DAOD 2008-9, Public Opinion Research

Table of contents

1. Introduction
2. Definition
3. Overview
4. Mandatory Procedures and Process
5. Compliance and Consequences
6. Responsibilities
7. References

1. Introduction

Date of Issue: 2019-01-25

Date of last modification: 2025-12-17

Date of last review: 2025-12-17

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 Advertising and Creative Communications (DACC)

2. Definition

public opinion research (recherche sur l'opinion publique)

The planned gathering, by or for the Government of Canada, of opinion-based information (for example, attitudes, perceptions, judgements, reactions, or views) of any target audience, including Canadians, businesses, Government of Canada employees and stakeholders. The process used for gathering information usually assumes an expectation and guarantee of anonymity for respondents. (Policy on Communications and Federal Identity, Treasury Board)

3. Overview

Context

3.1 In this DAOD, the term “mandatory procedures” refers to Appendix B: Mandatory Procedures for Public Opinion Research in the Treasury Board Directive on the Management of Communications and Federal Identity.

Head of communications

3.2 In accordance with the Directive on the Management of Communications and Federal Identity, ADM(PA), as the head of communications, is responsible for all DND and CAF public opinion research (POR).

Information-gathering for POR

3.3 POR uses quantitative or qualitative methods and techniques to provide insight and support decision-making. Some collection techniques are as follows:

• online research panels;
• virtual or in-person focus groups or mini-groups;
• in-depth or intercept interviews; and
• telephone, mail, online or electronic surveys, and surveys that use other means.

3.4 POR activities include the following: designing and testing methods to collect data; data collection itself, including sampling, data entry, and coding; primary data analysis; and convening and managing online panels. Activities that must be considered POR include:

• contracted and non-contracted projects; and
• significant non-contracted projects.

3.5 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

3.6 Research conducted through the use of a contractor (an external organization) is referred to in this DAOD as “contracted POR.”

Significant non-contracted POR

3.7 Research undertaken with resources internal to the DND and the CAF is referred to in this DAOD as “significant non-contracted POR.”

3.8 ADM(PA) is responsible for determining whether a non-contracted research project is significant. Significant non-contracted POR are research projects that:

1. support legislation, regulations or litigation;
2. address new government policies, programs, services or initiatives, and changes to those currently in place; or
3. relate to any high-risk issue.

3.9 Other research methodologies include:

• behavioural and factual research;
• experimental research;
• usability testing;
• user experience research;
• consultations;
• program evaluation; and
• internal audit.

4. Mandatory Procedures and Process

Objective

4.1 DND and CAF compliance with the mandatory procedures and the 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 and Federal Identity, ADM(PA) is responsible for compliance with the mandatory procedures.

DND and CAF application

4.3 The mandatory procedures apply to 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, of the CAF or of 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 (L1) advisors requesting detailed POR project submissions.

4.6 In response to the annual POR call letter, L1 advisors must:

1. submit detailed POR proposals to ADM(PA) for review, direction on contracted POR and coordination with other government organizations; and
2. include significant non-contracted POR 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:

1. prepared and approved by ADM(PA); and
2. approved by the Deputy Minister (DM) of the DND.

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 His Majesty in right of Canada, DND employees and CAF members.

Note – In respect of the compliance of DND employees, see the Treasury Board 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:

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
• Directive on the Management of Communications and Federal Identity, Treasury Board
• Directive on the Management of Procurement, Treasury Board
• Framework for the Management of Compliance, Treasury Board
• Policy on Communications and Federal Identity, Treasury Board
• Policy on Official Languages, Treasury Board
• Policy on the Planning and Management of Investments, Treasury Board
• DAOD 1000-10, Policy Framework for Corporate Administration Management
• DAOD 2008-0, Public Affairs Policy

Other References

• DAOD 5061-0, Research Involving Human Subjects
• 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
• Guidance for Ethical Evaluation Practice, Canadian Evaluation Society
• ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics (available in English only)
• WAPOR Code of Professional Ethics and Practices, World Association for Public Opinion Research
• Military Personnel Research and Analysis, Defence intranet site