Archived—Appendix I: About public opinion research and how it is used: Public opinion research in the Government of Canada—Annual report 2015 to 2016
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In simplest terms, it is the design, collection, analysis and reporting of opinion-based information. To guide research work in federal departments and agencies, the Treasury Board of Canada Secretariat provides a more detailed definition of public opinion research.
Public opinion research is used to improve Government of Canada programs, policies and services. In conversation with Canadians, the Government is able to find out about the things that are of greatest importance to them, their sense of the issues of the day, their hopes and concerns, their expectations of government, and their views on government activities that are being proposed, considered or implemented.
The list below briefly identifies areas where information from public opinion research is used:
- policy development and review
- client satisfaction research
- market research
- communication plan development
- communication product testing
- advertising pretesting
- advertising post-evaluation
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