Testing Recall of Recruitment Advertising: 2020-2021 Campaign
Methodological Report
Submitted
to:
Department
of National Defence
For more
information on this report, please email:
POR-ROP@forces.gc.ca
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 027-20 |
|
Contract Number: |
W8484-201016/001/CY |
|
Contract Value: |
$49,996.85 (including HST) |
|
Contract Award Date: |
August 24, 2020 |
|
Delivery Date: |
April 29, 2021 |
Table of Contents
Methodology
and Research Usage
Appendix
A: Study Questionnaires
Copyright
Testing Recall of Recruitment Advertising: 2020-21 Campaign
Methodological Report
Prepared
for Department of National Defence
Supplier Name: Narrative Research Inc.
March 2021
This report presents the methodological
details for the Pre-Wave, Post-Wave I and Post-Wave II of the Testing Recall of Recruitment Advertising:
2020-2021 Campaign study conducted by Narrative Research Inc. on behalf of
the Department of National Defence (DND). For each
research wave, all respondents were from the Canadian general
public aged 17-35. A total of 1,005 respondents were included in the
pre-wave survey between August 26 and 31, 2020. A total of
1,006 respondents were included in the first post-wave survey between October
13 to 20, 2020, and total of 1,005 respondents were included in the second
post-wave survey between March 22 and 29, 2021.
Ce rapport est aussi
disponible en français sous le titre: Évaluation du rappel de la publicité de
recrutement : campagne 2020-21 Rapport de méthodologie
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: D2-411/1-2021E-PDF
International
Standard Book Number (ISBN): 978-0-660-38990-5
Related publications (registration number: POR 027-20)
Catalogue
Number (Final Methodological Report, French): D2-411/1-2021F-PDF
ISBN (French): 978-0-660-38992-9
© Her
Majesty the Queen in right of Canada, as represented by the Minister of the
Department of National Defence, 2021
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. Specifically,
CAF’s recruitment strategy targets Canadians aged 17-35, 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 2020-21 recruitment campaign’s overarching objective was to
increase awareness of the various careers and unique opportunities that the CAF
has to offer for millennials.
This research is mandatory, given that the Treasury Board 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 project’s Statement of
Work (SOW), the target audience of the 2020-21
Canadian Armed Forces Recruitment Campaigns was Canadians between the ages of
17 and 35. Data was gathered from a general
public panel modelling key demographics of Canadian
males and females within the aforementioned age group. The pre-advertising campaign or ‘baseline’ survey required
an average of just over four minutes to administer, while the first and second
post-advertising campaign surveys required averages of approximately six
minutes, respectively, to administer.
The participation rates in each wave were 20 percent, 28 percent, and 25
percent, respectively. The contact records for each wave were drawn from a
national panel administered by The Logit Group of Toronto, Ontario. There was a
total of 1,005 surveys completed for the baseline pre-advertising campaign wave. For the first post-advertising campaign wave
a total of 1,006 surveys were completed, while 1,005 surveys were completed for
the second post wave iteration.
The pre-advertising campaign wave was administered August 26-31, 2020. The first post-advertising campaign survey wave
was administered October 13-20, 2020, while the second post-advertising
campaign survey wave was administered March 22-29, 2021.
Methodology
and Research Usage
The survey data was
collected to measure the recall and reaction to the 2020-21 Recruitment
Advertising Campaign. As per the standard methodology
utilizing the Government of Canada’s Advertising
Campaign Evaluation Tool (ACET), the baseline survey conducted prior to ads being
run in the media asked questions regarding the recall of Government of Canada
advertising in general and more specifically on the upcoming campaign topic.
Campaign specific attitudinal and behavioral questions were also measured.
Again, as per the standard ACET methodology, the
post-campaign surveys collected information related to recall of the
advertisement and its key messages, ad
sponsorship, and what, if any, action has been taken as a result of the ad. Post-campaign data metrics would subsequently be compared
by Government of Canada representatives against the baseline findings.
