POR number: POR- 013-10
National Anti-Drug Strategy Youth Campaign – TV Concepts, Web
Applications and Supportive Creative Materials Focus Testing
HC-POR-10-04
Contract number: H1011-070019/001/CY Task authorization number: HC-TA-014 Task authorization date: July 23, 2010
Prepared for:
Health Canada por-rop@hc-sc.gc.ca
Ce rapport est aussi disponible en français sur demande.
December 2010
pn 6733/pn 6734/pn 6798 Prepared by:
T
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XECUTIVES
UMMARYBackground and Methodology
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Key Findings: Phase 2
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Key Findings: Phase 3
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Statement of Limitations
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ÉSUMÉContexte et méthodologie
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INDINGS: P
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Sponsorship and the NADS Campaign
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ONCLUSIONSPhase 1
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Phase 2
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A
PPENDICESPOR 10-04
Pn 6733 – YOUTH Respondent Name: _________________________________________________________
Creative Testing
Draft 2 -Final Home Phone #: _________________________________________________________________
Business Phone #: ______________________________________________________________
E-Mail:_________________________________________________________________________
Group #:_______________________ Recruiter:_______________________________________
RECRUIT 9 PER GROUP
Toronto
GROUP 1- boys GROUP 2- girls Monday Monday
August 16 August 16 AT 5:00 pm AT 7:30 pm
Montreal GROUP 3- girls GROUP 4- boys
Tuesday Tuesday
August 17 August 17
AT 5:00 pm AT 7:30 pm Winnipeg
GROUP 5- boys GROUP 6- girls
Wednesday Wednesday
August 18 August 18 AT 5:00 pm AT 7:30 pm
Vancouver GROUP 7- girls GROUP 8- boys
Thursday Thursday
August 19 August 19
AT 5:00 pm AT 7:30 pm
Hello, my name is . I'm calling from Environics Research Group, a national marketing research firm. We’re conducting discussion groups on behalf of Health Canada. Up to nine youth participants will be taking part. May we have your permission to ask you some questions to see if you fit in our study?
Yes 1 - CONTINUE
No 2 - THANK AND TERMINATE
For this project, we need to ensure that we are speaking with a parent or guardian of a child between the ages of 13 and 15 years. Do you have any children living with you in your home who are ages 13, 14 or 15?
Yes 1 - CONTINUE
No 2 -THANK AND TERMINATE
2) The youth groups will be viewing advertisements aimed at preventing drug use. Your child’s participation in the research is completely voluntary and your decision to allow your child to participate or not will not affect any dealings you or your child may have with Environics or with Health Canada. All the information collected, used and/or disclosed will be used for research purposes only and administered according to the requirements of the Privacy Act. You will also be asked to sign a form to give permission for your child to participate and a waiver to acknowledge that your child may be audio and/or video taped during the session. The session will last a maximum of 2 hours. May we ask you and your child some further questions to see if he or she fits in our study?
3) Do you or does anyone in your household work in any of the following areas:
(READ LIST)...
YES NO
Marketing Research/Marketing Department 1 1 Marketing 2 2 Government of Canada 3 3 IF YES TO ANY THANK AND TERMINATE
4) Could you please tell me what is the last level of education that you have completed? DO NOT READ Elementary school or less (no schooling to grade 7)………. 1|
Some high school (grades 8 - 11)………2| MIX OF PARENT EDUCATION LEVELS Completed high school (grades 12 or 13 or OAC)……….3| IN ALL GROUPS
Some community college, vocational or trade school ( or some CEGEP)………….4|
Completed community college, vocational or trade school (or complete CEGEP) ..5|
Some university (no degree)……… 6|
Completed university (Bachelor’s degree)……… .7|
Post graduate university (Master’s, Ph.D., completed or not)……… 8|
DK/NA………..9 TERMINATE
5) Is the child who would be participating a boy or a girl?
Male 1 – GROUPS 1,4,5,8 Female 2 – GROUPS 2,3,6,7
6) How old is the child who would be participating?
Under 13 years 1 – TERMINATE 13 years 2
14 years 3 15 years 4
16 years + 5 – TERMINATE CHILD MUST BE 13,14 OR 15
7) With your permission, would your child be available to attend a discussion on [INSERT DATE] at [Time]? It will last about 2 hours and your child will receive a cash incentive for their time. As I mentioned earlier, these discussions are related to advertising being developed that is aimed at preventing drug use. Please note that participants will not be asked any questions about their own possible drug use.
YES . 1 CONTINUE
NO 2 THANK & TERMINATE
8) In order to ensure we have a mix of participants in the room, we need to ask them some qualifying questions. May we speak with your son or daughter if it is convenient to speak with them now?
Yes 1 WAIT TO SPEAK TO THE YOUTH
No 2 THANK & TERMINATE
Yes but they are not available 3 RESCHEDULE
ASK ALL YOUTH:
