MTM Methodology

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 8,208 Canadian adults (4,182 Anglophones and 4,026 Francophones). Of those 8,208 respondents, 2,923 also completed an online survey. An independent sample of 4,175 Canadians (2,125 Anglophones and 2,050 Francophones) is surveyed in the Spring. Of those 4,175 respondents, 1,661 also completed an online survey.

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 Ad Hoc Research. 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 respondent.

Databases

Anglophone Databases

The English MTM covers all regions of Canada, excluding the Territories. Ad Hoc Research conducted the English-language interviews. In Spring 2019, 2,125 interviews, including 736 with cell phone only respondents, were completed from March 28 to May 16, 2019. Of the telephone interviews, 859 respondents also completed an online survey The response rate was over 30%.

Francophone Databases

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 2019, 2,050 interviews, including 581 with cellphone only respondents in Quebec, were completed from April 3 to May 16, 2019. Of the telephone interviews, 802 respondents also completed an online survey. The response rate was over 31%.

National Databases

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 Canadian population.

Quebec Databases

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).

Weighting

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.

Margin of Error

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.

Research Provider

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.

Privacy Policy

MTM is the exclusive property of CBC/Radio-Canada and are protected by copyright. Information retrieved from them, including data accessed directly, from reports, or any other source—is prepared for the exclusive use of your organization. Distribution outside your organization is prohibited without prior approval. Extracts from, or references to, the data in speeches, reports or presentations given by members of your organization can be used, provided “MTM” is clearly cited as the source of such extracts or references.

1. According to the Statistics Canada 2013 Residential Telephone Service Survey, fewer than 1% of Canadians do not have any type of telephone service.