Testing Recall of Recruitment Advertising:
Spring 2019 Campaign
Methodological Report
Submitted to:
Department of National Defence
For more information on this report, please
email:
Submitted by:
|
Supplier Name: |
Narrative Research |
|
Supplier Address: |
5001-7071 Bayers
Road, Halifax NS B3L 2C2 |
|
Contact Phone: |
902.493.3820 |
|
Contact Fax: |
902.493.3879 |
|
POR Number: |
POR 017-19 |
|
Contract Number: |
W8484-191015/001/CY |
|
Contract Value: |
$18,571.55 |
|
Contract Award Date: |
June 3, 2019 |
|
Delivery Date: |
July 17, 2019 |
Ce rapport est aussi disponible en français
Table of Contents
Appendix B: Study Questionnaires
Copyright
Testing Recall of Recruitment Advertising: Spring 2019 Campaign
Methodological Report
Prepared
for Department of National Defence
Supplier Name: Narrative Research Inc.
July 2019
This report presents the methodological
details for the Testing Recall of Recruitment Advertising: Spring 2019 Campaign
ACET study conducted by Narrative Research Inc. on behalf of the Department of
National Defence (DND). The survey for the previous advertising campaign wave
was administered among 1,018 members of the adult Canadian general public aged
18-34 years old, between February 8 and 14, 2019, while the current wave was
conducted with 1,013 respondents from the adult Canadian general public aged
18-34 years, between June
17 and 23, 2019.
Ce rapport est aussi
disponible en français sous le titre: Évaluation du rappel de la publicitaire
de recrutement : campagne printemps - 2019
This publication may be reproduced for
non-commercial purposes only. Prior written permission must be obtained from
the Department of National Defence. For more information on this report, please
contact the Department of National Defence at:
POR-ROP@forces.gc.ca or at:
101 Colonel By Drive
Ottawa, Ontario K1A 0K2
Canada
Catalogue Number: D2-411/1-2019E-PDF
International
Standard Book Number (ISBN): 978-0-660-31991-9
Related
publications (registration number: POR 017-19):
Catalogue
Number (Final Methodological Report, French): D2-411/1-2019F-PDF
ISBN
(French): 978-0-660-31992-6
© Her
Majesty the Queen in right of Canada, as represented by the Minister of the
Department of National Defence, 2019
Executive Summary
Background
A robust recruitment marketing strategy is an
integral component of fulfilling the priority of maintaining Canadian Armed
Forces (CAF) and Defence readiness. The Assistant Deputy Minister (Public
Affairs) (ADM (PA)) supports the recruitment strategy of the CAF. Recruitment
marketing and advertising initiatives are developed to inform Canadians about
career opportunities available in the CAF, and to support the Strategic Intake
Plan.
Each year the Canadian Armed Forces must enroll Regular Force (full-time) and Reserve
Force (part-time) members to fulfill the Strategic Intake Plan. The 2019 CAF
recruitment campaign is aimed at targeting Canadians aged 18-34, with the
purpose of increasing interest and consideration for CAF jobs through focusing
attention on the relevancy of CAF’s training, education and career development
programs. To help meet stated recruiting
objectives, the CAF recruitment campaign for Spring 2019 was multi-faceted consisting of four
advertising campaigns:
ü
Overarching campaign
·
To raise awareness of more than 100 careers
beyond CAF’s training, education, and career development programs.
·
To increase consideration of establishing a
career in the CAF via accentuating training, a key factor that young prospects
consider when choosing an employer.
·
To demonstrate that the Canadian Armed Forces
is a best in class, professional employer that offers rewarding and challenging
careers with competitive pay and benefits, including: paid leave, paid
education, training and career development programs; adventure and travel,
life-long, and transferrable skills.
·
To inform campaign consumers that a career in
the CAF could take many forms: long-term or short-term; full-time or part-time.
·
To showcase the CAF as an inclusive workplace
that is working to reflect the broader Canadian society.
ü
Priority Occupations
·
To showcase specific priority occupations (using
civilian terminology) that offer Millennials what they seek, namely jobs and
careers that are team-oriented and provide for intense experiences, excitement,
flexibility.
·
To inform target audiences of educational and
training options.
·
To showcase basic training as achievable, and
take steps to promote the physical fitness and lifestyle aspects of the CAF.
ü
Women and Indigenous
·
To raise awareness of CAF employment
opportunities among diversity group members (for example, women and Indigenous
Peoples), skilled trade technicians, specialists, and professionals (such as
Doctors, Social Workers, Legal Officers, and so forth).
·
To drive recognition that CAF can fit various
lifestyles with multiple messages on opportunities, work-life balance,
inclusion, part-time options, and job stability.
·
Media-buy skewing to women, over-representing
women in all marketing and advertising products.
ü
Reserve Campaign
·
To increase national awareness of the Reserve Force.
·
To inform target audiences of local events and employment opportunities.
·
To raise awareness of CAF part-time employment opportunities (with voluntary
operational deployments) among diversity group members (women and Indigenous Peoples), at locations close to
home.
This research is mandatory, given
that the Treasury Board (TB) requires all Government of Canada advertising
campaigns that cost more than one million dollars to be evaluated.
Research Objectives
The
purpose of the quantitative research was to assess recall of and reactions to the
advertising campaign. At the highest level, the purpose of the research is to
evaluate the effectiveness of the advertising campaign. More specifically, the research objectives
included:
- Measuring unaided recall
of CAF advertising;
- Measuring aided recall of
CAF advertising;
- Assessing
the level of understanding of the key messages of the advertising
campaign; and
- Gauging the level of
awareness of who was responsible for commissioning the advertising.
Target Population
As
specified in the Statement of Work (SOW), Canadians between the ages of 18-34
were the target audience for the 2019 Canadian Armed Forces Recruitment
Campaigns. Data was gathered from a general public panel modelling key
demographics of Canadian males and females within the aforementioned age group. Online surveys of the adult Canadian
general public (18-34 years of age) were undertaken in two waves this year with
the previous wave in February 2019, and the current wave in June 2019. Each
wave required an average of approximately seven minutes to administer. The
participation rate was 13 percent for the February wave, while the June wave
achieved a participation rate of 15 percent. The email contact records for the
research were drawn from panelists administered by The Logit Group of Toronto,
Ontario. As noted, there were a total of 1,018 useable surveys completed in the previous wave and 1,013 surveys completed in
the current wave.
