Advertising Campaign Evaluation Tool
Please consult the Instructions for Use.
CORE QUESTIONS
Questions may be added following these questions
Introduction: REVEAL NAME OF CLIENT DEPARTMENT WHICH COMMISSIONED SURVEY AT THE END OF THE SURVEY ONLY.
Q1:
Over the past few weeks or so, have you seen, heard or read any advertising on (the theme of) [insert campaign theme]?" [DO NOT READ. DO NOT DESCRIBE THEME – STATE IT IN TWO OR
THREE WORDS]
Yes.......................................................................... 1 => ASK Q1B AND Q1C
No........................................................................... 2 => GO TO Q2
Maybe...................................................................... 3 => ASK Q1B AND Q1C
DON’T KNOW/REFUSED.......................................... 99
Q1B: = >Q1 = 1,3
Please tell me everything you can remember about this [these]
ads. What pictures or images come to mind? [PROBE] Anything else? [OPEN-ENDED. DO NOT READ. CODE ALL THAT APPLY.]
DON'T KNOW/REFUSED.......................................... 99
Q1C: = >Q1 = 1,3
Where did you notice this (these) advertisements? [PROBE. OPEN-ENDED. DO NOT READ. CODE ALL THAT APPLY].
Television................................................................. 1
Radio....................................................................... 2
Newspaper............................................................... 3
Magazines................................................................ 4
Local weeklies.......................................................... 5
Pamphlet/brochure in the mail.................................... 6
Outdoor billboards..................................................... 7
Public transit............................................................ 8
Internet/Website banner............................................. 9
Word of mouth.......................................................... 10
Ethnic paper............................................................. 11
Fair/Exhibition........................................................... 12
Other....................................................................... 88 => SPECIFY
DON’T KNOW/REFUSED.......................................... 99
ASK ALL.
Q2: RANDOMIZE MEDIA CHANNELS
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing a [INSERT MEDIA CHANNEL] ad over the past few weeks or so showing [DESCRIBE AD IN NO MORE THAN TWO SENTENCES]?
Yes.......................................................................... 1 => ASK Q3 AND Q4
No........................................................................... 2 => GO TO Q5
Maybe...................................................................... 3 => ASK Q3 AND Q4
DON’T KNOW/REFUSED.......................................... 99
Q3: = >Q2 = 1,3
Thinking about the ad that you saw, who do you think produced it -that is, who paid for it? [PROBE. OPEN-ENDED. DO NOT READ. ACCEPT ONE RESPONSE].
Government of Canada............................................... 1
Provincial government................................................ 2
Government - General................................................ 3 => ASK Q3A
Other....................................................................... 88 => SPECIFY
DON’T KNOW/REFUSED.......................................... 99
Q3A: = >Q3 = 3
Which level of government? [READ. ACCEPT ONE RESPONSE].
Federal government................................................... 1
Provincial government................................................ 2
Other [DO NOT READ].............................................. 88
DON’T KNOW/REFUSED.......................................... 99
Q4: = >Q2 = 1,3
Thinking about the ad(s) that you saw/heard, what do you think was (were) the MAIN point(s) this (these) advertisement(s) was (were) trying to get across? [OPEN-ENDED. ACCEPT ONE RESPONSE. ANSWER SHOULD BE AT LEAST FIVE WORDS]
Nothing.................................................................... 88
DON’T KNOW/REFUSED.......................................... 99
REPEAT Q2, Q3, Q4 FOR EACH MEDIA COMPONENT OF CAMPAIGN
QUESTIONS 4A AND 4B ARE OPTIONAL
Q4A: = >Q2 = 1,3
Did you do anything as a result of seeing/hearing this (these) ad(s)?
Yes.......................................................................... 1 => ASK Q4B
No........................................................................... 2 => GO TO Q5
Maybe...................................................................... 3 => ASK Q4B
DON’T KNOW/REFUSED.......................................... 99
Q4B: = >Q4A = 1,3
What did you do? Anything else? [PROBE. OPEN ENDED. ACCEPT UP TO THREE RESPONSES.]
DON'T KNOW/REFUSED.......................................... 99
ASK ALL.