The
findings from this study are to be used by the Department of National Defence 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 17-35 years of age.
Expenditure
The survey entailed the
expenditure of $49,996.85, including HST.
Consent
Narrative Research offers this written consent
allowing the Library and Archives 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 Policy
on Communications and Federal Identity and the Directive on the Management of
Communications. Specifically, the deliverables do not contain any reference to or
information on electoral voting intentions, political party preferences,
standings with the electorate, or ratings of the performance of a political
party or its leaders.
Peter MacIntosh
Chief Research Officer & Partner
Narrative Research
pmacintosh@narrativeresearch.ca
902-493-3832
Study Methodology
This evaluation utilized the Government of
Canada’s Advertising Campaign Evaluation Tool (ACET), and was administered to a sample of Canadian
adults 17 to 35 years old. The data collection was conducted in August 2020
before the DND’s ad campaign ran in the media, and in October 2020 and March
2021 after the campaign. The online-based data collection regimen entailed a baseline or pre-advertising campaign data collection wave, as well as two post-advertising campaign data
collection waves. This approach permits a comparison of awareness and opinions
over time.
Questionnaire
Design
As
stated, 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, is that in the online approach
implemented in the present study, the survey respondents are aided in their ad
recall by way of being shown on-screen advertisement content from the recent
DND advertising campaign. However, no ads were
displayed in the pre-campaign wave as the pre-advertising survey was aimed at
assessing recall and opinions prior to the 2020-21 DND advertising campaign. In
the post-campaign waves the respondents were shown advertisement content from
the campaign and subsequently asked a series of questions about this content.
This aiding of respondents by showing content 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 each survey wave. 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 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 current baseline and post-campaign survey
approaches were designed to be administered to separate, unique online general public panel samples of approximately 1,000 Canadian
adults between the ages of 17 and 35. That is, different panelists were
utilized in the post-campaign wave, as compared to the baseline wave.
Narrative Research ensured that the surveys
collected closely reflected the true distribution of the Canadian general
population from 17 to 35 years of age in terms of the size of gender and age
group proportions (broken into 17 to 24 and 25 to 35 age segments), as well as by
regional proportions, 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. Please note, however, that given the fact that
this online survey methodology used a non-probability sampling approach, the
data collected cannot be extrapolated to the Canadian general
public adult population 17-35 years of age.
Specifically, to ensure robust samples that
approximate the true population parameters for age (17–24 and 25-35), 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 used 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 baseline and post-wave online surveys 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 via the survey
registration system made available by way of the Canadian Research Insights
Council (CRIC), Canada’s national research agency for this sector. The programmed
survey was tested to ensure question order and skip patterns were properly
implemented. Testing included Narrative Research researchers receiving the
invitation just as a respondent would, to ensure accuracy of delivery, text,
links, and so on. DND staff were also provided with the pre-test survey links.
In addition, a
baseline wave pre-test was conducted among respondents, as were post-campaign
wave pre-tests among respondents. A total of 16 English and 11 French pre-tests
were completed in August 2020 for the pre-wave baseline survey. In the first post-campaign wave a total of 16
English and 10 French pre-tests were completed, while in the second
post-campaign wave a total of 44 English and 10 French pre-tests were completed.
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 for testing purposes.
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 in
all three data collection waves were asked 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-tests, and thus the pre-test data was maintained in the final data sets.
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, in this instance either just before or immediately after the
advertising campaign being assessed. Reminder notices were directed 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 before the campaign has begun or just after it
has ended.
This study consisted of three data
collection phases: a pre-advertising campaign, and two post-advertising
campaign waves. The pre-advertising campaign wave was administered August
26-31, 2020. The first post-advertising
campaign wave was administered October 13-20, 2020, while the second post-advertising
campaign wave was administered March 22-29, 2021. The survey invitations as well as reminder
invitations were sent to panel members during the data collection period.
