DAOD 2008-9, Public Opinion Research
Table of contents
1. Introduction
Date of Issue: 2019-01-25
Application: This DAOD is a directive that applies to employees of the Department of National Defence (DND employees) and an order that applies to officers and non-commissioned members of the Canadian Armed Forces (CAF members).
Approval Authority: Assistant Deputy Minister (Public Affairs) (ADM(PA))
Enquiries: Director Marketing and Advertising (DMA)
2. Definition
public opinion research (recherche sur l'opinion publique)
The planned, one-way systematic collection, by or for the Government of Canada, of opinion-based information of any target audience using quantitative or qualitative methods and techniques such as surveys or focus groups. Public opinion research provides insight and supports decision making. The process used for gathering information usually assumes an expectation and guarantee of anonymity for respondents.
Public opinion research includes information collected from the public, including private individuals and representatives of businesses or other entities. It involves activities such as the design and testing of collection methods and instruments, data collection, data entry, data coding, and primary data analysis.
The following are not considered public opinion research for the purposes of the Policy on Communications and Federal Identity and its supporting instruments:
- consultations or engagement activities;
- program evaluation projects included in the Departmental Evaluation Plan;
- usability testing;
- behavioural or factual research;
- literature reviews or reviews of secondary sources;
- secondary data analysis;
- factual verification of performance of services or delivery of goods in contract situations;
- employee exit interviews;
- 360-degree employee-manager reviews; and
- assessment of training or information sessions, either in person or online.
(Directive on the Management of Communications, Treasury Board)
2. Definition
public opinion research (recherche sur l'opinion publique)
The planned, one-way systematic collection, by or for the Government of Canada, of opinion-based information of any target audience using quantitative or qualitative methods and techniques such as surveys or focus groups. Public opinion research provides insight and supports decision making. The process used for gathering information usually assumes an expectation and guarantee of anonymity for respondents.
Public opinion research includes information collected from the public, including private individuals and representatives of businesses or other entities. It involves activities such as the design and testing of collection methods and instruments, data collection, data entry, data coding, and primary data analysis.
The following are not considered public opinion research for the purposes of the Policy on Communications and Federal Identity and its supporting instruments:
- consultations or engagement activities;
- program evaluation projects included in the Departmental Evaluation Plan;
- usability testing;
- behavioural or factual research;
- literature reviews or reviews of secondary sources;
- secondary data analysis;
- factual verification of performance of services or delivery of goods in contract situations;
- employee exit interviews;
- 360-degree employee-manager reviews; and
- assessment of training or information sessions, either in person or online.
(Directive on the Management of Communications, Treasury Board)
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3. Overview
Context
3.1 In this DAOD, the term "Mandatory Procedures" refers to Appendix C, Mandatory Procedures for Public Opinion Research, in the Treasury Board (TB) Directive on the Management of Communications.
Head of Communications
3.2 In accordance with the Directive on the Management of Communications, ADM(PA), as the head of communications, is responsible for all DND and CAF public opinion research (POR).
Information Gathering for POR
3.3 Information gathering for POR may be associated with a broad range of activities, for example:
- communications research, communication strategies and advertising research;
- market research;
- omnibus surveys with the placement of one or more questions;
- policy research;
- product development;
- program evaluation; andquality of service and customer satisfaction studies.
3.4 All POR must consider the importance of the research in relation to government priorities, as well as the level of public interest or the sensitive nature of the work to be performed.
Contracted POR
3.5 Research conducted through the use of a contractor is referred to in this DAOD as “contracted POR”.
Non-contracted POR
3.6 Research undertaken with resources internal to the DND and the CAF is referred to in this DAOD as “non-contracted POR”.
3.7 Non-contracted POR is considered significant in research projects that:
- support legislation, regulations or litigation;
- support government or defence priorities;
- address the development of new programs, policies, services or initiatives;
- touch on issues that are sensitive or of high public interest; or
- relate to any other important or high-risk issue.
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4. Mandatory Procedures and Process
Objective
4.1 DND and CAF compliance with the Mandatory Procedures and the TB Policy on Communications and Federal Identity ensures that POR is well managed, coordinated and transparent, and provides value for money.