Research
Usage
As stated
in the project’s Statement of Work and related communications, this
research activity sought to measure recall and reaction to the Recruitment
Advertising Campaign media placement. Campaign placements were in web, social
media, out of home, and television for the previous wave, and in web, social
media, print, and television for the current wave. The findings from this study
were to be used by the Department of National Defence (DND) to monitor the recall
of the media campaign, the efficiency of the media placement, and provide
information to enhance the effectiveness of the recruitment campaign. Given that this online
survey methodology used a non-probability sample, the data collected cannot be
extrapolated to the Canadian general public adult population 18-34 years of
age.
Expenditure
The survey entailed the
expenditure of $18,571.55, including HST.
Consent
Narrative Research offers this written consent
allowing the Librarian and Archivist of Canada to post, in both official
languages, this Methodological Report.
Political Neutrality Statement and Contact Information
I hereby certify as
a Senior Officer of Narrative Research that the deliverables fully comply with
the Government of Canada political neutrality requirements outlined in the
Communications Policy of the Government of Canada and Procedures for Planning
and Contracting Public Opinion Research. Specifically, the deliverables do not
contain any reference to electoral voting intentions, political party
preferences, standings with the electorate, or ratings of the performance of a
political party or its leader.
Peter MacIntosh
Chief Research Officer & Partner
Narrative Research
pmacintosh@narrativeresearch.ca
902-493-3832
Appendix A
Study Methodology
This evaluation utilized the Government of
Canada’s Advertising Campaign Evaluation Tool (ACET) and was administered to
samples of Canadian adults 18 to 34 years old. The data collection was
conducted in two waves with the previous wave conducted in February 2019, and
the current wave in June 2019 after DND’s most recent ad campaign was run in
the media. The online-based data collection regimen
entailed post-advertising campaign data collection. This approach permits a
comparison of awareness and opinions over time, as compared to other Government
of Canada commissioned advertising campaigns.
Questionnaire
Design
The
questions utilized in this study were based on the Government of Canada’s
standard Advertising Campaign Evaluation Tool
questionnaire. The primary
difference between the online ACET survey questionnaire and the previously
utilized telephone ACET survey questionnaire, was that in the online approach
implemented in the present study, the survey respondents were aided in their ad
recall by way of being shown on-screen an advertisement from the recent DND
advertising campaign. Respondents were shown one ad: Dare to Be Extraordinary. The
respondents were subsequently asked a series of questions about the
advertisement. This aiding of respondents by showing an ad drawn from the
advertising campaign is a process that is possible with an online survey
methodology. Narrative Research ensured that respondents were able to complete
the survey on various platforms including computers, tablets or smartphones.
As
required by Government of Canada standards, English and French pre-test surveys
were collected in both the previous and current survey waves. As well, a line
of questioning was included at the end of the pre-test surveys in which
respondents were asked if they encountered any questions or survey wording that
was difficult to understand. No pre-test respondents in either of the recent data
collection waves expressed difficulty in understanding any of the survey
questions. As a result, no pre-test respondent was asked to identify which
question or questions were problematic from a comprehension perspective.
Sampling
The survey approach, utilized in both the
previous and current waves, was designed to be administered to an online
general public panel sample of approximately 1,000 Canadian adults between the
ages of 18 and 34. Narrative Research ensured that the surveys collected
closely reflected the actual, true Canadian general population between 18 and
34 years old in terms of gender and age group (broken into 18 to 24 and 25 to
34 age segments), and by region, as required by the project’s Statement of
Work. Attention was also given to the mother tongue of respondents, to ensure a
meaningful distribution of surveys along this relevant demographic category.
Specifically, to ensure robust samples that
approximate the true population parameters for age (18–24 and 25-34), gender
(male/female), and region (Atlantic, Quebec, Ontario, West/North), quotas were
implemented. Age and gender quotas were implemented per region, and statistical weighting of the survey data was
implemented to adjust for the small differences between the target data
collection quotas, on the one hand, and the actual distribution of survey
completions, on the other hand (mother tongue was included in this statistical
weighting regimen, as discussed below in the Data Collection section of this
Methodological Report).
Contact Records Source
Narrative
Research utilized the services of The Logit Group for this research. The Logit
Group’s online general population panel is comprised of over 600,000 Canadian
residents nationally, with sound representation across regions. Logit Group
panelists are recruited from a large number of sources to maximize reach and
representation.
The
recruitment policies of The Logit Group’s partners (SSI, Toluna, Asking
Canadians, and Research Now) are broad in scope. Survey data quality rests on
many different factors, including sourcing of panelists who are vetted, using
ongoing quality checks such as eliminating panelists who are no longer active,
and so forth. The following are panel member sources for Logit Group studies:
·
Email
invitations: pre-authorized to opt in lists from associations and groups
·
Social
Media: advertising and social groups on leading social media platforms
·
Media
Platforms: advertising on online media platforms both niche and mainstream
·
Use of
major recruiting brands
·
Loyalty
programs
·
Targeted
audiences
·
Web and
social networking sites
·
Targeted
emails by The Logit Group’s online partners to their members or subscribers
·
Referral
programs
The Logit
Group has established a variety of quality assurance processes to proactively
identify invalid respondents. For example, the company has incorporated methods
to quickly identify and flag straight-lining speedsters (i.e., respondents who
give the same responses to all questions as a means of quickly finishing the
survey), thereby monitoring whether panelists are able to provide thoughtful
and accurate responses to survey queries.
Panel
members are monitored against Statistics Canada data to gauge statistical
representation. Annual profile refreshing campaigns are conducted to
incentivize panelists to remain active; these can also contain new questions in
order to target specific niche audiences more precisely. Panelists’
participation is rewarded with their choice of HBC Rewards bonus points,
Aeroplan Miles or Petro Points, as well as various prizes.
The sampling
procedure reflected a computerized randomization of online panel members, with
exclusions from the randomization process being based upon, for example,
whether a panelist had received his/her monthly maximum number of survey
invitations.
Survey
Administration
Survey Programming and Testing
The online surveys utilized in both the previous
and current campaigns were programmed by Narrative Research in both English and
French, using Voxco Acuity programming software. Respondents were formally
invited to the survey in the official language of their choice. As well, at any
point when completing the questionnaire, respondents had the option to change the
questionnaire language to the other official language. Assistance in completing
the survey was available from bilingual Narrative Research staff, as required.
Respondents were able to verify the legitimacy of the survey via
representatives from Narrative Research or DND.
Each programmed survey was tested to ensure question order and skip
patterns were properly implemented. Testing included Narrative Research researchers
receiving the invitation via email just as a respondent would, to ensure
accuracy of delivery, text, links, and so on. DND staff were also provided with
the pre-test link.
