WAVE - Wave Flag
1 = March 2018
2 = February 2019
3 = June 2019
4 = August 2020
5 = October 2020
6 = March 2021
7 = August 2021
8 = February 2022
9 = August 2022
10 = February 2023
11 = July 2023
12 = Jan 2024

LANG - Language
1 = English
2 = French

QA - Does anyone in your household work for any of the following organizations?
1 = A marketing research firm
2 = A magazine or newspaper
3 = An advertising agency or graphic design firm
4 = A political party
5 = A radio or television station
6 = A public relations company
7 = The federal or provincial government
8 = None of these organizations

QB - What is your gender?
1 = Male
2 = Female
3 = Other
997 = Prefer not to answer

QD - In which of the following age categories do you belong?
1 = Less than 18 years old
2 = 18 to 24
3 = 25 to 34
4 = 35 or older

QE - In which province or territory do you live?
1 = Alberta
2 = British Columbia
3 = Manitoba
4 = New Brunswick
5 = Newfoundland and Labrador
6 = Northwest Territories
7 = Nova Scotia
8 = Nunavut
9 = Ontario
10 = Prince Edward Island
11 = Quebec
12 = Saskatchewan
13 = Yukon
14 = None of the above/ I don't live in Canada

D7 - Are you part of an Indigenous group, that is, First Nations, Metis or Inuk (Inuit)?
1 = Yes
2 = No

D9 - What is the language you first learned at home as a child and still understand?
1 = English
2 = French
3 = Chinese (Cantonese/Mandarin)
4 = Arabic
5 = Bengali
6 = Croatian
7 = Farsi
8 = Gujarati
9 = Hindi
10 = Polish
11 = Portuguese
12 = Punjabi
13 = Russian
14 = Spanish
15 = Tagalog
16 = Tamil
17 = Ukrainian
18 = Urdu
19 = Vietnamese
20 = Yoruba
21 = Nepali
22 = German
23 = Filipino
24 = lgbo
25 = Italian
26 = Korean
27 = Malayalam
28 = Romanian
888 = Other
999 = NOT ANSWERED

Q1 - Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?
1 = Yes
2 = No
999 = NOT ANSWERED

Q3 - Think about the most recent Government of Canada ad that comes to mind. What do you remember about this ad?
1 = About the government/Political party/Justin Trudeau
13 = About smoking/vaping/Cigarette packaging/Dangers of vaping
30 = Canadian Armed Forces/Joining the Armed Forces
32 = Donald Trump/Justin Trudeau meeting with Donald Trump
36 = Talking about COVID-19/News/updates about COVID-19
39 = Staying safe/Preventing the spread of COVID-19/Social distancing/Wear a mask/Wash hands
41 = About the safety/effects of cannabis/edibles
61 = Canadian Government suspend social media
66 = Building a better future/Canada becoming stronger together
71 = Various Ministries (e.g., Ministry of Information, Ministry of Transport etc.)
82 = Impaired faculty/fall asleep at the wheel
85 = Regarding international students (e.g., new rules, cap on students)

T1B - Where have you seen, read or heard this ad about the Canadian Armed Forces?
1 = Television
2 = Cinema
3 = Digital/ Streaming TV (e.g., Netflix, Disney+)
4 = Facebook
5 = In a mobile app
6 = Instagram
7 = Snapchat
8 = Internet website
9 = Online news sites
10 = Web search (e.g., Google)
11 = YouTube
12 = Pinterest
13 = TikTok
14 = Spotify
15 = Online publications
16 = Arena/ stadium
17 = Digital billboard
18 = Digital Screens in Shopping Malls
19 = Transit Station (e.g., Union Station in Toronto)
20 = Mall directories
21 = Print magazine
22 = Newspaper (daily)
23 = Newspaper (weekly or community)
24 = Outdoor billboards
25 = Radio
26 = Twitter
27 = LinkedIn
28 = Medical Journals
29 = Apex
30 = Magazines
31 = Tumblr
32 = Indeed
33 = Twitch
34 = Video games
35 = Doctor's office
36 = Kijiji
37 = Digital screens at or near transit shelters or subway stations
888 = Other
998 = Don't know
999 = NOT ANSWERED

