Testing Recall of Recruitment Advertising: 2023-2024 CAF “This is For You” Awareness 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: The Logit Group Inc.

Supplier Address: 401 The West Mall #700, Etobicoke, ON M9C 5J5

Contact Phone: 416-629-7263

Contact Fax: 416-236-4771

POR Number: POR 008-23

Contract Number: CW2306302

Contract Value: $38,425.37 (including HST)

Contract Award Date: May 26, 2023

Delivery Date: March 20, 2024

 

 

 

Ce rapport est aussi disponible en français

 

 

 

Table of Contents

 

    Page

Copyright. 1

Executive Summary. 2

Project Background. 2

Research Objectives. 4

Target Population. 4

Methodology and Research Usage. 4

Expenditure. 5

Consent. 5

Political Neutrality Statement and Contact Information. 5

Study Methodology. 6

Questionnaire Design. 6

Sampling. 7

Survey Administration. 8

Non-Response Bias Analysis. 16

 

 

Appendix A:  Study Questionnaires

July 2023 Post-Campaign I

March 2024 Post-Campaign II

 

 

 

 

 

 

Copyright

 

Testing Recall of Recruitment Advertising: 2023-2024 CAF Awareness Campaigns

 

Methodological Report

 

Prepared for Department of National Defence

Supplier Name: The Logit Group Inc.

March 20, 2024

 

This report presents the methodological details for the July 2023 Campaign Assessment and the March 2024 Campaign Assessment for the Testing Recall of Recruitment Advertising: 2023-2024 CAF Awareness Campaigns study conducted by The Logit Group Inc. on behalf of the Department of National Defence (DND). For each research wave, all respondents were from the Canadian general public aged 18-34.  A total of 1,000 respondents were included in the July 2023 post-campaign I survey conducted between July 24 and August 7, 2023, and a total of 1,000 respondents were included in the March 2024 post-campaign II conducted between February 29 and March 12, 2024.

 

Ce rapport est aussi disponible en français sous le titre: Évaluation du rappel de la publicité de recrutement : campagnes 2023-2024 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:

 

60 Moodie Drive

Nepean, Ontario   K2H 8G1

Canada

 

Catalogue Number: D2-411/2024E-PDF

 

International Standard Book Number (ISBN): 978-0-660-69681-2

 

Related publications (registration number: POR 008-23)

 

Catalogue Number (Final Methodological Report, French): D2-411/2024F-PDF

 

ISBN (French): 978-0-660-69682-9

 

© His Majesty the King in right of Canada, as represented by the Minister of the Department of National Defence, 2024

 

Executive Summary

 

Project Background

 

A robust recruitment marketing strategy is an integral component of fulfilling the priority of maintaining the Canadian Armed Forces (CAF) and National Defence readiness. The Assistant Deputy Minister (Public Affairs) (ADM [PA]) supports the recruitment strategy of the CAF.

Recruitment marketing and advertising objectives include filling priority occupations, recruiting Reservists, ensuring the CAF better reflects the diversity of the Canadian population, and raising awareness of more than 100 careers that exist beyond the CAF training, education, and career development programs.

 

The CAF’s 2023-2024 Awareness Campaigns continue to target Canadians aged 18-34, with a goal of increasing interest and consideration for CAF jobs by focusing attention on the relevancy of its training, education, and career development programs.

 

The CAF recruitment effort for this fiscal year includes one overarching awareness campaign, with five supporting campaigns:

Awareness

o   The intent of this campaign is to raise awareness of more than 100 careers that exist beyond the CAF training, education, and career development programs.

o   Encourage young people (aged 18 to 34) to consider a career in the CAF by highlighting training opportunities – a key factor young prospects consider when choosing an employer.

o   Inform the target audiences that a career in the CAF could take many forms; long-term or short-term; full-time or part-time.

o   Demonstrate that the CAF is a best in class, professional employer that offers rewarding and challenging careers with competitive pay and benefits, including: paid leave and education, training and career development programs, adventure and travel, and transferable skills.

o   Showcase the CAF as an inclusive workplace that is working to reflect Canada’s diversity.

o   Grow the Reserve Force.

 

Priority Occupations

o   The intent of this campaign is to showcase specific priority occupations (using civilian terminology) that offer millennials (aged 18 to 24) what they seek, which are namely jobs and rewarding careers that are team-oriented and provide unique experiences and excitement.

o   Drive traffic to the forces.ca website and ultimately increase the number of applications.

o   Reach out to college students and recent graduates and make them aware of the link between civilian qualifications (e.g., IT skills) and occupation trades available in the Royal Canadian Navy, Royal Canadian Air Force, and Canadian Army (e.g. Sonar Operator).

o   Fulfill CAF annual recruitment quotas as outlined in the Strategic Intake Plan.

 

Indigenous

o   The intent of this campaign is to raise awareness of training programs and employment opportunities within CAF among Indigenous people (aged 16 to 34), including skilled trade technicians, specialists, and professional occupations.

o   Drive traffic to the forces.ca website and ultimately increase the number of applications.

o   Incorporate cultural considerations when developing communications for Indigenous peoples.

o   Demonstrate how a career in the CAF can fit various lifestyles by highlighting work-life balance, inclusion, job stability, and part-time options.

o   Highlight the future training opportunities available during employment with the Reserve Force. After attending the Summer Programs, some Indigenous people transition to the Reserve Force.

 

Reserves

o   The intent of this campaign is to raise awareness of CAF part-time employment opportunities (with voluntary operational deployments) among 16- to 34-year-olds and diversity group members (women and Indigenous peoples) at locations close to home.

o   Increase national awareness of the Reserve Force.

o   Inform target audiences of local events, employment opportunities, local Reserve programs, and benefits pf joining the Reserve Force.

o   Highlight the lifelong training opportunities available during employment with the Reserve Force.

 

Paid Education

o   The intent of this campaign is to raise awareness of paid education opportunities among 15- to 25-year-olds seeking post-secondary education.

o   Drive traffic to the paid education landing page on forces.ca and bolster engagement with paid education information sources, such as recruiters.

o   Educate target audiences about the variety of paid education programs available in their field of interest, and the subsequent benefits of joining the CAF.

 

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

 

This study will assess post recall of and reactions to the ad campaign for two phases of the campaign. More specifically, the research objectives include:

1.      Measuring unaided recall of CAF advertising;

2.      Measuring aided recall of CAF advertising;

3.      Assessing the level of understanding of the key messages of the advertising campaign; and

4.      Gauging the level of awareness of who was responsible for creating the advertising.

 

Target Population

 

As specified in the project’s Statement of Work (SOW), the target audience of the 2023-2024 Canadian Armed Forces Recruitment Campaigns was Canadians between the ages of 18 and 34. Data was gathered from a general public panel modelling key demographics of Canadians within the aforementioned age group. The July 2023 post-campaign I survey required an average of five minutes to administer, while the March 2024 post-campaign II survey required an average of approximately eight minutes to administer.

The participation rates in each wave were 92.4 percent, and 95.9 percent, respectively. The contact records for each wave were drawn from a national panel administered by The Logit Group Inc. of Toronto, Ontario. There was a total of 1,000 surveys completed for the July 2023 post-advertising campaign wave, and 1,000 surveys were completed for the March 2024 post-advertising campaign wave. The July 2023 post-campaign I survey was administered July 24 and August 7, 2023, while the March 2024 post-campaign II survey was administered February 29 to March 12, 2024.

 

Methodology and Research Usage

 

The survey data was collected to measure the recall and reaction to the 2023-2024 Recruitment Advertising Campaigns.  As per the standard methodology utilizing the Government of Canada’s Advertising Campaign Evaluation Tool (ACET), the data collected in the pre-campaign survey conducted in February 2023, served as the baseline for the July 2023 and March 2024 post-campaign surveys for the Awareness campaign. The July 2023 survey served as the baseline pre-campaign survey for the Priority Occupations campaign, with the March 2024 serving as a post-survey.

 

Again, as per the standard ACET methodology, both the 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 in 2023-2024 will subsequently be compared by Government of Canada representatives against the applicable February 2023/July 2023 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 18-34 years of age.

 

Expenditure

 

The survey entailed the expenditure of $38,425.37, including HST.

 

Consent

 

The Logit Group Inc. 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 VP of Research Services of The Logit Group Inc. 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.

David Attard (CAIP)

Senior VP of Research Services

The Logit Group Inc.

David.attard@logitgroup.com

416-629-7263

Study Methodology

 

This evaluation utilized the Government of Canada’s Advertising Campaign Evaluation Tool (ACET) and was administered to a sample of Canadian adults 18 to 34 years old. The data collection was conducted in July 2023 and March 2024. the data collected in the pre-campaign survey conducted in February 2023, served as the baseline for the July 2023 and March 2024 post-campaign surveys for the Awareness campaign. The July 2023 survey served as the baseline pre-campaign survey for the Priority Occupations campaign, with the March 2024 serving as a post-survey.

 

 

Questionnaire Design

 

As stated, the questions utilized in this study were based on the Government of Canada’s standard ACET questionnaire. The February 2023 onwards iterations of the study utilized the newly updated ACET questionnaire developed by the Privy Council Office (PCO). The 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 previous baseline findings. For the post-campaign surveys of July 2023 and March 2024, respondents were aided in their ad recall by way of being shown on-screen advertisement content from the recent DND advertising Awareness campaign. For March 2024, a second advertising recall section was added for the Priority Occupations campaign, section including two new advertisements, one new video and one new static ad.

 

Post-campaign wave survey tools include advertisement content from the campaigns, and respondents were 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. The Logit Group Inc. 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 survey questions during the July 2023 or March 2024 surveys.

