Methodology

Participant Profile

The participant are adults aged 18 or older in Canadian provinces outside Quebec whose native language is French, or whose native language is English but who use French in their daily lives, and those in Quebec who use English in their daily lives.

Survey firm

Léger Marketing

Methodology

The survey was conducted between November 13, 2010, and April 30, 2011.
8,876 people took part in the survey through one of two data collection methods.

  • TELEPHONE SURVEY

The survey was conducted by telephone among 5,082 francophones residing outside Quebec, aged 18 or older and whose native language is French or who use French in their daily lives, and 2,326 anglophones residing in Quebec, aged 18 or older and whose native language is English or who use English in their daily lives.

  • ONLINE SURVEY

As a complement to the telephone survey, an online survey of 1,468 people was also conducted.

The online survey participants were recruited very openly and indirectly by:

- More than 250 organizations, socio-cultural associations, school boards and others involved in promoting the official languages who invited their members and partners to participate

- Advertisements and invitations published and broadcast in the media and on Web sites of AMM members and participating media partners

- Participants registered for the Léger Marketing Web panel in western markets, the Atlantic provinces, and certain markets in Quebec and Ontario where the number of eligible participants was less than 30% of the population.

Distribution of participants by market

Tableau 1

Weighting and margin of error

The final survey data was weighted based on age, gender and native language to provide a representative sample of the survey population.

Only the results of the telephone survey were used for publication purposes.
A probability sampling of 7,408 participants by telephone survey has a margin of error of +/- 1.1%, 19 times out of 20.

Please note that due to differences in the measurement tool, target populations and data collection method, the report results are not directly comparable to other readership or audience studies such as those by ComBase, NadBank or BBM.

Questionnaire

The information obtained through the survey is the following:

  • Performance measurement

Measurement of the extent of audience and readership

  • Audience and readership habits

Radio and television:

- Most popular stations
- Time of day and frequency of viewership/listenership
- Main reasons for viewing/listening
-
Locations of viewing/listening

Print media:

- Most widely read local and daily newspapers
- Main reasons for reading 
- Number of readers
-
Time spent reading

  • MEDIA BEHAVIOUR

- Other media used - Internet: time and reasons for use - Use of social media and determination of most popular ones

  • EVALUATION OF EDITORIAL AND PROGRAMMING CONTENT (1)

- General degree of satisfaction regarding each medium - Preferred content type

  • APPRECIATION OF MEDIA’S IMPORTANCE IN THEIR COMMUNITIES

- Degree of appreciation regarding community involvement

  • SOCIODEMOGRAPHIC PROFILE OF PARTICIPANTS

(1) This information is only available to AMM members.