Sponsor:
Led by Industry Canada's Communications and Marketing Branch, the 2006 Services for Business advertising campaign was developed in partnership with more than 20 departments and agencies. Campaign advice and guidance was provided by Industry Canada in cooperation with, and on behalf of, an interdepartmental committee comprising senior-level representatives of all departments and agencies providing programs or services to Canada's small and medium-sized businesses (SMEs).
Rationale:
The objective of the Service for Business campaign was to raise awareness, increase contact and encourage the uptake and usage of national and regional programs and services available to SMEs and entrepreneurs through Canada Business.
More specifically, the campaign encouraged SMEs and entrepreneurs to visit Canada Business through its website (CanadaBusiness.gc.ca), by phone or in person to find information on starting a business, regulations, tax implications, financing options, managing employees, importing and exporting, and much more.
The national campaign, which ran from September 11 to November 19, 2006, used targeted advertising to inform current and potential SMEs of the full range of government services and programs available to help them establish and develop their businesses. The campaign included television, print (dailies, weeklies, business-to-business publications) and Internet advertising (banner and adword).
This research represents an evaluation of the campaign among an audience of business decision-makers representing firms employing between one and 199 employees and among intermediaries who act on behalf of businesses (lawyers, accountants, Chambers of Commerce, etc.).
Anticipated Outcomes and Benefits:
The post-campaign evaluation allowed to test message recall and the effectiveness of the different advertising channels, to gauge recognition of the Government of Canada as the sponsor of the advertisements, and the perceived performance of the Government of Canada on the delivery of programs and services for business.
The information resulting from this research will be used to measure the effectiveness of the advertising campaign. The results allow to better assess and understand the business audience's communications needs and preferences. Findings will feed into recommendations and the planning of subsequent Government of Canada communications outreach campaigns aimed at a business audience.
Research Information:
A total of 1345 business leaders and 150 intermediaries were interviewed by telephone between November 11 and December 8, 2006. The sample frame was selected to ensure national representation and to allow a sufficient number of completed interviews in every region, including those in which additional advertisements were purchased.
The survey consisted of a number of questions from the Government of Canada's Advertising Common Evaluation Tool (ACET), adapted to a business audience, as well as tracking questions from baseline research conducted in March 2004.
Contracting:
Research Firm: Ipsos Reid Corporation
Contract Number: U1400-061774/001/CY
Contract issued by: PWGSC
Contract value: $118 662.76 including GST
Quantitative Research to Evaluate the Services for Business Campaign
Quantitative Research to Evaluate the Services for Business Campaign
Contract Number: U1400-061774/001/CY / POR-231-06
Contract Date: Nov 2/06
Any questions regarding this report can be directed to:
Communications and Marketing Branch
Industry Canada
C.D. Howe Building
Room 442D, 235 Queen Street
Ottawa ON K1A 0H5
Canada
Telephone: 343-291-3578
Fax: 613-952-5162
Email: janis.camelon@canada.ca
Submitted to:
Industry Canada
March 2007
Table of Contents
- Introduction
- Methodology
- Executive Summary
- Detailed Findings
- Unaided Awareness of Advertising
- Aided Awareness of Advertising
- Performance of the Government of Canada
- Attitudes Towards the Government of Canada
- Contact with the Government of Canada
- Awareness and Use of Government of Canada Websites
- Awareness and Visits of Canada Business Service Centres
- Awareness and Use of Government's Toll Free Number for Business
- Appendix I: Aided Awareness of Advertising by Media — Detailed Demographics
- Appendix II: Final Questionnaire
Introduction
Led by Industry Canada, the Services for Business campaign, which ran from September 11 to November 19, 2006 was developed in partnership with more than 20 departments and agencies to help this vital sector of our economy succeed, grow and become more competitive in the global marketplace.
The campaign's objective was to raise awareness, increase contact and encourage uptake and usage of national and regional programs and services available to SMEs and entrepreneurs through Canada Business.
Targeted advertising was used to inform current and potential small and medium-sized business owners of the full range of government services and programs available to help them establish and develop their businesses.
More specifically the campaign encouraged small and medium-sized enterprises (SMEs) and entrepreneurs to visit Canada Business on its website, by phone or in person to find information on starting a business, regulations, tax implications, financing options, managing employees, importing and exporting, and much more.
This research represents an evaluation of this campaign among an audience of business decision makers representing businesses with between 1 and 199 employees and among intermediaries who act on behalf of businesses with between 1 and 199 employees.
Methodology
Ipsos-Reid was commissioned by Industry Canada to conduct a survey among two key audiences:
- Senior business decision-makers representing small and medium-sized enterprises (SMEs, referred to throughout the body of the report as businesses or business leaders); and,
- Intermediaries, such as chambers of commerce, lawyers, accountants and financial advisors, who represent the interests of SMEs or who frequently deal with issues of importance to SMEs on a professional basis.
This quantitative research was conducted by telephone between November 11 and December 8, 2006. A total of 1,345 business leaders were interviewed, as well as a total of 150 intermediaries.
Please note that because of the very different nature of these two audiences, SMEs and intermediaries, we have treated each audience separately in the data and do not report on a total result.
The overall margins of error (at a 95% confidence interval) are as follows:
- SMEs, n=1345, ±2.7 percentage points.
- Intermediaries, n=150, ±8.0 percentage points.
Several questions in this report have been tracked with baseline research conducted during March 2004. During that study, Ipsos-Reid conducted interviews among 513 self-employed/micro businesses and 150 intermediaries. Where possible, the 2006 results are tracked with the 2005 results among these audiences.
Sample Plan
This study has been designed to provide a representative view of Canadian SMEs based on province and on the number of employees within a given business.
The results of this survey may be generalized to the population of 1,055,320 businesses in Canada registered as having between 1 and 199 employees.
Over-samples were conducted both regionally (in Saskatchewan, Manitoba and the Atlantic Provinces) and based on the number of employees (with an over-representation of businesses with 50 or more employees).
To address the impact of this over-sampling, weights are applied to the data. These weights have been based on the Statistics Canada publication, Canadian Business Patterns, an authoritative source.
Canadian Business Patterns includes an "indeterminate" category of businesses, most of which are estimated to be self employed businesses that do not report a number of employees.
In order to provide a total result among SMEs that reflects the views of businesses with more than one employee, we have factored the "indeterminate" category out of the weighting scheme.
Intermediaries, including representatives of chambers of commerce, lawyers, accountants and financial advisors, were apportioned based on simple regional quotas reflective of the population distribution of the general public.
As no clearly defined population exists for this audience, we have not weighted the intermediaries' data.
The following pages detail the sample distribution among business leaders and intermediaries, offering the unweighted base of respondents, weighted base of respondents and weighted percentage of the total.
Methodology — Regional Sample Distribution (Businesses)
| Unweighted Base | Weighted Base | Weighted % | M.O.E. | |
|---|---|---|---|---|
| Total | 1,345 | 1,345 | 100% | ±2.7 |
| British Columbia | 134 | 212 | 16% | ±8.5 |
| Alberta | 149 | 186 | 14% | ±8.0 |
| Saskatchewan | 111 | 49 | 4% | ±9.3 |
| Manitoba | 105 | 45 | 3% | ±9.6 |
| Ontario | 296 | 449 | 33% | ±5.7 |
| Quebec | 212 | 303 | 23% | ±6.7 |
| New Brunswick | 106 | 33 | 2% | ±9.5 |
| Nova Scotia | 99 | 38 | 3% | ±9.9 |
| PEI | 51 | 8 | 1% | ±13.7 |
| Newfoundland | 82 | 21 | 2% | ±10.8 |
Methodology — Sample Distribution Among Businesses by Size
| Unweighted Base | Weighted Base | Weighted % | M.O.E. | |
|---|---|---|---|---|
| Total | 1,345 | 1,345 | 100% | ±2.7 |
| Major Groupings | ||||
| Self Employed/ Micro Businesses (1-4 Employees) | 472 | 780 | 58% | ±4.5 |
| Small Businesses (5-49 Employees) | 437 | 505 | 38% | ±4.7 |
| Medium-Sized Businesses (50-199 Employees) | 436 | 61 | 5% | ±4.7 |
| Minor Groupings | ||||
| 1–4 Employees | 472 | 780 | 58% | ±4.5 |
| 5–9 Employees | 194 | 229 | 17% | ±7.0 |
| 10–19 Employees | 131 | 160 | 12% | ±8.6 |
| 20–49 Employees | 112 | 116 | 9% | ±9.3 |
| 50–99 Employees | 289 | 41 | 3% | ±5.8 |
| 100–199 Employees | 147 | 20 | 1% | ±8.0 |
Methodology — Sample Distribution Among Intermediaries by Region
| Unweighted Base | Percent (No weights applied) | |
|---|---|---|
| Total | 150 | 100% |
| British Columbia | 22 | 15% |
| Alberta | 17 | 11% |
| Saskatchewan/ Manitoba | 16 | 11% |
| Ontario | 50 | 33% |
| Quebec | 35 | 23% |
| Atlantic Provinces | 10 | 7% |
Methodology — Call Dispositions and Response Rate Calculation (Business Leaders)
This table calculates the response rate among business leaders according to the empirical calculation standard of the Market Research and Intelligence Association. More information may be located here:
http://www.mria-arim.ca/STANDARDS/Response.asp
| Total Numbers Attempted | 16,147 |
|---|---|
| Invalid (NIS, fax/modem, household/non-business) | 1,465 |
| Unresolved (U) (Busy, no answer, answering machine) | 6,457 |
| In-scope — non-responding (IS) | 6,452 |
| Language problem | 51 |
| Illness, incapable, deaf | 36 |
| Business refusal | 4,816 |
| Respondent refusal | 440 |
| Qualified respondent break-off | 1,109 |
| In-scope — Responding units (R) | 1,773 |
| Businesses with over 200 employees | 428 |
| Completed interviews | 1,345 |
| Response Rate = R/(U+IS+R) | 12% |
Methodology — Call Dispositions and Response Rate Calculation (Intermediaries)
This table calculates the response rate among intermediaries according to the empirical calculation standard of the Market Research and Intelligence Association.