 

 

Sampling

 

The surveys were designed to be administered to separate, unique online general public panel samples of approximately 1,000 Canadian adults between the ages of 18 and 34. That is, different panelists were utilized in each wave. The Logit Group Inc. ensured that the surveys collected closely reflected the true distribution of the Canadian general population from 18 to 34 years of age in terms of the size of gender and age group proportions (broken into 18 to 24 and 25 to 34 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 in terms of official language. 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 18-34 years of age. Specifically, to ensure robust samples that approximate the true population parameters for age (18-24 and 25-34), gender (male/female), and region (Atlantic, Quebec, Ontario, West/North), quotas were implemented. Age and gender quotas were implemented per region, and statistical weighting of the survey data was implemented to adjust for the small differences between the target data collection quotas, on the one hand, and the actual distribution of survey completions, on the other hand (mother tongue was included in this statistical weighting regimen, as discussed below in the Data Collection section of this Methodological Report).

 

Contact Records Source: The Logit Group would utilize the services of its partner panel providers. Logit’s online general population panel is comprised of over 600,000 Canadian residents nationally, drawn from throughout the country.

 

Logit’s panelists are recruited from a large number of sources to maximize reach and dispersion. The recruitment policies of Logit’s partners are broad in scope. Combined with multiple quality controls and checks to ensure potential respondents are indeed eligible to take part in a survey.

 

Survey data quality rests on many different factors, including sourcing of panelists who are vetted, using ongoing quality checks, eliminating panelists who are no longer active, and so forth. The following are among the panel member sources for Logit 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 Logit’s online partners to their members or subscribers

·       Referral programs

 

To ensure the collection of the highest quality data, Logit has established a variety of quality assurance processes to proactively identify fraudulent respondents; incorporated methods to quickly identify and flag straight-liners, speedsters and to monitor whether panelists are providing thoughtful and accurate responses.

 

Annual profile refreshing campaigns are conducted to incentivize panelists to remain active; these can also contain new questions in order to target even more precisely. Panelists’ participation is rewarded with their choice of HBC Rewards bonus points, Aeroplan Miles or Petro Points, as well as various prizes.

 

Please note that given this is an online methodology using 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, as the approach would not constitute a probability sampling of the general public. Online general public panels are by definition a non-probability sampling approach, as no panel contains contact information for all adult Canadians.

 

Accordingly, the results of any general public online panel research study conducted in Canada, including the data collection foreseen in the currently proposed study, cannot be described as statistically projectable to the target population of Canadian adults. As a result, no estimates of sampling error can be calculated. The sample to be utilized in this data collection endeavour is based on those who initially self-selected for participation in panel of the proposed nature.

 

Survey Administration

 

Survey Programming and Testing

 

Both survey waves were programmed by The Logit Group Inc. 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.

 

Respondents were able to verify the legitimacy of the survey via representatives from The Logit Group Inc., 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 The Logit Group Inc. 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 survey links for testing.

 

In addition, pre-tests were conducted among respondents for both waves. In the July 2023 survey a total of 20 English and 10 French pre-tests were completed, while in the March 2024 survey a total of 64 English and 22 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 both data collection waves were asked if they had difficulty understanding any aspect of the survey. No pre-test respondents expressed difficulty in understanding survey questions during either wave.  

 

Data Collection

As with all studies conducted by The Logit Group, accessibility for persons with disabilities was taken into consideration during the research implementation. Specifically, support was available in terms of logging into the survey, as well as providing other customized assistance as required as per evolving Treasury Board standards on web technologies, optimizing accessible formats, and offering alternative modes of data collection. The Logit Group would inform respondents of the available assistive technologies or alternatives. Our company is mindful and appreciates the need to ensure that accessibility issues (i.e., respondents who use assistive technologies) are addressed, thereby expediting participation in this study.  Ensuring online surveys are fully accessible on assistive technologies often requires basic programming (e.g., single font being used, minimal to no imagery, and so forth).  The Logit Group Inc, for example, would use JAWS (Job Access With Speech) to test accessibility of the survey for those using assistive technologies.

 

 

For this study router technology was utilized to screen potential survey respondents and direct them to a potential survey. Accordingly, it is not feasible to offer an estimation regarding the number of panelists who were invited to take part in the research. As a result, it is correspondingly also not feasible to estimate the number of Unresolved panelists in this ACET research study. The sample routing technology utilizes an algorithm to assign surveys to participants likely to be eligible for the study. Priority is given to respondents who are invited via email. A list of potential survey matches is determined for each panelist based on pre-identified information already known about the participant (in the case of the current DND study, age, for example, is a germane variable as the target population is people 18-34 years of age), as well as information obtained by additional screening information within the panel system.

Pairing this information together with known survey information sought (i.e., gender, region, and age targets to achieve a statistically aligned sample), participants are matched to the appropriate project for which they likely qualify. Survey schedule and quota requirements are also factored into which studies participants are invited to, although this is a secondary priority for the algorithm as compared to the profile of the target participants needed to achieve study objectives.

 

This study consisted of two data collection phases: July 2023 and March 2024. The first wave, which was the July 2023 post-campaign I measurement, was administered July 24 to August 7, 2023, while the second, which was the March 2024 post-campaign II measurement, was administered February 29 to March 12, 2024. Fieldwork was monitored and reviewed on an ongoing basis to ensure target quotas were being met. The Logit Group Inc. provided regular reports to DND representatives regarding progress, as requested. Quality assurance measures were implemented whereby no individual was able to complete the survey questionnaire more than once.

 

A total of 1,003 surveys were submitted in the July 2023 post-campaign wave I, and 1,002 surveys were submitted in the March 2024 post-campaign wave II. In the July 2023 survey, 1,000 surveys were ultimately utilized, and 1,000 ultimately were utilized in the March 2024 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 The Logit Group Inc.’s initial quota targets in each wave exceeded the overall final requirement of 1,000 questionnaires. Thus, given the essentially unavoidable possibility of having to remove surveys, post collection, The Logit Group Inc. as a precautionary measure collected more than the initially targeted number of surveys per wave. Reasons for removing surveys ultimately included respondents who consistently provided non-intelligible verbatim responses, and duplicate IDs. Thus overall, a small number were removed in the July 2023 wave (n=3), and the March 2024 wave (n=2).

 

The July 2023 survey required an average of five minutes to administer, and the March 2024 survey required approximately eight minutes to administer on average. 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 18 to 34 years old as catalogued in the 2021 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. In addition, 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 16 overlapping or interlocking statistical weighting cells created from the study design using the weighting factors of: Region (4: Atlantic, Quebec, Ontario, and West/North – based on survey Question d); Age group (2: 18–24, 25–34 - based on survey Question c) and Gender (2: Male, Female – based on survey Question b). The 16 overlapping or interlocking statistical weighting cells thus were derived from Region (4) x Age (2) x Gender (2) dimensions = 16 unique statistical weighting cells. Population data for the 16 statistical weighting cells were obtained from the most recent (2021) Census of Canada, and can be found here:

 

https://www12.statcan.gc.ca/census-recensement/2021/dp-pd/prof/details/page.cfm?Lang=E&SearchText=Canada&DGUIDlist=2021A000011124&GENDERlist=1,2,3&STATISTIClist=1&HEADERlist=0

 

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 16 weighting cells due to the fact that they identified as gender diverse. For tabulation purposes, these individuals were given a weight value of 1.0.

 

 

¹ 14 respondents identified as gender diverse and are not presented in the table.

 

¹ 15 respondents identified as gender diverse and are not presented in the table.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Survey Participation Rate:

 

July 2023 Post-Campaign Survey I
Total commenced survey process:	1,874
Invalid cases	546
Invitations mistakenly sent to people who did not qualify for the study:	546
Incomplete or missing email addresses:	0
Unresolved (U)	0
Email invitations bounce back:	0
Email invitations unanswered:	0
In-scope non-responding units (IS)	101
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:	101
Responding units (R)	1,227
Completed surveys disqualified – quota filled:	149
Completed surveys disqualified for other reasons:	78
Completed surveys:	1,000
Participation Rate = R/(U + IS + R) = 1,227/(0 + 101 + 1,227) = 92.4%

 

 

 

 

 

 

 

 

March 2024 Post-Campaign Survey II
Total commenced survey process:	2,743
Invalid cases	382
Invitations mistakenly sent to people who did not qualify for the study:	382
Incomplete or missing email addresses:	0
Unresolved (U)	0
Email invitations bounce back:	0
Email invitations unanswered:	0
In-scope non-responding units (IS)	95
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:	95
Responding units (R)	2,266
Completed surveys disqualified – quota filled:	1175
Completed surveys disqualified for other reasons:	91
Completed surveys:	1,000
Participation Rate = R/(U + IS + R) = 2,266/(0 + 95 + 2,266) = 95.9%

 

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 it is 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 2021 Statistics Canada census. The statistical weights implemented were relatively small, given that the data collected already closely matched the actual distribution of adult Canadians between the ages of 18 and 34 along these demographic dimensions.

 

With respect to non-sampling error, a number of steps were taken to minimize bias due to these sources. All surveys utilized online interviewing technology to ensure proper survey skip patterns were followed and to minimize errors due to data entry and data capture. The French and English survey instruments from each campaign themselves were pre-tested with small samples of respondents to ensure the survey material was easily understood by respondents, and that the resultant data were being captured properly. In terms of coverage, the surveys were conducted with an online panel of the Canadian general public 18 years of age or older, based on a randomized sampling of panel records for the target audience (adults 18 to 34 years of age) drawn from a commercially available online general public panel.  

ADVERTISING CAMPAIGN EVALUATION TOOL

2023 POST-CAMPAIGN SURVEY I – JULY 2023

 

All sections should be asked after the ads have run in the media.