Fieldwork was monitored and reviewed on an ongoing basis to ensure target
quotas were being met. Narrative Research provided regular reports 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 1,041 surveys were submitted by
respondents in the pre-campaign wave, while 1,054 were submitted in the first
post-campaign wave, and 1,062 surveys were submitted in the second
post-campaign wave. In the pre-campaign wave 1,005 were ultimately used in the
final data set, 1,006 in the first post-campaign wave, and 1,005 in the second
post-campaign 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 these survey
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, consistently non-intelligible verbatim responses, and duplicate
IDs. Thus overall, a
small number were removed in the pre-wave (n=36), first post-wave (n=48), and
second post-wave (n=57).
The pre-advertising campaign or ‘baseline’
survey required an average of just over four minutes to administer, while the
first and second post-advertising campaign surveys required averages of approximately
six minutes, respectively, to administer. 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 display regional, gender, mother tongue, and age data in terms of
the actual distribution of adult Canadians from 17 to 35 years old 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.
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: 17–24, 25–35 - 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 or identified as gender diverse. For tabulation
purposes, these individuals were given a weight value of 1.0.
1 Twelve respondents identified as gender
diverse and are not presented in the table.
2 Four respondents did not provide mother
tongue data and are not presented in the table.
Post-Campaign Wave I Survey – October 2020 (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% |
78 |
7.6% |
75 |
7.5% |
60 |
6.0% |
|
Quebec |
21.9% |
238 |
23.1% |
222 |
22.1% |
219 |
21.8% |
|
Ontario |
38.6% |
408 |
39.5% |
400 |
39.8% |
386 |
38.4% |
|
West/North |
33.6% |
308 |
29.8% |
309 |
30.7% |
340 |
33.8% |
|
Gender1 |
|
|
|
|
|
|
|
|
Male |
50.2% |
525 |
50.9% |
447 |
44.4% |
496 |
49.3% |
|
Female |
49.8% |
507 |
49.1% |
542 |
53.9% |
493 |
49.0% |
|
Mother Tongue2 |
|
|
|
|
|
|
|
|
English |
57.9% |
Not applicable |
Not applicable |
681 |
67.7% |
584 |
58.1% |
|
French |
18.5% |
Not applicable |
Not applicable |
164 |
16.3% |
175 |
17.4% |
|
Other |
23.6% |
Not applicable |
Not applicable |
157 |
15.6% |
243 |
24.2% |
|
Age (Quotas) |
|
|
|
|
|
|
|
|
17-24 |
40.5% |
476 |
46.1% |
434 |
43.1% |
419 |
41.6% |
|
25-35 |
59.5% |
556 |
53.9% |
572 |
56.9% |
587 |
58.4% |
1 Seventeen respondents identified as gender
diverse and are not presented in the table.
2 Four respondents did not provide mother
tongue data and are not presented in the table.
Post-Campaign Wave II Survey – March 2021 (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% |
78 |
7.6% |
74 |
7.4% |
60 |
5.9% |
|
Quebec |
21.9% |
238 |
23.1% |
230 |
22.9% |
219 |
21.8% |
|
Ontario |
38.6% |
408 |
39.5% |
400 |
39.8% |
390 |
38.9% |
|
West/North |
33.6% |
308 |
29.8% |
301 |
30.0% |
336 |
33.4% |
|
Gender1 |
|
|
|
|
|
|
|
|
Male |
50.2% |
525 |
50.9% |
484 |
48.2% |
499 |
49.7% |
|
Female |
49.8% |
507 |
49.1% |
511 |
50.8% |
496 |
49.3% |
|
Mother Tongue2 |
|
|
|
|
|
|
|
|
English |
57.9% |
Not applicable |
Not applicable |
669 |
66.6% |
588 |
58.5% |
|
French |
18.5% |
Not applicable |
Not applicable |
149 |
14.8% |
179 |
17.8% |
|
Other |
23.6% |
Not applicable |
Not applicable |
185 |
18.4% |
236 |
23.5% |
|
Age (Quotas) |
|
|
|
|
|
|
|
|
17-24 |
40.5% |
476 |
46.1% |
449 |
44.7% |
413 |
41.1% |
|
25-35 |
59.5% |
556 |
53.9% |
556 |
55.3% |
592 |
58.9% |
1 Ten 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:
|
Pre-Campaign Survey |
|
|
|
|
|