| Total Numbers Attempted | 977 |
|---|---|
| Invalid (NIS, fax/modem, household/non-business) | 49 |
| Unresolved (U) (Busy, no answer, answering machine) | 355 |
| In-scope — non-responding (IS) | 418 |
| Language problem | 1 |
| Illness, incapable, deaf | 5 |
| Business refusal | 351 |
| Respondent refusal | 23 |
| Qualified respondent break-off | 38 |
| In-scope — Responding units (R) | 155 |
| Does not deal with small business issues or provide services to small businesses | 5 |
| Completed interviews | 150 |
| Response Rate = R/(U+IS+R) | 17% |
Executive Summary
Unaided Awareness of Advertising
Intermediaries (38%) are more than twice as likely as business leaders (15%) to say they have recently seen advertising on the theme of government services for business.
When asked what they recall from the advertisement, business leaders most often say it was about government programs offering funding or services for business, whereas intermediaries most often recall messages about encouraging small businesses or services for business.
When asked where they saw the advertising, businesses and intermediaries most often said it was in the newspaper.
Businesses were also apt to say it was in a pamphlet or brochure or on the television, while intermediaries also mentioned seeing this advertising online.
Aided Awareness of Advertising
Among the five media, television and newspaper earn the highest rates of aided recall among both business leaders and intermediaries, while the magazine and Web banner ads are least recalled.
Although no more than one in ten respondents can recall any single ad, 21% of respondents (in the aggregate) can recall at least one of the five ads tested.
This suggests that the combination of media purchased during this campaign was effective in expanding its reach among members of the target audiences.
Majorities of both business leaders and intermediaries who are aware of at least one ad name the Government of Canada as the sponsor.
Those aware of at least one ad most often say the main point of the as had something to do with information or help for small businesses.
When asked whether they did something as a result of seeing an ad, fewer than one in ten (business leaders: 8%; intermediaries: 6%) who recall the ad say they did something as a result. The Web banner ad, although the least recalled among the five media, was most effective (among business leaders) in getting those who noticed it to do something as a result.
Performance of the Government of Canada
About one in three business leaders say that government has performed well overall, and in terms of providing information to the public about services available to Canadians.
Fewer business leaders, about one in five, say that the Government of Canada has done a good job providing service and information to small businesses.
Intermediaries are more likely to rate the government's performance positively overall and in terms of providing service and information to small businesses.
Business leaders aware of the advertising on either an unaided or aided basis are more likely to rate the government's performance positively in terms of providing service and information to small and medium-sized businesses.
Attitudes Towards the Government of Canada
At least three in four business leaders (75%) and intermediaries (79%) believe that the Government of Canada can play an important role in helping small businesses succeed.
However, business leaders (19%) and intermediaries (27%) are much less likely to say the Government of Canada does a good job helping small businesses succeed.
That said, business leaders aware of the advertising (on either an unaided or an aided basis) are much more likely to think the government does a good job helping small business succeed.
Fewer than one in three business leaders say it is easy to contact the Government of Canada for service and information about business (27%) or that it is easy to locate service and information from the Government of Canada about small business (24%).
However, business leaders aware of the advertising (on either an unaided or an aided basis) are much more likely to think it is easy to contact the Government of Canada and, to locate service and information about small business.
Intermediaries are somewhat more likely than businesses to say that it is easy to contact the government for service and information about business (31% vs. 27% among businesses) and that it is easy to locate service and information from the Government of Canada about small business (37% vs. 24% among businesses).
Intermediaries (45%) are much more likely than business leaders (23%) to say they are aware of the services and information available to small business from the Government of Canada.
Again, business leaders aware of the advertising are much more likely to say they are aware of the services and information available to small business from the government of Canada.
Contact with the Government of Canada, Awareness of Government Websites
About two in five business leaders say they have contacted the Government of Canada in the past years for information or assistance for their business (excluding dealings with the Canada Revenue Agency).
A majority of intermediaries say they have contacted the Government of Canada in the past year on behalf of businesses whose interests they represent (excluding dealings with the Canada Revenue Agency).
When asked if they can name a Government of Canada Website that offers service or information to business, business leaders and intermediaries most often say they cannot.
When asked if they have heard of canadabusiness.gc.ca, one in three business leaders (28%) and about two in five intermediaries (37%) say they recall this site.
When asked about their particular provincial Canada Business Service Centre site, 15% of business leaders and 34% of intermediaries say they recall these sites.
Awareness and Visits of Canada Business Service Centres, Awareness and Use of Toll Free Number for Business Related Information
Intermediaries (42%) are twice as likely as business leaders (18%) to say they are aware of the Canada Business Service Centres.
Among those aware of their CBSCs, about one in four business leaders and intermediaries say they have actually visited one.
One in four businesses and intermediaries say they have heard of the Government of Canada's toll free telephone number for business-related information.
About half of business leaders and intermediaries who have heard of the toll free number say they have called it.
Detailed Findings
Unaided Awareness of Advertising
Respondents were asked whether they had recently seen, heard or read advertising on the theme of government services for business. Respondents were not given any further information about the ad.
If they recalled seeing advertising on the theme of government services for business, they were asked what they recalled and where they recall seeing this advertising.
Intermediaries (38%) are more than twice as likely as business leaders (15%) to say they have recently seen advertising on the theme of government services for business.
Those more likely to say they have recently seen advertising on the theme of government service for business include:
- Business leaders from Manitoba (22%) and Nova Scotia (23%) as compared with British Columbia (11%), Saskatchewan (11%) and Newfoundland (12%); and,
- Women (18%) and those with higher levels of educational attainment (post-secondary: 18%; university: 16%).
There is little difference based on the size of the business.
When asked what they recall from the advertisement, business leaders most often say it was about government programs offering funding or services for business. Intermediaries most often recall messages about encouraging small businesses or services for business.
When asked where they saw the advertising, businesses and intermediaries most often said it was in the newspaper (34% businesses; 35% intermediaries).
Among businesses, pamphlets or brochures (21%) and television (20%) are the second and third most frequently mentioned media.
Among intermediaries, the Internet (30%) and pamphlets or brochures (19%) are the second and third most frequently mentioned media.
Unaided Awareness
Over the past few weeks or so, have you seen, heard or read any advertising on the theme of government services for business?
% Yes or maybe
Base: Businesses n=1,345; Intermediaries n=150
Unaided Awareness by Business Size
Over the past few weeks or so, have you seen, heard or read any advertising on the theme of government services for business?
% Yes or maybe
Base: Businesses n=1,345
Unaided Awareness by Province
Over the past few weeks or so, have you seen, heard or read any advertising on the theme of government services for business?
% Yes or maybe
Base: Businesses n=1,345
Unaided Awareness by Age, Gender and Education
Over the past few weeks or so, have you seen, heard or read any advertising on the theme of government services for business?