 

 

Thank you for taking a few minutes to complete this survey on current issues that matter to Canadians. Si vous préférez répondre à ce sondage en français, veuillez cliquer sur français [SWITCH TO FRENCH VERSION].

 

The survey is being conducted by The Logit Group. Your participation is voluntary and your responses will be kept entirely confidential and anonymous. The survey takes about [BASELINE: 5 minutes / POST-CAMPAIGN: 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.

 

START SURVEY

 

Click here if you wish to verify the authenticity of this survey. To view our privacy policy, click here.

 

If you require any technical assistance, please contact ACETtechnicalassistance@logit-group.com.

 

b)        Does anyone in your household work for any of the following organizations?

 

SELECT ALL THAT APPLY

 

o   A marketing research firm

o   A magazine or newspaper

o   An advertising agency or graphic design firm

o   A political party

o   A radio or television station

o   A public relations company

o   The federal or provincial government

o   None of these organizations

 

IF “NONE OF THESE ORGANIZATIONS” CONTINUE, OTHERWISE THANK AND TERMINATE.

 

c)        What is your gender?

 

o   Male

o   Female

o   Other

o   Prefer not to answer

 

d)        In what year were you born?

 

 

                           YYYY

 

ADMISSIBLE RANGE 1989-2005

IF > 2005, THANK AND TERMINATE

ASK D IF QUESTION C IS LEFT BLANK, OR IF 1989, 1988 OR IF 2005 IN QUESTION C

 

e)        In which of the following age categories do you belong?

 

                       SELECT ONE ONLY 

 

• Less than 18 years old
• 18 to 24                                                                                              
• 25 to 34                                                                                              
• 35 or older                                                                                                           

 

IF “LESS THAN 18 YEARS OLD” OR “BLANK”, OR “35 OR OLDER” THANK AND TERMINATE

 

f)         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/I don’t live in Canada [TERMINATE]

 

IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE

 

D7. 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

D9:

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 ___________________

 

 

 

ASK ALL RESPONDENTS

 

Q1:
Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?

 

o   Yes                                                                         

o   No                                                                                      => GO TO T1A

 

 

Q3:

Think about the most recent Government of Canada ad that comes to mind. What do you remember about this ad?

 

 

 

 

 

 

 

 

ASK ALL RESPONDENTS

T1A:
Over the past three weeks, have you seen, read or heard any Government of Canada advertising about the Canadian Armed Forces?

 

o   Yes                                                                         

o   No                                                                                      => GO TO T1G

 

T1B:

Where have you seen, read or heard this ad about the Canadian Armed Forces? [PN: RANDOMIZE]

 

SELECT ALL THAT APPLY

 

o   Mall directories

o   Television

o   Cinema

o   Digital/Streaming TV (e.g., Netflix, Disney+)

o   Facebook

o   In a mobile app

o   Instagram

o   Snapchat

o   Internet website

o   Online news sites

o   Web search (e.g., Google)

o   YouTube

o   Pinterest

o   TikTok

o   Spotify

o   Online publications

o   Arena/stadium

o   Digital billboard

o   Shopping mall

o   Transit Station (e.g., Union Station in Toronto)

o   Other, specify:

 

 

 

T1C:

What do you remember about this ad?

 

 

 

 

ASK ALL RESPONDENTS              

 

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 T1G

 

 

T1E: What did you do as a result of seeing, hearing, or reading recent advertising about the Canadian Armed Forces? [PN: RANDOMIZE]

 

[SELECT ALL THAT APPLY]

 

o   Visited the Department of National Defence/DND website

o   Visited other website(s) (PLEASE specify which websites: _____________________)

o   Telephoned the Department of National Defence/DND

o   Visited the Department of National Defence/DND in person

o   Visited the Department of National Defence/DND social media pages

o   Other, specify:

 

 

T1F: After having recently seen, heard or read advertising about the Canadian Armed Forces, did you specifically take steps to learn more about jobs offered by the Canadian Armed Forces? 

 

o   Yes => SKIP TO T1G     

o   No

 

T1FA: Why didn’t you take steps to learn more about jobs offered by the Canadian Armed Forces?

 

 

 

 

 

ASK ALL RESPONDENTS              

T1G:
And over the past three weeks, have you seen, heard or read any advertising specifically showing members of the Canadian Armed Forces doing their job?

 

o   Yes => POSE T1H

o   No => SKIP TO T1I

 

T1H:

What do you remember about this ad? [RECORD VERBATIM] 

 

o   Nothing

 

 

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 …:

 

o   Very favourable

o   Somewhat favourable

o   Neutral

o   Somewhat unfavourable

o   Very unfavourable

 

 

T1J:            ASK ALL RESPONDENTS – ROTATE STATEMENTS (Statement “A” should always be posed first)

 

To what extent are you aware of:

 

	1 Not at all informed	2	3	4	5 Very  informed
a) Career or job options in the Canadian Armed Forces?	o	o	o	o	o
b) Educational and training options within the Canadian Armed Forces?	o	o	o	o	o
c) Career or job options among women within the Canadian Armed Forces?	o	o	o	o	o
d) Career or job options among Indigenous Peoples in the Canadian Armed Forces?	o	o	o	o	o
e) Opportunities specifically within the Reserve Force of the Canadian Armed Forces?	o	o	o	o	o
f) Summer programs among Indigenous Peoples in the Canadian Armed Forces?	o	o	o	o	o
g) Fall programs among Indigenous Peoples in 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:
[FOR VIDEO] Here is an ad that has recently been broadcast on various media.

[FOR STATIC] Here are some ads that have recently been broadcast on various media.

 

[SHOW VIDEO AD AND ASK T1L TO T1P; THEN SHOW ALL 3 STATIC ADS AND ASK T1L TO T1P]

 

[CLICK TO GO TO THE NEXT PAGE]

 

[FOR VIDEO] Over the past three weeks, have you seen, read or heard this ad?

[FOR STATIC] Over the past three weeks, have you seen or read these ads?

 

o   Yes                                                                         

o   No => GO TO T1N

T1M: [PN: RANDOMIZE]

[FOR VIDEO] Where have you seen, read or heard this ad?

[FOR STATIC] Where have you seen or read these ads?

 

SELECT ALL THAT APPLY

 

o   Mall directories

o   Television

o   Cinema

o   Digital/Streaming TV (e.g., Netflix, Disney+)

o   Facebook

o   In a mobile app

o   Instagram

o   Snapchat

o   Internet website

o   Online news sites

o   Web search (e.g., Google)

o   YouTube

o   Pinterest

o   TikTok

o   Spotify

o   Online publications

o   Arena/stadium

o   Digital billboard

o   Transit Station (e.g., Union Station in Toronto)

o   Other, specify:

 

 

 

T1N:

[FOR VIDEO] What do you think is the main point this ad is trying to get across?

[FOR STATIC] What do you think is the main point these ads are trying to get across?

 

 

 

           

 

T1O:

[FOR VIDEO] Do you think this advertisement provides an authentic representation of the Canadian Armed Forces?

[FOR STATIC] Do you think these advertisements provide an authentic representation of the Canadian Armed Forces?

o   Yes                                                                         

o   No

o   Don’t know

 

 

T1P:

[FOR VIDEO] Please indicate your level of agreement with the following statements about this ad:

[FOR STATIC] Please indicate your level of agreement with the following statements about these ads:

 

RANDOMIZE STATEMENTS

 

[FOR VIDEO]	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

 

RANDOMIZE STATEMENTS

 

[FOR STATIC]	1 Strongly Disagree	2	3	4	5 Strongly Agree
These ads catch my attention	o	o	o	o	o
These ads are relevant to me	o	o	o	o	o
These ads are difficult to follow	o	o	o	o	o
These ads do not favour one political party over another	o	o	o	o	o
These ads talk about an important topic	o	o	o	o	o
These ads provide new information	o	o	o	o	o
These ads clearly convey that the Canadian Armed Forces have 100+ careers available	o	o	o	o	o

 

 

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   Employed, but looking for work                                                                                                               

o   Unemployed, but looking for work

o   A student attending school full-time 

o   Retired                                          

o   Not in the workforce (Full-time homemaker or unemployed but not looking for work)

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:

Are there any children under the age of 18 currently living in your household?

o   Yes                                                                                                 

o   No                                                                           

 

 

D4:
Which of the following categories best describes your total annual household income, including income from all household members, before taxes are deducted?

 

SELECT ONE ONLY

 

o   Under $20,000                                                                 

o   Between $20,001 and $40,000                      

o   Between $40,001 and $60,000                      

o   Between $60,001 and $80,000                      

o   Between $80,001 and $100,000

o   Between $100,001 and $150,000

o   Between $150,001 and $200,000                  

o   $200,001 and above                                                        

o   Prefer not to say                                            

 

D5:

Where were you born?

 

o   Born in Canada

o   Born outside Canada   SPECIFY:

                                             Ê Specify the country: 

 

ASK IF D5=BORN OUTSIDE CANADA
D6:

In what year did you first move to Canada?

 

 

                           YYYY

 

ADMISSIBLE RANGE: 1900-2023

 

 

D8:

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 ___________________

 

 

Closing (PRE-TEST ONLY-REMOVE BEFORE FULL LAUNCH)

 

D10: Are there any questions in this survey that you found difficult to understand?

 

o   Yes

o   No

 

D11:   IF YES IN D10: 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, it is greatly appreciated.

­ OUTIL D’ÉVALUATION DES CAMPAGNES PUBLICITAIRES –

2023 SONDAGE D’APRÈS CAMPAGNE – JUILLET 2023

 

Les questions présentées dans toutes les sections doivent être posées après la diffusion des annonces dans les médias.

 

 

Merci de prendre quelques minutes pour répondre à ce sondage sur des enjeux d’actualité qui intéressent les Canadiens. If you prefer to complete this survey in English, please click English [PASSER À LA VERSION ANGLAISE].

