Professional Documents
Culture Documents
Presentation to the
Marketing Research and Intelligence Association
Ottawa Chapter
February 19, 2009
Why the research was conducted
- one-person unattached
- found in large urban areas
- 18 to 34 yrs
- below-average income
Source: Statistics Canada’s Residential Telephone Survey; and Ambrose, Don; Gray, Derrick; and Halpenny, Gary; Follow-up
on cell-only households – a growing concern for telephone surveys;. VUE, January 2008; pages 16-18
The current situation (continued)
100% 1
5%
%
21%
80%
60% no coverage
94% cell-only
40% 79% Coverage
20%
0%
Telephone Internet
How the Cell Phone
Only (CPO) sample
was developed
Randa Bell
Vice President
ASDE Survey Sampler
February 19, 2009
• Discussions with clients at 2007 MRIA Conference in
Collingwood
• Simplified wording
The questionnaire
100% 97%
80%
60%
40%
20%
3%
0%
Not currently driving, Currently driving,
operating operating
Terminations owing to Presence of Landline
100%
80%
59%
60%
40% 33%
20%
7%
1%
0%
Yes, Yes, No DK/NR
definitely vaguely
Preferred Incentive
Question: “As we mentioned at the beginning of the survey, we would like to send you a $10 gift certificate to either Chapters-
Indigo or Tim Hortons for taking part in this surveys, would you like to receive a
$10 gift certificate?” n=203
100%
80%
63%
60%
40% 28%
20% 10%
0%
Yes, Chapters- Yes, Tim No
Indigo Hortons
The Call Disposition
Total numbers accepted 2,391
100%
80% 68%
60%
40% 29%
20%
3%
0%
Alone Family and Others
friends
Cell Phone Ownership
Response to question, “Are you the sole owner of this cell phone or is its shared with at least one other person 16 years of
age or older?” (n=203)
100% 95%
80%
60%
40%
20%
5%
0%
Sole owner Not sole owner
Location of the Cell-Phone Interview
Response to question, “When we contacted you, were at …work or school…at home…outdoors?” (n=203)
80% 75%
60%
40%
20%
10% 10%
0%
Work or school Home Outdoors
The Sample: by Gender
(n=203)
100%
31%
80% 41% 41%
51%
60%
Women
40% Men
69%
59% 59%
49%
20%
0%
Sample, Sample, RTSS Census
unweight weight
The Sample: by Age
(n=203)
100%
80%
60% Sample,
unweight
39% 38% Census
40% 31%
28% 26%
20% 15% 16%
6%
0%
16-24 25-34 35-44 55+
The Sample: by Education
(n=203)
100%
80% 44%
58% 56%
60% Postsecondary
High School
23%
40% <High School
27% 28%
20%
33%
15% 16%
0%
Sample, RTSS Census
unweight
The Sample: by Household Income (in $000)
(n=203)
100% 6% 7%
7% 8% 16%
80%
33% 31% DK/NA
60% 51% 100K+
40% 40K to 99K
0K to 39K
54% 54%
20% 33%
0%
Sample, RTSS Census
unweight
The Sample: by Number of Persons in Household
(n=203)
100%
13%
24%
80% 38%
28%
60% 29% 3+
34% 2
40% 1
59%
20% 46%
28%
0%
Sample, Cell-only, Census
unweight RTSS (RTSS)
Internet Use: Cell-only versus Landline Respondents, by
Age
Question: “Do you personally use the Internet? This includes using e-mail.”
(cell-only, n=203; landline, n=1718)
100%
88% 93% 90% 90%
80% 74%
70%
60%
Cell-only
40% Landline
20%
0%
16 to 24 25 to 34 35+
Mean Hours per Week on the Internet: Cell-only versus
Landline Respondents
Question: “ln a typical week, how many hours do you spend on the Internet, not including the time you spend sending or
receiving e-mails? Please include all locations, such as home, work, school, etc…”
(cell-only, n=172; landline, n=1,314)
40
20.9
20 18.1 Cell-only
14.1 14 Landline
11.3
8.9
0
16 to 24 25 to 34 35+
Reading or Contributing to Blogs: Cell-only versus
Landline Respondents
Question: “How frequently, if ever, do you… read or contribute to a blog?”
(cell-only, n=168; landline, n=1203)
100% 7%
15%
80%
42%
36%
60% daily or more
weekly
40% never
49% 51%
20%
0%
Cell-only Landline
Participating in Social Network Sites: Cell-only versus
Landline Respondents
Question: “How frequently, if ever, do you…participate in a social networking site like Facebook or Myspace?”
(cell-only, n=168; landline=1,271)
100%
23%
80% 38%
0%
Cell-only Landline
Using Sites like YouTube: Cell-only versus Landline
Respondents
Question: “How frequently, if ever, do you…view, post or download videos from sites like YouTube?”
(cell-only, n=168; landline, n=1340)
100%
18% 11%
80%
46%
60% daily or more
54%
weekly
40% never
20% 43%
28%
0%
Cell-only Landline
Mean Ratings for Web 2.0 Reliability compared to
Traditional Media
“Thinking about the different Internet-based applications and technologies that we have been talking about, do you think that
the information available on these sources is more or less reliable than information obtained through traditional media, such
as television, radio or print? Please use a 5-point scale where 1 means much less reliable, 5 means much more reliable and
the mid-point 3 means the same level of reliability.”
(cell-only, n=168; landline=1,292; online, n=1,216)
3.5 3.15
2.88
3 2.73
2.5
2
1.5 Mean
1
0.5
0
Online RDD Cell-only
Significant differences between the Cell-Phone and
Landline Samples: Demographics
(significant at the a=.05 level)
1%
Online
41%
Cell
50%
No preference
DK/NA
8%
Likelihood of Participating in Another Cell-Phone
Survey
Response to question, “How likely are you to agree in the future to participate in a Government of Canada survey over the cell
phone: very likely, somewhat likely, not very likely or not at all likely?”.
60%
51%
40%
33%
20%
12%
4%
0%
Very Somewhat Not very Not at all
Reasons Given for Not Participating in Future Cell-Phone
Survey (number of respondents)
(Among persons who said “not very likely” or “not at all likely”) Response to question, “Why do you say that?”
Number of responses (n=26)
12 11
10
8
8
4 3
2 2
2
0
Too Dislike Cost Prefer DK/NA
busy/time surveys Online
Costing: the Final Analysis
Total cost: $20,803
Cost per completed interview: $102.48
$9,432
$10,000
$7,741
$8,000
$6,000
$4,000
$1,800 $1,830
$2,000
$0
SMS, letter, Incentives Interviewing Sample
postage Development
Costing: Hypothetical Survey of 1,000 Adults
Cost per completed interview 50 cell-only: $102.48
Cost per completed interview 950 landline: $24.21
$30,000 $28,124
$25,000 $23,000
$20,000
$15,000
$10,000
$5,124
$5,000
$0
50 cell-only 950 landline 1000 total
Conclusions
- ethical/respondent burden