% Yes or maybe
Base: Businesses n=1,345
Unaided Recollection of Advertising (Businesses)
Please tell me everything you can remember about the advertising you recall. What pictures or images come to mind?
(Total mentions)
Base: Seen or or may have seen advertising on the theme of government services for business (Businesses, n=226)
Unaided Recollection of Advertising (Intermediaries)
Please tell me everything you can remember about the advertising you recall. What pictures or images come to mind?
(Total mentions)
Base: Seen or or may have seen advertising on the theme of government services for business (Intermediaries, n=57)
Source of Unaided Recall (Businesses)
Where did you notice this advertising?
Base: Seen or or may have seen advertising on the theme of government services for business (Businesses, n=226)
Source of Unaided Recall — Newspapers (Businesses)
| Newspapers (net) | 34% |
|---|---|
| Globe and Mail | 3% |
| Toronto Star | 2% |
| Sudbury Star | 1% |
| Free Press | 1% |
| La Presse | 1% |
| Chronicle Herald | 1% |
| Calgary Sun | 1% |
| Vancouver Sun | 1% |
| Calgary Herald | 1% |
| Other mentions: The Guardian, Les affaires, National Post, Edmonton Journal, Le Soleil | -- |
| Newspaper (unspecified) | 24% |
Base: Seen or or may have seen advertising on the theme of government services for business (Businesses, n=226)
Source of Unaided Recall — TV, Internet, Magazines (Businesses)
| Television (net) | 20% |
|---|---|
| CTV | 4% |
| Global | 3% |
| News (unspecified) | 2% |
| CBC | 1% |
| TV (unspecified) | 11% |
| Internet/ Website banners (net) | 18% |
| Email (unspecified) | 2% |
| Government Website | 1% |
| Internet (unspecified) | 15% |
| Magazine (net) | 5% |
| Macleans | 1% |
| Canadian Business | 0 |
| Magazine (unspecified) | 3% |
Base: Seen or or may have seen advertising on the theme of government services for business (Businesses, n=226)
Source of Unaided Recall (Intermediaries)
Where did you notice this advertising?
Base: Seen or or may have seen advertising on the theme of government services for business (Intermediaries, n=57)
Source of Unaided Recall — Newspapers, Internet (Intermediaries)
| Newspaper (net) | 35% |
|---|---|
| Les affaires | 5% |
| Le Soleil | 4% |
| Vancouver Sun | 4% |
| Toronto Star | 2% |
| Leader Post | 2% |
| Calgary Sun | 2% |
| Newspaper | 19% |
| Internet/ Website banner (net) | 30% |
| 11% | |
| Government Website | 7% |
| Business Website | 2% |
| Internet | 11% |
Base: Seen or or may have seen advertising on the theme of government services for business (Intermediaries, n=57)
Aided Awareness of Advertising
Respondents were read descriptions of five ads placed in five different media during the campaign.
Among the five media, television and newspaper earn the highest rates of recall among both business leaders and intermediaries, while the magazine and Web banner ads are least recalled.
Although no more than one in ten respondents can recall any single ad, 21% of respondents (in the aggregate) can recall at least one of the five ads tested.
This suggests that the combination of media purchased during this campaign was effective in expanding its reach among members of the target audiences.
Those more likely to be familiar with at least one of the five ads tested include:
- Self-employed/micro businesses;
- Women; and,
- Residents of New Brunswick, Nova Scotia and PEI.
Majorities of both business leaders and intermediaries who are aware of at least one ad name the Government of Canada as the sponsor.
Those aware of at least one ad most often say the main point of the ad had something to do with information or help for small businesses.
When asked whether they did something as a result of seeing an ad, fewer than one in ten (business leaders: 8%; intermediaries: 6%) who recall the ad say they did something as a result. The Web banner ad, although the least recalled among the five media, was most effective (among business leaders) in getting those who noticed it to do something as a result.
The few respondents who did something as a result of seeing an ad most often say they went to the Website.
Aided Awareness of Advertising (by Media) — Business Leaders
Summarizes aided awareness of five ad treatments described (television, newspaper, magazine, Web banner and Internet text).
% Yes or maybe
Base: Businesses (n=1,345)
Aided Awareness of Advertising (by Media) — Intermediaries
Summarizes aided awareness of five ad treatments described (television, newspaper, magazine, Web banner and Internet text).
% Yes or maybe
Base: Intermediaries (n=150)
Aided Awareness of Advertising (Aggregate*)
Summarizes aided awareness of five ad treatments described (television, newspaper, magazine, Web banner and Internet text).
% Yes or maybe to at least one ad
- In the aggregate, 21% of businesses (n=268) saw at least one of the ads.
- If these percentages were generalized to the population of 1,055,310 businesses with 1 to 199 employees represented in this research, it may be estimated that the advertising reached approximately 221,000 businesses within this audience.
* Note: Where indicated, "aggregate" denotes a summary of results among the five media tested.
Base: Businesses (n=1,345); Intermediaries (n=150)
Aided Awareness of Advertising by Business Size (Aggregate)
Summarizes aided awareness of five ad treatments described (television, newspaper, magazine, Web banner and Internet text).
% Yes or maybe to at least one ad
Base: Businesses (n=1,345)
Aided Awareness of Advertising by Age, Gender and Education (Aggregate)
Summarizes aided awareness of five ad treatments described (television, newspaper, magazine, Web banner and Internet text).
% Yes or maybe to at least one ad
Base: Businesses (n=1,345)
Aided Awareness of Advertising by Province (Aggregate)
Summarizes aided awareness of five ad treatments described (television, newspaper, magazine, Web banner and Internet text).
% Yes or maybe to at least one ad
Base: Businesses (n=1,345)
Reaction to Advertising (Aggregate)*
Did you do anything as a result of seeing this ad? (Yes or maybe indicates that respondent did or may have done something as a result of seeing an ad).
% Yes or maybe
* Note small base sizes; interpret with caution.
Base: Aware of at least one ad (Businesses, n=268; Intermediaries, n=31)
Reaction to Advertising by Media (Businesses Only)*
Did you do anything as a result of seeing this ad? (Yes or maybe indicates that respondent did or may have done something as a result of seeing an ad).
% Yes or maybe
- Among the 19 business respondents who took some action after seeing one of the five ads, 7 say they went to the Website.
- Only 2 Intermediaries (6% of the 31 who recall an ad) say they did something as a result of seeing the ad (one of the two visited a Canada Business Service Centre)
* Note small base sizes; interpret with caution.
Base: Aware of television (n=133), Internet text (n=70), newspaper (n=85), magazine (n=59), Web banner (n=40)
Awareness of Ad Sponsor*
Thinking about the (ad/ads) that you saw, who do you think produced the (ad/ads), that is, who paid for it?
* Note small base size among intermediaries; interpret with caution.
Base: Aware of at least one of the five ads tested (Businesses, n=268, Intermediaries, n=31)
Awareness of Government of Canada as Ad Sponsor by Media
Thinking about the (ad/ads) that you saw, who do you think produced the (ad/ads), that is, who paid for it?
% Who say "Government of Canada"
Base: Aware of at least one of the five ads tested (Businesses, n=268)
Main Points of the Ads*
Thinking about the (ad/ads) that you saw, what do you think were the main points (the ad was/these ads were) trying to get across?
* Note small base size among intermediaries; interpret with caution.
Base: Aware of at least one of the five ads tested (Businesses, n=268; Intermediaries, n=31)
Performance of the Government of Canada
About one in three business leaders say that government has performed well overall, and in terms of providing information to the public about services available to Canadians.
Fewer business leaders, about one in five, say that the Government of Canada has done a good job providing service and information to small businesses.
Intermediaries are more likely to rate the government's performance positively overall and in terms of providing service and information to small businesses.
Business leaders more likely to rate the government's performance positively in terms of providing service and information to small and medium-sized businesses include:
- Business leaders in Ontario, New Brunswick and Newfoundland;
- Younger business leaders (18–34 years of age);
- Business leaders with less than a high school education, as well as those with a university education;
- Business leaders aware of the advertising on either an unaided or aided basis; and,
- Business leaders aware of the newspaper and Web banner ads.
The views of self-employed, small and medium-sized business leaders do not greatly differ with respect to the performance of the Government of Canada (overall, with respect to informing the public about services, or with respect to providing service and information for small and medium-sized businesses).
Overall Performance of the Government of Canada
Generally speaking, how do you rate the performance of the Government of Canada? Please use a 7-point scale where 1 means terrible, 7 means excellent and the mid-point, 4, means neither good nor bad.