 

Le présent sondage est mené par The Logit Group. Votre participation est volontaire et toutes vos réponses demeureront confidentielles. Le sondage prend environ [SONDAGE DE RÉFÉRENCE : 5 minutes / SONDAGE D’APRÈS CAMPAGNE : 7 minutes] à compléter. Ce sondage est conforme aux exigences de la Loi sur la protection des renseignements personnels, de la Loi sur l’accès à l’information et d’autres lois pertinentes.

 

 

DÉBUT DU SONDAGE

 

 

Cliquez ici si vous souhaitez vérifier l’authenticité du présent sondage et ici pour lire notre politique de confidentialité.

 

Veuillez communiquer avec ACETtechnicalassistance@logit-group.com pour obtenir un soutien technique.

 

 

g)        Une personne au sein de votre foyer travaille-t-elle pour l’une ou l’autre des organisations suivantes?

 

CHOISIR TOUTES LES RÉPONSES APPLICABLES

 

o   Une firme de recherche en marketing

o   Un magazine ou un journal

o   Une agence de publicité ou de conception graphique

o   Un parti politique

o   Une station de radio ou de télévision

o   Une firme de relations publiques

o   Le gouvernement fédéral ou provincial

o   Aucune de ces organisations

 

 

SI LA RÉPONSE « AUCUNE DE CES ORGANISATIONS » EST SÉLECTIONNÉE, POURSUIVRE. SINON, REMERCIER LE RÉPONDANT ET METTRE FIN AU SONDAGE.

 

h)        Quel est votre genre?

 

o   Homme

o   Femme

o   Autre

o   Je préfère ne pas répondre

 

i)         Quelle est votre année de naissance?

 

 

                           AAAA

 

TRANCHE ADMISSIBLE : 1989 À 2005

SI L’ANNÉE EST > 2005, REMERCIER ET METTRE FIN AU SONDAGE.

POSER LA QUESTION D SI LA CASE À LA QUESTION C EST VIDE, OU SI LES ANNÉES 1989, 1988 OU 2005 SONT INSCRITES À LA QUESTION C.

 

j)         À quelle catégorie d’âge appartenez-vous?

 

                       NE CHOISIR QU’UNE SEULE CATÉGORIE

 

• Moins de 18 ans
• 18 à 24                                                                                               
• 25 à 34                                                                                               
• 35 et plus                                                                                           

 

SI LE RÉPONDANT A MOINS DE 18 ANS, PLUS DE 35 ANS OU NE RÉPOND PAS, REMERCIER ET METTRE FIN AU SONDAGE.

 

k)        Dans quelle province ou quel territoire habitez-vous?

 

                       CHOISIR UNE SEULE RÉPONSE

 

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 / Je n’habite pas au Canada

 

SI AUCUNE PROVINCE OU AUCUN TERRITOIRE N’EST CHOISI(E), REMERCIER LE RÉPONDANT ET METTRE FIN AU SONDAGE.

 

D7. 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 inscrits.

                                                                        

o   Oui

o   Non

 

 

 

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

 

 

Q3 :

Pensez à la plus récente publicité du gouvernement du Canada qui vous revient à l’esprit. De quoi vous souvenez-vous à propos de cette publicité?

 

 

 

 

 

 

 

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                                                                                    => ALLER À T1G

 

 

T1B :

Où avez-vous vu, lu ou entendu cette publicité au sujet des Forces armées canadiennes?

 

CHOISIR TOUTES LES RÉPONSES APPLICABLES

 

[PLACER EN ORDRE ALÉATOIRE]

 

o   Répertoire d’un centre commercial

o   Télévision

o   Cinéma

o   Télévision numérique/en continu (p. ex. : Netflix, Disney+)

o   Facebook

o   Application mobile

o   Instagram

o   Snapchat

o   Site Internet

o   Sites Web de nouvelles

o   Moteur de recherche (p. ex. : Google)

o   YouTube

o   Pinterest

o   TikTok

o   Spotify

o   Publications en ligne

o   Aréna/stade

o   Panneau d’affichage numérique

o   Centre commercial

o   Gare de transit (p. ex. : gare Union de Toronto)

o   Autre, veuillez préciser : ________________

 

 

T1C :

De quoi vous souvenez-vous à propos de cette publicité?

 

 

 

 

POSER À TOUS LES RÉPONDANTS

 

ON PEUT AJOUTER ICI DES QUESTIONS PROPRES À LA CAMPAGNE POUR ÉVALUER LES ATTITUDES ET LES COMPORTEMENTS

 

T1D :
Avez-vous fait quelque chose après avoir vu, entendu ou lu la récente publicité au sujet des Forces armées canadiennes?

 

Oui => POSER T1E

Non => ALLER À T1G

 

 

T1E :

 

Qu’avez-vous fait après avoir vu, entendu ou lu la récente publicité au sujet des Forces armées canadiennes?

CHOISIR TOUTES LES RÉPONSES APPLICABLES

 

[PLACER EN ORDRE ALÉATOIRE]

 

o   J’ai consulté le site Web du ministère de la Défense nationale (MDN)

o   J’ai consulté d’autres sites Web (veuillez préciser : _____________________)

o   J’ai téléphoné au ministère de la Défense nationale (MDN)

o   J’ai visité le ministère de la Défense nationale (MDN) en personne

o   J’ai visité les comptes de médias sociaux du ministère de la Défense nationale (MDN)

o   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 dans les Forces armées canadiennes? 

 

o   Oui => ALLER À T1G

o   Non                             

 

T1FA : Pourquoi n’avez-vous pas pris de démarches pour en savoir plus sur les emplois offerts dans les Forces armées canadiennes?

 

 

 

 

 

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 => ALLER À T1I

 

T1H :

De quoi vous souvenez-vous à propos de cette publicité? [REPRODUIRE LA RÉPONSE TEXTUELLEMENT]

_________________________________________________

 

o   Rien

 

 

T1I :

Si une personne de votre connaissance, comme un membre de la famille ou un ami, vous disait qu’elle s’enrôle dans les 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 – PRÉSENTER LES ÉNONCÉS DANS UN ORDRE ALÉATOIRE (l’énoncé A devrait toujours être lu en premier)

 

Dans quelle mesure êtes-vous au courant :

 

	1 Pas du tout informé(e)	2	3	4	5 Très informé(e)
a. des possibilités de carrière ou d’emploi au sein des Forces armées canadiennes?	o	o	o	o	o
b. des possibilités d’apprentissage et de formation au sein des Forces armées canadiennes?	o	o	o	o	o
c. des possibilités de carrière ou d’emploi pour les femmes au sein des Forces armées canadiennes?	o	o	o	o	o
d. des possibilités de carrière ou d’emploi pour les Autochtones au sein des Forces armées canadiennes?	o	o	o	o	o
e. des possibilités propres à la Force de réserve des Forces armées canadiennes?	o	o	o	o	o
f. des programmes d’été pour les Autochtones dans les Forces armées canadiennes?	o	o	o	o	o
g. des programmes d’automne pour les Autochtones dans les 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 dans les médias sociaux comme Facebook, YouTube, Twitter, Instagram ou LinkedIn?

 

o   Oui

o   Non

 

 

 

T1L :
[POUR LA PUBLICITÉ VIDÉO] Voici une publicité qui a récemment été diffusée sur différents médias. Cliquez ici pour la visionner.

[POUR LES PUBLICITÉS STATIQUES] Voici quelques publicités qui ont récemment été diffusées sur différents médias.

 

[MONTRER LA PUBLICITÉ VIDÉO ET POSER ENSUITE LES QUESTIONS T1L À T1P, PUIS MONTRER LES 3 PUBLICITÉS STATIQUES ET POSER LES QUESTIONS T1L À T1P]

 

[CLIQUER POUR PASSER À LA PAGE SUIVANTE]

 

[POUR LA PUBLICITÉ VIDÉO] Au cours des trois dernières semaines, avez-vous vu, lu ou entendu cette publicité?

[POUR LES PUBLICITÉS STATIQUES] Au cours des trois dernières semaines, avez-vous vu ou lu ces publicités?

 

o   Oui                                                                        

o   Non => ALLER À T1N

 

 

T1M [PRÉSENTER LES ÉNONCÉS DANS UN ORDRE ALÉATOIRE]

[POUR LA PUBLICITÉ VIDÉO] Où avez-vous vu, lu ou entendu cette publicité?

[POUR LES PUBLICITÉS STATIQUES] Où avez-vous vu ou lu ces publicités?

 

CHOISIR TOUTES LES RÉPONSES APPLICABLES

 

o   Répertoire d’un centre commercial

o   Télévision

o   Cinéma

o   Télévision numérique/en continu (p. ex. : Netflix, Disney+)

o   Facebook

o   Application mobile

o   Instagram

o   Snapchat

o   Site Internet

o   Sites Web de nouvelles

o   Moteur de recherche (p. ex. : Google)

o   YouTube

o   Pinterest

o   TikTok

o   Spotify

o   Publications en ligne

o   Aréna/stade

o   Panneau d'affichage numérique

o   Gare de transit (p. ex. : gare Union de Toronto)

o   Autre, veuillez préciser : ________________

 

T1N :

[POUR LA PUBLICITÉ VIDÉO] Quel est, selon vous, le message principal que cette publicité tente de véhiculer?

[POUR LES PUBLICITÉS STATIQUES] Quel est, selon vous, le message principal que ces publicités tentent de véhiculer?

 

 

 

           

           

 

T1O : [POUR LA PUBLICITÉ VIDÉO] Pensez-vous que cette publicité donne une représentation authentique des Forces armées canadiennes?