A total of 26
English and 10 French pre-tests were completed in the previous wave in February
2019, while 12 English and 10 French pre-tests were completed in the current
wave in June 2019. These pre-test survey completions were conducted via a
survey “soft launch” whereby a small number of panel respondents were invited
to participate in the survey. The pre-testing of the survey allowed the
collected data to be reviewed to ensure accuracy and to identify any
programming aspects that should be modified. Pre-test respondents were asked,
during both the waves, if they had any difficulty understanding any aspect of
the survey. No one replied in the affirmative. No substantive data quality
issues arose as a result of the pre-test, and thus the pre-test data was
maintained in the final data set.
Data Collection
Unlike telephone surveys which typically occur
with new respondents being contacted throughout the specified data collection
time period, in online surveys of the type implemented in the present case, the
preponderance of respondents are notified within a short period, for example,
at the end of the advertising campaign being assessed. Reminder notices were
forwarded to these sampled respondents until such time as the target number of
survey completions had been achieved. This data collection approach offers a
timing advantage in contacting respondents shortly after the campaign has
ended. This
study consisted of a previous campaign wave administered between February 8 and
14, 2019, followed by the current campaign wave administered between June 17
and 23, 2019. The survey
invitation as well as reminder invitations were sent to panel members during
the data collection period for both the waves. Fieldwork was monitored and
reviewed on an ongoing basis to ensure target quotas were being met. Narrative
Research provided regular reports (verbal and written) to DND representatives
regarding progress, as requested or pre-determined. Given that single use
unique survey links were distributed to prospective respondents, no individual
was able to complete the survey questionnaire more than once.
A total of 1,065 surveys were submitted by
respondents, and 1,018 were ultimately used in the final data set in the
previous wave, while a total of 1,040 surveys were submitted by respondents out
of which 1,013 were useable in the current wave. It is
important to note that for various reasons, a small percentage of submitted
online panel surveys is often removed from study data sets after submission.
Such was indeed the case in both the waves, as Narrative Research’s initial
quota targets in each wave exceeded the overall final requirement of 1,000
questionnaires. Thus, given the unavoidable possibility of having to remove
surveys, post collection, Narrative Research
as a precautionary measure collected more than
the initially targeted number of surveys per wave. Reasons for removing surveys
ultimately included respondent “speedsters” who were deemed to have moved too
quickly through the questionnaire, as well as consistently non-intelligible
verbatim responses. Thus overall, a small
number (n=47) were removed in the previous wave, and (n=27) were removed in the
current wave for reasons of speeding,
unintelligible verbatim responses, and so forth.
The surveys from both the previous and current
campaign required a mean average of approximately seven minutes for respondents
to complete. Both the previous, as well as the current surveys aided
respondents with a recording of a campaign advertisement, and accompanying
questions added to the survey length. A non-probability sample approach was
implemented given that the study was designed to be conducted among online
Canadian general public panelists. All such panels are inherently
non-probability in nature, given that panelists self-select to become members
of such panels, and not all adult Canadians belong to such a panel. The
tables below for the post-campaign survey display regional, gender, mother
tongue, and age data in terms of the actual distribution of adult Canadians as
catalogued in the 2016 Statistics Canada Census.
As well,
approximate regional, gender, and age quota targets per wave are detailed (both
in terms of the actual number of
surveys completed, and the percentage
of all surveys completed). (Please note, such quotas were not implemented for
mother tongue; however, during the data collection phase of the project the
distribution of surveys collected along this demographic dimension was
observed, to ensure that a meaningful distribution of surveys for the relevant
categories was indeed captured.) The tables on the pages below present data
with the weighted and unweighted number
as well as percentage of surveys
collected, for relevant demographic dimensions for each wave.
Previous
Wave (February 2019)
Data Tabulation: There
were a total of 48 overlapping or interlocking statistical weighting cells
created from the study design using the weighting factors of: Region (4:
Atlantic, Quebec, Ontario, and West/North – based on survey Question d); Age
group (2: 18–24, 25–34 - based on survey Question c); Gender (2: Male, Female –
based on survey Question b); and Mother Tongue (3: English, French, Other –
based on survey Question D7). The 48 overlapping or interlocking statistical
weighting cells thus were derived from Region (4) x Age (2) x Gender (2) x
Mother Tongue (3) dimensions = 48 unique statistical weighting cells.
Population data for the 48 statistical weighting cells were obtained from the
most recent (2016) Census of Canada, and can be found here:
With such a large number of weighting cells,
it was necessary to combine specific cells due to the fact that sample sizes
for specific cells were small or empty, and therefore would have led to quite
large weights if left separate. Combining weighting cells is a common approach
in such instances, and it explains why the final weighted data distribution
differs slightly from the actual population distribution, along certain
dimensions. Nonetheless, it is suggested that the quantitative impact of
implementing this approach was very modest, thereby recommending the specific statistical
weighting approach as helpful. It should also be noted that a small number of
individuals were not able to be placed into one of the 48 weighting cells due
to the fact that they did not answer the optional mother tongue weighting
question. For tabulation purposes, these individuals were given a weight value
of 1.0.
February 2019 Campaign Survey
(Percentages may
not sum exactly to 100%, owing to rounding)
1 Six
respondents identified as gender diverse and are not presented in the table.
2 Three
respondents did not provide mother tongue data and are not presented in the
table.
Participation
Rate: The rate below was
derived using the formula recommended by the Public Opinion Research
Directorate of the Government of Canada:
|
Post-Campaign Survey |
|
|
|
|
|
Total
email addresses used: |
10,475 |
|
|
|
|
Invalid
cases |
|
|
Invitations mistakenly sent to people who did
not qualify for the study: |
306 |
|
Incomplete or missing email addresses: |
0 |
|
Unresolved (U) |
|
|
Email invitations bounce back: |
0 |
|
Email invitations unanswered: |
8,353 |
|
In-scope non-responding units (IS) |
|
|
Non-response from eligible respondents: |
0 |
|
Respondent refusals |
0 |
|
Language problem: |
0 |
|
Selected respondent not available (illness;
leave of absence; vacation; other): |
0 |
|
Early break-offs: |
527 |
|
|
|
|
Responding units (R) |
|
|
Completed surveys disqualified – quota filled: |
224 |
|
Completed surveys disqualified for other
reasons: |
47 |
|
Completed surveys: |
1,018 |
|
|
|
|
Previous Campaign Participation Rate = R/(U + IS
+ R) = 1,289/(8,353 + 527 + 1,289) =
13% |
|
Reminders were distributed to potential
respondents who were invited to complete a survey, but who chose not to do so.
Given that the online methodology utilized a non-probability sample, a margin
of error cannot be applied to the results as per the Standards for the Conduct
of Government of Canada Public Opinion Research for Online Surveys.
