2016 ns culture index report-final - nova scotia · benchmarks on select domains from the index...

2016NovaScotiaCultureIndex

FinalReport

Preparedfor:

CommunicationsNovaScotiaandDepartmentofCommunities,CultureandHeritage

March2016

www.cra.ca

1-888-414-1336

TableofContents PageIntroduction..............................................................................................................................................1

ExecutiveSummary...................................................................................................................................2

DetailedAnalysis.......................................................................................................................................3

PublicGood...........................................................................................................................................4

PerceptionsofCulture.....................................................................................................................4

CulturalOrganizations....................................................................................................................11

SupportforCulture........................................................................................................................16

InvestmentinCulture.....................................................................................................................20

IndividualGrowth................................................................................................................................21

TheImpactofCulture.....................................................................................................................21

DemographicProfile...........................................................................................................................27

StudyMethodology.................................................................................................................................28

Appendices:

A:SurveyQuestionnaire

B:TabularResults

2016NovaScotiaCultureIndexStudy

©CorporateResearchAssociatesInc.,2016

1

Introduction

PlayingakeyroleinNovaScotia’sculture,theDepartmentofCommunities,Culture,andHeritage(CCH)launcheditsfirstNovaScotiaCultureIndexSurveyin2015,whichaimedtounderstandNovaScotians’participationwith,awarenessof,andopinionofthevalueofculture.Ultimately,thisIndexwascreatedtohelpsupportthedevelopmentofNovaScotia’sCultureActionPlananddirectprioritiesandfocusforeightkeydomains,includingPersonalGrowth,PublicGood,HeritageandLibraries,LivePerformance,VisualandAppliedArts,WrittenandPublishedWorks,Audio-visualandInteractiveMedia,andSoundRecording.

Thoughthefull-lengthIndexsurveywillberepeatedeverytwoyears,researchtomeasureandestablishbenchmarksonselectdomainsfromtheIndexwillbeconductedannuallytohelpgaugecommunityandsocialimpactsofcultureinNovaScotia.Specifically,thecurrentiterationoftheannualsurveyservestoestablishbenchmarksforPersonalGrowthandPublicGood.

Theinitialstudyconductedin2015involvedanonlinesurveyconductedamongageneralpopulationpanel.Thesurveywasdividedintotwoquestionnairesduetothenumberofquestions.Intotal,600completedsurveyswereachieved(308completesonsurveyA,292completesonsurveyB).ThesurveywasdesignedinbothFrenchandEnglish.Thecurrentiterationofthisstudyconsistedofrandomtelephoneinterviewswithastatisticallyrepresentativesampleof1,000NovaScotiaresidents,conductedbetweenFebruary16andFebruary29,2016.Inkeepingwiththeinitialsurveydesign,respondentswereprovidedwiththeoptiontocompletethesurveyinFrenchorEnglish.AllrespondentsoptedtoconductthesurveyinEnglish.Asampleof1,000drawnfromthegeneralpopulationofNovaScotiaprovidesresultsaccuratetowithinplusorminus3.1percentagepoints,19timesoutof20.TheresultsofthisresearchcanbeextrapolatedtotheoverallpopulationofNovaScotiawitha95percentconfidencelevel.Thislargersamplesizeallowsforsubgroupanalysisacrossthreekeyregionsintheprovince.Onaverage,thesurveytookeight(8)minutestocomplete.Throughoutthereport,comparisonsareprovidedbetweentheoverall2016telephonesurveyresultsandthecombined2015onlinesurveysamples.Thatsaid,giventhedifferingmethodologies,itisimportanttonotethatchangesinfindingsmaybereflectiveofthemethodologiesusedratherthananactualchangeyear-over-year.Amorecompletedescriptionofthemethodologyusedtoconductthe2016surveyisprovidedatthebackofthisreport.Ofnote,throughoutthereport,detaileddatatablereferencesareincluded(e.g.Table1)foreaseofreference.DatatablesareincludedasAppendixB.