Base: Businesses (n=1,345); Intermediaries (n=150)
Business leaders more likely to rate the Government of Canada's overall performance positively include:
- Business leaders from British Columbia (35%), Alberta (39%) and Nova Scotia (33%);
- Younger business leaders (18–34 years: 40%);
- Men (35%);
- Those familiar with the advertising on either an unaided (38%) or and aided basis (35%); and,
- Those familiar with the magazine ad (41%).
Business leaders less likely to rate the Government of Canada's overall performance positively include:
- Business leaders from Quebec (21%) and New Brunswick (17%);
- Women (25%); and,
- Middle aged respondents (35–54 years: 27%).
Performance of the Government of Canada in Providing Information to the Public about Services Available to Canadians
And, again using a 7-point scale where 1 means terrible, 7 means excellent and the mid-point, 4, means neither good nor bad, how would you rate the performance of the Government of Canada in providing information to the public about services that are available to Canadians?
Base: Businesses (n=1,345); Intermediaries (n=150)
Business leaders more likely to positively rate the Government of Canada's performance in providing information include:
- Business leaders from British Columbia (31%), Ontario (34%), New Brunswick (30%) and Nova Scotia (33%);
- Women (33%);
- Those familiar with the ad on either an unaided (40%) or an aided basis (40%); and,
- Those familiar with the newspaper (51%) and Internet text ad (48%).
Business leaders less likely to rate the Government of Canada's overall performance positively include:
- Business leaders from Alberta (24%), Manitoba (23%), Quebec (21%) and PEI (21%);
- Older respondents (55 years and older: 23%);
- Men (24%); and,
- Those with a high school education (22%).
Performance of the Government of Canada in Providing Service and Information to Small and Medium-sized Businesses
How would you rate the performance of the Government of Canada in providing service and information to small and medium-sized businesses? Please use a 7-point scale, where 1 means terrible, 7 means excellent and the mid-point, 4, means neither good nor bad.
Base: Businesses (n=1,345); Intermediaries (n=150)
Performance of the Government of Canada in Providing Service and Information to Small and Medium-sized Businesses — by Business Size
How would you rate the performance of the Government of Canada in providing service and information to small and medium-sized businesses? Please use a 7-point scale, where 1 means terrible, 7 means excellent and the mid-point, 4, means neither good nor bad.
Base: Businesses (n=1,345); Intermediaries (n=150)
Performance of the Government of Canada in Providing Service and Information to Small and Medium-sized Businesses — by Province
How would you rate the performance of the Government of Canada in providing service and information to small and medium-sized businesses? Please use a 7-point scale, where 1 means terrible, 7 means excellent and the mid-point, 4, means neither good nor bad.
Base: Businesses (n=1,345); Intermediaries (n=150)
Performance of the Government of Canada in Providing Service and Information to Small and Medium-sized Businesses — by Awareness of Ads by Media (Aided)
How would you rate the performance of the Government of Canada in providing service and information to small and medium-sized businesses? Please use a 7-point scale, where 1 means terrible, 7 means excellent and the mid-point, 4, means neither good nor bad.
Base: Businesses (n=1,345); Intermediaries (n=150)
Attitudes Towards the Government of Canada
At least three in four business leaders (75%) and intermediaries (79%) believe that the Government of Canada can play an important role in helping small businesses succeed.
However, business leaders (19%) and intermediaries (27%) are much less likely to say the Government of Canada does a good job helping small businesses succeed.
That said, business leaders aware of the advertising (on either an unaided or an aided basis) are much more likely to think the government does a good job helping small business succeed.
Fewer than one in three business leaders say it is easy to contact the Government of Canada for service and information about business (27%) or that it is easy to locate service and information from the Government of Canada about small business (24%).
However, business leaders aware of the advertising (on either an unaided or an aided basis) are much more likely to think it is easy to contact the Government of Canada and, to locate service and information about small business.
Intermediaries are somewhat more likely than businesses to say that it is easy to contact the government for service and information about business (31% vs. 27% among businesses) and that it is easy to locate service and information from the Government of Canada about small business (37% vs. 24% among businesses).
Intermediaries (45%) are much more likely than business leaders (23%) to say they are aware of the services and information available to small business from the Government of Canada.
Again, business leaders aware of the advertising are much more likely to say they are aware of the services and information available to small business from the government of Canada.
On a tracking basis, in 2006, self-employed business leaders are somewhat less likely to believe that the Government of Canada can play an important role in helping small businesses succeed than in 2005, while intermediaries remain virtually unchanged.
Self-employed business leaders see little improvement to the performance of the Government of Canada in helping small business succeed. Intermediaries, however, are somewhat more likely this year to say that the Government of Canada has been successful as helping small business succeed.
Self-employed business leaders are less likely in 2006 to say that they are aware of the services and information available to small business from the Government of Canada. Intermediaries are essentially unchanged in their awareness of the services and information available to small business.
Similarly, self-employed business leaders are less likely than in 2005 to say that it is easy to locate service and information from the Government of Canada, though the views of intermediaries are largely unchanged in this respect.
Role of Government of Canada in Helping Small Businesses Succeed
Please tell me the extent to which you agree or disagree with each of the following statements using a 7-point scale where 1 means totally disagree, 7 means totally agree and the mid-point, 4, means neither agree nor disagree.
% Agree (5,6,7)
Base: Businesses (n=1,345); Intermediaries (n=150)
Ability of Government to Play an Important Role in Helping Small Businesses Succeed (Tracking: Self-employed and Intermediaries)
Please tell me the extent to which you agree or disagree with each of the following statements using a 7-point scale where 1 means totally disagree, 7 means totally agree and the mid-point, 4, means neither agree nor disagree.I believe that the Government of Canada could play an important role in helping small businesses succeed.
% Agree (5, 6, 7)
2006 Base: Self-employed/ microbusinesses (n=472); Intermediaries (n=150)
Business leaders more likely to agree (rating as 5, 6 or 7 on the scale) that the Government of Canada has an important role in helping small businesses succeed include:
- Residents of Manitoba (80%) and PEI (80%) as compared to residents of Quebec (66%) and Saskatchewan (67%);
- Respondents with higher levels of education (university, 78%, compared to 69% among those with less than a high school education); and,
- Those who have seen the Internet text (82%) and magazine (87%) ads.
Self-employed respondents, small and medium sized businesses do not greatly differ in their view on the importance of government's role in helping small businesses succeed.
Performance of Government in Helping Small Businesses Succeed (Tracking: Self-employed and Intermediaries)
Please tell me the extent to which you agree or disagree with each of the following statements using a 7-point scale where 1 means totally disagree, 7 means totally agree and the mid-point, 4, means neither agree nor disagree.
The government does a good job helping small businesses succeed.
% Agree (5, 6, 7)
2006 Base: Self-employed/ microbusinesses (n=472); Intermediaries (n=150)
Business leaders more likely to agree (rating as 5, 6 or 7 on the scale) that the Government of Canada does a good job helping small businesses succeed include:
- Residents of Saskatchewan (23%) and Newfoundland (24%) as compared to Manitobans (13%);
- Younger respondents (18–34 years: 25%) compared to 14% among those 55 years and older;
- Respondents with higher levels of education (university: 21%) compared to 15% among those with a high school education or less;
- Those aware of the ads on unaided basis (28% vs. 17% among those unaware); and,
- Those aware of the ads on an aided basis (30% vs. 16% among those unaware), particularly those aware of the newspaper ad (38%).
Awareness of Services and Information Available to Small Businesses from Government of Canada
Please tell me the extent to which you agree or disagree with each of the following statements using a 7-point scale where 1 means totally disagree, 7 means totally agree and the mid-point, 4, means neither agree nor disagree.
% Agree (5,6,7)
Base: Businesses (n=1,345); Intermediaries (n=150)
Awareness of Services and Information Available to Small Businesses from the Government of Canada (Tracking: Self-employed and Intermediaries)
Please tell me the extent to which you agree or disagree with each of the following statements using a 7-point scale where 1 means totally disagree, 7 means totally agree and the mid-point, 4, means neither agree nor disagree.
I am aware of the services and information available to small business from the Government of Canada.
