• b. Appelé 1-800-O Canada
• c. Obtenu des renseignements sur la formation et/ ou l’éducation
• d. Visité un Centre Service Canada

• Oui
• Non
• NE SAIS PAS
• REFUS

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]

• Gouvernement du Canada / Gouvernement fédéral
• Gouvernement provincial
• Administration municipale
• Gouvernement – en général
• Contribuables
• Autre (préciser) __________________
• NE SAIS PAS
• REFUS

Q5B: SI LE/LA RÉPONDANT(E) A RÉPONDU « GOUVERNEMENT – EN GÉNÉRAL » À Q5A, DEMANDER Q5B, AUTREMENT PASSER À Q6.

Quel ordre de gouvernement? [LIRE LA LISTE, ACCEPTER UNE SEULE RÉPONSE]

• Gouvernement fédéral
• Gouvernement provincial
• Administration municipale
• Autre
• NE SAIS PAS
• REFUS

Q6: DEMANDER A TOUS: Les trois prochaines questions concernent le rendement du gouvernement du Canada en général.

Quelle serait votre évaluation du rendement du gouvernement du Canada pour ce qui a trait à [fournir des renseignements sur les programmes et services disponibles aux Canadiens et Canadiennes qui désirent perfectionner leur connaissances et leurs compétences?] Veuillez répondre selon une échelle de sept points, où « 1 » signifie affreux, « 7 », excellent et le point milieu, « 4 », ni bon, ni mauvais.

• 01 – Affreux
• 02
• 03
• 04 – Ni bon, ni mauvais
• 05
• 06
• 07 – Excellent
• NE SAIS PAS
• REFUS

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?]

• 01 – Affreux
• 02
• 03
• 04 – Ni bon, ni mauvais
• 05
• 06
• 07 – Excellent
• NE SAIS PAS
• REFUS

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].

• 01 – Affreux
• 02
• 03
• 04 – Ni bon, ni mauvais
• 05
• 06
• 07 – Excellent
• NE SAIS PAS
• REFUS

FIN DES QUESTIONS GÉNÉRIQUES [EXCLUANT QUESTIONS DÉMOGRAPHIQUES]

DES QUESTIONS SPÉCIFIQUES A LA CAMPAGNE PEUVENT ETRE AJOUTÉES ICI.

CS1. [DEMANDÉ SEULEMENT SI LE RÉPONDANT A “Obtenu des renseignements sur la formation et/ ou ”A LA QUESTION Q4C SINON PASSER AUX QUESTIONS DÉMOGRAPHIQUES] 

Vous avez mentionné plus tôt qu’après avoir vu l’annonce, vous avez obtenu des renseignements sur la formation et/ou l’éducation. Où avez-vous obtenu ces renseignements?
[QUESTION OUVERTE - NE PAS LIRE. ACCEPTER TOUTES LES RÉPONSES]

• 01. Internet – Quels sites en particulier? Écrire le nom des sites Web _____________
• 02. plandaction.gc.ca/meilleursemplois.gc.ca
• 03. Le gouvernement du Canada (en général)
• 04. Organisme/ ministère particulier du gouvernement du Canada – préciser l’organisme________________
• 05. Le gouvernement provincial/territorial (en général)
• 06. Orientation scolaire/conseiller d’orientation professionnelle
• 07. Employeur
• 08. Agences de recrutement/spécialistes des ressources humaines
• 09. Parents/membres de la famille
• 10. Amis
• 88. Autre (préciser)
• 98. NE SAIS PAS/NE SE SOUVIENT PAS/REFUS

Questions démographiques de base

En terminant, j’aimerais vous poser certaines questions pour les besoins de la compilation de statistiques. Je tiens à vous rappeler que toutes vos réponses demeureront entièrement confidentielles.

[FOR CELLPHONE ONLY/RDD CELLPHPHONE SAMPLE]:

Dans quelle province ou territoire demeurez-vous? [ENTRER LA RÉPONSE]

• 01. Colombie-Britannique
• 02. Alberta
• 03. Saskatchewan
• 04. Manitoba
• 05. Ontario
• 06. Québec
• 07. Nouveau Brunswick
• 08. Nouvelle Écosse
• 09. Ile-du-Prince-Édouard
• 10. Terre-Neuve et Labrador
• 11. Yukon
• 12. Territoire du Nord-Ouest
• 13. Nunavut
• 99. REFUS 

D1: À l’heure actuelle, quelle est votre situation dans le contexte de l’emploi? Êtes-vous...? [LIRE LA LISTE, ACCEPTER UNE SEULE RÉPONSE]