2

ExecutiveSummaryFindingsfromthe2016NovaScotiaCultureIndexStudyrevealthatcultureisextremelyimportanttoresidentsasakeypartoflivinginNovaScotia.Indeed,thevastmajorityareproudofwheretheylivebecauseofculture,andlargelyconsiderculturetobeakeyfactorinthedevelopmentofindividualandcommunityidentity.PerceptionsofCultureAccordingtoresidents,culturehelpstocreatecommunityidentity,bringspeopletogether,andattractsvisitorsandnewresidentsfromoutsideoftheprovince.Aswell,cultureisviewedasaprimaryreasonforpeopletostayintheircommunity,increasingengagementandparticipationamongcitizens.CulturalOrganizationsResidentsbelievethatculturalorganizationsareimportanttolocaleconomies,contributinginseveralways.Inparticular,culturalorganizationsgenerateandsupportcreativityandarecriticaltothesustainabilityofresidents’communities.Underscoringtheimportanceplacedonculturalorganizations,astrongmajorityofresidentsbelievethatgovernmentsshouldspendtaxdollarsonsupportingculturalorganizationsinNovaScotia.SupportforCultureOverall,residentsacknowledgetheresponsibilityofallNovaScotianstosupportculture.Morespecifically,alargemajoritybelievethatcitizensshouldsupportculturethroughdonationsandparticipation.Privateindustryshouldsupportculturethroughinvestmentsanddonationsaccordingtoastrongmajority,alongwithgovernmentsupport,whichshouldstemfromtaxescollected.InvestmentinCultureRegardlessofwhethertheprovincialbudgetchanges,residentslargelybelievethateitherthesameproportionofinvestmentsormoreshouldbeallocatedtowardsculturalinitiatives.Overall,whenconsideringthenetperceptiontowardsinvestment,findingssuggestthatGovernmentshouldinvestmoreinculture.TheImpactofCultureNovaScotiansrecognizethepersonalimpactofculture.Thevastmajorityindicatesthatculturemakesthemproudofwheretheylive,andconnectsthemwithotherpeopleintheircommunity,helpingthemdevelopasenseofidentityandcommunity.Moreover,asmallmajorityofresidentsbelievethatcultureprovidesthemwithopportunitiesforpersonalgrowth,aswellasopportunitiesforself-expression.Theinfographiconthefollowingpageoffersaone-pagevisualsummaryofresults.



3



4

CultureisconsideredanimportantpartofNovaScotia,unitingpeopleandcommunitiesfrominsideandoutsideoftheprovince.

DetailedAnalysis

PublicGood

PerceptionsofCultureResidentswereaskedtoindicatetheirlevelofagreementwithseveralstatementsaboutculture.Overall,cultureisrecognizedamongthemajorityofNovaScotiansasakeyfactorthatenrichescommunitiesacrosstheprovince.Indeed,residentsstronglyagreethatculturehelpscreatecommunityidentity,helpstoattractvisitorsfromoutsideoftheprovince,andhelpsconnectpeoplefromdifferentcommunitiesorbackgrounds.Meanwhile,residentsagreemoremoderatelythatculturehelpsattractnewresidentsfromoutsideNovaScotia.Perceptionsofeachevaluationarediscussedinmoredetailbelow.(Table1a-f)

Opinionsaroundculturearehighlyconsistentacrossthepopulation,withonlyslightdifferencesfoundbetweenmenandwomen,wherewomenaremorelikelytoagreewitheachstatement.



5

CreatingCommunityIdentityResidentsstronglyagreethatculturehelpscreatecommunityidentity.Indeed,onlyasmallportiondisagreetoanyextentorindicatemoreneutralopinions(scoring3outof5).Whencomparingresultsovertime,theproportionofthosewhoagreeisconsistent,althoughtheextenttowhichtheyagreeismuchstrongerthisyear,perhapsattributedtothedifferentmethodologiesofdatacollection.(Table1e)

Asmentioned,theproportionofresidentswhoagreeordisagreemoregenerallyishighlyconsistentacrossthepopulationandacrossregions.Meanwhile,womencitestrongerlevelsofagreementcomparedtomen,asdothosewithhighereducations.