4.2 In accordance with the Directive on the Management of Communications, ADM(PA) ensures compliance with the Mandatory Procedures.
DND and CAF Application
4.3 The Mandatory Procedures apply to the DND and all other federal institutions as identified in specific schedules of the Financial Administration Act (FAA). Although the CAF is not a federal institution identified in a schedule of the FAA, this DAOD applies the Mandatory Procedures to the CAF.
4.4 The Mandatory Procedures do not apply to the non-public property organizations or Staff of the Non-Public Funds, Canadian Forces, a separate agency in Schedule V of the FAA.
Annual POR Call Letter
4.5 As part of the annual POR planning process, the ADM(PA) sends an annual POR call letter in coordination with the Commander, Military Personnel Command (CMPC), to level one advisors (L1s) requesting detailed POR proposals.
4.6 In response to the annual POR call letter, L1s must:
- submit detailed POR proposals to ADM(PA) for review, direction on contracted POR and coordination with other government organizations; and
- ensure that significant non-contracted POR is included in the annual POR plan, with all necessary information for ADM(PA).
Annual POR Plan
4.7 An annual POR plan for contracted POR and significant non-contracted POR must be:
- prepared by ADM(PA); and
- approved by the Deputy Minister of National Defence (DM).
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5. Compliance and Consequences
Compliance
5.1 DND employees and CAF members must comply with this DAOD. Should clarification of the policies or instructions set out in this DAOD be required, DND employees and CAF members may seek direction through their channel of communication or chain of command, as appropriate. Managers and military supervisors have the primary responsibility for and means of ensuring the compliance of their DND employees and CAF members with this DAOD.
Consequences of Non-Compliance
5.2 DND employees and CAF members are accountable to their respective managers and military supervisors for any failure to comply with the direction set out in this DAOD. Non-compliance with this DAOD may result in administrative action, including the imposition of disciplinary measures, for a DND employee, and administrative or disciplinary action, or both, for a CAF member. Non-compliance may also result in the imposition of liability on the part of Her Majesty in right of Canada, DND employees and CAF members.
Note – In respect of the compliance of DND employees, see the TB Framework for the Management of Compliance for additional information.
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6. Responsibilities
Responsibility Table
6.1 The following table identifies the responsibilities associated with this DAOD:
2. Definition
public opinion research (recherche sur l'opinion publique)
The planned, one-way systematic collection, by or for the Government of Canada, of opinion-based information of any target audience using quantitative or qualitative methods and techniques such as surveys or focus groups. Public opinion research provides insight and supports decision making. The process used for gathering information usually assumes an expectation and guarantee of anonymity for respondents.
Public opinion research includes information collected from the public, including private individuals and representatives of businesses or other entities. It involves activities such as the design and testing of collection methods and instruments, data collection, data entry, data coding, and primary data analysis.
The following are not considered public opinion research for the purposes of the Policy on Communications and Federal Identity and its supporting instruments:
- consultations or engagement activities;
- program evaluation projects included in the Departmental Evaluation Plan;
- usability testing;
- behavioural or factual research;
- literature reviews or reviews of secondary sources;
- secondary data analysis;
- factual verification of performance of services or delivery of goods in contract situations;
- employee exit interviews;
- 360-degree employee-manager reviews; and
- assessment of training or information sessions, either in person or online.
(Directive on the Management of Communications, Treasury Board)
Top of Page
3. Overview
Context
3.1 In this DAOD, the term "Mandatory Procedures" refers to Appendix C, Mandatory Procedures for Public Opinion Research, in the Treasury Board (TB) Directive on the Management of Communications.
Head of Communications
3.2 In accordance with the Directive on the Management of Communications, ADM(PA), as the head of communications, is responsible for all DND and CAF public opinion research (POR).
Information Gathering for POR
3.3 Information gathering for POR may be associated with a broad range of activities, for example:
- communications research, communication strategies and advertising research;
- market research;
- omnibus surveys with the placement of one or more questions;
- policy research;
- product development;
- program evaluation; andquality of service and customer satisfaction studies.
3.4 All POR must consider the importance of the research in relation to government priorities, as well as the level of public interest or the sensitive nature of the work to be performed.
