Methodology/Technical Summary
- The study population comprised people of at least 18 years of age, living in the 10 Canadian provinces in private homes, able to express themselves in either French or English.
- Interviews were conducted between May 19 th and June 14 th, 2004
- 3,014 telephone interviews were completed: 2,011 in English conducted from Research House’s Toronto call centre and 1,003 in French conducted from CROP’s Montreal call centre.
- The margin of error for a sample of 3,014 respondents is 1,8%, 19 times out of 20
- 2,1% for Internet users (n=2,173)
- 3,4% for Internet non-users (n=839)
- 3,1% for French speakers (n=1,003)
- 2,2% for English speakers (n=2,014)
- A probabilistic sampling model was used, which ensures a random and representative selection from all eligible individuals belonging to the study population
- For the random selection of respondents, the method of the “next birthday” was applied using the following question:”Of those in your household who are at least 18 years of age (and speak English/French), may I speak with the person who will next celebrate his/her birthday?”
- No substitution was authorized and 5 call-backs were made so as to be able to question the individual selected from the household
- The sample was built using a mix of directory listed and unlisted numbers. This methodology, offered by ASDE Canada Survey Sampler, gives equal chance to unlisted households to participate in the survey. 60% of the sample was randomly drawn from the electronic telephone directory, and 40% was constituted from a random digit dialing process.
- As the sample was stratified in order to obtain a large Francophone sample and in the absence of socio-demographic quotas, the final sample featured greater proportions of Francophones and women and lower proportions of individuals 65+ years of age than in the Canadian population. Results were therefore weighted to ensure they are representative of the Canadian population, i.e. by ensuring that the weight of each sub-group of respondents in the sample reflects this same sub-group within the Canadian population (weighting data provided by Statistics Canada, 2001 census). Example: As men were proportionally fewer in the study than they are in the general population, each response given in the study by a male individual carries a little more weight in the final results than one given by a female respondent
- The data were therefore weighted by:
- Region (Atlantic Anglophone, New Brunswick Francophone, Quebec Anglophone, Quebec Francophone, Ontario Anglophone, Ontario Francophone and West Anglophone)
- Age (15-34 years old, 35-64 years old and 65 years old and over)
- Sex
|
Before weighting %
|
After weighting %
|
|
|
|
| Male |
40 |
49 |
| Female |
60 |
51 |
|
|
| 18-34 |
25
|
30
|
| 35-64 |
60
|
51
|
| 65 + |
12
|
17
|
|
|
| Atlantic anglophone |
12
|
7
|
| New Brunswick francophone |
3
|
1
|
| Quebec anglophone |
4
|
4
|
| Quebec francophone |
28
|
20
|
| Ontario anglophone |
25
|
37
|
| Ontario francophone |
3
|
1
|
| Western Canada |
25
|
30
|
|
- The average lengths of the interviews were:
|
Research House
|
CROP
|
| Overall |
22.2 minutes
|
22.2 minutes
|
| Internet users |
25.3 minutes
|
26.1 minutes
|
| Internet non-users |
13.2 minutes
|
14 minutes
|
|
- Out of 3,014 respondents, 2,095 agreed to participate in a future study.
- Community size variable:
- Urban: 1,000,000 inhabitants and over
- Semi-urban: 100,000 to 999,999
- Semi-rural: 5,000 to 9,999
- Rural: Less than 5,000