[POUR LES PUBLICITÉS STATIQUES] Pensez-vous que ces publicités donnent une représentation authentique des Forces armées canadiennes?

 

o   Oui                                                                       

o   Non

o   Je ne sais pas

 

 

T1P :

[POUR LA PUBLICITÉ VIDÉO] Dans quelle mesure êtes-vous d’accord ou non avec les énoncés suivants au sujet de cette publicité :

[POUR LES PUBLICITÉS STATIQUES] Dans quelle mesure êtes-vous d’accord ou non avec les énoncés suivants au sujet de ces publicités :

 

[PRÉSENTER LES ÉNONCÉS DANS UN ORDRE ALÉATOIRE]

 

[POUR LA PUBLICITÉ VIDÉO]	1 Fortement en désaccord	2	3	4	5 Fortement en accord
Cette publicité attire mon attention	o	o	o	o	o
Cette publicité est pertinente à mes yeux	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 traite d’un sujet important	o	o	o	o	o
Cette publicité fournit de nouveaux renseignements	o	o	o	o	o
Cette publicité fait clairement comprendre que les Forces armées canadiennes offrent plus de 100 choix de carrière	o	o	o	o	o

 

 

[POUR LES PUBLICITÉS STATIQUES]	1 Fortement en désaccord	2	3	4	5 Fortement en accord
Ces publicités attirent mon attention	o	o	o	o	o
Ces publicités sont pertinentes à mes yeux	o	o	o	o	o
Ces publicités sont difficiles à suivre	o	o	o	o	o
Ces publicités ne favorisent pas un parti politique plus qu’un autre	o	o	o	o	o
Ces publicités traitent d’un sujet important	o	o	o	o	o
Ces publicités fournissent de nouveaux renseignements	o	o	o	o	o
Ces publicités font clairement comprendre que les Forces armées canadiennes offrent plus de 100 choix de carrière	o	o	o	o	o

 

 

 

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 plein (30 heures et plus par semaine)                                                          

o   Travailleur/travailleuse à temps partiel (moins de 30 heures par semaine)                                                                        

o   Travailleur/travailleuse autonome 

o   Employé(e), mais à la recherche d’un emploi                                                                                  

o   Sans emploi, mais à la recherche d’un emploi

o   Étudiant(e) à temps plein 

o   Retraité(e)                                                                                         

o   Absent(e) du marché du travail (personne au foyer à temps plein ou sans emploi et non à la recherche d’emploi)

o   Autre situation                                                                                  

 

D2 :
Quel est le plus haut niveau de scolarité que vous avez atteint?

 

NE CHOISIR QU’UNE SEULE RÉPONSE

 

o   2^e secondaire/8^e 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   Certificat ou diplôme d’un collège, d’un cégep ou d’un autre établissement non universitaire

o   Certificat ou diplôme universitaire inférieur au baccalauréat

o   Baccalauréat

o   Diplôme d’études universitaires supérieur au baccalauréat

 

 

D3 :

Des enfants de moins de 18 ans habitent-ils actuellement dans votre foyer?

o   Oui                                                                                                

o   Non                                                                        

 

 

D4 :
Laquelle des catégories suivantes décrit le mieux la somme des revenus annuels avant impôts de tous les membres de votre foyer?

 

NE CHOISIR QU’UNE SEULE RÉPONSE

 

o   Moins de 20 000 $                                                           

o   Entre 20 001 $ et 40 000 $                            

o   Entre 40 001 $ et 60 000 $                            

o   Entre 60 001 $ et 80 000 $                            

o   Entre 80 001 $ et 100 000 $

o   Entre 100 001 $ et 150 000 $      

o   Entre 150 001 $ et 200 000 $      

o   200 001 $ et plus                                                              

o   Préfère ne pas répondre              

 

 

D5. Où êtes-vous né(e)?

 

o   Au Canada

o   À l’extérieur du Canada

                                              Ê Précisez quel pays :

o     

 

POSER CETTE QUESTION SI D5=NÉ(E) À L’EXTÉRIEUR DU CANADA

 

D6. En quelle année êtes-vous arrivé(e) au Canada?

 

 

                           AAAA

 

PÉRIODE ADMISSIBLE : 1900 à 2023

 

 

 

D8. Vous appartenez peut-être à un ou à plusieurs des groupes ethniques ou culturels suivants. Êtes-vous…?

 

CHOISIR AU PLUS DEUX RÉPONSES

 

o   Blanc

o   Sud-asiatique (p. ex. : Indien, Pakistanais, Sri-Lankais)

o   Chinois

o   Noir

o   Philippin

o   Latino-américain

o   Arabe

o   Asiatique du Sud-Est (p. ex. : Vietnamien, Cambodgien, Malaisien, Laotien)

o   Asiatique de l’Ouest (par ex. : Iranien, Afghan)

o   Coréen

o   Japonais

o   Autre, veuillez préciser : ___________________

 

 

 

D9. Quelle est la première langue que vous avez apprise lorsque vous étiez enfant et que vous comprenez toujours? CHOISIR AU PLUS DEUX RÉPONSES

 

o   Français

o   Anglais

o   Autre langue, veuillez préciser : ___________________

 

 

 

Conclusion (TEST PRÉLIMINAIRE SEULEMENT – SUPPRIMER AVANT LE LANCEMENT COMPLET DU SONDAGE) :

 

D10 :

Le présent sondage comporte-t-il des questions que vous avez eu du mal à comprendre?

 

o   Oui                                                                       

o   Non

 

 

D11 : SI « OUI » À LA QUESTION D10 : Quelles questions avez-vous eu du mal à comprendre?

 

REPRODUIRE LA RÉPONSE TEXTUELLEMENT

 

Voilà qui met fin au sondage que nous avons effectué au nom du ministère de la Défense nationale et du gouvernement du Canada. Au cours des prochains mois, le rapport sera disponible auprès de Bibliothèque et Archives Canada. Merci beaucoup d’avoir pris le temps de répondre à ce sondage, nous vous sommes reconnaissants de votre participation.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

ADVERTISING CAMPAIGN EVALUATION TOOL

2024 POST-CAMPAIGN SURVEY II – MARCH 2024

 

All sections should be asked after the ads have run in the media.

 

 

Thank you for taking a few minutes to complete this survey on current issues that matter to Canadians. Si vous préférez répondre à ce sondage en français, veuillez cliquer sur français [SWITCH TO FRENCH VERSION].

 

The survey is being conducted by The Logit Group. Your participation is voluntary and your responses will be kept entirely confidential and anonymous. The survey takes about [BASELINE: 5 minutes / POST-CAMPAIGN: 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.

 

 

START SURVEY

 

Click here if you wish to verify the authenticity of this survey. To view our privacy policy, click here.

 

If you require any technical assistance, please contact ACETtechnicalassistance@logit-group.com.

 

l)         Does anyone in your household work for any of the following organizations?

 

SELECT ALL THAT APPLY

 

o   A marketing research firm

o   A magazine or newspaper

o   An advertising agency or graphic design firm

o   A political party

o   A radio or television station

o   A public relations company

o   The federal or provincial government

o   None of these organizations

 

 

IF “NONE OF THESE ORGANIZATIONS” CONTINUE, OTHERWISE THANK AND TERMINATE.

 

m)      What is your gender?

 

o   Male

o   Female

o   Other

o   Prefer not to answer

 

n)        In what year were you born?

 

 

                           YYYY

 

ADMISSIBLE RANGE 1990-2006

IF > 2006, THANK AND TERMINATE

ASK D IF QUESTION C IS LEFT BLANK, OR IF 1989 OR IF 1990 OR IF 2006 IN QUESTION C

 

o)        In which of the following age categories do you belong?

 

                       SELECT ONE ONLY 

 

• Less than 18 years old
• 18 to 24                                                                                              
• 25 to 34                                                                                              
• 35 or older                                                                                                           

 

IF “LESS THAN 18 YEARS OLD” OR “BLANK”, OR “35 OR OLDER” THANK AND TERMINATE

 

p)        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 / I don’t live in Canada [TERMINATE]

 

IF NO PROVINCE OR TERRITORY IS SELECTED, THANK AND TERMINATE

 

D7:

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             

 

D9:

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 ___________________

 

 

 

ASK ALL RESPONDENTS

 

Q1:
Over the past three weeks, have you seen, read or heard any advertising from the Government of Canada?

 

o   Yes                                                                         

o   No                                                                                      => GO TO T1A

 

 

Q3:

Think about the most recent Government of Canada ad that comes to mind. What do you remember about this ad?

 

 

 

 

 

ASK ALL RESPONDENTS

 

T1A:
Over the past three weeks, have you seen, read or heard any Government of Canada advertising about the Canadian Armed Forces?

 

o   Yes                                                                         

o   No                                                                                      => GO TO T1G

 

 

T1B:

Where have you seen, read or heard this ad about the Canadian Armed Forces? [RANDOMIZE]

 

SELECT ALL THAT APPLY

 

o   Cinema

o   Snapchat

o   Internet website

o   Online news sites

o   Web search (e.g. Google)

o   YouTube

o   Pinterest

o   TikTok

o   Spotify

o   Digital billboard

o   Digital screens in shopping malls

o   Indeed

o   LinkedIn

o   Kijiji

o   Digital screens at or near transit shelters or subway stations

o   Other, specify:

 

 

T1C:

What do you remember about this ad?

 

 

 

 

ASK ALL RESPONDENTS              

 

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 T1G

 

 

T1E: What did you do as a result of seeing, hearing, or reading recent advertising about the Canadian Armed Forces? [RANDOMIZE]

 

[SELECT ALL THAT APPLY]

 

o   Visited the Department of National Defence/DND website

o   Visited other website(s) (PLEASE specify which websites: _____________________)

o   Telephoned the Department of National Defence/DND

o   Visited the Department of National Defence/DND in person

o   Visited the Department of National Defence/DND social media pages

o   Other, specify:

 

 

T1F: After having recently seen, heard or read advertising about the Canadian Armed Forces, did you specifically take steps to learn more about jobs offered by the Canadian Armed Forces? 