Current
Wave (June 2019)
Data Tabulation: There
were a total of 48 overlapping or interlocking statistical weighting cells
created from the study design using the weighting factors of: Region (4:
Atlantic, Quebec, Ontario, and West/North – based on survey Question d); Age
group (2: 18–24, 25–34 - based on survey Question c); Gender (2: Male, Female –
based on survey Question b); and Mother Tongue (3: English, French, Other –
based on survey Question D7). The 48 overlapping or interlocking statistical
weighting cells thus were derived from Region (4) x Age (2) x Gender (2) x Mother
Tongue (3) dimensions = 48 unique statistical weighting cells. Population data
for the 48 statistical weighting cells were obtained from the most recent
(2016) Census of Canada, and can be found here:
With such a large number of weighting cells,
it was necessary to combine specific cells due to the fact that sample sizes
for specific cells were small or empty, and therefore would have led to quite
large weights if left separate. Combining weighting cells is a common approach
in such instances, and it explains why the final weighted data distribution
differs slightly from the actual population distribution, along certain
dimensions. Nonetheless, it is suggested that the quantitative impact of
implementing this approach was very modest, thereby recommending the specific statistical
weighting approach as helpful. It should also be noted that a small number of
individuals were not able to be placed into one of the 48 weighting cells due
to the fact that they did not answer the optional mother tongue weighting
question. For tabulation purposes, these individuals were given a weight value
of 1.0.
June 2019 Campaign
Survey
(Percentages may
not sum exactly to 100%, owing to rounding)
|
|
2016 Census |
Quota Targets |
Surveys Completed (Unweighted) |
Surveys Completed (Weighted) |
|||
|
Surveys (n=) |
Surveys (%) |
(n=) |
(%) |
(n=) |
(%) |
||
|
Region |
|
|
|
|
|
|
|
|
Atlantic |
5.8% |
75 |
7.4% |
75 |
7.4% |
59 |
5.8% |
|
Quebec |
22.0% |
235 |
23.0% |
223 |
22.0% |
221 |
21.8% |
|
Ontario |
38.6% |
405 |
39.7% |
403 |
39.8% |
390 |
38.5% |
|
West/North |
33.6% |
305 |
29.9% |
312 |
30.8% |
343 |
33.9% |
|
Gender1 |
|
|
|
|
|
|
|
|
Male |
50.2% |
525 |
50.9% |
485 |
48.6% |
502 |
50.3% |
|
Female |
49.8% |
507 |
49.1% |
513 |
51.4% |
496 |
49.7% |
|
Mother
Tongue2 |
|
|
|
|
|
|
|
|
English |
57.8% |
Not applicable |
Not applicable |
670 |
66.3% |
587 |
58.1% |
|
French |
18.6% |
Not applicable |
Not applicable |
161 |
15.9% |
185 |
18.3% |
|
Other |
23.6% |
Not applicable |
Not applicable |
180 |
17.8% |
239 |
23.6% |
|
Age (Quotas) |
|
|
|
|
|
|
|
|
18-24 |
39.8% |
476 |
46.1% |
444 |
43.8% |
405 |
40.0% |
|
25-34 |
60.2% |
556 |
53.9% |
569 |
56.2% |
608 |
60.0% |
1 Fifteen
respondents identified as gender diverse and are not presented in the table.
2 Two
respondents did not provide mother tongue data and are not presented in the
table.
Participation
Rate: The rate below was
derived using the formula recommended by the Public Opinion Research
Directorate of the Government of Canada:
|
Post-Campaign Survey |
|
|
|
|
|
Total
email addresses used: |
10,271 |
|
|
|
|
Invalid
cases |
|
|
Invitations mistakenly sent to people who did
not qualify for the study: |
416 |
|
Incomplete or missing email addresses: |
0 |
|
Unresolved (U) |
|
|
Email invitations bounce back: |
0 |
|
Email invitations unanswered: |
8,157 |
|
In-scope non-responding units (IS) |
|
|
Non-response from eligible respondents: |
0 |
|
Respondent refusals |
0 |
|
Language problem: |
0 |
|
Selected respondent not available (illness;
leave of absence; vacation; other): |
0 |
|
Early break-offs: |
204 |
|
Responding units (R) |
|
|
Completed surveys disqualified – quota filled: |
454 |
|
Completed surveys disqualified for other
reasons: |
27 |
|
Completed surveys: |
1,013 |
|
|
|
|
Current Campaign Participation Rate = R/(U + IS
+ R) = 1,494/(8,157 + 204 + 1,494) = 15% |
|
Reminders were distributed to potential
respondents who were invited to complete a survey, but who chose not to do so.
Given that the online methodology utilized a non-probability sample, a margin
of error cannot be applied to the results as per the Standards for the Conduct
of Government of Canada Public Opinion Research for Online Surveys.
Non-Response Bias Analysis
Any
survey that is conducted is potentially subject to bias or error. When a survey is conducted with a sample of
the population, there are two general classes of bias or error: sampling error,
which is quantifiable, and non-sampling error, which is typically not
quantifiable. Sampling error arises from the fact that interviews are conducted
with only a subset of the population, and thus is it possible that the results
obtained from this group of respondents is not reflective of the population as
a whole.
In
contrast, non-sampling error encompasses a number of different types of errors
including coverage error, measurement error, non-response error, and processing
error.
No
measurement of sampling error can be attributed to the current study, given
that the contact records utilized in the data collection process were derived
from an online panel of the general public, which is to say, a non-probability
sample source. Having stated that, measures were taken in the implementation of
the data collection to ensure sufficient completed surveys were obtained from
demographic groups traditionally regarded as central in quantitative survey
research, such as gender, age, region/province, and mother tongue. The final
data set for each survey wave was statistically weighted to closely match the
distribution of these dimensions as estimated in the 2016 Statistics Canada
census. The statistical weights implemented were relatively small, given that
the data collected already closely matched the actual distribution of adult
Canadians between the ages of 18 and 34 along these demographic dimensions.
With respect to non-sampling error, a number
of steps were taken to minimize bias due to these sources. All surveys utilized
online interviewing technology to ensure proper survey skip patterns were
followed and to minimize errors due to data entry and data capture. The French
and English survey instruments from each campaign themselves were pre-tested
with a small sample of respondents to ensure the survey material was easily
understood by respondents, and that the resultant data were being captured
properly. In terms of coverage, the surveys were conducted with an online panel
of the Canadian general public 18 years of age or older, based on a randomized
sampling of panel records for the target audience (adults 18 to 34 years of
age) drawn from a commercially available online general public panel.
