MTM measures Canadians’ media technology adoption and use at two points in time to monitor changes in media penetration and use over the year. Telephone interviews are conducted with a regionally representative sample of Canadians who have a landline telephone service and those who rely solely on cell phone service. The Fall survey includes 8,000 Canadian adults (4,000 Anglophones and 4,000 Francophones). Of those 8,000 respondents, 2,976 also completed an online survey introduced in the Fall. An independent sample of 4,000 Canadians (2,000 Anglophones and 2,000 Francophones) is surveyed in the Spring.
The MTM is the highest quality media study in Canada. The blended sampling
approach including landline and cell phone only households, as well as an online
survey component, ensures that the MTM has a representative sample that can
reach 99% of the population. (i)
In addition to large sample sizes, the MTM landline sample achieves minimum
response rates close to 30%, which exceeds industry standards. Moreover,
households are randomly selected using Random Digit Dialing, and within those
selected households, respondents are randomly selected using the “Most Recent
Birthday” method where no substitutions are permitted.
To reach the growing portion of the Canadian population who rely solely on cell
phone service (i.e., no landline service in the household), cell phone numbers of
confirmed cell-phone only Canadians were purchased from Forum Research Inc.
These cell phone numbers were randomly generated by using known cell-phone
area codes and exchange combinations, and randomizing the last 4 digits. The
IVR (interactive voice response) methodology was used to identify cell phone
only Canadians and gain their agreement to participate in a media technology
survey on their cell phone. Qualified and cooperative contacts were then called
back and administered the MTM questionnaire and counted as cell only sample.
Any respondent dialed in the main landline survey that indicated that they do not
have a landline phone, only a cell phone, are also counted as a cell-phone only
The English MTM covers all regions of Canada, excluding the Territories. Forum
Research Inc. conducted the English-language interviews. In Spring 2018, 2,151
interviews, including 683 with cell phone only respondents, were completed from March 19 to May 4, 2018. Of the telephone interviews, 803 respondents also completed an online survey from March 19 to May 11, 2018. The response rate for the landline sample was 28%.
The French OTM covers the province of Quebec and the francophone regions of New Brunswick and Ontario. The French-language interviews were conducted by Ad hoc Research. In Spring 2018, 2,012 interviews, including 973 with cellphone
only respondents in Quebec, were completed from April 9 to May 12,
2018. Of the telephone interviews, 787 respondents also completed an online
survey from April 9 to May 12, 2018. The response rate for the landline sample
Interviews from the English MTM are merged with interviews from the French
OTM to create a national data base. The national data was weighted to ensure it
is regionally and demographically (age and gender) representative of the
The Quebec database was created by filtering the national database by all
Quebec respondents. The Quebec database differs from the National one in that
it includes an additional layer of weighting to correct for language. More
specifically, the data is weighted according to age, gender, region (i.e., Montreal
RMR, Quebec RMR and Rest of Quebec) and language (French or English).
The telephone survey sample was weighted to reflect the Canadian
population. The data was weighted according to gender, age, region, and
language. The 2011 Census projection data was used to weight the telephone
survey. Questions in the online survey were given an additional weight to reflect
the Canadian online population. The data was weighted to gender, age, region,
language and light, medium, and heavy internet usage.
The landline and cell phone only samples were weighted separately and then
combined. Both were weighted according to gender, age and region. 2011
Census projection data was used to weight the landline sample and the Statistics Canada 2013 Residential Telephone Service Survey (RTSS) was used to weight the CPO sample.
Results based on the total sample of 8,000 Canadians are accurate within plus or
minus 1.1 percentage points 19 times out of 20. This means that if the survey
were repeated 20 times, 19 of the surveys would generate the same result plus
or minus 1.1 percentage points from the original finding. For a sample of 4,000,
results are accurate within plus or minus 1.5 percentage points.
The MTM is a product of CBC/Radio-Canada Research and Analysis. Ad Hoc Research. conducts all the English and French language interviews and is also
responsible for recruiting both the English and French cell phone only sample.
Ad Hoc Research
Founded in 1984 in Montreal, Canada, Ad Hoc Research is a full-service marketing,
communications and social research firm, with a multidisciplinary team of more than 100
employees and a constantly growing network of national and international clients.
Leaders in the Canadian market, Ad Hoc Research builds lasting relationships with their
clients, guiding them every step of the way with a creative and passionate approach.