% Agree (5, 6, 7)
2006 Base: Self-employed/ microbusinesses (n=472); Intermediaries (n=150)
Business leaders more likely to agree (rating as 5, 6 or 7 on the scale) that they are aware of the services and information available to small businesses from the Government of Canada include:
- Residents of British Columbia, Ontario, Quebec and Newfoundland (25% each) compared to residents of Saskatchewan (15%), Manitoba (13%) and New Brunswick (13%);
- Younger respondents (18–34 years: 28%) compared to 18% among those 55 years and older;
- Respondents with higher levels of education (university: 27%) as well as those with less than a high school education (25%);
- Self-employed business leaders (25%) compared to business leaders representing medium-sized companies (20%);
- Those aware of the ads on unaided basis (40% vs. 20% among those unaware); and,
- Those aware of the ads on an aided basis (38% vs. 19% among those unaware), particularly those aware of the newspaper (44%), magazine (42%) and Web banner (41%) ads.
Ease of Access to Government of Canada Information
Please tell me the extent to which you agree or disagree with each of the following statements using a 7-point scale where 1 means totally disagree, 7 means totally agree and the mid-point, 4, means neither agree nor disagree.
% Agree (5,6,7)
Base: Businesses (n=1,345); Intermediaries (n=150)
Ease of Access to Government of Canada Information (Tracking: Self-employed and Intermediaries)
Please tell me the extent to which you agree or disagree with each of the following statements using a 7-point scale where 1 means totally disagree, 7 means totally agree and the mid-point, 4, means neither agree nor disagree.
It is easy to locate service and information from the Government of Canada about small business.
% Agree (5, 6, 7)
2006 Base: Self-employed/ microbusinesses (n=472); Intermediaries (n=150)
Business leaders more likely to agree (rating as 5, 6 or 7 on the scale) that it is easy to locate service and information from the Government of Canada include:
- Residents of Newfoundland (39%) compared to residents of Alberta (17%), Saskatchewan (19%), Manitoba (18%) and New Brunswick (19%);
- Younger respondents (18–34 years: 30%) compared to 18% among those 55 years and older;
- Respondents with higher levels of education (university: 27%) as well as those with less than a high school education (27%);
- Those aware of the ads on unaided basis (33% vs. 22% among those unaware); and,
- Those aware of the ads on an aided basis (38% vs. 19% among those unaware), particularly those aware of the newspaper (44%), magazine (42%) and Web banner (41%) ads.
Ease of Contacting Government for Service and Information for Small Businesses
Please tell me the extent to which you agree or disagree with each of the following statements using a 7-point scale where 1 means totally disagree, 7 means totally agree and the mid-point, 4, means neither agree nor disagree.
% Agree (5, 6, 7)
Base: Businesses (n=1,345); Intermediaries (n=150)
Business leaders more likely to agree (rating as 5, 6 or 7 on the scale) that it is easy to contact the Government of Canada for Service and Information about small business include:
- Residents of Nova Scotia (32%), PEI (34%) and Newfoundland (39%) as compared to residents of Saskatchewan (23%);
- Younger respondents (18–34 years: 34%) compared to 24% among those 55 years and older;
- Respondents with higher levels of education (university: 32%) as compared to those with a high school education (22%) or less (25%);
- Those aware of the ads on unaided basis (31% vs. 26% among those unaware); and,
- Those aware of the ads on an aided basis (33% vs. 26% among those unaware).
Government Provides Service and Information in a Respectful Way
Please tell me the extent to which you agree or disagree with each of the following statements using a 7-point scale where 1 means totally disagree, 7 means totally agree and the mid-point, 4, means neither agree nor disagree.
% Agree (5, 6, 7)
Base: Businesses (n=1,345); Intermediaries (n=150)
Business leaders more likely to agree (rating as 5, 6 or 7 on the scale) that the government provides service and information in a respectful way include:
- Residents of Nova Scotia (58%), PEI (57%) and Newfoundland (62%) as compared to residents of Saskatchewan (44%) and Manitoba (45%);
- Younger respondents (18–34 years: 70%) compared to 46% among those 55 years and older;
- Respondents with higher levels of education (university: 58%) as compared to those a high school education (40%) or less (49%);
- Those aware of the ads on unaided basis (61% vs. 51% among those unaware); and,
- Those aware of the ads on an aided basis (66% vs. 49% among those unaware).
Government Provides Reliable Service and Information
Please tell me the extent to which you agree or disagree with each of the following statements using a 7-point scale where 1 means totally disagree, 7 means totally agree and the mid-point, 4, means neither agree nor disagree.
% Agree (5, 6, 7)
Base: Businesses (n=1,345); Intermediaries (n=150)
Business leaders more likely to agree (rating as 5, 6 or 7 on the scale) that the government provides reliable service and information include:
- Residents of Quebec (42%), New Brunswick (39%) and Newfoundland (39%) as compared to residents of British Columbia (26%) and Manitoba (27%);
- Younger respondents (18–34 years: 46%) compared to 28% among those 55 years and older;
- Those aware of the ads on unaided basis (48% vs. 31% among those unaware); and,
- Those aware of the ads on an aided basis (45% vs. 31% among those unaware), particularly those aware of the magazine ad (54%).
Government is Using New and Innovative Ways to Provide Service and Information
Please tell me the extent to which you agree or disagree with each of the following statements using a 7-point scale where 1 means totally disagree, 7 means totally agree and the mid-point, 4, means neither agree nor disagree.
% Agree (5, 6, 7)
Base: Businesses (n=1,345); Intermediaries (n=150)
Business leaders more likely to agree (rating as 5, 6 or 7 on the scale) that government is using new and innovative ways of providing service and information include:
- Residents of New Brunswick (35%) and Newfoundland (40%) as compared to residents of Saskatchewan (24%);
- Younger respondents (18–34 years: 41%) compared to 26% among those 55 years and older;
- Respondents with higher levels of education (university: 33%) as compared to those with less than a high school education (23%);
- Those aware of the ads on unaided basis (47% vs. 27% among those unaware); and,
- Those aware of the ads on an aided basis (48% vs. 25% among those unaware), particularly those aware of the Internet text ad (52%).
Role of Third Parties in Disseminating Government Information and Service
Please tell me the extent to which you agree or disagree with each of the following statements using a 7-point scale where 1 means totally disagree, 7 means totally agree and the mid-point, 4, means neither agree nor disagree.
Intermediaries Only
% Agree (5,6,7)
2006 Base: Intermediaries (n=150)
Contact with the Government of Canada
About two in five business leaders say they have contacted government in the past years for information or assistance for their business (excluding dealings with the Canada Revenue Agency).
A majority of intermediaries say they have contacted the Government of Canada in the past year on behalf of businesses whose interests they represent (excluding dealings with the Canada Revenue Agency).
Contact with Government for Business Information or Assistance
Excluding dealings with Canada Revenue Agency about taxation, the GST or similar matters, have you, or has anyone in your business, contacted the Government of Canada in the past year for information or assistance for your business? [Intermediaries: for businesses whose interests you represent?]
% Yes or maybe
Base: Businesses (n=1,345); Intermediaries (n=150)
Contact with Government for Business Information or Assistance by Business Size
Excluding dealings with Canada Revenue Agency about taxation, the GST or similar matters, have you, or has anyone in your business, contacted the Government of Canada in the past year for information or assistance for your business?
% Yes or maybe
Base: Businesses (n=1,345); Intermediaries (n=150)
Contact with Government for Business Information or Assistance by Age, Gender and Education
Excluding dealings with Canada Revenue Agency about taxation, the GST or similar matters, have you, or has anyone in your business, contacted the Government of Canada in the past year for information or assistance for your business?
% Yes or maybe
Base: Businesses (n=1,345); Intermediaries (n=150)
Contact with Government for Business Information or Assistance by Province
Excluding dealings with Canada Revenue Agency about taxation, the GST or similar matters, have you, or has anyone in your business, contacted the Government of Canada in the past year for information or assistance for your business?
% Yes or maybe
Base: Businesses (n=1,345); Intermediaries (n=150)
Contact with Government for Business Information or Assistance by Awareness of Advertising
Excluding dealings with Canada Revenue Agency about taxation, the GST or similar matters, have you, or has anyone in your business, contacted the Government of Canada in the past year for information or assistance for your business?
% Yes or maybe
Base: Businesses (n=1,345); Intermediaries (n=150)
Awareness and Use of Government of Canada Websites
When asked if they can name a Government of Canada Website that offers service or information to business, business leaders and intermediaries most often say they cannot.
When asked if they have heard of canadabusiness.gc.ca, one in three business leaders (28%) and about two in five intermediaries (37%) say they recall this site.
When asked about their particular provincial Canada Business Service Centre site, 15% of business leaders and 34% of intermediaries say they recall these sites.
Awareness of Websites Providing Information or Services to Business
Can you name any Government of Canada Websites that provide information or services to business?