Appendix B: Study Questionnaires
ADVERTISING CAMPAIGN EVALUATION TOOL (JUNE 2019)
CAMPAIGN SURVEY
To be conducted after the ads have been run in
the media
INTRODUCTION
Thank you
for taking the time to complete this survey dealing with current issues of
interest to Canadians. Si vous préférez répondre
au sondage en français, veuillez cliquer sur français au dessus. SWITCH TO FRENCH
VERSION.
The
survey is being conducted by Narrative Research. Your participation is voluntary and your
responses will be kept entirely confidential and anonymous. The survey takes
about 7 minutes to complete. This survey is being administered according to the
requirements of the Privacy Act, the Access to Information Act, and
any other relevant legislation.
Click
here if you wish to verify the authenticity of
this survey. To view our privacy policy, click here.
a)
Do you, or does anyone in your household, work in any of the
following areas? CHECK ALL THAT
APPLY ACCEPT MULTIPLE RESPONSES
o
A marketing research firm
o
A magazine or newspaper
o
An advertising agency or graphic design
firm
o
A political party
o
A radio or television station
o
A public relations company
o
Federal or provincial government
o
None of the above
IF ‘YES’
TO ANY, THANK AND TERMINATE
b) Which of the following do you
identify with…?
o
Male gender
o
Female gender
o
Gender diverse
PROGRAMMING
NOTE: IF THE RESPONDENT DOES NOT PROVIDE A GENDER UPON BEING PROMPTED TO DO SO:
We require an answer to this question for research purposes. Please select a
response. IF NO RESPONSE PROVIDED AGAIN THANK AND TERMINATE
c) In which of the following age categories
do you belong?
o
Less than 18 years old
o
18 to 24
o
25 to 34
o
35 or older
IF “LESS THAN 18 YEARS OLD” OR “BLANK” OR 35 OR OLDER,
THANK AND TERMINATE. IF BLANK, FIRST PROMPT BY SAYING: ‘WE REQUIRE AN ANSWER TO
THIS QUESTION FOR RESEARCH PURPOSES. PLEASE SELECT AN AGE CATEGORY.”
d) In which province or territory do
you live? SELECT ONE ONLY
o
Alberta
o
British Columbia
o
Manitoba
o
New Brunswick
o
Newfoundland and Labrador
o
Northwest Territories
o
Nova Scotia
o
Nunavut
o
Ontario
o
Prince Edward Island
o
Quebec
o
Saskatchewan
o
Yukon
o
None of the above
IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND
TERMINATE
FIRST PROMPT BY SAYING: ‘WE REQUIRE AN ANSWER TO THIS
QUESTION FOR RESEARCH PURPOSES. PLEASE SELECT A PROVINCE OR TERRITORY.” THANK, TERMINATE, RECORD, AND KEEP DATA IF
‘NONE OF THE ABOVE.’
CORE QUESTIONS
ASK ALL
RESPONDENTS
Q1:
Over the past three weeks, have
you seen, heard or read any advertising from the Government of Canada?
o
Yes
o
No => GO TO T1A
Q2:
Think
about the most recent ad from the Government of Canada that comes to mind.
Where have you seen, read or heard this ad?
SELECT ALL
THAT APPLY
o cinema
o Facebook
o Internet website
o magazines
o newspaper (daily)
o newspaper (weekly or community)
o outdoor billboards
o pamphlet or brochure in the mail
o public transit (bus or subway)
o radio
o television
o Twitter
o YouTube
o Instagram
o LinkedIn
o Snapchat
o Spotify
o Other, specify ___________________
Q3:
What do you remember about this
ad? RECORD VERBATIM ACCEPT MULTIPLE
RESPONSES
_____________________________________________________________________________________________
Q4:
How did
you know that it was an ad from the Government of Canada?
_____________________________________________________________________________________________
CAMPAIGN SPECIFIC QUESTIONS
ASK ALL
RESPONDENTS
T1A:
Over the past three weeks, have
you seen, heard or read any Government of Canada advertising about the Canadian Armed Forces?
o Yes
o No => GO TO T1G
T1B:
Where did you
see recent advertising about the Canadian Armed
Forces?
SELECT ALL THAT APPLY
o cinema
o Facebook
o Internet website
o magazines
o newspaper (daily)
o newspaper (weekly or community)
o outdoor billboards
o pamphlet or brochure in the mail
o public transit (bus or subway)
o radio
o television
o Twitter
o YouTube
o Instagram
o LinkedIn
o Snapchat
o Spotify
o Other, specify ___________________
T1C:
What do you remember about this
ad? RECORD VERBATIM
_____________________________________________________________________________________________
CAMPAIGN SPECIFIC ATTITUDINAL AND BEHAVIOURAL QUESTIONS MAY BE
ADDED HERE
T1D:
Did you do
anything as a result of seeing, hearing, or reading recent advertising about the Canadian Armed Forces?
o Yes =>
POSE T1E
o No =>
SKIP TO T1F
T1E:
What did you
do as a result of seeing, hearing, or reading recent advertising about the Canadian Armed Forces?
SELECT ALL THAT APPLY
o Visited the Department of National
Defence/DND website
o Visited other website(s) (PLEASE SPECIFY
WHICH ONES: ____________________________)
o Telephoned the Department of National
Defence/DND
o Visited the Department of National
Defence/DND in person
o Visited the Department of National
Defence/DND social media pages
o OTHER (PLEASE SPECIFY: __________________)
T1F:
After having recently seen, heard
or read advertising about the
Canadian Armed Forces, did you specifically take steps to learn more about jobs
offered by the Canadian Armed Forces?
o Yes
o No
ASK ALL
RESPONDENTS
T1G:
And over the past three weeks,
have you seen, heard or read any advertising specifically showing members of the Canadian Armed
Forces doing their job?
o Yes POSE
T1H
o No SKIP
TO T1I
T1H:
What do you remember about this
ad? RECORD VERBATIM
_____________________________________________________________________________________________
T1I:
If someone you know,
such as a family member or friend, told you that he or she was joining the
Canadian Armed Forces, how would you view that decision? Would your reaction
be?
o Very favourable
o Somewhat favourable
o Neutral
o Somewhat unfavourable
o Very unfavourable
T1J: ASK ALL RESPONDENTS –
ROTATE STATEMENTS (Statement “A” should always be posed first)
|
|
1 Not at all informed |
2 |
3 |
4 |
5 Very informed |
|
a) To
what extent are you aware of career or job options in the Canadian Armed
Forces? |
o |
o |
o |
o |
o |
|
b) To
what extent are you aware of educational and training options within the
Canadian Armed Forces? |
o |
o |
o |
o |
o |
|
c) To
what extent are you aware of career or job options specifically for women
within the Canadian Armed Forces? |
o |
o |
o |
o |
o |
|
d) To
what extent are you aware of career or job options specifically for Indigenous
Peoples in the Canadian Armed Forces? |
o |
o |
o |
o |
o |
|
e) To
what extent are you aware of opportunities specifically within the Reserve
Force of the Canadian Armed Forces? |
o |
o |
o |
o |
o |
T1K:
Over the
past three weeks, have you seen or read content related to recruitment into the
Canadian Armed Forces on social media websites such as Facebook, YouTube,
Twitter, Instagram or LinkedIn?
o
yes
o
no
T1L:
Here is an ad that recently has been broadcast on various media. Click here to watch.