• 01. Employé(e) à temps plein (au moins 35 heures par semaine)
• 02. Employé(e) à temps partiel (moins de 35 heures par semaine)
• 03. Travailleur/travailleuse autonome 
• 04. Étudiant(e) à l’école à temps plein (sans emploi)
• 05. Sans emploi, mais à la recherche d’un emploi
• 06. En dehors de la population active (p. ex., sans emploi, mais pas à la recherche d’un emploi; personne au foyer ou parent à temps plein)
• 07. À la retraite
• 88. Autre
• 99. REFUS

D2: Quel est le plus haut niveau de scolarité que vous avez atteint? [LIRE LA LISTE, ACCEPTER UNE SEULE RÉPONSE]

• 01. École primaire ou moins
• 02. Études secondaires
• 03. Études posts-econdaires en partie
• 04. Diplôme d’un collège, d’une école technique ou d’une école de métiers
• 05. Diplôme d’études universitaires de premier cycle
• 06. Diplôme d’études universitaires de deuxième ou de troisième cycle
• 99. REFUS

D3: En quelle année êtes-vous né(e)?

• INSCRIRE L’ANNÉE : _____________
• 99. REFUS

D4: Est ce qu’il y a des enfants de moins de 18 ans qui vivent dans votre foyer?

• 01. Oui
• 02. Non
• 99. REFUS

D5: Laquelle des catégories suivantes décrit le mieux la somme des revenus avant impôts de tous les membres de votre foyer?
[LIRE LA LISTE, ACCEPTER UNE SEULE RÉPONSE]

• 01. Moins de 20 000 $
• 02. 20 000 $ à un peu moins de 40 000 $
• 03. 40 000 $ à un peu moins de 60 000 $
• 04. 60 000 $ à un peu moins de 80 000 $
• 05. 80 000 $ à un peu moins de 100 000 $
• 06. 100 000 $ à une peu moins de 120 000 $
• 07. 120 000 $ à une peu moins de 150 000 $
• 08. 150 000 $ ou plus
• 99. REFUS

D6: [S’il s’agit d’un répondant sur téléphone cellulaire]: Quel est votre code postal?

• Entrer le code postal: NAN-ANA
• REFUS: 999-999

Questions portant sur l’utilisation des medias

MEDIA : Au cours des deux dernières semaines, avez-vous…

PRÉSENTER LES MÉDIAS ALÉATOIREMENT

• a.lu un journal quotidien?
• b.lu un journal hebdomadaire?
• c.regardé la télévision?
• d. écouté la radio?
• e.utilisé le transport en commun?
• f.lu une revue ou un magazine?
• g.utilisé l’Internet?
• h.(SI LE RÉPONDANT UTILISE INTERNET) accédé à Facebook?
• i.(SI LE RÉPONDANT UTILISE INTERNET) visionné des vidéos sur Youtube?
• j.(SI LE RÉPONDANT UTILISE INTERNET) regardé une émission de télévision diffusée sur Internet?
• k.(SI LE RÉPONDANT UTILISE INTERNET) écouté de la musique diffusée sur Internet?

• 01. Oui
• 02. Non
• 98. NE SAIS PAS
• 99. REFUS

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.

POUR LES DOSSIERS DE L’ENQUÊTEUR :

• INSCRIRE LE SEXE
• INSCRIRE LA LANGUE DE L’ENTREVUE
• INSCRIRE LA DATE DE L’ENTREVUE
• PROVINCE/TERRITOIRE

Si le répondant désire plus d’information sur ce sondage, a) invitez-le a appeler le systeme national d’enregistrement des sondages au numéro 1-888-608-6742, poste 8728, b) demander-lui son nom et numéro de téléphone et donner cette information a russell noseworthy chez nrg, et/ou 3) donner-lui le nom d’une des personnes responsables chez ressources humaines et développement des compétences canada: jeremy plaunt au numéro 1-819-953-9096 ou charles hart au numéro 1-819-953-3224 ou encore prenez en note les oordonnées du répondant et demandé a jeremy ou charles de le rappeler.

1 This method selects one respondent per household who celebrated their birthday last or most recently to respond to the survey questionnaire.

2 Please note the MOE is greater for sub-groups of the overall sample than that of the overall sample.

3 Statistics Canada’s bi-annual Residential Telephone Service Survey (RTSS) 2008 estimated that more than 74 per cent of households in Canada have at least one cell/smart/mobile phone service subscription. Some may have one subscription but multiple cell listings. This number also includes pay as you go account listing holders. The most recent RTSS estimates that at least 8 per cent of Canadian households have only cellular telephone service. The RTSS estimates that approximately 35 percent of households comprising only individuals 18 34 years old had cell-only service.