1 the perceived importance of geography, comprehension of geography and geographic literacy in...
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THE PERCEIVED IMPORTANCE OF GEOGRAPHY, COMPREHENSION OF
GEOGRAPHY AND GEOGRAPHIC LITERACY IN CANADA
Conducted For:
May, 2005
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TODAY’S PRESENTATION …TODAY’S PRESENTATION …
• Background - Purpose of Research
• Research Objectives
• Research Design
• Detailed Report on Research…
– Attitudes Toward Geography
– The Relative Importance of Geography
– Measures of Geographic Literacy
– Does Geographic Literacy Correlate With Economic Success?
• Strategic Implications
* * * * *
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BACKGROUND - PURPOSE OF RESEARCHBACKGROUND - PURPOSE OF RESEARCH
The purpose of this research is to provide a base of insight that will support the Royal Canadian
Geographical Society in its endeavour to raise the profile of geographic literacy in the minds of
Canadians, to promote the importance of geographic literacy and, thus, to stimulate a greater
emphasis on geography in the classrooms of Canadian schools.
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RESEARCH OBJECTIVESRESEARCH OBJECTIVES
• Measure attitudes in various segments of the Canadian population toward the importance of geographic literacy and the perceived value of geographic knowledge.
• Validate a range of hypotheses about the importance of geographic knowledge, compared to knowledge in other disciplines and topic areas.
• Benchmark geographic literacy levels nationally and regionally.
• Search for empirical evidence that geographic literacy correlates with economic success.
• Provide insights relevant to optimal executional guidelines and communications objectives to raise public awareness of the importance of geographic literacy.
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RESEARCH DESIGNRESEARCH DESIGN
• A national random sample of 2,106 Canadians 18+ years of age.
• Data collection was done “on-line” over the internet. Prospects from a large panel of Canadians were recruited by e-mail to participate in the study, being offered as an incentive the opportunity to win $750.
• Qualifying respondents completed an on-line, self-administered questionnaire which included appropriate geographic visuals.
• Sample distribution comprised three “target” sub-groups…
– “Young Adults” (18 to 24, no school-age children)
– “Parents or Guardians” (adults having / responsible for school-age children)
– “Other Adults” (having no responsibility for school-age children)
• Sub-group components of the final sample of 2,106 Canadians were weighted to reflect correct demographic, regional and target sub-group proportionality in the total sample.
• Sample Size Actual Weighted“Young Adults” 492 245“Parents/Guardians” 783 852 “Other Adults” 831 1,009
• Data collection occurred between April 18 and April 25, 2005.
• Detailed cross-tabulated data tables have been created from the information collected in this research and are the basis of this analysis.
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DETAILED REPORT ON RESEARCH…
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ATTITUDES TOWARD GEOGRAPHY ...
WHAT DOES "GEOGRAPHY" MEAN TO CANADIANS?(Multiple Response, %'s)
78
48
40
77
63
61
96
96
0 20 40 60 80 100
Countries/capitals ofthe world
How to use aglobe/atlas
Population distributionpatterns
Reading road maps
Understandingvolcanoes/earthquakes
Understanding weathermaps
Tracking infectiousdisease
Locations for newstores
Base: Total Adult Canadians
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ATTITUDES TOWARD GEOGRAPHY ...
A “To succeed in today’s global economy, it’s important to understand other cultures and places”
B “It’s important to have knowledge of other countries to better understand Canada’s multi-cultural society”
C “Geography plays an important role in understanding the environment”
D “It’s really important for all Canadian children to gain a high degree of geographic knowledge”
E “Students should be taught more geography and history”
F “To succeed in today’s global economy, it’s important to understand the spatial relationship between different places”
G “Geography plays a pivotal role in Canada’s participation on the world stage”
H “If students are to leave school equipped to earn a decent living, they need to have a basic understanding of geography”
J “The growth of the global economy relies on understanding the world’s geography”
K “A strong education in geography opens the door to interesting jobs”
L “Society places little value on geographic knowledge”M “Canada is a country more defined by its geography
than by its history”N “There is too much teaching emphasis in schools on
math and science and not enough about the world around us”
Base: Total Adult Canadians
LEVEL OF AGREEMENT WITH STATEMENTS ABOUT GEOGRAPHY(1 = "STRONGLY DISAGREE", 10 = "STRONGLY AGREE"
123456789
10
A
B
C
D
E
F
G H
J
K
L
M
N
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THE RELATIVE IMPORTANCE OF GEOGRAPHY ...