T1C - What do you remember about this ad?
1 = About the Canadian Armed Forces
2 = Recruitment/Jobs available
3 = Good/Informative ad
4 = Shows the work/jobs done by the Armed Forces
5 = Canada's 150th anniversary/celebrations
6 = Support/Appreciate our troops/soldiers
7 = Message from the Government of Canada
8 = The visuals/pictures
9 = The logo
10 = Financial support/benefit
11 = About COVID-19
12 = Showed women/Women in the Armed Forces
13 = War/Ukraine and Russia
14 = Benefits of joining the Armed Forces/Free education
15 = Military uniforms
16 = About veterans/Assistance/help for veterans
17 = Learn new skills/Training provided
18 = Music/song
19 = Negative mentions
20 = Guns/tanks
21 = Forest fire
22 = About the reservists
23 = Marine/lake
24 = The people (e.g., retired)
25 = Mental health service
26 = Good pay/salary
27 = Diversity/inclusion
888 = Other
997 = Nothing
998 = Don't know
999 = NOT ANSWERED

T1E - What did you do as a result of seeing, hearing, or reading recent advertising about the Canadian Armed Forces?
1 = Visited the Department of National Defence/ DND website
3 = Telephoned the Department of National Defence/ DND
4 = Visited the Department of National Defence/ DND in person
5 = Visited the Department of National Defence/ DND social media pages
6 = Discussed it/Spoke with friends
7 = Visited Canadian Armed Forces jobs website
8 = My own research
888 = Other
889 = Visited other website(s)
997 = Nothing
998 = Don't know
999 = NOT ANSWERED

T1FA - Why didn't you take steps to learn more about jobs offered by the Canadian Armed Forces?
1 = Not interested
2 = Doesn't fit me
3 = Already studying/working
888 = Other
998 = Don't know/refused
999 = NOT ANSWERED

T1H - What do you remember about this ad?
1 = Showed Canadian Armed Forces
2 = Recruitment/Jobs available
3 = Good/Informative ad
4 = Shows the work/jobs done by the Armed Forces
5 = People were happy/proud of their job
6 = Soldiers helping people
7 = Showed women/Women in the Armed Forces
8 = Government ad/Sponsored by the government
9 = Bad ad/Don't like it
10 = War/Ukraine and Russia
11 = Showed them in training/doing drills
12 = General ad mentions (non-specific)
13 = Support/support the troops
14 = Navy/marine/ship visual
15 = Different branches of the military
16 = Stampede/Calgary Stampede
17 = Air force/helicopter visual
18 = Trades (e.g., technician, mechanic, engineer)
19 = Uniforms
888 = Other
997 = Nothing
998 = Don't know
999 = NOT ANSWERED

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?
1 = Very favourable
2 = Somewhat favourable
3 = Neutral
4 = Somewhat unfavourable
5 = Very unfavourable
999 = NOT ANSWERED

T1JA - To what extent are you aware of: - Career or job options in the Canadian Armed Forces?
1 = 1 - Not at all informed
2 = 2
3 = 3
4 = 4
5 = 5 - Very informed
999 = NOT ANSWERED

T2KA - Please indicate the degree to which you agree or disagree with the following statements: - I am interested in seeing targeted advertising based on my employment interests.
1 = Strongly disagree
2 = Somewhat disagree
3 = Neutral
4 = Somewhat agree
5 = Strongly agree
999 = NOT ANSWERED

T3K1 - Please describe how you would like to see advertisements related to employment.
1 = Don't want to see ads/not interested
2 = Uplifting/upbeat ads (e.g., positive, eye catching, short)
3 = Want to see more (e.g., relevant information, testimonials)
4 = On the television
5 = As an email
6 = On job posting website
7 = On LinkedIn
8 = On the internet/online
9 = On social media (e.g., Facebook, YouTube, Instagram, TikTok)
888 = Other
997 = None/nothing
998 = Don't know/refused
999 = NOT ANSWERED

T3K2 - What would make you engage with an ad?
1 = Good visuals
2 = Bright colors
3 = Has to be interesting (e.g., current topics, in my field)
4 = Has to be interactive
5 = Deals/discount
6 = Has to be informative/provide more information
7 = Diversity/inclusion (e.g., hires women, hires minorities)
8 = Negative mentions (e.g., don't like, hate)
9 = Job opportunities (e.g., number of positions available)
10 = Simplicity/ease
11 = Creativity
12 = Catchy/catches my attention/stands out (e.g., theme, title)
13 = Fun/humorous
14 = Relevant/relatable (e.g., meets my skills set, in my region)
15 = About the Canadian army force
16 = Clear message
17 = Appealing/attractive
18 = Authentic (e.g., firsthand accounts, testimonials)
19 = Trustworthy/reliable (e.g., verified)
20 = Includes compensation (e.g., salary, benefits)
21 = Benefits society (e.g., environmental issues, helps the world)
22 = Incentive (e.g., gift card, coupon, free samples)
23 = Good design/style
24 = Short/to the point
25 = If it were products/services that I needed
26 = If it touched/moved me (e.g., made me feel emotional, sentimental)
27 = If it mentions training/new learning (e.g., free, paid)
28 = Accessibility
888 = Other
997 = None/nothing
998 = Don't know/refused
999 = NOT ANSWERED