1.7

1.6

1.8

MeanbyRegion



6

AttractingVisitorsFromOutsideNovaScotia

ThevastmajorityofresidentsbelievethatculturehelpsattractvisitorsfromoutsideNovaScotia,includinghalfwhostronglyagree,whileonequarteragreetoalesserextent(i.e.ratingof2).Onceagain,resultsshowthedegreeofagreementvariesnotablyyear-over-year,althoughthiscouldbereflectiveofthedifferingmethodology.Nonetheless,onlyasmallnumbercontinuetofeelotherwiseorreportneutralopinions.(Table1b)

Asmentioned,womenaremorelikelythanmentostronglyagreethatculturehelpsattractvisitorsfromoutsideNovaScotia.Thisperceptionisalsofeltmorestronglyamongyoungerresidentsundertheageof55years,higherearners,andthosewithhigherlevelsofeducation.ResultsarehighlycomparableacrosstheProvince.

1.9

1.8

2.0

MeanbyRegion



7

ConnectingPeopleFromDifferentCommunities/BackgroundsAlargemajorityofNovaScotiansbelievethatculturehelpsconnectpeoplefromdifferentcommunitiesorbackgrounds,aperceptionwhichhasheldsteadyoverthepastyear.However,theextenttowhichresidentsagreehasstrengthenedcomparedtopreviousresults,withnearlyhalfnowstatingthattheystronglyagree.Aswithpreviousfindings,onlyasmallportionfeelotherwise.(Table1a)

Womenandthosewhohavepost-secondaryeducationagreemorestronglywiththisstatementcomparedtotheircounterparts.Otherwise,perceptionsarecomparableacrossthepopulationandbyregion.

Largerbusinessesarelesslikelyto

sayyes

2.0

1.7

1.9

MeanbyRegion



8

ProvidingReasonsforPeopletoStayinTheirCommunityForalargemajorityofresidents,cultureprovidesreasonsforpeopletostayintheircommunity.Althoughtheproportionwiththisopinionhasheldsteady,onceagainthedegreeofagreement(ratingsof1&2)variesnotablyyear-over-year.Disagreementisuncommon,whilethoseofferingneutralopinionscomprisetwointen.(Table1f)

Theopinionthatcultureprovidesreasonsforpeopletostayintheircommunityishighlyconsistentacrossthepopulation,includingkeyregionsacrosstheProvince.Thatis,withtheexceptionofgender,aswomenaremorelikelytoagreewiththisstatementoverallcomparedtomen.

2.1

2.1

2.2

MeanbyRegion



9

IncreasingCitizenEngagementandParticipationAlargemajorityofresidentsagreethatculturehelpsincreasecitizenengagementandparticipation.Overall,perceptionsareconsistentwithlastyear,whileagreaterportionindicatestronglevelsofagreementbycomparison.Thisvariationinlevelsofagreementmaybereflectiveofdifferentresearchmethodologies.Disagreementremainsconsistent.(Table1d)

Agreementthatculturehelpsincreasecitizenengagementandparticipationisgreateramongthosewithhigherincomeandeducationlevels,andisalsomorecommonamongwomencomparedtomen.Regionalresultsarehighlyconsistent.

2.1

1.9

2.1

MeanbyRegion



10

AttractingNewResidentsFromOutsideNovaScotiaCultureislargelybelievedtohelpattractnewresidentsfromoutsideNovaScotia.Althoughthenumberofresidentswhofeelthiswayhasdeclinedoverthepastyear,agreementlevelshavestrengthenedincomparisontopreviousresults.(Table1c)

WomenandyoungerresidentsaremorelikelytoagreeoverallthatculturehelpsattractnewresidentsfromoutsideNovaScotia.Otherwise,opinionsinthisregardarecomparableacrossdemographicsandregions.

2.2

2.2

2.3

MeanbyRegion



11

ConsideredbeneficialtoNovaScotia’scommunitiesandlocaleconomies,residentsbelieveculturalorganizationsshouldbesupportedbytaxdollars.