Total
email addresses used: |
10,314 |
|
|
|
|
Invalid
cases |
|
|
Invitations mistakenly sent to people who did
not qualify for the study: |
754 |
|
Incomplete or missing email addresses: |
0 |
|
Unresolved (U) |
|
|
Email invitations bounce back: |
0 |
|
Email invitations unanswered: |
7,468 |
|
|
|
|
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: |
184 |
|
|
|
|
Responding units (R) |
|
|
Completed surveys disqualified – quota filled: |
867 |
|
Completed surveys disqualified for other
reasons: |
36 |
|
Completed surveys: |
1,005 |
|
|
|
|
Pre-Campaign Wave Participation Rate = R/(U + IS + R) = 1,908/(7,468
+ 184 + 1,908) = 20.0% |
|
|
|
|
|
Post-Campaign Survey I |
|
|
|
|
|
Total
email addresses used: |
10,289 |
|
|
|
|
Invalid
cases |
|
|
Invitations mistakenly sent to people who did
not qualify for the study: |
1,269 |
|
Incomplete or missing email addresses: |
0 |
|
Unresolved (U) |
|
|
Email invitations bounce back: |
0 |
|
Email invitations unanswered: |
6,270 |
|
|
|
|
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: |
194 |
|
Responding units I |
|
|
Completed surveys disqualified – quota filled: |
1,502 |
|
Completed surveys disqualified for other
reasons: |
48 |
|
Completed surveys: |
1,006 |
|
|
|
|
Post-Campaign Wave I Participation Rate = R/(U + IS + R) = 2,556/(6,270
+ 194 + 2,556) = 28.3% |
|
|
|
|
|
Post-Campaign Survey II |
|
|
|
|
|
Total
email addresses used: |
7,028 |
|
|
|
|
Invalid
cases |
|
|
Invitations mistakenly sent to people who did
not qualify for the study: |
902 |
|
Incomplete or missing email addresses: |
0 |
|
Unresolved (U) |
|
|
Email invitations bounce back: |
0 |
|
Email invitations unanswered: |
4,407 |
|
|
|
|
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: |
203 |
|
|
|
|
Responding units (R) |
|
|
Completed surveys disqualified – quota filled: |
454 |
|
Completed surveys disqualified for other
reasons: |
57 |
|
Completed surveys: |
1,005 |
|
|
|
|
Post-Campaign Wave I Participation Rate = R/(U + IS + R) = 1,516/(4,407
+ 203 + 1,516) = 24.7% |
|
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 17 and 35 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
17 years of age or older, based on a randomized sampling of panel records for
the target audience (adults 17 to 35 years of age) drawn from a commercially
available online general public panel.
Appendix A: Study Questionnaires
ADVERTISING CAMPAIGN EVALUATION TOOL
PRE-CAMPAIGN SURVEY
To be conducted
before 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]
A
marketing research firm
A
magazine or newspaper
An
advertising agency or graphic design firm
A
political party
A
radio or television station
A
public relations company
Federal
or provincial government
None
of the above
IF ‘YES’ TO
ANY, THANK AND TERMINATE
b)
Which of the following do you identify with…?
Male
gender
Female
gender
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 17 years old
o
17 to 24
o
25 to 35
o
36 or older
IF
“LESS THAN 17 YEARS OLD” OR “BLANK” OR 36 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?
Yes
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]
___________________________________________________________________________________________________
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?
Yes
No => GO TO T1G
T1B:
Where did you see, hear, or read 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?
Yes => POSE T1E
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]
Visited the
Department of National Defence/DND website
Visited other
website(s) (PLEASE SPECIFY WHICH ONES: ____________________________)
Telephoned
the Department of National Defence/DND
Visited the
Department of National Defence/DND in person
Visited the
Department of National Defence/DND social media pages
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?