INSERT VIDEO, PRINT AND RADIO ADS
CLICK TO GO TO THE NEXT PAGE
Over the past three weeks, have
you seen, read or heard this ad?
o yes
o no => GO TO T1N
T1M:
Where have you seen, read or heard
this ad?
SELECT ALL THAT APPLY
o cinema
o Facebook
o Internet website
o magazines
o newspaper (daily)
o newspaper (weekly or community)
o outdoor billboards
o pamphlet or brochure in the mail
o public transit (bus or subway)
o radio
o television
o Twitter
o YouTube
o Instagram
o LinkedIn
o Snapchat
o Spotify
o Other, specify ___________________
T1N:
What do you think is the main
point this ad is trying to get across? RECORD VERBATIM
_____________________________________________________________________________________________
T1O:
Do you think this advertisement
provides an authentic representation of the Canadian Armed Forces?
o yes
o no
o don’t know
T1P:
Please indicate your level of
agreement with the following statements about this ad?
RANDOMIZE STATEMENTS
|
|
1 Strongly
Disagree |
2 |
3 |
4 |
5 Strongly
Agree |
|
This ad catches my attention |
o |
o |
o |
o |
o |
|
This ad is relevant to me |
o |
o |
o |
o |
o |
|
This ad is difficult to follow |
o |
o |
o |
o |
o |
|
This ad does not favour one political party over another |
o |
o |
o |
o |
o |
|
This ad talks about an important topic |
o |
o |
o |
o |
o |
|
This ad provides new information |
o |
o |
o |
o |
o |
|
This ad clearly conveys that the Canadian Armed Forces have 100+
careers available |
o |
o |
o |
o |
o |
DEMOGRAPHIC QUESTIONS
D1:
Which of the following categories
best describes your current employment status? Are you…
SELECT ONE ONLY o working full-time (30 or more hours per week)
o working part-time (less than 30 hours per week)
o self-employed
o unemployed, but looking for work
o a student attending school full-time
o other employment status
D2:
What is the highest level of formal education
that you have completed?
SELECT
ONE ONLY
o grade 8 or less
o some high school
o high school diploma or equivalent
o registered Apprenticeship or other
trades certificate or diploma
o college, CEGEP or other
non-university certificate or diploma
o university certificate or diploma
below bachelor's level
o bachelor's degree
o postgraduate degree above
bachelor's level
D3:
Where were you born?
o born in Canada
o born outside Canada
Ê Specify the country:
___________________
ASK IF
D3=BORN OUTSIDE CANADA
D4:
In what year did you first move to
Canada?
YYYY___________________
ADMISSIBLE RANGE:
1983-2019
D5:
Are you part of an Indigenous group, that is, First Nations, Métis
or Inuk (Inuit)? First Nations includes Status and Non–Status Indians.
o
yes
o
no
D6:
You may belong to one or more
racial or cultural groups on the following list. Are you...?
SELECT UP
TO TWO
o White
o South Asian (e.g., East Indian, Pakistani,
Sri Lankan)
o Chinese
o Black
o Filipino
o Latin American
o Arab
o Southeast Asian (e.g., Vietnamese,
Cambodian, Malaysian, Laotian)
o West Asian (e.g., Iranian, Afghan)
o Korean
o Japanese
o Other, specify ___________________
D7:
What is the language you first
learned at home as a child and still understand?
SELECT UP
TO TWO
o English
o French
o Other language, specify
___________________
Closing
(PRE-TEST ONLY):
D8:
Are there any questions in this survey that you found difficult to
understand?
o
Yes
o
No
D9:
IF YES IN D8: Which questions did you find difficult to understand?
RECORD VERBATIM
_____________________________________________________________________________________________
That concludes the survey. This survey was conducted on behalf of the Department of National Defence, of the Government of Canada. In the coming months the report will be available from Library and Archives Canada. We thank you very much for taking the time to answer this survey. Your help is greatly appreciated.
OUTIL D’ÉVALUATION DES CAMPAGNES PUBLICITAIRES (JUIN 2019)
SONDAGE D’APRÈS CAMPAGNE
À être mené après la diffusion
des publicités dans les médias.
INTRODUCTION
Merci
de remplir le présent sondage portant sur des enjeux qui intéressent
actuellement les Canadiens. If you wish to complete the survey in English,
please click English PASSEZ A LA
VERSION ANGLAISE.
Le
présent sondage est mené par Narrative Research. Votre participation est
volontaire et toutes vos réponses demeureront confidentielles et anonymes. Il
faut environ sept minutes pour répondre au sondage. Ce sondage est conforme aux
exigences de la Loi sur la protection des renseignements personnels, Loi sur
l’accès à l’information et d’autres lois pertinentes.
Cliquez
ici si vous souhaitez vérifier l’authenticité du
présent sondage, et ici pour lire notre politique de confidentialité.
a) Quelqu’un au
sein de votre foyer travaille-t-il pour l’une ou l’autre des organisations
suivantes?
CHOISISSEZ TOUTES LES RÉPONSES APPLICABLES.
o
une firme de recherche en marketing
o
un magazine ou un quotidien
o
une agence de publicité ou de conception
graphique
o
un parti politique
o
une station radiophonique ou de télévision
o
une firme de relations publiques
o
le gouvernement fédéral ou provincial
o
aucune de ces organisations
SI « AUCUNE DE CES
ORGANISATIONS », POURSUIVEZ. SINON, REMERCIEZ LE RÉPONDANT ET METTEZ FIN
AU SONDAGE.
b) À quelle
catégorie de genre vous identifiez-vous?
o
Genre masculin
o
Genre féminin
o
Diverses identités de genre
Nous devons obtenir une réponse à cette question à des
fins de recherche. Veuillez sélectionner une réponse.