Base: Businesses (n=1,345); Intermediaries (n=150)
Awareness of Canadabusiness.gc.ca and Canada Business Service Centre Websites
Before tonight had you heard of the following Websites…?
% Yes
Base: Businesses (n=1,345); Intermediaries (n=150)
Awareness of Canadabusiness.gc.ca and Canada Business Service Centre Websites (Tracking: Intermediaries)
Have you heard of the following Websites…?
% Yes
* Tested as "Business Gateway" in 2005
Base: Intermediaries (n=150)
Awareness of Canadabusiness.gc.ca and Canada Business Service Centre Websites (Tracking: Self-employed)
Before tonight had you heard of the following Websites…?
- Note that the service centre in Quebec underwent a name in change in 2006 which may explain the decline in awareness of the provincial CBSC Websites.
- In 2005, 29% of Quebec self employed respondents expressed an awareness of "Info Entreprises," as compared to 14% aware of the renamed "Info Entrepreneur" Website in 2006.
* Tested as "Business Gateway" in 2005
Base: Self-employed (n=142)
Awareness of Provincial Canada Business Service Centre Websites
(Businesses)
Before tonight had you heard of the following Websites…?
% Yes
Base: Businesses (n=1,345)
Use of Canadabusiness.gc.ca and Canada Business Service Centre Websites
Have you or has anyone in your company/organization used the following Website…?
% Yes
Base: Aware of Canadabusiness.gc.ca (Businesses n=370; Intermediaries (n=56)
Base: Aware of provincial CBSC sites (Businesses n=186; Intermediaries (n=52)
Use of Canadabusiness.gc.ca and Canada Business Service Centre Websites*
Have you or has anyone in your company/organization used the following Website…?
% Yes
* Note: Due to low base sizes, these results should be viewed as directional in nature
Base: Aware of provincial CBSC sites (Businesses n=186)
Use of Canadabusiness.gc.ca and Canada Business Service Centre Websites (Tracking: Self-employed)
Have you or has anyone in your company/organization used the following Website…?
% Yes
* Tested as "Business Gateway" in 2005
Base: Aware of Canadabusiness.gc.ca (Self-employed n=141)
Base: Aware of provincial CBSC sites (Self-employed n=134)
Use of Canadabusiness.gc.ca and Canada Business Service Centre Websites (Tracking: Intermediaries)
Have you or has anyone in your company/organization used the following Website…?
% Yes
* Tested as "Business Gateway" in 2005
Base: Aware of Canadabusiness.gc.ca (Intermediaries n=56)
Base: Aware of provincial CBSC sites (Intermediaries n=52)
Awareness and Visits of Canada Business Service Centres
Intermediaries (42%) are twice as likely as business leaders (18%) to say they are aware of the Canada Business Service Centres.
Business leaders in British Columbia are most aware of their CBSC, followed closely by respondents in Newfoundland and Manitoba.
Residents of Quebec, Alberta and Ontario are least likely to be aware of their CBSCs.
Among those aware of their CBSCs, about one in four business leaders and intermediaries say they have actually visited one.
In keeping with their greater awareness, business leaders in British Columbia are more likely to say they have visited their CBSC, while those in Quebec, Alberta and Ontario are less likely to say they have done so.
Awareness of Canada Business Service Centres
Are you aware of…? (Insert name of respondent's Provincial Canada Business Service Centre)
% Yes
Base: Businesses (n=1,345); Intermediaries (n=150)
Awareness of Canada Business Service Centres
Are you aware of…? (Insert name of respondent's Provincial Canada Business Service Centre)
% Yes
- Please note that the centre in Quebec underwent a name change in 2006, which may have led to the decline in awareness of the provincial CBSCs.
- In 2005, 22% of Quebec self employed respondents expressed an awareness of "Info Entreprises," as compared to 10% aware of the renamed "Info Entrepreneur" Website in 2006.
Base: Self-empolyed (n=472); Intermediaries (n=150)
Awareness of Canada Business Service Centres (Business Leaders)
Are you aware of…? (Insert name of respondent's Provincial Canada Business Service Centre)
% Yes
Base: Businesses n=1,345
Experience Visiting Canada Business Service Centres
Have you ever visited the following office to obtain service or information…? (Insert name of respondents' Provincial Canada Business Service Centre.)
% Yes
Base: Aware of CBSC (Businesses, n=248; Intermediaries, n=63)
Experience Visiting Canada Business Service Centres (Tracking: Self-employed and Intermediaries)
Have you ever visited the following office to obtain service or information relevant to your business/relevant to the businesses whose interests you represent? (Insert name of respondents' Provincial Canada Business Service Centre.)
% Yes
Base: Aware of CBSC (Self-employed, n=110; Intermediaries, n=63)
Experience Visiting Canada Business Service Centres (Business Leaders)*
Have you ever visited the following office to obtain service or information…? (Insert name of provincial Canada Business Service Centre)
% Yes
* Note: Due to low base sizes, these results should be viewed as directional in nature
Base: Businesses aware of Canada Business Service Centres (n=248)
Awareness and Use of Government's Toll Free Number for Business
One in four businesses and intermediaries say they have heard of the Government of Canada's toll free telephone number for business-related information.
About half of business leaders and intermediaries who have heard of the toll free number say they have called it.
Awareness of Government of Canada's Toll Free Telephone Number for Business Related Information
Have you heard of the Government of Canada's toll free telephone number for business related information…?
% Yes
Base: Businesses (n=1,345); Intermediaries (n=150)
Use of Government of Canada's Toll Free Telephone Number for Business Related Information
Have you ever called the Government of Canada using a 1-800 line to obtain business information?
% Yes
Base: Heard of Government of Canada's toll free number for business information
(Businesses n=313; Intermediaries n=42)
Appendix I: Aided Awareness of Advertising by Media — Detailed Demographics
Aided Awareness of Television Ad by Business Size
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing:
A television closed-captioning ad with a white background and the words 'Canada Business' announcing the web address Canada Business dot GC dot CA and concluding with the words 'What entrepreneurs really need'
% Yes or maybe
Base: Businesses (n=1,345)
Aided Awareness of Television Ad by Age, Gender and Education
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing:
A television closed-captioning ad with a white background and the words 'Canada Business' announcing the web address Canada Business dot GC dot CA and concluding with the words 'What entrepreneurs really need'.
% Yes or maybe
Base: Businesses (n=1,345)
Aided Awareness of Television Ad by Province
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing:
A television closed-captioning ad with a white background and the words 'Canada Business' announcing the web address Canada Business dot GC dot CA and concluding with the words 'What entrepreneurs really need'.
% Yes or maybe
Base: Businesses (n=1,345)
Aided Awareness of Internet Text Ad by Business Size
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing:
A three-line Internet text ad that would appear in your browser with the words 'Canada Business — Information you can count on' and concludes with 'Canada Business dot GC dot CA'.
% Yes or maybe
Base: Businesses (n=1,345)
Aided Awareness of Internet Text Ad by Age, Gender and Education
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing:
A three-line Internet text ad that would appear in your browser with the words 'Canada Business — Information you can count on' and concludes with 'Canada Business dot GC dot CA'
% Yes or maybe
Base: Businesses (n=1,345)
Aided Awareness of Internet Text Ad by Province
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing:
A three-line Internet text ad that would appear in your browser with the words 'Canada Business — Information you can count on' and concludes with 'Canada Business dot GC dot CA'
% Yes or maybe
Base: Businesses (n=1,345)
Aided Awareness of Newspaper Ad by Business Size
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing:
An ad in a newspaper with a white background featuring one of three headline quotes 'I need reliable information and I need it now' or 'I need an information source I can count on' or 'I've got to have all the information I need in one place' and concluding with the words 'What entrepreneurs really need.' The words 'Canada Business' are displayed in very large type
% Yes or maybe
Base: Businesses (n=1,345)
Aided Awareness of Newspaper Ad by Age, Gender and Education
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing:
An ad in a newspaper with a white background featuring one of three headline quotes 'I need reliable information and I need it now' or 'I need an information source I can count on' or 'I've got to have all the information I need in one place' and concluding with the words 'What entrepreneurs really need.' The words 'Canada Business' are displayed in very large type
% Yes or maybe
Base: Businesses (n=1,345)
Aided Awareness of Newspaper Ad by Province
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing:
An ad in a newspaper with a white background featuring one of three headline quotes 'I need reliable information and I need it now' or 'I need an information source I can count on' or 'I've got to have all the information I need in one place' and concluding with the words 'What entrepreneurs really need.' The words 'Canada Business' are displayed in very large type
% Yes or maybe
Base: Businesses (n=1,345)
Aided Awareness of Magazine Ad by Business Size
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing:
An ad in a magazine with a white background featuring one of three headline quotes 'I need reliable information and I need it now' or 'I need an information source I can count on' or 'I've got to have all the information I need in one place' and concluding with the words 'What entrepreneurs really need.' The words 'Canada Business' are displayed in very large type
% Yes or maybe
Base: Businesses (n=1,345)
Aided Awareness of Magazine Ad by Age, Gender and Education
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing:
An ad in a magazine with a white background featuring one of three headline quotes 'I need reliable information and I need it now' or 'I need an information source I can count on' or 'I've got to have all the information I need in one place' and concluding with the words 'What entrepreneurs really need.' The words 'Canada Business' are displayed in very large type
% Yes or maybe
Base: Businesses (n=1,345)
Aided Awareness of Magazine Ad by Province
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing:
An ad in a magazine with a white background featuring one of three headline quotes 'I need reliable information and I need it now' or 'I need an information source I can count on' or 'I've got to have all the information I need in one place' and concluding with the words 'What entrepreneurs really need.' The words 'Canada Business' are displayed in very large type
% Yes or maybe
Base: Businesses (n=1,345)
Aided Awareness of Web Banner Ad by Business Size
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing:
An ad online with a white background featuring one of three headline quotes 'I need reliable information and I need it now' or 'I need an information source I can count on' or 'I've got to have all the information I need in one place' and concluding with the words 'What entrepreneurs really need.' The words 'Canada Business' are displayed in very large type.
