Archived—Appendices—Public Opinion Research in the Government of Canada—Annual Report 2014 to 2015

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Appendix I: Trends in contract values and number of projects

In 2014 to 2015, 54 contracted public opinion research projects worth $4.1 million were coordinated by the Public Opinion Research Directorate.

Fiscal year Contract valueFootnote 1 Number of projectsFootnote 1
2014 to 2015 $4,136,404 54
2013 to 2014 $4,932,349 81
2012 to 2013 $4,304,177 72
2011 to 2012 $6,513,824 100
2010 to 2011 $7,902,871 163

Appendix II: Procurement methods for public opinion research in 2014 to 2015

The Government of Canada uses various procurement methods to contract public opinion research. Standing offers were established competitively for the three main approaches to custom research (qualitative, quantitative and a combination of the two). Appendix V includes a complete list of contractors on the standing offers that were in effect during the 2014 to 2015 fiscal year.

Procurement methods Contract valueFootnote 2 % Contract valueFootnote 2 Number of projectsFootnote 2 % Number of projectsFootnote 2
Standing offers $3,916,433 94.68% 52 96.30%
Public tenders
$199,999 4.84% 1 1.85%
Other methods $19,973 0.48% 1 1.85%
Total: $4,136,404 100% 54 100%

Appendix III: Listing of departments engaged in public opinion research in 2014 to 2015

A total of 19 departments were involved in public opinion research during 2014 to 2015.

Government organization Contract valueFootnote 3 Number of projectsFootnote 3
Canada Revenue Agency $363,963.03 4
Canadian Heritage $161,406.85 3
Canadian Radio-television and Telecommunications Commission $56,287.65 2
Canadian Transportation Agency $168,078.47 1
Citizenship and Immigration Canada $375,794.76 3
Employment and Social Development CanadaFootnote 4 $404,805.07 3
Finance Canada $511,923.06 5
Financial Consumer Agency of Canada $215,352.23 2
Health Canada $287,857.59 5
Library and Archives Canada $49,388.59 2
National Defence and the Canadian Armed Forces $57,700.88 3
National Research Council Canada $108,165.47 2
Natural Resources Canada $327,583.50 3
Office of the Superintendent of Financial Institutions $134,847.47 4
Parks Canada $99,096.41 1
Privy Council Office $553,594.12 4
Public Safety Canada $37,350.20 1
Transportation Safety Board of Canada $37,503.93 1
Veterans Affairs Canada $185,704.83 5
Total: $4,136,404.11 54

Appendix IV: Listing of contractors engaged in public opinion research in 2014 to 2015

A total of 17 contractors were involved in public opinion research during 2014 to 2015.

Supplier Contract valueFootnote 5 Number of projectsFootnote 5
Angus Reid Public Opinion, a division of Vision Critical $24,860.00 1
Corporate Research Associates Inc. $171,708.63 2
Ekos Research Associates Inc. $217,930.63 2
Elemental Data Collection Inc. $19,972.75 1
Environics Research Group $573,486.59 6
Gregg, Kelly, Sullivan & Woolstencroft: The Strategic Counsel $99,524.19 2
Harris/Decima Inc. $1,105,267.25 17
Ipsos-Reid Corporation $153,208.77 4
Léger Marketing $461,108.56 4
NRG Research Group $643,826.48 5
Opinion Search Inc. $37,350.20 1
Phase 5 $59,990.78 1
Phoenix SPI $187,471.98 4
R.A. Malatest & Associates Ltd. $199,998.70 1
Research Strategy Group Inc. $70,714.61 1
Sage Research Corporation $62,093.43 1
TNS Canada Ltd $47,890.56 1
Total: 4,136,404.11 54

Appendix V: Standing offers for public opinion research

The standing offersFootnote 6 for public opinion research are made available for use by departments for research projects with a contract value of up to $200,000 (including Harmonized Sales Tax (HST)). These standing offers were established competitively for the period of April 1, 2010 to March 31, 2012 with a possibility of three extension periods of one year each. The standing offers were in effect during the 2014 to 2015 fiscal year as part of the third extension period.

The standing offers were designed to:

Standing offers are used in the direct selection of suppliers for projects not exceeding $200,000 (HST included) in contract value. These contracting tools enable departments to obtain public opinion research services in an efficient and effective manner with qualified research firms, at predetermined prices, terms and conditions.