PERCEIVED IMPORTANCE FOR HIGH-SCHOOL STUDENTS TO BE TAUGHT EACH SUBJECT…
80
69
52
47
48
44
33
21
20
18
10
15
19
29
40
47
44
35
49
50
47
38
1
8
6
7
16
15
25
29
36
89
84
2
1
1
0 20 40 60 80 100
English
Mathematics
Computer Technology
Science
History
Geography
Environmental Science
French
World cultures and religions
Music
Art
A third language
Very Somewhat Not Very Not At All
Base: Total Canadians
10
THE RELATIVE IMPORTANCE OF GEOGRAPHY ...
PERCEIVED IMPORTANCE IN TODAY'S WORLD TO KNOW HOW TO…
63
62
49
36
10
34
33
31
44
46
6
15
90
63 3
7
4
0 20 40 60 80 100
… use acomputer
… read a map
… write abusiness letter
… use acalculator
…know..countriesin news..located
…speak a foreignlanguage
Very Somewhat Not Very Not At All
Base: Total Canadians
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MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
EDUCATION LEVEL AT WHICH THE LAST GOEGRAPHY COURSE WAS TAKEN...
50%
9% 28%
5%1%
Kindergarten-Gr.5 Grade 6 - 8
Grade 9-10 Grade 11-12
Comm. Colg. University
5%
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MEASURES OF GEOGRAPHIC LITERACY ...
BY MARKET SEGMENT…
YOUNG PARENTS OTHER
ADULTS /GUARDIANS ADULTS
• K - Gr. 5 5% 1% < 1%
• Gr. 6 - 8 5% 4% 6%
• Gr. 9 - 10 40% 30% 23%
• Gr. 11 - 1234% 47% 56%
• Comm. Colg. 6% 6% 3%
• University 8% 10% 8%Base: Total Adult Canadians
EDUCATION LEVEL AT WHICH THE LAST GOEGRAPHY COURSE WAS TAKEN...
50%
9% 28%
5%1%
Kindergarten-Gr.5 Grade 6 - 8
Grade 9-10 Grade 11-12
Comm. Colg. University
5%
Note that “Young Adults” received their last geography course much earlier than did “Parents or Guardians” or“Other Adults”
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MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
GEOGRAPHY QUIZ:"Compared to Canada, approximately how much larger is the population of the United States?"
35%
65%
Correct answer (10 times larger)
Incorrect Answer
68
63
56
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
% CORRECT ANSWER BY MARKET SEGMENT...
14
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
GEOGRAPHY QUIZ:"Which of the following countries belong to the European Union?"
66%
34%
Correct answer (Belgium, Denmark,France, Germany)
Incorrect Answer
38
32
29
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
% CORRECT ANSWER BY MARKET SEGMENT...
15
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
GEOGRAPHY QUIZ:"Which area of the world was most affected by the recent tsunami?"
11%
89%
Correct answer (South-East Asia)
Incorrect Answer
89
87
89
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
% CORRECT ANSWER BY MARKET SEGMENT...
16
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
GEOGRAPHY QUIZ:"Which part of Canada is most affected by global warming?"
31%69%
Correct answer (the North)
Incorrect Answer
71
68
62
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
% CORRECT ANSWER BY MARKET SEGMENT...
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MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
GEOGRAPHY QUIZ:"After the United States, which country is Canada's largest trading partner?"
66%
34%
Correct answer (Japan) Incorrect Answer
37
34
28
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
% CORRECT ANSWER BY MARKET SEGMENT...
18
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
GEOGRAPHY QUIZ:"What percentage of Canada's population lives in cities?"
62%
38%
Correct answer (80%) Incorrect Answer
37
39
34
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
% CORRECT ANSWER BY MARKET SEGMENT...