% Yes or maybe
Base: Businesses (n=1,345)
Aided Awareness of Web Banner Ad by Age, Gender and Education
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing:
An ad online with a white background featuring one of three headline quotes 'I need reliable information and I need it now' or 'I need an information source I can count on' or 'I've got to have all the information I need in one place' and concluding with the words 'What entrepreneurs really need.' The words 'Canada Business' are displayed in very large type.
% Yes or maybe
Base: Businesses (n=1,345)
Aided Awareness of Web Banner Ad by Province
I would now like to ask you some questions about some specific advertising. Do you remember seeing or hearing:
An ad online with a white background featuring one of three headline quotes 'I need reliable information and I need it now' or 'I need an information source I can count on' or 'I've got to have all the information I need in one place' and concluding with the words 'What entrepreneurs really need.' The words 'Canada Business' are displayed in very large type.
% Yes or maybe
Base: Businesses (n=1,345)
Appendix II: Final Questionnaire
CPC Intro:
If targeting any member of the household:
Good afternoon/evening, my name is _____. May I please speak with (Insert main panelist name).
I'm calling from The Consumer Panel of Canada. Someone in your household indicated that members of your household may be interested in participating in surveys from time to time for our Panel.
Today we are conducting a study among business leaders. May I please speak to (Target name)?
Once eligible respondent on phone: We are not asking for any confidential information about your personal finances, or those of your company; nor are we selling anything. Your participation in this survey is completely voluntary and your responses are confidential and anonymous. Are you the person most responsible for the strategic direction of this business?
Other Sample Intro:
Good morning/afternoon/evening. My name is calling from Ipsos-Reid, an independent research firm conducting a survey among business leaders.
If individual's name available: May I speak to
If no named individual available:
Self employed/ Micro businesses: May I speak to the owner or general manager of
Small or medium sized businesses: I need to speak to the person who is most responsible for the strategic direction of
Intermediaries: I need to speak to an individual who provides advice or services to small and medium sized businesses and self-employed persons. Is someone of this description available?
Once appropriate individual identified:
Good morning/afternoon/evening. My name is ____calling from Ipsos-Reid, an independent research firm conducting a survey among business leaders. We are not asking for any confidential information about your personal finances, or those of your company; nor are we selling anything. Your participation in this survey is completely voluntary and your responses are confidential and anonymous.
Screener Questions for Self Employed, Small and Medium Sized Businesses
S1. Including yourself, how many employees does your firm currently have, including both full-time and part-time people? (Read list; Stop when applicable category reached)
1 to 4 [Continue in quota for self employed/ microbusiness] (go to S2)
5 to 9 [Continue in quota for small business] (go to S3)
10 to 19 [Continue in quota for small business] (go to S3)
20 to 49 [Continue in quota for small business] (go to S3)
50 to 99 [Continue in quota for medium-sized business] (go to S3)
100 to 199 [Continue in quota for medium-sized business] (go to S3)
200 or more [Thank and terminate]
S2. Do any of the following describe your professional responsibilities with your company? Are you a…[Read list; Choose one]
Owner or co-owner of your company [Continue]
Senior decision-maker in your company [Continue]
No ["May I please speak to either an owner or senior-decision maker in your company?" If yes, Return to intro; If no, Terminate]
Screener Questions for Intermediaries
S3. In your profession, do you frequently deal with issues related to small and medium sized businesses and self-employed individuals? [If yes, continue in quota for intermediaries N=150] [If no, continue]
S4. Do you provide professional services such as financial advice, accounting or legal services to small and medium sized businesses and self-employed individuals? [If yes, continue in quota for intermediaries N=150] [If no, thank and terminate]
Advertising Campaign Evaluation Tool
1. Over the past few weeks or so, have you seen, heard or read any advertising on the theme of government services for business?
Yes [Ask Q2 and Q3]
No [Go to Q4]
Maybe [Ask Q2 and Q3]
Don't know/Refused [Go to Q4]
2. Please tell me everything you can remember about the advertising you recall. What pictures or images come to mind? [Probe] Anything else? [Open-ended. Do not read. Code all that apply.]
Services offered to businesses
CanadaBusiness.gc.ca Website
Toll free business information line
Canada Business Service Centres
The ad was a call to action to click, call or visit
Government has business information in one place
The ad encourages me to seek information for my business
Other (Specify)
Don't know/ Not sure
3. Where did you notice this advertising? [Probe. Open-ended. Do not read. Code all that apply]
Television (Specify: "What was the name of the television show?")
Newspaper (Specify: "What was the name of the newspaper?)
Magazines (Specify: "What was the name of the magazine?")
Internet/Website banner (Specify: "What was the name of the Website?")
Radio
Pamphlet/brochure in the mail
Outdoor billboards
Public transit
Word of mouth
Ethnic paper
Fair/Exhibition
Other (Specify)
Don't know/Refused
4. I would now like to ask you some questions about some specific advertising. Do you remember seeing….? And, again thinking about some specific advertising, do you remember seeing …? [Read and randomize]
A television closed-captioning ad with a white background and the words "Canada Business" announcing the web address Canada Business dot GC dot CA and concluding with the words "What entrepreneurs really need." [If yes or maybe, immediately ask Q5–6]
A three-line Internet text ad that would appear in your browser with the words "Canada Business — Information you can count on" and concludes with "Canada Business dot GC dot CA" [If yes or maybe, immediately ask Q5–6]
An ad in a newspaper with a white background featuring one of three headline quotes — "I need reliable information and I need it now" or "I need an information source I can count on" or "I've got to have all the information I need in one place" — and concluding with the words "What entrepreneurs really need." The words "Canada Business" are displayed in very large type. [If yes or maybe, immediately ask Q5–6]
An ad in a magazine with a white background featuring one of three headline quotes — "I need reliable information and I need it now" or "I need an information source I can count on" or "I've got to have all the information I need in one place" — and concluding with the words "What entrepreneurs really need." The words "Canada Business" are displayed in very large type. [If yes or maybe, immediately ask Q5–6]
An ad online with a white background featuring one of three headline quotes — "I need reliable information and I need it now" or "I need an information source I can count on" or "I've got to have all the information I need in one place" — and concluding with the words "What entrepreneurs really need." The words "Canada Business" are displayed in very large type. [If yes or maybe, immediately ask Q5–6]
Yes
No
Maybe
Don't know/Refused
[If No or Don't know to all, skip to Q9]
5. Did you do anything as a result of seeing this ad?
Yes (Ask Q6)
No (Skip to Q7 or return to Q4 list)
Maybe (Ask Q6)
Don't know/Refused (Skip to Q7 or return to Q4 list)
6. What did you do? Anything else? [Probe. Open ended. Accept up to three responses.]
Went to the website (Specify: "What Website did you go to?")