CulturalOrganizationsInordertobetterunderstandtheperceivedcontributionmadebyculturalorganizations,residentswereaskedtoindicatetheirlevelofagreementwithseveralstatements.Overall,perceptionsarepositive,withthemajorityagreeingthattaxdollarsshouldbeallocatedtowardssupportforculturalorganizations,assuchorganizationsarebelievedtobenefitNovaScotia’scommunitiesandlocaleconomy.Opinionssurroundingeachstatementareexploredinmoredetailbelow.(Table3a-d)

Womenaremorelikelytoagreewitheachofthestatementsthanmen.Meanwhile,youngerresidentsundertheageof35yearsaremorelikelytoagreethatculturalorganizationsarecriticaltothesustainabilityoftheircommunity,andthatGovernmentshouldspendtaxdollarsonsupportingculturalorganizationsinNovaScotia.Otherwise,perceptionsarerelativelyconsistentacrossthepopulation.



12

GovernmentTaxSpendingResidentsfeelstronglythatGovernmentshouldspendtaxdollarsonsupportingculturalorganizationsinNovaScotia.Althoughagreementoverallisunchangedfromlastyear,opinionsthisyeararemoredefinitivewithalargerportionofresidentsindicatingthattheystronglyagreeandfewerexpressingmoremoderateagreement.Neutralityhasdeclinedoverthepastyear,whiledisagreementislargelyunchanged.(Table3d)

WomenfeelmorestronglythanmenthatGovernmentshouldspendtaxdollarsonsupportingNovaScotianculturalorganizations.Likewise,CapeBretonersagreemorestronglywiththisstatementthantheircounterpartselsewhereintheprovince.Moregenerally,thisperceptiondeclineswithage,butincreaseswitheducationandincomelevel.

2.1

2.1

2.3

MeanbyRegion



13

GeneratingandSupportingCreativityandInnovationNearlytwothirdsofresidentsoverallbelievethatculturalorganizationsgenerateandsupportcreativityandinnovationintheircommunity.Thosefeelingotherwisecompriseasmallportionofthepopulation.Comparedtolastyear,overallagreementhasnotablydeclined,stemmingfromadropinthenumberofresidentswhoagreemoremoderately.Thatsaid,theportionexpressingstronglevelsofagreementisconsistentwith2015results.(Table3b)

Womenaremuchmorelikelythanmentobelievethatculturalorganizationsgenerateandsupportcreativityandinnovationintheircommunity.Aswell,agreementwiththisstatementincreaseswitheducationlevel.PerceptionsarehighlyconsistentacrosstheProvince.

2.1

2.2

2.2

MeanbyRegion



14

ImportancetoLocalEconomyOversixintenbelievethatculturalorganizationsareimportanttotheirlocaleconomies,includingonethirdwhostronglyagreewiththisstatement.Asignificantdeclineinoverallagreementfromlastyearisobserved,withfewerresidentsexpressingmoremoderateagreement.Thosewhoseperceptionsstronglyalignwiththisstatementnowcompriseagreaterminorityofthepopulation.Oppositionisuncommon,andlargelyunchangedfromlastyear.(Table3a)

Womenaremuchmorelikelythanmentofeelthatculturalorganizationsareimportanttoresidents’localeconomies.Otherwise,thisperceptionisgenerallyconsistentacrossthepopulationandacrossregions.

2.2

2.1

2.2

MeanbyRegion



15

CommunitySustainabilityThreeinfiveresidentsbelievethatculturalorganizationsarecriticaltothesustainabilityoftheircommunity,markingadeclinefrompreviousresults.Thatsaid,theproportionwhostronglyagreeswiththisperceptionisunchanged,whilemoremoderateagreementislowercomparedtolastyear.Thisisalsothecaseforresidentsexpressingneutralopinions.Meanwhile,disagreementhasincreased.(Table3c)

Womenandyoungerresidentsmorecommonlybelievethatculturalorganizationsarecriticaltothesustainabilityoftheircommunity.Aswell,slightlymoreHalifaxresidentsfeelthiswaycomparedtothoselivingintherestofmainland,whileresultsforCapeBretonarecomparable,sittinginbetweenthetwomainlandregions.