SI NE PAS RÉPONDRE, REMERCIEZ LE
RÉPONDANT ET METTEZ FIN AU SONDAGE.
c) À quelle
catégorie d’âge appartenez-vous?
NE CHOISIR QU’UNE SEUL CATÉGORIE.
- moins de 18
ans
- 18 à 24
- 25 à 34
- 35 et plus
SI LE RÉPONDANT À MOINS DE 18
ANS OU « SANS RÉPONSE » OU 35 ET PLUS, LE REMERCIEZ ET METTRE FIN AU
SONDAGE. SI LA QUESTION EST DEMEURÉE SANS RÉPONSE, DEMANDER D’ABORD « NOUS
AVONS BESOIN D'UNE RÉPONSE À CETTE QUESTION À DES FINS DE RECHERCHE. VEUILLEZ
SÉLECTIONNER LA CATÉGORIE D'ÂGE A LAQUELLE VOUS APPARTENEZ. ».
d) Dans quelle
province ou quel territoire habitez-vous?
NE CHOISIR QU’UN PROVINCE OU QU’UN TERRITOIRE.
o
Alberta
o
Colombie-Britannique
o
Manitoba
o
Nouveau-Brunswick
o
Terre-Neuve-et-Labrador
o
Territoire du Nord-Ouest
o
Nouvelle-Écosse
o
Nunavut
o
Ontario
o
Île-du-Prince-Édouard
o
Québec
o
Saskatchewan
o
Yukon
o
Aucune de ces provinces ou territoires
SI AUCUNE PROVINCE OU AUCUN
TERRITOIRE N’EST CHOISI(E), REMERCIEZ LE RÉPONDANT ET METTEZ FIN AU SONDAGE.
SI LE RÉPONDANT ESSAI D'AVANCER
AU PROCHAIN ÉCRAN SANS RÉPONDRE À CETTE QUESTION, DEMANDER CECI : « NOUS DEVONS OBTENIR UNE RÉPONSE À CETTE QUESTION À DES
FINS DE RECHERCHE. VEUILLEZ SÉLECTIONNER LA PROVINCE OU LE TERRITOIRE OÙ VOUS
RÉSIDEZ. » REMERCIER LE RÉPONDANT,
METTRE FIN AU SONDAGE, NOTER LES RÉPONSES ET LES CONSERVER, SI LA RÉPONSE EST
‘AUCUNE DE CES RÉPONSES’
QUESTIONS
DE BASE
POSER À TOUS LES RÉPONDANTS.
Q1:
Au cours des trois dernières semaines avez-vous vu, lu ou entendu des
publicités du gouvernement du Canada?
o
oui
o
non => ALLER À T1A
Q2:
Pensez à la plus récente publicité du gouvernement du
Canada qui vous revient à l’esprit. Où avez-vous vu, lu ou entendu cette
publicité?
CHOISISSEZ TOUTES LES RÉPONSES APPLICABLES.
o
cinéma
o
Facebook
o
site Internet
o
magazines
o
journal (quotidien)
o
journal (hebdomadaire ou communautaire)
o
panneaux d’affichage extérieurs
o
dépliant ou brochure reçu(e) par la poste
o
transport public (autobus ou métro)
o
radio
o
télévision
o
Twitter
o
YouTube
o Instagram
o LinkedIn
o Snapchat
o Spotify
o
autre, veuillez préciser
___________________
Q3:
De quoi vous souvenez-vous à propos de cette
publicité?
_____________________________________________________________________________________________
Q4:
Comment avez-vous su qu’il s’agissait d’une publicité du gouvernement du
Canada?
_____________________________________________________________________________________________
QUESTIONS
SPÉCIFIQUES RELATIVES À LA CAMPAGNE
POSER À TOUS LES RÉPONDANTS.
T1A:
Au cours des trois dernières semaines, avez-vous vu, lu ou entendu une
publicité du gouvernement du Canada au sujet des Forces armées canadiennes?
o
oui
o
non => ALLEZ À T1G
T1B:
Où avez-vous vu, lu ou entendu cette publicité du
gouvernement du Canada au sujet des Forces armées canadiennes?
CHOISISSEZ TOUTES LES RÉPONSES APPLICABLES.
o
cinéma
o
Facebook
o
site Internet
o
magazines
o
journal (quotidien)
o
journal (hebdomadaire ou communautaire)
o
panneaux d’affichage extérieurs
o
dépliant ou brochure reçu(e) par la poste
o
transport public (autobus ou métro)
o
radio
o
télévision
o
Twitter
o
YouTube
o Instagram
o LinkedIn
o Snapchat
o Spotify
o
autre, veuillez préciser
___________________
T1C:
De quoi vous souvenez-vous à propos de cette
publicité?
_____________________________________________________________________________________________
T1D:
Avez-vous fait quelque chose après avoir vu, entendu ou lu la récente
publicité au sujet des Forces armées canadiennes?
o
oui
o
non => ALLEZ À T1F
T1E:
Qu’avez-vous fait après avoir vu, entendu ou lu la
récente publicité au sujet des Forces armées canadiennes?
Choisissez toutes les réponses applicables
o
A visité le site Web du ministère de la
Défense nationale
o
Consulté un ou d’autres sites Web
(veuillez préciser)
o
A téléphoné au ministère de la Défense
nationale
o
A visité le ministère de la Défense
nationale en personne
o
Ai visité les pages des média sociaux du
ministère de la Défense nationale/MDN
o
Autre, veuillez préciser
T1F:
Après avec récemment vu, entendu ou lu la publicité au
sujet des Forces armées canadiennes, avez-vous entrepris des démarches précises
afin d’en savoir plus sur les emplois offerts aux Forces armées
canadiennes?
o
oui
o
non
T1G:
Et au cours des trois dernières semaines, avez-vous
vu, entendu ou lu une publicité illustrant précisément des membres des Forces
armées canadiennes en train de travailler?
o
oui
o
non => ALLEZ À T1I
T1H:
De quoi vous souvenez-vous à propos
de cette publicité?
