Methodology

This year’s study adopts an integrated quantitative and qualitative approach, providing tracking for aggregate trends and further study on key areas of concern.

Quantitative Methodology

Quantitative report findings are based on a customized analysis of the findings from EKOS’ Rethinking the Information Highway study undertaken in Spring 2003. The research methodology used in the Rethinking the Information Highway study involved a panel-based design, with a telephone survey and a follow-up self-administered survey.

The first wave of research — the telephone survey — involved interviews with a random sample of 5,182 Canadians, aged 16 and over. Interviewing on Wave One was undertaken during a four-week period, between April 8th and May 7th, 2003.

The second wave of research involved a self-administered survey that was mailed to approximately three in four of the same individuals from Wave One. The self-administered survey was mailed to respondents in three streams. Several procedures to increase the response rates were followed, including extensive follow-up procedures with a complete re-mailing of the survey as well as a lottery with appropriate prizes to encourage participation. A total of 2,245 surveys were completed and returned to EKOS between May 1st and June 18th, 2003.

Wave One data is statistically weighted by age, gender and region to ensure findings are representative of the Canadian population aged 16 and over. In order that the findings from the second, Wave Two, survey are also representative of the same population, data is weighted by Internet usage, as well as by age, gender and region.

With sample sizes of 5,182 and 2,245, the results may be considered accurate within +/- 1.4 and 2.2 percentage points, 19 times out of 20. The margin of error for regional results and other subgroups will be larger.