 

o   Yes      => skip to T1G

o   No

 

T1FA: Why didn’t you take steps to learn more about jobs offered by the Canadian Armed Forces?

 

 

 

 

 

ASK ALL RESPONDENTS              

 

T1G:
And over the past three weeks, have you seen, heard or read any advertising specifically showing members of the Canadian Armed Forces doing their job?

 

o   Yes => POSE T1H      

o   No  => SKIP TO T1I

 

 

T1H:

What do you remember about this ad? [RECORD VERBATIM] 

 

o   Nothing

 

 

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 …:

 

o   Very favourable

o   Somewhat favourable

o   Neutral

o   Somewhat unfavourable

o   Very unfavourable

 

 

T1J:            ASK ALL RESPONDENTS – ROTATE STATEMENTS (Statement “A” should always be posed first)

 

To what extent are you aware of:

 

	1 Not at all informed	2	3	4	5 Very  informed
a) Career or job options in the Canadian Armed Forces?	o	o	o	o	o
b) Educational and training options within the Canadian Armed Forces?	o	o	o	o	o
c) Career or job options among women within the Canadian Armed Forces?	o	o	o	o	o
d) Career or job options among Indigenous Peoples in the Canadian Armed Forces?	o	o	o	o	o
e) Opportunities specifically within the Reserve Force of the Canadian Armed Forces?	o	o	o	o	O
f) Summer programs among Indigenous Peoples in the Canadian Armed Forces?
g) Fall programs among Indigenous Peoples in the Canadian Armed Forces?
h) The Canadian Armed Forces (CAF) Regular Force?
i) The Canadian Armed Forces (CAF) Reserve Force?

 

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 YouTube, X (formally known as Twitter), Instagram or LinkedIn?

 

o   Yes

o   No                               

 

T2K:

Please indicate the degree to which you agree or disagree with the following statements:

 

RANDOMIZE	1 Strongly disagree	2 Somewhat disagree	3 Neutral	4 Somewhat agree	5 Strongly agree
a) I am interested in seeing targeted advertising based on my employment interests.	o	o	o	o	o
b) I am more likely to engage with an ad when it’s based on my employment interests.	o	o	o	o	o

 

T3K:

[SHOW ON SAME PAGE AS T2K]

 

[A: IF DISAGREE, ASK] Please describe how you would like to see advertisements related to employment.

[B: IF DISAGREE, ASK] What would make you engage with an ad?

[B: IF AGREE, ASK] What else, if anything, would make you more likely to engage with an ad?

 

 

[AWARENESS CAMPAIGN]

 

[SHOW VIDEO AD AND ASK T1L TO T1O; THEN SHOW STATIC AD AND ASK T1L TO T1P]

 

T1L:
[FOR VIDEO] Here is an ad that has recently been broadcast on various media.

[FOR STATIC] Here are some ads that have recently been broadcast on various media.

 

[PLEASE SHOW VIDEO AD AND ASK T1L TO T1P; THEN SHOW ALL 3 STATIC ADS AND ASK T1L TO T1P]

 

[CLICK TO GO TO THE NEXT PAGE]

 

[FOR VIDEO] Over the past three weeks, have you seen, read or heard this ad?

[FOR STATIC] Over the past three weeks, have you seen or read these ads?

 

o   Yes                                                                         

o   No => GO TO T1N

 

T1M:

[FOR VIDEO] Where have you seen, read or heard this ad?

[FOR STATIC] Where have you seen or read these ads?

 

SELECT ALL THAT APPLY

 

RANDOMIZE

 

o   Cinema

o   Snapchat

o   YouTube

o   TikTok

o   Spotify

o   Digital screens in shopping malls

o   Other, specify:

 

 

 

T1N:

[FOR VIDEO] What do you think is the main point this ad is trying to get across?

[FOR STATIC] What do you think is the main point these ads are trying to get across?

 

 

 

           

 

 

T1O:

[FOR VIDEO] Do you think this advertisement provides an authentic representation of the Canadian Armed Forces?

[FOR STATIC] Do you think these advertisements provide an authentic representation of the Canadian Armed Forces?

 

o   Yes                                                                         

o   No                               

o   Don’t know

 

 

T1P:

[FOR VIDEO AND STATIC] Thinking about all the ads you just saw, please indicate your level of agreement with the following statements about these ads:

 

 

[FOR VIDEO AND STATIC ADS]	1 Strongly Disagree	2	3	4	5 Strongly Agree
These ads catch my attention	o	o	o	o	o
These ads are relevant to me	o	o	o	o	o
These ads are difficult to follow	o	o	o	o	o
These ads do not favour one political party over another	o	o	o	o	o
These ads talk about an important topic	o	o	o	o	o
These ads provide new information	o	o	o	o	o
These ads clearly convey that the Canadian Armed Forces have 100+ careers available	o	o	o	o	o

 

 

 

[PRIORITY OCCUPATION CAMPAIGN]

 

[PLEASE SHOW VIDEO AD AND ASK T1L.1 TO T1O.1; THEN SHOW STATIC AD AND ASK T1L.1 TO T1P.1]

 

T1L.1:
[FOR VIDEO AND STATIC] Here is an ad that has recently been broadcast on various media.

 

[CLICK TO GO TO THE NEXT PAGE]

 

[FOR VIDEO] Over the past three weeks, have you seen, read or heard this ad?

[FOR STATIC] Over the past three weeks, have you seen or read this ad?

 

o   Yes                                                                         

o   No => GO TO T1N.1

 

 

T1M.1:

[FOR VIDEO] Where have you seen, read or heard this ad?

[FOR STATIC] Where have you seen or read this ad?

 

SELECT ALL THAT APPLY

 

RANDOMIZE

o   Snapchat

o   YouTube

o   Internet website

o   Online news sites

o   Web search (e.g. Google)

o   Pinterest

o   Indeed

o   LinkedIn

o   Kijiji

o   Digital screens at or near transit shelters or subway stations

o   Digital billboard

o   Other, specify:

 

 

T1N.1:

[FOR VIDEO AND STATIC] What do you think is the main point this ad is trying to get across?

 

 

           

 

 

T1O.1:

[FOR VIDEO AND STATIC] Do you think this advertisement provides an authentic representation of the Canadian Armed Forces?

 

o   Yes                                                                         

o   No                               

o   Don’t know

 

 

 

T1P.1:

[FOR VIDEO AND STATIC] Thinking only about the two ads you just saw, please indicate your level of agreement with the following statements about these ads:

 

 

[RANDOMIZE STATEMENTS]	1 Strongly Disagree	2	3	4	5 Strongly Agree
These ads catch my attention	o	o	o	o	o
These ads are relevant to me	o	o	o	o	o
These ads are difficult to follow	o	o	o	o	o
These ads do not favour one political party over another	o	o	o	o	o
These ads talk about an important topic	o	o	o	o	o
These ads provide new information	o	o	o	o	o
These ads clearly convey that the Canadian Armed Forces have 100+ careers available	o	o	o	o	o
These ads made me want to learn more about the opportunities available within the Canadian Armed Forces.	o	o	o	o	o
These ads showed me that there are careers within the Canadian Armed Forces that align with my education and experience.	o	o	o	o	o
These ads introduced me to specific jobs within the Canadian Armed Forces that I was previously unfamiliar with.	o	o	o	o	o

 

 

 

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   Employed, but looking for work

o   Unemployed, but looking for work

o   A student attending school full-time 

o   Retired                                                                              

o   Not in the workforce (Full-time homemaker or unemployed but not looking for work)

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:

Are there any children under the age of 18 currently living in your household?

o   Yes                                                                                                

o   No                            

 

 

D4:
Which of the following categories best describes your total annual household income, including income from all household members, before taxes are deducted?

 

SELECT ONE ONLY

 

o   Under $20,000                                                                 

o   Between $20,001 and $40,000                      

o   Between $40,001 and $60,000                      

o   Between $60,001 and $80,000                      

o   Between $80,001 and $100,000

o   Between $100,001 and $150,000

o   Between $150,001 and $200,000                  

o   $200,001 and above                                                        

o   Prefer not to say                                            

 

 

 

D5:

Where were you born?

 

o   Born in Canada

o   Born outside Canada   SPECIFYI’:

                                             Ê Specify the country: 

 

ASK IF D5=BORN OUTSIDE CANADA

D6:

In what year did you first move to Canada?

 

 

                           YYYY

 

ADMISSIBLE RANGE: 1900-2024

 

 

D8:

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 ___________________

 

 

 

Closing (PRE-TEST ONLY-REMOVE BEFORE FULL LAUNCH):

 

D10: Are there any questions in this survey that you found difficult to understand?

 

o   Yes

o   No

 

D11:   IF YES IN D10: 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, it is greatly appreciated.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

­ OUTIL D’ÉVALUATION DES CAMPAGNES PUBLICITAIRES –

2024 SONDAGE D’APRÈS CAMPAGNE – MARS 2024

 

Les questions présentées dans toutes les sections doivent être posées après la diffusion des annonces dans les médias.

 

 

Merci de prendre quelques minutes pour répondre à ce sondage sur des enjeux d’actualité qui intéressent les Canadiens. If you prefer to complete this survey in English, please click English [PASSER À LA VERSION ANGLAISE].