19
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
GEOGRAPHY QUIZ:"Is Canada's Boreal Forest larger or smaller than the Brazilian rainforest?"
36%
64%
Correct answer (Larger)
Incorrect Answer
66
64
57
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
% CORRECT ANSWER BY MARKET SEGMENT...
20
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
GEOGRAPHY QUIZ:"Which of the following countries is the world's largest oil exporter?"
17%
83%
Correct answer (Saudia Arabia)
Incorrect Answer
85
83
72
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
% CORRECT ANSWER BY MARKET SEGMENT...
21
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
GEOGRAPHY QUIZ:"Which continent has the highest incidence of AIDS?"
3%
97%
Correct answer (Africa) Incorrect Answer
98
96
93
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
% CORRECT ANSWER BY MARKET SEGMENT...
22
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
GEOGRAPHY QUIZ:"Which country in the Caribbean is a communist dictatorship?"
7%
93%
Correct answer (Cuba) Incorrect Answer
93
94
90
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
% CORRECT ANSWER BY MARKET SEGMENT...
23
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
66
68
66
61
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
Average
% AVERAGE CORRECT ANSWER BY MARKET SEGMENT...
GEOGRAPHY QUIZ:AVERAGE “LITERACY” ACROSS ALL QUESTIONS
24
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
78
76
80
82
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
Average
% CORRECT ANSWER BY MARKET SEGMENT...
GEO-SPATIAL KNOWLEDGE:“Canada’s newest territory is Nunavut. Which number on the map is that?”
25
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
68
69
68
61
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
Average
% CORRECT ANSWER BY MARKET SEGMENT...
GEO-SPATIAL KNOWLEDGE:“Newfoundland and Nova Scotia recently concluded a revenue-sharing arrangement with Ottawa regarding offshore oil resources. The Hibernia oil fields are located off the coast of what province?”
26
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
66
68
64
61
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
Average
% CORRECT ANSWER BY MARKET SEGMENT...
GEO-SPATIAL KNOWLEDGE:“Alberta and Saskatchewan are celebrating their centennials in 2005. Which province is the world’s largest producer of potash?”
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MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
56
60
52
51
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
Average
% CORRECT ANSWER BY MARKET SEGMENT...
GEO-SPATIAL KNOWLEDGE:“In recent news, China announced that is is prepared to use military force to stop Taiwan from formally pursuing independence. Whichnumber on the map is Taiwan?”
28
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
67
74
59
63
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
Average
% CORRECT ANSWER BY MARKET SEGMENT...
GEO-SPATIAL KNOWLEDGE:“Spanish police have recently cracked a $1 billion money-laundering ring. Which number on the map is Spain?”
29
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
60
64
58
53
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
Average
% CORRECT ANSWER BY MARKET SEGMENT...
GEO-SPATIAL KNOWLEDGE:“New research is showing that Cleopatra, the famous queen of Egypt, was not only beautiful but was also revered for her intellect. What number on the map is Egypt?”
30
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
16
18
15
13
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
Average
% CORRECT ANSWER BY MARKET SEGMENT...
GEO-SPATIAL KNOWLEDGE:“Zimbabwe’s President, Robert Mugabe, continues to turn his back on the Commonwealth and other world organizations. What number on the map is Zimbabwe?”
31
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
87
88
83
92
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
Average
% CORRECT ANSWER BY MARKET SEGMENT...
GEO-SPATIAL KNOWLEDGE:“The H and L on weather maps stands for what?” [High and Low barometric pressure]
32
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
68
80
59
77
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
Average
% CORRECT ANSWER BY MARKET SEGMENT...
GEO-SPATIAL KNOWLEDGE:“The high-altitude wind circling the globe that has such a significant influence on Canada’s weather is called what?”[The Jet Stream]
33
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
76
81
74
79
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
Average
% CORRECT ANSWER BY MARKET SEGMENT...
GEO-SPATIAL KNOWLEDGE:“Generally across Canada, weather patterns tend to flow from what direction?”[West to East]
34
MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
26 37 25 9 2
30 37 23 9 2
24 39 25 9 3
19 32 33 13 3
0 0.2 0.4 0.6 0.8 1
Young Adults
Parents/Guardians
Other Adults
Average
% CORRECT ANSWER BY MARKET SEGMENT...