2.2

2.3

2.4

MeanbyRegion



16

Citizens,privateindustry,andGovernmentalikeshouldsupportcultureinNovaScotiafinancially.

SupportforCulture

Residentsbelievethatcitizens,privateindustry,andgovernmentallhavearesponsibilitytosupportcultureinNovaScotia.Moreover,findingssuggestthatallthreepartiessharetheobligationtosupportcultureinNovaScotiaequally.Opinionssurroundingeachstatementareexploredinmoredetailbelow.(Table4a-c)

Acrossthepopulation,opinionsaboutwhoshouldsupportcultureinNovaScotiadiffer.Inparticular,differencesbygender,age,incomeandeducationarefoundtovaryingdegrees.WomenaremorelikelythanmentofeelthatGovernmentandprivateindustryshouldsupportculture.Agedifferencesarealsofound,wherethoseunder35yearsmorecommonlyagreethatGovernmentandcitizensshouldsupportcultureinNovaScotiabycomparison.Thelatteropinionisalsomorecommonlyheldbythosewithhigherincomesandeducationlevels.



17

CitizenDonationsandParticipationTheopinionthatcitizensshouldsupportculturethroughdonationsandparticipationisheldbysevenintenresidents.Thisyear,agreaterportionexpressstronglevelsofagreementandfeweragreemoremoderately.Neutralopinionshavealsodeclinedslightly,whiledisagreementisrelativelystable.(Table4c)

Overall,thebeliefthatcitizensshouldsupportculturethroughdonationsandparticipationbecomesmoreprevalentasincomeandeducationlevelsincrease.Meanwhile,perceptionsarehighlyconsistentacrosstheProvince.

2.0

2.0

2.1

MeanbyRegion



18

PrivateSectorInvestmentsandDonationsOvertwothirdsbelievethatprivateindustryshouldsupportculturethroughinvestmentsanddonations.Theportionholdingstrongopinionsinthisregardhasnotchangedoverthepastyear,howeveradeclineisobservedamongthoseexpressingmoderateagreement.Residentsstatingneutralopinionsordisagreementhaveremainedstable.(Table4b)

Asmentioned,womenaremorelikelytoagreethatprivateindustryshouldsupportculturethroughinvestmentsanddonations.Inaddition,thisperceptionisheldbyslightlymoreofthoselivinginCapeBretoncomparedtoresidentselsewhereintheprovince.

2.1

2.0

2.2

MeanbyRegion



19

GovernmentInvestmentThreeinfiveresidentsbelievethatGovernmentshouldsupportculturebyinvestingtaxescollected.Ontheotherhand,twointenneitheragreenordisagreewiththiscomment,whileslightlyfewerstateopposition.Overthepastyear,overallagreementhasremainedlargelyunchanged,althoughtheextenttowhichresidentsagreehasshifted.Inparticular,thoseexpressingstronglevelsofagreementcomprisealargerportionofresidents,whilemoremoderateagreementhasdeclined.(Table4a)

ThebeliefthatGovernmentshouldsupportculturebyinvestingtaxescollectedissignificantlyhigheramongwomencomparedtomen.Aswell,agreementdeclinesnotablywithage.Acrossregions,perceptionsareconsistent.

2.2

2.1

2.3

MeanbyRegion



20

ResidentslargelybelievethatculturalinvestmentsbytheGovernmentshouldincreaseorremainthesame,eveniftheprovincialbudgetisunchanged.

InvestmentinCultureInfurtherexploringperceptionsaroundsupportforcultureinNovaScotia,residentswereaskedtoindicatehowmuchoftheprovincialbudgetshouldbeallocatedtowardsculturalinitiatives.Assumingthebudgetremainsthesame,fourintenresidentsbelievethattheGovernmentshouldinvestmoreonculture.AslightlylargerportionfeelsthattheGovernmentshouldinvestthesameamountonculture,whileoneintenstatesthatlessofaninvestmentshouldbe

made.Comparingresultstolastyear’sfindings,residentsarenowmoresupportiveofculture,withalargerportionstatingthattheGovernmentshouldinvestmoreonculture,andfewernowbelievethatthesameamountofthebudgetshouldbeallocated.(Table5)

Women,youngerresidents,andlowerearners,aremorelikelytobelievethattheGovernmentshouldinvestmoreonculturecomparedtotheirrespectivecounterparts.CapeBretonersaremostlikelytobelievetheGovernmentshouldinvestmoreonculture,whilethoselivingintherestofmainlandNovaScotiaareleastlikelytofeelthisway.