 

Le présent sondage est mené par The Logit Group. Votre participation est volontaire et toutes vos réponses demeureront confidentielles. Le sondage prend environ [SONDAGE DE RÉFÉRENCE : 5 minutes / SONDAGE D’APRÈS CAMPAGNE : 7 minutes] à compléter. Ce sondage est conforme aux exigences de la Loi sur la protection des renseignements personnels, de la Loi sur l’accès à l’information et d’autres lois pertinentes.

 

 

DÉBUT DU SONDAGE

 

 

Cliquez ici si vous souhaitez vérifier l’authenticité du présent sondage et ici pour lire notre politique de confidentialité.

 

Veuillez communiquer avec ACETtechnicalassistance@logit-group pour obtenir un soutien technique.

 

q)        Une personne au sein de votre foyer travaille-t-elle pour l’une ou l’autre des organisations suivantes?

 

CHOISIR TOUTES LES RÉPONSES APPLICABLES

 

o   Une firme de recherche en marketing

o   Un magazine ou un journal

o   Une agence de publicité ou de conception graphique

o   Un parti politique

o   Une station de radio ou de télévision

o   Une firme de relations publiques

o   Le gouvernement fédéral ou provincial

o   Aucune de ces organisations

 

 

SI LA RÉPONSE « AUCUNE DE CES ORGANISATIONS » EST SÉLECTIONNÉE, POURSUIVRE. SINON, REMERCIER LE RÉPONDANT ET METTRE FIN AU SONDAGE.

 

r)         Quel est votre genre?

 

o   Homme

o   Femme

o   Autre

o   Je préfère ne pas répondre

 

s)         Quelle est votre année de naissance?

 

 

                           AAAA

 

TRANCHE ADMISSIBLE : 1990 À 2006

SI L’ANNÉE EST > 2006, REMERCIER ET METTRE FIN AU SONDAGE.

POSER LA QUESTION D SI LA CASE À LA QUESTION C EST VIDE, OU SI LES ANNÉES 1989, 1990 OU 2006 SONT INSCRITES À LA QUESTION C.

 

t)         À quelle catégorie d’âge appartenez-vous?

 

                       NE CHOISIR QU’UNE SEULE CATÉGORIE

 

• Moins de 18 ans
• 18 à 24                                                                                               
• 25 à 34                                                                                               
• 35 et plus                   

                                                                       

 

SI LE RÉPONDANT A MOINS DE 18 ANS, PLUS DE 35 ANS OU NE RÉPOND PAS, REMERCIER ET METTRE FIN AU SONDAGE.

 

u)        Dans quelle province ou quel territoire habitez-vous?

 

                       CHOISIR UNE SEULE RÉPONSE

 

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 / Je n’habite pas au Canada

 

 

SI AUCUNE PROVINCE OU AUCUN TERRITOIRE N’EST CHOISI(E), REMERCIER LE RÉPONDANT ET METTRE FIN AU SONDAGE.

 

D7. 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 inscrits.

                                                                        

o   Oui

o   Non

 

 

D9. Quelle est la première langue que vous avez apprise lorsque vous étiez enfant et que vous comprenez toujours? CHOISIR AU PLUS DEUX RÉPONSES

 

o   Français

o   Anglais

o   Autre langue, veuillez préciser : ___________________

 

 

 

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

 

 

Q3 :

Pensez à la plus récente publicité du gouvernement du Canada qui vous revient à l’esprit. De quoi vous souvenez-vous à propos de cette publicité?

 

 

 

 

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 => ALLER À T1G

 

 

T1B :

Où avez-vous vu, lu ou entendu cette publicité au sujet des Forces armées canadiennes?

 

CHOISIR TOUTES LES RÉPONSES APPLICABLES

 

[PLACER EN ORDRE ALÉATOIRE]

 

o   Cinéma

o   Snapchat

o   Site Internet

o   Sites Web de nouvelles

o   Moteur de recherche (p. ex. : Google)

o   YouTube

o   Pinterest

o   TikTok

o   Spotify

o   Indeed

o   LinkedIn

o   Kijiji

o   Écrans numériques dans les abribus/stations de métro ou à proximité

o   Panneau d’affichage numérique

o   Écrans numériques dans les centres commerciaux

o   Autre, veuillez préciser : ________________

 

 

T1C :

De quoi vous souvenez-vous à propos de cette publicité?

 

 

 

 

POSER À TOUS LES RÉPONDANTS

 

ON PEUT AJOUTER ICI DES QUESTIONS PROPRES À LA CAMPAGNE POUR ÉVALUER LES ATTITUDES ET LES COMPORTEMENTS

 

T1D :
Avez-vous fait quelque chose après avoir vu, entendu ou lu la récente publicité au sujet des Forces armées canadiennes?

 

Oui => POSER T1E

Non => ALLER À T1G

 

 

T1E :

Qu’avez-vous fait après avoir vu, entendu ou lu la récente publicité au sujet des Forces armées canadiennes?

CHOISIR TOUTES LES RÉPONSES APPLICABLES

 

[PLACER EN ORDRE ALÉATOIRE]

 

o   J’ai consulté le site Web du ministère de la Défense nationale (MDN)

o   J’ai consulté d’autres sites Web (veuillez préciser : _____________________)

o   J’ai téléphoné au ministère de la Défense nationale (MDN)

o   J’ai visité le ministère de la Défense nationale (MDN) en personne

o   J’ai visité les comptes de médias sociaux du ministère de la Défense nationale (MDN)

o   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 dans les Forces armées canadiennes? 

 

o   Oui            => ALLER À T1G

o   Non                             

 

 

T1FA : Pourquoi n’avez-vous pas pris de démarches pour en savoir plus sur les emplois offerts dans les Forces armées canadiennes?

 

 

 

 

 

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 => ALLER À T1I

 

T1H :

De quoi vous souvenez-vous à propos de cette publicité? [REPRODUIRE LA RÉPONSE TEXTUELLEMENT]

_________________________________________________

 

o   Rien

 

 

T1I :

Si une personne de votre connaissance, comme un membre de la famille ou un ami, vous disait qu’elle s’enrôle dans les 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 – PRÉSENTER LES ÉNONCÉS DANS UN ORDRE ALÉATOIRE (l’énoncé A devrait toujours être lu en premier)

 

Dans quelle mesure êtes-vous au courant :

 

	1 Pas du tout informé(e)	2	3	4	5 Très informé(e)
a. des possibilités de carrière ou d’emploi au sein des Forces armées canadiennes?	o	o	o	o	o
b. des possibilités d’apprentissage et de formation au sein des Forces armées canadiennes?	o	o	o	o	o
c. des possibilités de carrière ou d’emploi pour les femmes au sein des Forces armées canadiennes?	o	o	o	o	o
d. des possibilités de carrière ou d’emploi pour les Autochtones au sein des Forces armées canadiennes?	o	o	o	o	o
e. des possibilités propres à la Force de réserve des Forces armées canadiennes?	o	o	o	o	o
f. des programmes d’été pour les Autochtones dans les Forces armées canadiennes?
g. des programmes d’automne pour les Autochtones dans les Forces armées canadiennes?
de la Force régulière des Forces armées canadiennes (FAC)?
de la Force de réserve des Forces armées canadiennes (FAC)?

 

 

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 dans les médias sociaux comme YouTube, X (auparavant Twitter) ou LinkedIn?

 

o   Oui

o   Non

 

T2K:

Veuillez indiquer dans quelle mesure vous êtes en accord ou en désaccord avec les énoncés suivants :

 

[PRÉSENTER LES ÉNONCÉS DANS UN ORDRE ALÉATOIRE]	1 Fortement en désaccord	2 Plutôt en désaccord	3 Neutre	4 Plutôt en accord	5 Fortement en accord
a) J’aimerais voir de la publicité ciblée selon mes intérêts professionnels.	o	o	o	o	o
b) Je suis plus susceptible de réagir à de la publicité axée sur mes intérêts professionnels.	o	o	o	o	o

 

T3K:

[A: SI LE RÉPONDANT EST EN DÉSACCORD, DEMANDEZ] Veuillez décrire comment vous souhaiteriez voir de la publicité sur l’emploi.

[B: SI LE RÉPONDANT EST EN DÉSACCORD, DEMANDEZ] Qu’est-ce qui vous ferait réagir à de la publicité?

[B: SI LE RÉPONDANT EST EN ACCORD, DEMANDEZ] Quel autre élément, le cas échéant, serait susceptible de vous faire réagir à de la publicité?

 

 

[MONTRER LA PUBLICITÉ VIDÉO ET POSER ENSUITE LES QUESTIONS T1L À T1O; PUIS MONTRER LES PUBLICITÉS STATIQUES ET POSER LES QUESTIONS T1L À T1P]

 

T1L :
[POUR LA PUBLICITÉ VIDÉO] Voici une publicité qui a récemment été diffusée sur différents médias.

[POUR LES PUBLICITÉS STATIQUES] Voici quelques publicités qui ont récemment été diffusées sur différents médias.

 

[MONTRER LA PUBLICITÉ VIDÉO ET POSER ENSUITE LES QUESTIONS T1L À T1P, PUIS MONTRER LES 3 PUBLICITÉS STATIQUES ET POSER LES QUESTIONS T1L À T1P]

 

[CLIQUER POUR PASSER À LA PAGE SUIVANTE]

 

[POUR LA PUBLICITÉ VIDÉO] Au cours des trois dernières semaines, avez-vous vu, lu ou entendu cette publicité?

[POUR LES PUBLICITÉS STATIQUES] Au cours des trois dernières semaines, avez-vous vu ou lu ces publicités?

 

o   Oui                                                                        

o   Non => ALLER À T1N

 

 

T1M : [PRÉSENTER LES ÉNONCÉS DANS UN ORDRE ALÉATOIRE]

[POUR LA PUBLICITÉ VIDÉO] Où avez-vous vu, lu ou entendu cette publicité?

