Ipsos Reid / Dominion Institute Poll Reveals Order Of Canada Recipients Have A Different Idea Of What Defines Canada

Toronto, ON - The definitive survey of the people, places, events, accomplishments and symbols that Canadians think define their country, conducted by Ipsos Reid on behalf of the Dominion Institute and the Department of Citizenship and Immigration Canada, has found that while the general public, immigrants and educators alike label the Maple Leaf as Canada's most defining entity, members of the Order of Canada say that title belongs to Frederick Banting and the discovery of insulin.

The survey is of unparalleled comprehensiveness, being comprised of an unprecedented unique sample of respondents. A randomly-selected sample of 3,114 adult Canadians, including 721 immigrants; 522 educators who deal with subject areas related to social sciences, history, geography, civics, music, art or culture; and 274 members of the Order of Canada was interviewed online.

The questionnaire that formed the basis of the study began with five questions, asking Canadians to describe, on an open-ended basis, the five most important people, places, events, innovations, and symbols that define Canada. Respondents were then presented with a randomized list of the top twenty-five items (5 from each category: people, places events, innovations, symbols) they had mentioned in the previous five open-ended questions, and were asked to select the ten most-important items from this list in ranked order.

Focusing on the responses of immigrants, they remained consistent with the views of the general public, in some instances, by placing hockey as the second-most defining entity in Canada. However, they place a higher position for Canada's Peacekeeping efforts, Pierre Trudeau, and Niagara Falls (third, fourth and fifth place respectively) than does the general public (seventh, eighth and tenth respectively).

Educators list Canada's Peacekeeping forces as the second-most defining factor, five ranks ahead of its place in the general public's rankings. In third place is the universal health care system, followed by Pierre Trudeau (six ranks ahead and four ranks ahead, respectively). Hockey rounds out the top five, three ranks below its ranking in the general public.

Members of the Order of Canada, meanwhile, have a different perspective on things by ranking Frederick Banting/Discovery of insulin as the number one most defining Canadian entity (fourteen ranks ahead of the general public), and their second-place item, Quebec City, also ranks well ahead of where the general population placed this famed city (sixteen ranks ahead). In third place is the Maple Leaf, and fourth place belongs to the Canadian flag (two ranks below and one rank below, respectively). In fifth place is Ottawa, nine ranks ahead of its place according to the general public.

Detailed Methodology...

The poll was conducted on behalf of the Dominion Institute and the Department of Citizenship and Immigration Canada from March 31 to April 22, 2008. For the survey, a sample of 3,114 adult Canadians, including 721 immigrants, was randomly selected from the Ipsos Household Internet Panel and interviewed online. In addition, interviews were conducted among 522 educators who deal with subject areas related to social sciences, history, geography, civics, music, art or culture, and 274 members of the Order of Canada.

For more information on this news release, please contact:
John Wright
Senior Vice President
Ipsos Reid
Public Affairs
(416) 324-2002
[email protected]

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Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

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