+28%

+30%

+26%

NetInvestmentbyRegion



21

CulturemakesNovaScotiansproudofwheretheyliveandreinforcestheirrelationshipsandidentities.

IndividualGrowth

TheImpactofCultureThepersonalimpactofcultureisrecognizedbythemajorityofresidents,withthelargerportionstatingthattheyareproudofwheretheylivebecauseofculture.Ontheotherhand,asmallermajoritybelievethatcultureprovidesthemwithopportunitiestoexpressthemselves.Resultsforeachofthestatementsunderevaluationareanalyzedinmoredetailinthefollowingsection.(Table2a-e)

Acrossnearlyallstatements,womenaremorelikelytoagreethanmenwiththeexceptionofthestatementthatculturemakesthemproudofwheretheylive,whereperceptionsarecomparable.Aswell,youngerresidentsaremorelikelytobelievethatculturehashelpedthemtodevelopasenseofidentityandcommunity,andthatcultureconnectsthemwithotherpeopleintheircommunity.Lowerearnersarealsomorelikelytoalignwiththelattertwostatements,alongwiththestatementthatcultureprovidesthemwithopportunitiestoexpressthemselves.



22

ProudofWhereILiveThreequartersofresidentsoverallindicatethatculturemakesthemproudofwheretheylive,consistentwithpreviousfindings.Thatsaid,thisyear,alargerportionexpressstrongerlevelsofagreementwiththisstatementcompared.Aswell,thenumberofresidentsstatingneutralopinionshasdeclined,whiledisagreementislargelyunchanged.(Table2e)

Whileoverallperceptionsaregenerallyconsistentacrossthepopulation,agreementisexpressedmorestronglybywomen,CapeBretoners,thosewithincomesbelow$75K,andthosewithoutchildrenintheirhouseholdcomparedtotheirrespectivecounterparts.

1.8

1.8

2.0

MeanbyRegion



23

ConnectsMeWithOtherPeopleFortwothirdsofresidents,cultureconnectsthemwithotherpeopleintheircommunity,althoughresultshavedeclinedslightlysince2015.Further,theportionexpressingstronglevelsofagreementisconsistent,whilefewernowexpressmoremoderateagreement.Opposingperceptionshaveincreasedslightlycomparedtolastyear’sresults.(Table2d)

Perceptionsvarydemographically,withmen,thoseearningincomesof$75Kormore,andthosewithhighschoolleveleducationsbeinglesslikelythantheircounterpartstoagreethatcultureconnectsthemwithotherpeopleintheircommunity.Perceptionsarehighlycomparableacrossregions.

2.2

2.2

2.3

MeanbyRegion



24

DevelopingaSenseofIdentityandCommunitySixintenresidentsreportthatculturehashelpedthemdevelopasenseofidentityandcommunity,consistentwithlastyear.Moreresidentsnowexpressstronglevelsofagreement,whiletheportionwhoagreetoalesserextenthasdeclinednotably.Thosewhofallinthemiddleofthescale,indicatingneutralityhavedeclined,whiletheportionwhostronglydisagreehasincreased.(Table2c)

Women,residentsunder35yearsofage,lowerearners,andthosewithoutchildrenintheirhouseholdsaremuchmorelikelytoagreethatculturehashelpedthemdevelopasenseofidentityandcommunitycomparedtotheirrespectivecounterparts.AcrossthethreekeyregionsoftheProvince,perceptionsarehighlyconsistent.