[POUR LES PUBLICITÉS STATIQUES] Où avez-vous vu ou lu ces publicités?

 

CHOISIR TOUTES LES RÉPONSES APPLICABLES

 

o   Cinéma

o   Snapchat

o   YouTube

o   TikTok

o   Spotify

o   Écrans numériques dans les centres commerciaux

o   Centre commercial

o   Autre, veuillez préciser : ________________

T1N :

[POUR LA PUBLICITÉ VIDÉO] Quel est, selon vous, le message principal que cette publicité tente de véhiculer?

[POUR LES PUBLICITÉS STATIQUES] Quel est, selon vous, le message principal que ces publicités tentent de véhiculer?

 

 

 

           

           

 

T1O : [POUR LA PUBLICITÉ VIDÉO] Pensez-vous que cette publicité donne une représentation authentique des Forces armées canadiennes?

[POUR LES PUBLICITÉS STATIQUES] Pensez-vous que ces publicités donnent une représentation authentique des Forces armées canadiennes?

 

o   Oui                                                                       

o   Non

o   Je ne sais pas

 

 

T1P :

[POUR LA PUBLICITÉ VIDÉO ET LES PUBLICITÉS STATIQUES] En songeant à toutes les publicités que vous venez de voir, dans quelle mesure êtes-vous d’accord ou non avec les énoncés suivants au sujet de ces publicités :

 

[PRÉSENTER LES ÉNONCÉS DANS UN ORDRE ALÉATOIRE]

 

[POUR LA PUBLICITÉ VIDÉO ET LES PUBLICITÉS STATIQUES]	1 Fortement en désaccord	2	3	4	5 Fortement en accord
Ces publicités attirent mon attention	o	o	o	o	o
Ces publicités sont pertinentes à mes yeux	o	o	o	o	o
Ces publicités sont difficiles à suivre	o	o	o	o	o
Ces publicités ne favorisent pas un parti politique plus qu’un autre	o	o	o	o	o
Ces publicités traitent d’un sujet important	o	o	o	o	o
Ces publicités fournissent de nouveaux renseignements	o	o	o	o	o
Ces publicités font clairement comprendre que les Forces armées canadiennes offrent plus de 100 choix de carrière	o	o	o	o	o

 

 

 

[CAMPAGNE DES GROUPES PROFESSIONNELS PRIORITAIRES]

 

[MONTRER LA PUBLICITÉ VIDÉO ET POSER ENSUITE LES QUESTIONS T1L À T1O; PUIS MONTRER LA PUBLICITÉ STATIQUE ET POSER LES QUESTIONS T1L À T1P]

 

T1L.1 :
[POUR LA PUBLICITÉ VIDÉO] Voici une publicité qui a récemment été diffusée sur différents médias.

 

[CLIQUER POUR PASSER À LA PAGE SUIVANTE]

 

[POUR LA PUBLICITÉ VIDÉO] Au cours des trois dernières semaines, avez-vous vu, lu ou entendu cette publicité?

[POUR LA PUBLICITÉ STATIQUE] Au cours des trois dernières semaines, avez-vous vu ou lu cette publicité?

 

o   Oui                                                                        

o   Non => ALLER À T1N.1

 

 

T1M.1 :

[POUR LA PUBLICITÉ VIDÉO] Où avez-vous vu, lu ou entendu cette publicité?

[POUR LA PUBLICITÉ STATIQUE] Où avez-vous vu ou lu cette publicité?

 

CHOISIR TOUTES LES RÉPONSES APPLICABLES

 

[PRÉSENTER LES ÉNONCÉS DANS UN ORDRE ALÉATOIRE]

 

o   Snapchat

o   YouTube

o   Site Internet

o   Sites Web de nouvelles

o   Moteur de recherche (p. ex. : Google)

o   Pinterest

o   Indeed

o   LinkedIn

o   Kijiji

o   Écrans numériques dans les abribus/stations de métro ou à proximité

o   Panneau d’affichage numérique

o   Autre, veuillez préciser : ________________

 

T1N.1 :

[POUR LA PUBLICITÉ VIDÉO ET STATIQUE] Quel est, selon vous, le message principal que cette publicité tente de véhiculer?

 

 

 

           

           

 

T1O.1 : [POUR LA PUBLICITÉ VIDÉO ET STATIQUE] Pensez-vous que cette publicité donne une représentation authentique des Forces armées canadiennes?

 

o   Oui                                                                       

o   Non

o   Je ne sais pas

 

 

T1P.1 :

[POUR LA PUBLICITÉ VIDÉO ET STATIQUE] En songeant seulement aux deux publicités que vous venez de voir, dans quelle mesure êtes-vous d’accord ou non avec les énoncés suivants au sujet de ces publicités :

 

[PRÉSENTER LES ÉNONCÉS DANS UN ORDRE ALÉATOIRE]

 

[POUR LA PUBLICITÉ VIDÉO ET STATIQUE]	1 Fortement en désaccord	2	3	4	5 Fortement en accord
Ces publicités attirent mon attention	o	o	o	o	o
Ces publicités sont pertinentes à mes yeux	o	o	o	o	o
Ces publicités sont difficiles à suivre	o	o	o	o	o
Ces publicités ne favorisent pas un parti politique plus qu’un autre	o	o	o	o	o
Ces publicités traitent d’un sujet important	o	o	o	o	o
Ces publicités fournissent de nouveaux renseignements	o	o	o	o	o
Ces publicités font clairement comprendre que les Forces armées canadiennes offrent plus de 100 choix de carrière	o	o	o	o	o
Ces publicités me donnent envie d’en savoir davantage sur les possibilités qu’offrent les Forces armées canadiennes	o	o	o	o	o
Ces publicités me montrent que des carrières au sein des Forces armées canadiennes correspondent à mes études et à mon expérience	o	o	o	o	o
Ces publicités me font découvrir certains emplois au sein des Forces armées canadiennes dont j’ignorais l’existence avant	o	o	o	o	o

 

 

 

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 plein (30 heures et plus par semaine)                                                                   

o   Travailleur/travailleuse à temps partiel (moins de 30 heures par semaine)                                                             

o   Travailleur/travailleuse autonome 

o   Employé(e), mais à la recherche d’un emploi                                                                                          

o   Sans emploi, mais à la recherche d’un emploi

o   Étudiant(e) à temps plein 

o   Retraité(e)                                                                        

o   Absent(e) du marché du travail (personne au foyer à temps plein ou sans emploi et non à la recherche d’emploi)

o   Autre situation                                                                                    

 

D2 :
Quel est le plus haut niveau de scolarité que vous avez atteint?

 

NE CHOISIR QU’UNE SEULE RÉPONSE

 

o   2^e secondaire/8^e 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   Certificat ou diplôme d’un collège, d’un cégep ou d’un autre établissement non universitaire

o   Certificat ou diplôme universitaire inférieur au baccalauréat

o   Baccalauréat

o   Diplôme d’études universitaires supérieur au baccalauréat

 

 

D3 :

Des enfants de moins de 18 ans habitent-ils actuellement dans votre foyer?

o   Oui                                                                                                 

o   Non                                                                         

 

 

D4 :
Laquelle des catégories suivantes décrit le mieux la somme des revenus annuels avant impôts de tous les membres de votre foyer?

 

NE CHOISIR QU’UNE SEULE RÉPONSE

 

o   Moins de 20 000 $                                                           

o   Entre 20 001 $ et 40 000 $                            

o   Entre 40 001 $ et 60 000 $                            

o   Entre 60 001 $ et 80 000 $                            

o   Entre 80 001 $ et 100 000 $

o   Entre 100 001 $ et 150 000 $      

o   Entre 150 001 $ et 200 000 $      

o   200 001 $ et plus                                                              

o   Préfère ne pas répondre              

 

 

D5. Où êtes-vous né(e)?

 

o   Au Canada

o   À l’extérieur du Canada

                                              Ê Précisez quel pays :

o     

 

POSER CETTE QUESTION SI D5=NÉ(E) À L’EXTÉRIEUR DU CANADA

 

D6. En quelle année êtes-vous arrivé(e) au Canada?

 

 

                           AAAA

 

PÉRIODE ADMISSIBLE : 1900 à 2024

 

 

 

D8. Vous appartenez peut-être à un ou à plusieurs des groupes ethniques ou culturels suivants. Êtes-vous…?

 

CHOISIR AU PLUS DEUX RÉPONSES

 

o   Blanc

o   Sud-asiatique (p. ex. : Indien, Pakistanais, Sri-Lankais)

o   Chinois

o   Noir

o   Philippin

o   Latino-américain

o   Arabe

o   Asiatique du Sud-Est (p. ex. : Vietnamien, Cambodgien, Malaisien, Laotien)

o   Asiatique de l’Ouest (par ex. : Iranien, Afghan)

o   Coréen

o   Japonais

o   Autre, veuillez préciser : ___________________

 

 

Conclusion (TEST PRÉLIMINAIRE SEULEMENT – SUPPRIMER AVANT LE LANCEMENT COMPLET DU SONDAGE) :

 

D10 :

Le présent sondage comporte-t-il des questions que vous avez eu du mal à comprendre?

 

o   Oui                                                                       

o   Non

 

 

D11 : SI « OUI » À LA QUESTION D10 : Quelles questions avez-vous eu du mal à comprendre?

 

REPRODUIRE LA RÉPONSE TEXTUELLEMENT

 

Voilà qui met fin au sondage que nous avons effectué au nom du ministère de la Défense nationale et du gouvernement du Canada. Au cours des prochains mois, le rapport sera disponible auprès de Bibliothèque et Archives Canada. Merci beaucoup d’avoir pris le temps de répondre à ce sondage, nous vous sommes reconnaissants de votre participation.