Yes
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?
Yes POSE T1H
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?
Very
favourable
Somewhat
favourable
Neutral
Somewhat
unfavourable
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
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: 1984-2020
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
SONDAGE DE RÉFÉRENCE
À être mené avant
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 réponses
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 17 ans
- 17 à 24
- 25 à 35
- 36 et plus
SI LE
RÉPONDANT À MOINS DE 17 ANS OU « SANS RÉPONSE » OU 36 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. ».
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 réponses
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
A visité le site Web du ministère de la Défense nationale/MDN
Consulté un ou d’autres sites Web (veuillez préciser)
A téléphoné au ministère de la Défense nationale/MDN
A visité le ministère de la Défense nationale/MDN en personne
A visité les pages des média sociaux du ministère de la Défense
nationale/MDN
Autre, veuillez préciser
T1F :
Après avoir 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 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
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 : 1984 à 2020
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.
ADVERTISING CAMPAIGN EVALUATION TOOL
POST-CAMPAIGN SURVEY – OCTOBER 2020
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]
A
marketing research firm
A
magazine or newspaper
An
advertising agency or graphic design firm
A
political party
A
radio or television station
A
public relations company
Federal
or provincial government
None
of the above
IF ‘YES’ TO
ANY, THANK AND TERMINATE
b)
Which of the following do you identify with…?
Male
gender
Female
gender
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 17 years old
o
17 to 24
o
25 to 35
o
36 or older
IF
“LESS THAN 17 YEARS OLD” OR “BLANK” OR 36 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?
Yes
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]
___________________________________________________________________________________________________
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?
Yes
No => GO TO T1G
T1B:
Where did you see, hear, or read 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?
Yes => POSE T1E
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]
Visited the
Department of National Defence/DND website
Visited other
website(s) (PLEASE SPECIFY WHICH ONES: ____________________________)
Telephoned
the Department of National Defence/DND
Visited the
Department of National Defence/DND in person
Visited the
Department of National Defence/DND social media pages
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?
Yes
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?
Yes POSE T1H
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?
Very
favourable
Somewhat
favourable
Neutral
Somewhat
unfavourable
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 television
and/or 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: 1984-2020
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
SONDAGE D’APRÈS CAMPAGNE – OCTOBRE 2020
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. ACCEPTER PLUSIEURS RÉPONSES
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?
- Moins de 17
ans
- 17 à 24
- 25 à 35
- 36 et plus
SI LE
RÉPONDANT À MOINS DE 17 ANS OU « SANS RÉPONSE » OU 36 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? [NOTER MOT À MOT]
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? [NOTER MOT À MOT]
T1D :
Avez-vous fait quelque chose après avoir vu, entendu ou lu la récente
publicité au sujet des Forces armées canadiennes?
o
Oui => POSER T1E
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
A visité le site Web du ministère de la Défense nationale/MDN
Consulté un ou d’autres sites Web (veuillez préciser)
A téléphoné au ministère de la Défense nationale/MDN
A visité le ministère de la Défense nationale/MDN en personne
A visité les pages des média sociaux du ministère de la Défense
nationale/MDN
Autre, veuillez préciser
T1F :
Après avoir 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
POSER À TOUS LES RÉPONDANTS.
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
=> POSER T1H
o
Non => ALLEZ À T1I
T1H :
De quoi vous souvenez-vous à propos
de cette publicité? [NOTER MOT À MOT]
______________________________________________________________________________________________
T1I :
Si une personne 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 :
POSER À TOUS LES RÉPONDANTS -
LIRE LES ÉNONCÉS AU HASARD, A = FAUT TOUJOURS ÊTRE LE PREMIER
|
|
1 Pas du tout informé(e) |
2 |
3 |
4 |
5 Très informé(e) |
|
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 à la télévision et/ou
sur les réseaux sociaux comme Facebook, YouTube, Twitter, Instagram ou
LinkedIn?
o
Oui
o
Non
T1L :
Voici une publicité qui a récemment été diffusée 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 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
___________________
T1N :
Quel est, selon vous, le message
principal que cette publicité tente de
véhiculer? [NOTER
MOT À MOT]
________________________________________________________________________________________
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 : 1984 à 2020
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? [NOTER MOT À MOT]
________________________________________________________
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.