Visited a Canada Business Service Centre
Called the 1-800 business number
Other (Specify)
Don't know/Refused
[If yes/maybe to any at Q4, ask Q7 and 8; else skip to Q9]
7. [If Q4=yes/maybe to one ad, "Thinking about the ad"/ if Q4=yes/maybe to more than one ad, "Thinking about the ads"] that you saw, who do you think produced [If Q4=yes to one ad, "the ad"/ if Q4=yes to more than one ad, "the ads"], that is, who paid for it? [Probe. Open ended. Do not read. Accept one response; If "government" specify level.].
Government of Canada/ federal government
Provincial government
Municipal government
Other (Specify)
Don't know/Refused
8. [If Q4=yes/maybe to one ad, "Thinking about the ad"/ if Q4=yes to more than one ad, "Thinking about the ads"] that you saw, what do you think were the main points [If Q4=yes to one ad, "this ad was"/ if Q4=yes to more than one ad, "these ads were"] trying to get across? [Open ended. Accept one response. Clarify fully.]
[All respondents]
9. These ads were in fact produced by the Government of Canada. How would you rate the performance of the Government of Canada in providing service and information to small and medium-sized businesses? Please use a 7-point scale, where 1 means terrible, 7 means excellent and the mid-point, 4, means neither good nor bad.
[1–7]
10. Generally speaking, how do you rate the performance of the Government of Canada? Please use a 7-point scale where 1 means terrible, 7 means excellent and the mid-point, 4, means neither good nor bad.
[1–7]
11. And, again using a 7-point scale where 1 means terrible, 7 means excellent and the mid-point, 4, means neither good nor bad, how would you rate the performance of the Government of Canada in providing information to the public about services that are available to Canadians.
[1–7]
12. Please tell me the extent to which you agree or disagree with each of the following statements using a 7-point scale where 1 means totally disagree, 7 means totally agree and the mid-point, 4, means neither agree nor disagree. How about…? [Read and randomize]
Acet statements (always first)
It is easy to contact the Government of Canada for information and service for business.
The Government of Canada is using new and innovative ways to provide information and services to businesses.
The Government of Canada delivers its services and information in a respectful way.
You can count on the Government of Canada for reliable service and information.
Tracked statements (always second)
The Government of Canada does a good job helping small businesses succeed
It is easy to locate service and information from the Government of Canada about small businesses
I am aware of the services and information available to small business from the Government of Canada
I believe that the Government of Canada could play an important role in helping small businesses succeed
Services and information from the Government of Canada about small businesses is straightforward and easy to follow.
[Third parties only] It is part of my professional responsibilities to communicate with the businesses I represent about important Government of Canada information and services, other than just tax information
[Third parties only] I have included information from the Government of Canada, other than tax information, in my communications with businesses whose interests I represent
13. Excluding dealings with Canada Revenue Agency about taxation, the GST or similar matters, have you, or has anyone in your business, contacted the Government of Canada in the past year for information or assistance for your business? [Intermediaries:] excluding dealings with Canada Revenue Agency about taxation, the GST or similar matters, have you, or has anyone in your organization, contacted the Government of Canada in the past year for information or assistance for the businesses whose interests you represent?
Yes
No
Maybe
Don't know/ refused
14. Can you name any Government of Canada Websites that provide information or services to business? [Open; Do not read list; Accept all responses]
Canada Business
Strategis
CRA
No/ Don't know/ Refuse
15. Before tonight, had you heard of the following Websites…? How about…?
- The canadabusiness.gc.ca Website
- [Canada Business Service Centres by Province:]
- Small Business B.C. Website [B.C.]
- The Business Link Business Service Centre Website [Alberta]
- Business Infosource — Website of the Canada Saskatchewan Business Service Centre [SK]
- Canada Manitoba Business Service Centre Website [Manitoba]
- Canada Ontario Business Service Centre Website [Ontario]
- Site Web du Centre de services aux entreprises Canada Ontario [Ontario]
- Info Entrepreneur — Website of the Canada Business Service Centre — Quebec
- Canada New Brunswick Business Service Centre Website [N.B.]
- Canada Prince Edward Island Business Service Centre Website [P.E.I.]
- Canada Nova Scotia Business Service Centre Website [NS]
- Canada Newfoundland and Labrador Business Service Centre Website [Nfld.]
Yes
No
Don't know/ Not sure
[If yes to any at Q15, Continue; Else skip to Q17]
16. Have you or has anyone in your [Self-employed/ micro businesses, small and medium-sized businesses:] company [Intermediaries:] organization used the
- The canadabusiness.gc.ca Website
- [Canada Business Service Centres by Province:]
- Small Business B.C. Website [B.C.]
- The Business Link Business Service Centre Website [Alberta]
- Business Infosource — Website of the Canada Saskatchewan Business Service Centre [SK]
- Canada Manitoba Business Service Centre Website [Manitoba]
- Canada Ontario Business Service Centre Website [Ontario]
- Info Entrepreneur — Website of the Canada Business Service Centre — Quebec
- Canada New Brunswick Business Service Centre Website [N.B.]
- Canada Prince Edward Island Business Service Centre Website [P.E.I.]
- Canada Nova Scotia Business Service Centre Website [NS]
- Canada Newfoundland and Labrador Business Service Centre Website [Nfld.]
Yes
No
Don't know/ Not sure
17. Have you heard of the Government of Canada's toll free telephone number for business related information …?
Yes
No
Don't know/ Not sure
[If Q17= Yes, continue; else skip to Q19]
18. Have you ever called the Government of Canada using a 1-800 line to obtain business information. …?
Yes
No
Don't know/ Not sure
19. Are you aware of
Yes
No
Don't know/ Not sure
CBSCs are designated as follows in the various provinces:
Small Business B.C. [B.C.]
The Business Link Business Service Centre [Alberta]
Business Infosource Canada/Saskatchewan Business Service Centre [SK]
Canada /Manitoba Business Service Centre [Manitoba]
Canada/Ontario Business Service Centre [Ontario]
Info Entrepreneur Canada Business Service Centre — Quebec
Canada New Brunswick Business Service Centre [N.B.]
Canada Prince Edward Island Business Service Centre [P.E.I.]
Canada Nova Scotia Business Service Centre [NS]
Canada Newfoundland and Labrador Business Service Centre [Nfld.]
[If Q19= yes continue, else skip to Q21]
20. Have you ever visited the office of
Yes
No
Don't know/ Not sure
CBSCs are designated as follows in the various provinces:
Small Business B.C. [B.C.]
The Business Link Business Service Centre [Alberta]
Business Infosource Canada/Saskatchewan Business Service Centre [SK]
Canada /Manitoba Business Service Centre [Manitoba]
Canada/Ontario Business Service Centre [Ontario]
Info Entrepreneur Canada Business Service Centre — Quebec
Canada New Brunswick Business Service Centre [N.B.]
Canada Prince Edward Island Business Service Centre [P.E.I.]
Canada Nova Scotia Business Service Centre [NS]
Canada Newfoundland and Labrador Business Service Centre [Nfld.]
Demographics
[Record gender, Language of interview, Urban/Rural]
Finally, I would like to ask some questions for statistical purposes. I'd like to remind you that all your answers are completely confidential.
21. In what year were you born? [Record year — 1900–1990]
22. What is the highest level of formal education that you have completed? [Read list]
Grade 8 or less
Some high school
Complete high school
Technical, vocational post-secondary, college
Some university
Complete university degree
Post graduate degree
Don't know/Refused
23. What is the language you first learned as a child and still understand? [Do not read list. Accept up to two responses.]
English
French
Other (do not specify)
Don't know/Refused
24. Is your business Aboriginal owned?
Yes
No
Don't know/ refuse
25. Approximately how many years and months has your company been in operation?
Record years
Record months
26. In which industry or sector does your company operate? If you are active in more than one sector, please identify the main sector. (Do not read list; Accept only one responses; Confirm result with respondent as necessary)
Agriculture/Fishing/Hunting/Forestry
Oil/Gas/Mining
Utilities
Construction
Manufacturing
Wholesale Trade
Retail Trade
Transportation and Warehousing
Information and Cultural Industries
Finance and Insurance
Real Estate and Rental/Leasing
Professional, Scientific and Technical Services
Management of Companies and Enterprises
Administrative and Support, Waste Management, Remediation Services
Art, Entertainment, Recreation
Accommodation and Food Services
Other (specify)
[Intermediaries only]
27. In what capacity do you represent the interests of small businesses and self-employed individuals? Are you…? [Read the list]
A lawyer
An accountant
A financial advisor
A representative from a business, trade or professional association
A Chamber of Commerce representative
Other (specify)