Contracted POR
3.5 Research conducted through the use of a contractor is referred to in this DAOD as “contracted POR”.
Non-contracted POR
3.6 Research undertaken with resources internal to the DND and the CAF is referred to in this DAOD as “non-contracted POR”.
3.7 Non-contracted POR is considered significant in research projects that:
- support legislation, regulations or litigation;
- support government or defence priorities;
- address the development of new programs, policies, services or initiatives;
- touch on issues that are sensitive or of high public interest; or
- relate to any other important or high-risk issue.
Top of Page
4. Mandatory Procedures and Process
Objective
4.1 DND and CAF compliance with the Mandatory Procedures and the TB Policy on Communications and Federal Identity ensures that POR is well managed, coordinated and transparent, and provides value for money.
4.2 In accordance with the Directive on the Management of Communications, ADM(PA) ensures compliance with the Mandatory Procedures.
DND and CAF Application
4.3 The Mandatory Procedures apply to the DND and all other federal institutions as identified in specific schedules of the Financial Administration Act (FAA). Although the CAF is not a federal institution identified in a schedule of the FAA, this DAOD applies the Mandatory Procedures to the CAF.
4.4 The Mandatory Procedures do not apply to the non-public property organizations or Staff of the Non-Public Funds, Canadian Forces, a separate agency in Schedule V of the FAA.
Annual POR Call Letter
4.5 As part of the annual POR planning process, the ADM(PA) sends an annual POR call letter in coordination with the Commander, Military Personnel Command (CMPC), to level one advisors (L1s) requesting detailed POR proposals.
4.6 In response to the annual POR call letter, L1s must:
- submit detailed POR proposals to ADM(PA) for review, direction on contracted POR and coordination with other government organizations; and
- ensure that significant non-contracted POR is included in the annual POR plan, with all necessary information for ADM(PA).
Annual POR Plan
4.7 An annual POR plan for contracted POR and significant non-contracted POR must be:
- prepared by ADM(PA); and
- approved by the Deputy Minister of National Defence (DM).
Top of Page
5. Compliance and Consequences
Compliance
5.1 DND employees and CAF members must comply with this DAOD. Should clarification of the policies or instructions set out in this DAOD be required, DND employees and CAF members may seek direction through their channel of communication or chain of command, as appropriate. Managers and military supervisors have the primary responsibility for and means of ensuring the compliance of their DND employees and CAF members with this DAOD.
Consequences of Non-Compliance
5.2 DND employees and CAF members are accountable to their respective managers and military supervisors for any failure to comply with the direction set out in this DAOD. Non-compliance with this DAOD may result in administrative action, including the imposition of disciplinary measures, for a DND employee, and administrative or disciplinary action, or both, for a CAF member. Non-compliance may also result in the imposition of liability on the part of Her Majesty in right of Canada, DND employees and CAF members.
Note – In respect of the compliance of DND employees, see the TB Framework for the Management of Compliance for additional information.
Top of Page
6. Responsibilities
Responsibility Table
6.1 The following table identifies the responsibilities associated with this DAOD:
3. Overview
Context
3.1 In this DAOD, the term "Mandatory Procedures" refers to Appendix C, Mandatory Procedures for Public Opinion Research, in the Treasury Board (TB) Directive on the Management of Communications.
Head of Communications
3.2 In accordance with the Directive on the Management of Communications, ADM(PA), as the head of communications, is responsible for all DND and CAF public opinion research (POR).
Information Gathering for POR
3.3 Information gathering for POR may be associated with a broad range of activities, for example:
- communications research, communication strategies and advertising research;
- market research;
- omnibus surveys with the placement of one or more questions;
- policy research;
- product development;
- program evaluation; andquality of service and customer satisfaction studies.
3.4 All POR must consider the importance of the research in relation to government priorities, as well as the level of public interest or the sensitive nature of the work to be performed.
Contracted POR
3.5 Research conducted through the use of a contractor is referred to in this DAOD as “contracted POR”.
Non-contracted POR
3.6 Research undertaken with resources internal to the DND and the CAF is referred to in this DAOD as “non-contracted POR”.