ADVERTISING CAMPAIGN EVALUATION TOOL
POST-CAMPAIGN SURVEY – MARCH 2021
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]
A
marketing research firm
A
magazine or newspaper
An
advertising agency or graphic design firm
A
political party
A
radio or television station
A
public relations company
Federal
or provincial government
None
of the above
IF ‘YES’ TO
ANY, THANK AND TERMINATE
b)
What is your gender?
Male
Female
Other (Please specify:
_____________________________)
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 17 years old
o
17 to 24
o
25 to 35
o
36 or older
IF
“LESS THAN 17 YEARS OLD” OR “BLANK” OR 36 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?
Yes
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]
___________________________________________________________________________________________________
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?
Yes
No => GO TO T1G
T1B:
Where did you see, hear, or read 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?
Yes => POSE T1E
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]
Visited the
Department of National Defence/DND website
Visited other
website(s) (PLEASE SPECIFY WHICH ONES: ____________________________)
Telephoned
the Department of National Defence/DND
Visited the
Department of National Defence/DND in person
Visited the
Department of National Defence/DND social media pages
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?
Yes
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?
Yes POSE T1H
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 they were joining the Canadian Armed Forces,
how would you view that decision? Would your reaction be?
Very
favourable
Somewhat
favourable
Neutral
Somewhat
unfavourable
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 television
and/or 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]
[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: 1984-2021
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
SONDAGE D’APRÈS CAMPAGNE – MARS 2021
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. ACCEPTER PLUSIEURS RÉPONSES
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)
Quel est votre genre?
o
Masculin
o
Féminin
o Autre [Veuillez préciser :
__________________________]
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?
- Moins de 17
ans
- 17 à 24
- 25 à 35
- 36 et plus
SI LE
RÉPONDANT À MOINS DE 17 ANS OU « SANS RÉPONSE » OU 36 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 réponses
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? [NOTER MOT À MOT]
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? [NOTER MOT À MOT]
T1D :
Avez-vous fait quelque chose après avoir vu, entendu ou lu la récente
publicité au sujet des Forces armées canadiennes?
o
Oui => POSER T1E
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
A visité le site Web du ministère de la Défense nationale/MDN
Consulté un ou d’autres sites Web (veuillez préciser)
A téléphoné au ministère de la Défense nationale/MDN
A visité le ministère de la Défense nationale/MDN en personne
A visité les pages des média sociaux du ministère de la Défense
nationale/MDN
Autre, veuillez préciser
T1F :
Après avoir 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
POSER À TOUS LES RÉPONDANTS.
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
=> POSER T1H
o
Non => ALLEZ À T1I
T1H :
De quoi vous souvenez-vous à propos
de cette publicité? [NOTER MOT À MOT]
______________________________________________________________________________________________
T1I :
Si une personne de votre
connaissance, comme un membre de la famille ou un ami, vous disait qu’elle se
joint 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 :
POSER À TOUS LES RÉPONDANTS -
LIRE LES ÉNONCÉS AU HASARD, A = FAUT TOUJOURS ÊTRE LE PREMIER
|
|
1 Pas du tout informé(e) |
2 |
3 |
4 |
5 Très informé(e) |
|
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 à la télévision et/ou
sur les réseaux sociaux comme Facebook, YouTube, Twitter, Instagram ou
LinkedIn?
o
Oui
o
Non
T1L :
Voici une publicité qui a récemment été diffusée 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 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
___________________
T1N :
Quel est, selon vous, le message
principal que cette publicité tente de
véhiculer? [NOTER
MOT À MOT]
________________________________________________________________________________________
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 : 1984 à 2021
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? [NOTER MOT À MOT]
________________________________________________________
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.