Post-campaign quantitative telephone survey using the ACET research tool to evaluate the campaign.
The research called for a nationally representative telephone survey of the general population to be completed according to Advertising Campaign Evaluation Tool (ACET) guidelines. A questionnaire of approximately 10 minutes in duration was administered based on the ACET tool with some revisions to address specific issues related to the campaign and/or the target audience.
A total of 1000 Canadians, aged 18 or older, were surveyed from March 4th to March 10th, 2010, with a response rate of 12%.