Q5:
This (these) ad(s) was (were) in fact produced by the Government of Canada. How would you rate the performance of the Government of Canada on [ISSUE]? Please use a 7-point scale, where 1 means terrible, 7 means excellent and the mid-point, 4, means neither good nor bad."
01 - Terrible.............................................................. 1
02 ........................................................................... 2
03 ........................................................................... 3
04 – Neither good nor bad ......................................... 4
05 ........................................................................... 5
06 ........................................................................... 6
07 – Excellent .......................................................... 7
DON'T KNOW/REFUSED ......................................... 99
Q6:
Generally speaking, how do you rate the performance of the Government of Canada? Please use a 7-point scale where 1 means terrible, 7 means excellent and the mid-point, 4, means neither good nor bad."
01 - Terrible.............................................................. 1
02 ........................................................................... 2
03 ........................................................................... 3
04 – Neither good nor bad ......................................... 4
05 ........................................................................... 5
06 ........................................................................... 6
07 – Excellent .......................................................... 7
DON'T KNOW/REFUSED ......................................... 99
Q7: And, using the same scale [REPEAT IF NECESSARY], how would you rate the performance of the Government of Canada in providing information to the public about government services that are available to Canadians?
01 - Terrible.............................................................. 1
02 ........................................................................... 2
03 ........................................................................... 3
04 – Neither good nor bad ......................................... 4
05 ........................................................................... 5
06 ........................................................................... 6
07 – Excellent .......................................................... 7
DON'T KNOW/REFUSED ......................................... 99
Q8:
Please tell me the extent to which you agree or disagree with each of the following statements using a 7-point scale where 1
means totally disagree, 7 means totally agree and the mid-point, 4, means neither agree nor disagree. How about...[READ AND ROTATE]
a) It is easy to contact the Government of Canada for information and service.
01 - Totally disagree.................................................. 1
02 ........................................................................... 2
03 ........................................................................... 3
04 – Neither agree nor disagree ................................. 4
05 ........................................................................... 5
06 ........................................................................... 6
07 – Totally agree ..................................................... 7
DON'T KNOW/REFUSED ......................................... 99
b) The Government of Canada is using new and innovative ways to provide information and services to citizens.
01 - Totally disagree.................................................. 1
02 ........................................................................... 2
03 ........................................................................... 3
04 – Neither agree nor disagree ................................. 4
05 ........................................................................... 5
06 ........................................................................... 6
07 – Totally agree ..................................................... 7
DON'T KNOW/REFUSED ......................................... 99
c) The Government of Canada delivers its services and information in a respectful way.
01 - Totally disagree.................................................. 1
02 ........................................................................... 2
03 ........................................................................... 3
04 – Neither agree nor disagree ................................. 4
05 ........................................................................... 5
06 ........................................................................... 6
07 – Totally agree ..................................................... 7
DON'T KNOW/REFUSED ......................................... 99
d) You can count on the Government of Canada for reliable service and information.
01 - Totally disagree.................................................. 1
02 ........................................................................... 2
03 ........................................................................... 3
04 – Neither agree nor disagree ................................. 4
05 ........................................................................... 5
06 ........................................................................... 6
07 – Totally agree ..................................................... 7
DON'T KNOW/REFUSED ......................................... 99
END OF CORE QUESTIONS
DEMOGRAPHICS [ASK AT THE END OF SURVEY]
QUESTIONS D1, D5, D7, D8, D9, D10 AND D11 ARE OPTIONAL.
INTERVIEWER RECORDS GENDER, LANGUAGE OF INTERVIEW, URBAN/RURAL.
Finally, I would like to ask some questions for statistical purposes. I'd like to remind you that all your answers are completely confidential.
D1:
Over the past two weeks, have you...[READ AND RANDOMIZE. CODE ALL THAT APPLY.]
a) Read a daily newspaper?
Yes.......................................................................... 1
No........................................................................... 2
Maybe...................................................................... 3
DON’T KNOW/REFUSED.......................................... 99
b) Watched television?