2.3

2.3

2.4

MeanbyRegion



25

OpportunitiesforPersonalGrowthJustoveronehalfofNovaScotiansagreethatcultureprovidesthemwithopportunitiesforpersonalgrowth.Agreementwiththisstatementhassignificantlydeclinedoverthepastyear,althoughtheportionstronglyagreeinghasremainedrelativelyconsistent.Inturn,theportionfeelingotherwiseisnowhigher,particularlyintermsofmoderatedisagreement.(Table2a)

Theopinionthatcultureprovidesthemwithopportunitiesforpersonalgrowthismorecommonamongwomenandlowerearnersbycomparison.Otherwise,levelsofagreementareconsistentacrossdemographicsandregions.

2.4

2.4

2.4

MeanbyRegion



26

OpportunitiestoExpressMyselfAsmallmajorityofresidentsstatethatcultureprovidesthemwithopportunitiestoexpressthemselves.Thisperceptionislesscommoncomparedtolastyear,withtheportionwhomoderatelyagreehavingdeclinednotably.Inturn,thepercentwhodisagreehasincreased.(Table2b)

Acrossthepopulation,womenaremorelikelytoagreethatcultureprovidesthemwithopportunitiestoexpressthemselvescomparedtomen.Aswell,agreementdeclinesnotablywithincome.Meanwhile,acrossregions,perceptionsarecomparable.

2.4

2.4

2.5%

MeanbyRegion



27

DemographicProfileThefollowingprovidesademographicprofileofrespondentsofthe2016NovaScotiaCultureIndex.



28

StudyMethodologySampleDesignandSelectionThe2016NovaScotiaCultureIndexSurveywasdesignedtocompleterandomtelephoneinterviewswitharepresentativesampleofNovaScotiaresidents.Resultswereweightedbasedonage,gender,andregion.Thesamplewasdrawnusingsystematicsamplingproceduresfromalistofrandomlyselectedresidentialtelephonenumbers,compiledfromlandlinenumbersintheProvince.DataCollectionDatacollectionwasconductedbytelephonebetweenFebruary16andFebruary29,2016.Theaveragelengthoftimerequiredtocompleteaninterviewwas8minutes.Trainedandfullysupervisedinterviewersconductedallinterviewing,andafieldsupervisorverified10percentofallinterviewsthroughmonitoring.SampleSizeandTolerancesAsampleof1,000inNovaScotiaproducesanoverallmarginofsamplingerrorofplusorminus3.1percent,19timesoutof20.Themarginofsamplingerrorwillbegreaterforregionalandothersub-samples,assuggestedinthefollowingtable.

SamplingTolerancesforPercentageResultsbySampleSize

SizeofSample 10or90% 20or80% 30or70% 40or60% 50%

500Interviews 2.6 3.5 4.0 4.3 4.4

200Interviews 4.2 5.5 6.4 6.8 6.9

100Interviews 5.9 7.8 9.0 9.6 9.8

50interviews 8.3 11.1 12.7 13.6 13.9

CompletionResultsAmongalleligiblerespondentscontactedforinterviewsinthe2016NovaScotiaCultureIndexSurvey,therateofinterviewcompletionwassevenpercent.Completionrateiscalculatedasthenumberofcooperativecontacts(1,297)dividedbythetotalofeligiblenumbersattempted(17,764).ThefinaldispositionofalltelephonenumberscalledisshownbelowintheMarketingResearchandIntelligenceAssociation(MRIA)StandardRecordofContactFormat.



29

CompletionResults

A.TotalNumbersAttempted 31,626

DiscontinuedNumber/NotinService 13,534

Fax/Modem 204

CellPhone/Pager 0

ResidentialNumber 111

WrongNumber 13

B.TotalEligibleNumbers 17,764

Busy 247

AnsweringMachine 2,768

NoAnswer 6,631

ScheduledCallBack 1,435

MidCallBack 8

Illness,Incapable 12

LanguageProblem 44

QualifiedNotAvailable 0

C.TotalAsked 6,619

GatekeeperRefusal 0

Terminate/HangUp 39

RespondentRefusal 4,687

NeverCallList 596

HangUp 0

D.Co-operativeContacts 1,297

Terminated,QuotaFull 297

Complete 1,000

AverageInterviewLength 8minutes

2016 ns culture index report-final - nova scotia · benchmarks on select domains from the index...

Documents