Firms on the Government of Canada’s standing offers for public opinion research

Firms on the Government of Canada’s standing offers for public opinion research
Effective April 1, 2010 to September 30, 2015
  Fieldwork and
data tabulation
Pre-testing of advertisment Target populations
Series A: Qualitative research Series B: Quantitative research Series C: Qualitative and quantitative research
Standing Offer Holders Telephone survey Online survey Online General Aboriginal Ethno. General Aboriginal Ethno. General Aboriginal Ethno.
Campaign Research                      
COMPAS Inc.                    
Corbin Partners Inc.                      
Corporate Research Associates Inc.    
CROP Inc.                      
DataPath Systems                      
Ekos Research Associates Inc.      
Environics Research Group  
Gadd Research Inc.                      
Genesis Public Opinion Research Inc.                  
Gregg, Kelly, Sullivan & Woolstencroft: The Strategic Councel          
Harris/Decima Inc.      
Innovative Research Group Inc.                    
Insightrix Research Inc.                  
Ipsos-Reid Corporation
Jolicoeur & Associés                      
Léger Marketing        
MacPhie & Company Inc.                      
Nanos Research Corporation              
NRG Research Group                
Opinion Search Inc.                    
Patterson, Langlois Consultants                      
Phase 5                
Phoenix SPI      
Praxicus Public Strategies Inc.                  
Probe Research Inc.                    
Quorus Consulting Group Inc.                  
Research Strategy Group Inc.              
Sage Research Corporation                
Saine Marketing Inc.                    
SOM Inc.                  
Sylvain Laroche, consultant, Inc.                  
The Logit Group Incorporated                    
TNS Canadian Facts Inc.                    
Veraxis Research & Communications Inc.                  
Vision Critical Communications Inc.        
Walker Consulting Group                


The company names listed in this appendix are their operating names as they appear in the Government of Canada standing offers.

Appendix VI: Public opinion research related Acts, regulations, policies and procedures





Appendix VII: Glossary of public opinion research related key research terms

Used to refer to the population of interest or target population for a survey. Also referred to as the population.
Custom survey
A survey commissioned by a single client, as opposed to shared-cost surveys, such as omnibus surveys.
Data collection
One of the key elements of the research process, this involves obtaining information from the research population.
Discussion Guide
Outline of the topics to be discussed during group discussions or interviews. The objective of the guide is to anchor the discussion.
Focus group
A group of individuals selected according to specific criteria to participate in a discussion about a particular topic introduced by a discussion leader called a moderator. Participants are encouraged to offer their opinions about the topic of interest and to react to comments from others in the group. For in-person focus groups, 10 to 12 participants are usually recruited to ensure that 8 to 10 take part in the actual group. See also Online focus group.
In-Depth Interview
Questions asked to one person at a time, to get in-depth information with often hard-to-reach experts or to obtain information on more sensitive topics. Interviews can be conducted over the telephone or in-person depending on the sensitivity of the subject and geographic scope.
A conversation between two or more people where questions are asked by the interviewer to elicit information from one or more persons.
Qualitative researcher who leads focus group discussions according to the client's needs and objectives. The moderator's responsibility is to ensure that the participants give rich responses by adapting the discussion guide to yield useful information.
Omnibus survey
Refers to a survey where questions on a variety of subjects are included together, typically paid for and created by multiple research clients. Clients can include a question or several questions on an omnibus survey, reducing the cost for each client individually.
Online focus group
Refers to a group of participants who access a virtual facility through a user name and password. The participants reply to questions posted by the moderator and interact with other respondents, either in real-time or over the course of several days.
Refers to individuals from whom information is sought in qualitative research. Typically, it is the term used to designate a member of a focus group.
The target audience or group of interest to be investigated for the study (e.g., all Canadians, 18 years and older; men between the ages of 18 and 30 years who listen to the radio).
Post evaluation
Refers to the evaluation of the effectiveness of an advertisement or other communication product after it has been launched to its intended audience.
In quantitative research, a pretest is a trial run to assess how well a questionnaire flows, is understood by respondents, and whether it elicits the required information. It may also be used to assess how long the questionnaire takes to administer, as well as the proportion of the target population that meets the survey eligibility requirements.
In qualitative research, a pretest usually refers to the evaluation of advertisements or other communication products still in development or before they are released to the public.
Public opinion research
Public opinion research in the Government of Canada is the planned gathering, by or for a government institution, of opinions, attitudes, perceptions, judgments, feelings, ideas and reactions or views intended to be used for any government purpose, whether that information is collected from persons (including employees of government institutions), businesses, institutions or other entities, through quantitative or qualitative methods irrespective of size or cost.
Qualitative research
This refers to information obtained about some members of a target population through unstructured or semi-structured procedures, such as discussions, observations or interviews. No projections of results to the target population can be made from this type of research.
Quantitative research
This refers to information obtained about some or all members of a target population through structured procedures, such as a census or a survey, allowing conclusions to be made for the total target population.
Refers to individuals from whom information is sought in quantitative research (i.e., the person chosen for the survey interview).
In public opinion research, segments refer to subgroups of the target population that share some characteristic relevant to the research purpose. Subgroups can be organized by age, income, education, occupation, lifestyle, media habits, product use, etc.

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