Yes.......................................................................... 1
No........................................................................... 2
Maybe...................................................................... 3
DON’T KNOW/REFUSED.......................................... 99
c) Listened to the radio?
Yes.......................................................................... 1
No........................................................................... 2
Maybe...................................................................... 3
DON’T KNOW/REFUSED.......................................... 99
d) Taken public transit?
Yes.......................................................................... 1
No........................................................................... 2
Maybe...................................................................... 3
DON’T KNOW/REFUSED.......................................... 99
e) Used the internet?
Yes.......................................................................... 1
No........................................................................... 2
Maybe...................................................................... 3
DON’T KNOW/REFUSED.......................................... 99
f) Attended a fair/exhibition?
Yes.......................................................................... 1
No........................................................................... 2
Maybe...................................................................... 3
DON’T KNOW/REFUSED.......................................... 99
ADD ELEMENTS AS NECESSARY.
D2:
In what year were you born? [RECORD YEAR - XXXX]
DON'T KNOW/REFUSED.......................................... 9999
D3:
What is the highest level of formal education that you have
completed? [READ LIST]
Grade 8 or less......................................................... 1
Some high school..................................................... 2
Complete high school................................................ 3
Technical, vocational post-secondary, college.............. 4
Some university........................................................ 5
Complete university degree........................................ 6
Post graduate degree................................................ 7
DON'T KNOW/REFUSED ......................................... 99
D4:
What is your current employment status? Are you...[READ LIST - ACCEPT ONE ANSWER ONLY]
Working full-time (35 or more hours per week).............. 01
Working part-time (less than 35 hours per week).......... 02
Self-employed........................................................... 03
Unemployed, but looking for work............................... 04
Attending school full-time/A student............................ 05
Retired..................................................................... 06
Not in workforce (Homemaker
/Unemployed, not looking for work)............................. 07
Other (DO NOT READ) ............................................. 88
DON'T KNOW/REFUSED ......................................... 99
D5:
Are you, or is anyone in your household, worried about losing their job or being laid off?
Yes.......................................................................... 1
No........................................................................... 2
DON’T KNOW/REFUSED.......................................... 99
D6:
Are you an Aboriginal person (e.g., native Indian from a specific band, Inuit or Métis)?
Yes.......................................................................... 1
No........................................................................... 2
DON’T KNOW/REFUSED.......................................... 99
D7:
What is the language you FIRST learned as a child and still understand? [DO NOT READ LIST. ACCEPT UP TO TWO RESPONSES.]
English..................................................................... 01
French..................................................................... 02
Other (do not specify)................................................ 88
DON’T KNOW/REFUSED.......................................... 99
D8:
Were you born in Canada?
Yes.......................................................................... 1 => GO TO D11
No........................................................................... 2
DON’T KNOW/REFUSED.......................................... 99
D9:
Are you a Canadian citizen?
Yes.......................................................................... 1
No........................................................................... 2
DON’T KNOW/REFUSED.......................................... 99
D10:
Did you come to Canada as a child, as a teenager or as an adult?
Child.........................................................................1
Teenager.................................................................. 2
Adult........................................................................ 3
DON’T KNOW/REFUSED.......................................... 99
D11:
Do you consider yourself a member of a visible minority by virtue of your race or color?
Yes.......................................................................... 1
No........................................................................... 2
DON’T KNOW/REFUSED.......................................... 99
D12:
Which of the following categories best describes your total
household income? That is, the total
income of all persons in your household combined, before taxes? [READ LIST.]
Under $10,000.......................................................... 01
$10,000 to $19,999.................................................... 02
$20,000 to $29,999.................................................... 03
$30,000 to $39,999.................................................... 04
$40,000 to $49,999.................................................... 05
$50,000 to $59,999.................................................... 06
$60,000 to $69,999.................................................... 07
$70,000 to $79,999.................................................... 08
$80,000 to $99,999.................................................... 09
$100,000 and over......................................................10
DON’T KNOW/REFUSED...........................................99
D13:
Do you have any children under the age of 18 currently living in your household?
Yes.......................................................................... 1
No........................................................................... 2
DON’T KNOW/REFUSED.......................................... 99
END OF SURVEY
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