T1NA - [VIDEO] What do you think is the main point this ad is trying to get across?
1 = Recruitment/Join the Armed Forces
2 = Job opportunities/Different jobs available
3 = Women in the Armed Forces/Want women to join the Armed Forces
4 = Learn new skills/Training provided
5 = Good/Rewarding career
6 = Anyone can join the Armed Forces/Diversity
7 = Canadian Armed Forces/Awareness about the Armed Forces
8 = Opportunities/Benefits/Positive working experience
9 = Follow your passion/True calling
10 = General positive ad mentions
11 = Protecting your country/Saving lives of Canadian citizens
12 = Negative mentions (army, war, job, etc)
13 = Canadian Armed Forces is for leaders/for people with skills (e.g., strength)
14 = Support Army
15 = Canada/Canadian Government/nationalism/patriotism
16 = Adventure/Canadian Armed Forces is adventure/exciting
17 = You can make a difference/do something bigger/accomplish/reach goals
18 = Same as previous ad
19 = Air Force/awareness about Air Force
20 = Recruitment/join the Air Force
21 = Adventure/Canadian Air Force is adventure/exciting
22 = Flying/pilots/working with planes in the Air Force
23 = Anyone could be in the Air Force/diversity
24 = Teamwork/Armed Forces is a team
25 = Engineering/weapons technician positions in the Force
888 = Other
997 = None/nothing
998 = Don't know
999 = NOT ANSWERED

T1OA - [VIDEO] Do you think this advertisement provides an authentic representation of the Canadian Armed Forces?
1 = Yes
2 = No
98 = Don't know
999 = NOT ANSWERED

NT1PAA - Thinking about all the ads you just saw, please indicate your level of agreement with the following... - These ads catch my attention
1 = 1 - Strongly Disagree
2 = 2
3 = 3
4 = 4
5 = 5 - Strongly Agree
999 = NOT ANSWERED

D1 - Which of the following categories best describes your current employment status?
1 = Working full-time (30 or more hours per week)
2 = Working part-time (less than 30 hours per week)
3 = Self-employed
4 = Employed, but looking for work
5 = Unemployed, but looking for work
6 = A student attending school full-time
7 = Retired
8 = Not in the workforce (Full-time homemaker or unemployed but not looking for work)
9 = Other employment status
999 = NOT ANSWERED

D2 - What is the highest level of formal education that you have completed?
1 = Grade 8 or less
2 = Some high school
3 = High school diploma or equivalent
4 = Registered Apprenticeship or other trades certificate or diploma
5 = College, CEGEP or other non-university certificate or diploma
6 = University certificate or diploma below bachelor's level
7 = Bachelor's degree
8 = Postgraduate degree above bachelor's level
999 = NOT ANSWERED

D4 - Which of the following categories best describes your total annual household income, including income from all household members, before taxes are deducted?
1 = Under $20,000
2 = Between $20,001 and $40,000
3 = Between $40,001 and $60,000
4 = Between $60,001 and $80,000
5 = Between $80,001 and $100,000
6 = Between $100,001 and $150,000
7 = Between $150,001 and $200,000
8 = $200,001 and above
997 = Prefer not to say
999 = NOT ANSWERED

D5 - Where were you born?
1 = Born in Canada
888 = Born outside Canada
999 = NOT ANSWERED

D6 - In what year did you first move to Canada?
9999 = NOT ANSWERED

D8 - You may belong to one or more racial or cultural groups on the following list. Are you...?
1 = White
2 = South Asian (e.g., East Indian, Pakistani, Sri Lankan)
3 = Chinese
4 = Black
5 = Filipino
6 = Latin American
7 = Arab
8 = Southeast Asian (e.g., Vietnamese, Cambodian, Malaysian, Laotian)
9 = West Asian (e.g., Iranian, Afghan)
10 = Korean
11 = Japanese
12 = First Nations/Indigenous/Metis/Inuit
13 = Caribbean
14 = Jewish
15 = European
16 = Taiwanese
888 = Other
997 = None of the above
998 = Don't know/refused
999 = NOT ANSWERED

D11 - Which questions did you find difficult to understand?
888 = Other