4 pairs correct 3 pairs correct2 pairs correct 1 pair correct0 pairs correct
GEO-SPATIAL KNOWLEDGE:“Without looking at a map, in what direction would you be travelling going from …- Vancouver to Winnipeg?- Calgary to Edmonton?- Fredericton to St. John N.B. ?- Montreal to Toronto?
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MEASURES OF GEOGRAPHIC LITERACY ...
Base: Total Adult Canadians
64
67
62
58
0 20 40 60 80 100
Young Adults
Parents/Guardians
Other Adults
Average
% AVERAGE COMPOSITE CORRECT ANSWER BY MARKET SEGMENT...
GEO-SPATIAL KNOWLEDGE:AVERAGE “LITERACY” ACROSS ALL QUESTIONS
36
MEASURES OF GEOGRAPHIC LITERACY ...
INCIDENCE OF HAVING AN ATLAS OR GLOBE IN THE HOME…
2%
23%
75%
Yes No Not Sure
SOURCES OF KNOWLEDGE:
Base: Total Adult Canadians
37
MEASURES OF GEOGRAPHIC LITERACY ...
INCIDENCE OF WATCHING THE WEATHER NETWORK T.V. CHANNEL AT LEAST FROM TIME-TO-TIME…
18%
82%
Yes No
SOURCES OF KNOWLEDGE:
Base: Total Adult Canadians
38
MEASURES OF GEOGRAPHIC LITERACY ...
INCIDENCE OF USING "GPS" OR ON-LINE COMPUTER MAPPING PROGRAMS…
62%
38%
Yes No
SOURCES OF KNOWLEDGE:
Base: Total Adult Canadians
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IN SUMMARY …IN SUMMARY …ATTITUDES TOWARD GEOGRAPHY AND ITS IMPORTANCE …ATTITUDES TOWARD GEOGRAPHY AND ITS IMPORTANCE …
• Adult Canadians have a limited view of what constitutes “geography”. Many Canadians do not associate such phenomena as meteorology, geological events or the migration of infectious diseases as having anything to do with geography.
• Adult Canadians strongly endorse key hypotheses about the socio-economic benefits of geographic knowledge. However, only a minority think it very important that geography be taught at the high-school level.
GEOGRAPHIC LITERACY …GEOGRAPHIC LITERACY …
• The perceived importance of geography, and geographic literacy, increases with the level of education attained. Importantly, it would appear that geography as a subject is being taught at increasingly earlier stages of formal education. (“Young adults” received their last geography course at a much earlier level than did “parents and guardians” or “other [older] adults”).
• Based upon the average level of correct answers to a series of questions designed to measure geographic knowledge, about one-third of adult Canadians can be considered “geographically illiterate” – higher among “young adults”.
• Geographic literacy increases with age, with the level at which the last geography course was taken, with education and with household income.
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STRATEGIC IMPLICATIONS …STRATEGIC IMPLICATIONS …
• Insights from this research indicate that emphasis on geography seems to commence earlier and end earlier in the educational process than it did in the past. As a result, “young adults” perceive geography as a much narrower topic area than do “parents and guardians” and “other adults” who took their last course in geography at a later stage in their education. This translates into lower geographic literacy. Formal education in geography should continue into the higher grades.
• Whether or not geographic literacy “drives” economic well-being or is simply a function of overall education which drives economic success is unresolved in this research. It is clear, however, that continuing education in geography (through the higher grades) would increase the perceived breadth of the topic - and increase geographic literacy.
• While geographic literacy does not correlate directly with economic success, it is an integral component of increasing education, which does drive economic success.
• Reflecting the perceived relatively low importance of geography as a subject compared to math and science, it may be necessary to consider “re-branding” geography in the curriculum at the secondary school level as, for example, “geo-spatial science” that embodies more strongly elements of the social and physical sciences consistent with the nature of the subject in its broadest sense. This approach would position geography as an “active” or “scientific” subject more relevant to today’s world rather than as a “passive” subject of only academic interest.
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