_____________________________________________________________________________________________
T1I:
Si une personne jeune de votre
connaissance, comme un membre de la famille ou un ami, vous disait qu’elle
s’est jointe aux Forces armées canadiennes, comment percevriez-vous cette
décision? Quelle serait votre réaction?
o
Très favorable
o
Plutôt favorable
o
Neutre
o
Plutôt défavorable
o
Très défavorable
T1J:
LIRE
LES ÉNONCÉS AU HASARD, A = FAUT TOUJOURS ÊTRE LE PREMIER
|
|
1 Pas du tout informé |
2 |
3 |
4 |
5 Très informé |
|
a. Dans quelle mesure êtes-vous au courant des
possibilités de carrière ou d’emploi au sein des Forces armées canadiennes? |
o |
o |
o |
o |
o |
|
b. Dans quelle mesure êtes-vous au courant des
possibilités d’apprentissage et de formation au sein des Forces armées
canadiennes? |
o |
o |
o |
o |
o |
|
c. Dans quelle mesure êtes-vous au courant des
possibilités de carrière ou d’emploi précisément pour les femmes au sein des Forces armées
canadiennes? |
o |
o |
o |
o |
o |
|
d. Dans quelle mesure êtes-vous au courant des possibilités
de carrière ou d’emploi précisément pour les autochtones au sein des Forces armées canadiennes? |
o |
o |
o |
o |
o |
|
e. Dans quelle mesure êtes-vous au courant des
possibilités précisément dans la Force
de réserve des Forces armées canadiennes? |
o |
o |
o |
o |
o |
T1K:
Au cours des trois dernières semaines, avez-vous vu ou lu du contenu au
sujet du recrutement dans les Forces armées canadiennes sur les réseaux sociaux
comme Facebook, YouTube, Twitter, Instagram ou LinkedIn?
o
oui
o
non
T1L:
Voici quelques publicités qui ont récemment été
diffusées sur différents médias. Cliquez ici pour voir.
INSÉREZ LES
PUBLICITÉS VIDÉO, IMPRIMÉE ET RADIOPHONIQUE
CLIQUEZ POUR ALLER
À LA PAGE SUIVANTE
Au cours des trois dernières semaines avez-vous vu, lu
ou entendu ces publicités?
o
oui
o
non => ALLER À T1N
T1M:
Où avez-vous vu, lu ou entendu ces publicités?
CHOISISSEZ TOUTES LES RÉPONSES APPLICABLES.
o
cinéma
o
Facebook
o
site Internet
o
magazines
o
journal (quotidien)
o
journal (hebdomadaire ou communautaire)
o
panneaux d’affichage extérieurs
o
dépliant ou brochure reçu(e) par la poste
o
transport public (autobus ou métro)
o
radio
o
télévision
o
Twitter
o
YouTube
o Instagram
o LinkedIn
o Snapchat
o Spotify
o
autre, veuillez préciser
___________________
T1N:
Quel est, selon vous, le message
principal que cette publicité tente de
véhiculer?
_____________________________________________________________________________________________
T1O: Pensez-vous que cette publicité
fournit une représentation authentique des Forces armées canadiennes?
o
oui
o
non
o
Je ne sais pas
T1P: Dans quelle mesure
êtes-vous d’accord ou non avec les énoncés suivants au sujet de cette
publicité?
LIRE
LES ÉNONCÉS AU HASARD.
|
|
1 Fortement en désaccord |
2 |
3 |
4 |
5 Fortement en accord |
|
Cette publicité
attire mon attention |
o |
o |
o |
o |
o |
|
Cette publicité
me concerne |
o |
o |
o |
o |
o |
|
Cette publicité
est difficile à suivre |
o |
o |
o |
o |
o |
|
Cette publicité
ne favorise pas un parti politique plus qu'un autre |
o |
o |
o |
o |
o |
|
Cette publicité
trait d’un sujet important |
o |
o |
o |
o |
o |
|
Cette publicité
fournit de l’information nouvelle |
o |
o |
o |
o |
o |
|
Cette publicité
transmet clairement que les Forces armées canadiennes offrent plus de
100 options de carrière |
o |
o |
o |
o |
o |
QUESTIONS
DÉMOGRAPHIQUES
D1:
Laquelle de ces descriptions correspond le mieux à votre situation
d’emploi actuelle? Êtes-vous…
NE CHOISIR QU’UNE CATÉGORIE.
o
travailleur/travailleuse à temps complet
(30 heures et plus par semaine)
o
travailleur/travailleuse à temps partiel
(moins de 30 heures par semaine)
o
travailleur/travailleuse autonome
o
sans emploi, mais à la recherche d’un
emploi
o
étudiant(e) à temps plein
o
autre situation
D2:
Quel
est le plus haut niveau de scolarité que vous avez atteint?
NE CHOISIR QU’UNE SEULE
OPTION.
o
huitième année ou moins
o
quelques années d’études secondaires
o
diplôme d’études secondaires ou
l’équivalent
o
apprentissage enregistré ou autre
certificat ou diplôme d’une école de métiers
o
collège, cégep ou autre certificat ou
diplôme d’une institution non universitaire
o
certificat ou diplôme inférieur au
baccalauréat
o
baccalauréat
o
diplôme d’études universitaires supérieur
au baccalauréat
D3:
Où êtes-vous né(e)?
o
au Canada
o
à l’étranger (Précisez quel pays)
DEMANDEZ SI D3=NÉ(E) À
L’ÉTRANGER
D4:
En quelle année êtes-vous arrivé(e)
au Canada?
YYYY___________________
PÉRIODE
ADMISSIBLE : 1983 à 2018
D5:
Appartenez-vous à un groupe autochtone, soit Premières nations, Inuit ou
Métis? Les membres des Premières Nations
comprennent les Indiens inscrits et les Indiens non inscrit.
o
oui
o
non
D6:
Il se peut que vous apparteniez à un
ou à plusieurs groupes culturels ou ethniques de la liste suivante. Êtes-vous…?
En choisir au plus
deux
o
Blanc
o
Asiatique du sud (p. ex. Indien(ne)
d’Asie, Pakistanais(e), Sri-lankais(e))
o
Chinois
o
Noir
o
Philippin
o
Latino-américain
o
Arabe
o
Asiatique du Sud-Est (par ex.,
Vietnamien(ne), Cambodgien(ne), Malaisien(ne), Laotien(ne))
o
Asiatique de l’ouest (par ex., Iranien(ne),
Afghan(e))
o
Coréen
o
Japonais
o
autre, veuillez préciser
D7:
Quelle est la première langue que
vous avez apprise lorsque vous étiez enfant et que vous comprenez toujours?
EN CHOISIR AU PLUS DEUX.
o
anglais
o
français
o
autre langue, veuillez préciser
___________________
Final SONDAGE-TEST
SEULEMENT :
D8:
Ce sondage contenait-il des
questions qui étaient difficile à comprendre?
o
oui
o
non
SI « OUI » EN D8
D9:
Quelles questions étaient difficiles
à comprendre selon vous?
_____________________________________________________________________________________________
Voilà qui met
fin au sondage que nous avons effectué pour le compte du Ministère de la
Défense nationale, du gouvernement du 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. Votre aide nous est
très précieuse.