3.7 Non-contracted POR is considered significant in research projects that:
- support legislation, regulations or litigation;
- support government or defence priorities;
- address the development of new programs, policies, services or initiatives;
- touch on issues that are sensitive or of high public interest; or
- relate to any other important or high-risk issue.
4. Mandatory Procedures and Process
Objective
4.1 DND and CAF compliance with the Mandatory Procedures and the TB Policy on Communications and Federal Identity ensures that POR is well managed, coordinated and transparent, and provides value for money.
4.2 In accordance with the Directive on the Management of Communications, ADM(PA) ensures compliance with the Mandatory Procedures.
DND and CAF Application
4.3 The Mandatory Procedures apply to the DND and all other federal institutions as identified in specific schedules of the Financial Administration Act (FAA). Although the CAF is not a federal institution identified in a schedule of the FAA, this DAOD applies the Mandatory Procedures to the CAF.
4.4 The Mandatory Procedures do not apply to the non-public property organizations or Staff of the Non-Public Funds, Canadian Forces, a separate agency in Schedule V of the FAA.
Annual POR Call Letter
4.5 As part of the annual POR planning process, the ADM(PA) sends an annual POR call letter in coordination with the Commander, Military Personnel Command (CMPC), to level one advisors (L1s) requesting detailed POR proposals.
4.6 In response to the annual POR call letter, L1s must:
- submit detailed POR proposals to ADM(PA) for review, direction on contracted POR and coordination with other government organizations; and
- ensure that significant non-contracted POR is included in the annual POR plan, with all necessary information for ADM(PA).
Annual POR Plan
4.7 An annual POR plan for contracted POR and significant non-contracted POR must be:
- prepared by ADM(PA); and
- approved by the Deputy Minister of National Defence (DM).
5. Compliance and Consequences
Compliance
5.1 DND employees and CAF members must comply with this DAOD. Should clarification of the policies or instructions set out in this DAOD be required, DND employees and CAF members may seek direction through their channel of communication or chain of command, as appropriate. Managers and military supervisors have the primary responsibility for and means of ensuring the compliance of their DND employees and CAF members with this DAOD.
Consequences of Non-Compliance
5.2 DND employees and CAF members are accountable to their respective managers and military supervisors for any failure to comply with the direction set out in this DAOD. Non-compliance with this DAOD may result in administrative action, including the imposition of disciplinary measures, for a DND employee, and administrative or disciplinary action, or both, for a CAF member. Non-compliance may also result in the imposition of liability on the part of Her Majesty in right of Canada, DND employees and CAF members.
Note – In respect of the compliance of DND employees, see the TB Framework for the Management of Compliance for additional information.
6. Responsibilities
Responsibility Table
6.1 The following table identifies the responsibilities associated with this DAOD:
| The … |
is or are responsible for … |
|---|---|
CMPC and ADM(PA) |
|
ADM(PA) |
|
Director General Marketing and E-Communications |
|
7. References
Acts, Regulations, Central Agency Policies and Policy DAOD
- Financial Administration Act
- Library and Archives of Canada Act
- Personal Information Protection and Electronic Documents Act
- Privacy Act
- Public Opinion Research Contract Regulations
- Framework for the Management of Compliance, Treasury Board
- Contracting Policy, Treasury Board
- Policy on Communications and Federal Identity, Treasury Board
- Policy on Official Languages, Treasury Board
- Directive on the Management of Communications, Treasury Board
- DAOD 2008-0, Public Affairs Policy
Other References
- DAOD 2008-5, Public Affairs Planning and Program Delivery (under review)
- DAOD 5062-0, Social Science Research
- DAOD 5062-1, Conduct of Social Science Research
- DAOD 9003-1, Non-Public Property
- Standards for the Conduct of Government of Canada Public Opinion Research – Online Surveys, Public Services and Procurement Canada
- Standards for the Conduct of Government of Canada Public Opinion Research – Qualitative Research, Public Services and Procurement Canada
- Standards for the Conduct of Government of Canada Public Opinion Research – Telephone Surveys, Public Services and Procurement Canada
- Ethics, Canadian Evaluation Society
- ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics (available in English only)
- WAPOR Code of Ethics, World Association for Public Opinion Research
- Military Personnel Research and Analysis intranet site
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