1. Daniel Dufour Statistics Canada April 13, 2005 Ontario DLI Training, Queen's University

2. Agenda  Census Test Results  Collection Strategy for 2006  Final Content for 2006  Census Products and Services for 2006  General assumptions on the product line  Geography products and services  Pricing of products and services  2006 Census Communication Plan

3. Reminder – Operational Changes  Extensive operational changes for 2006  Mailing out of questionnaires  Mail back to only one data processing centre  Answering public expectation for an Internet option  Increasing usage of automated methodologies  Leading to a Census Test which took place in May 2004

4. 2004 Census Test  Sites: Atlantic, Quebec and Prairie Regions  About 270,000 dwellings and 650,000 persons  Purpose:  Test integration of key processes and systems  Assess areas of greatest change such as collection process for private and collective dwellings  Conduct response channel analysis  Test proposed 2006 Census questionnaire content

5. Census Test Results  Number of households reported on 2B:  Paper = 23,923  Internet = 2,883 (or 10.8% of all paper and Internet questionnaires)  Number of households reported on 2A:  Paper = 109,270  Internet = 11,423 (or 9.5% of all paper and Internet questionnaires)

6. Census Test Results Profile of respondents:  Marital status; Persons aged 35-54 → Married : 68% Internet vs 62% paper  Education; Persons aged 35-54 → University degree: 37% Internet vs 23% paper  Activity; Persons aged 35-54 → Working full-time: 66% Internet vs 59% paper  Landed immigrant → Yes: 6.2% Internet vs 5.2% paper

7. Census Test Results  Persons reported on the Internet questionnaire had higher response rates  up to 3 times higher for ¾ of all variables  interactive session translates into benefits for both respondent and increased data quality  Persons reported on the Paper questionnaire had similar response rates between 2001 and 2004

8. Census Test Results… Collection Strategy

9. Private Dwelling Strategy Changes in 2001  Conceptual change: deletion of one criterion to classify dwelling  Operational change: seasonal dwelling approach  Field observation: important growth in secondary residences Issues in 2001  Continued difficulty in classifying private dwelling  Increase in private dwelling counts  Only aggregated categories released  User needs not being met by Census concepts

10. Private Dwelling Strategy Strategy for 2006  Maintain same dwelling definition for consistency  Apply a seasonal dwelling procedure across the country  Insert information cards in questionnaire packages to help respondents self-identify  Follow-up to verify unoccupied status of dwelling and for non-response

11. Collective Dwelling Strategy Issues in 2001  Difficult to identify and classify collective dwellings  Lack of long form data for residents of seniors residences Changes tested  Usage of a Profile Questionnaire to enable better classification of collective dwellings  Use 2A and 2B questionnaires for residents of seniors residences

12. Collective Dwelling Strategy Census test findings  Identification and classification of seniors’ residences are problematic  Higher non response for long form questionnaire compared to seniors in private dwellings for all questions due to:  Seniors with cognitive difficulties or dementia  Questionnaire was too long for seniors  Not all 2B questions were relevant to seniors  Facilities short staffed  No administrative data available to answer 2B

13. Collective Dwelling Strategy Strategy for 2006  Modify the profile form to obtain information on:  Ability to self-enumerate  Determine whether senior residence and nursing home mixed collectives can be clearly divided  Complete profile form in person during liaison visit  When identified as a seniors’ residence, with ability to self-enumerate, use forms 2A and 2B  Further evaluation is required prior to final decision on disseminating 2006 Census data for seniors’ residences

14. Census Test Results… Content Determination

15. Content Determination Process  Drivers for content changes:  Consultation results  Certification of 2001 data  Legislative requirements  Issues to be considered:  Comparability over time  Response burden  Data quality  Data relevance  Costs of the change  Other data sources available

16. Content Changes Tested  R2P1 response categories  Ethnic origin question  Re-designed education module  New question on income tax permission  New question on consent for disclosure of historical census information

17. Relationship to Person 1  Catalyst for change  New provincial laws in 7 provinces/territories allowing union by marriage for same-sex couples since 2002  Options tested prior to 2004  Using a direct approach reduces confusion for common- law respondents and allows certification of responses  Neutral terminology accommodates both same-sex and opposite-sex partners  Census test response categories:  Opposite-sex spouse or common-law partner of P. 1  Same-sex spouse or common-law partner of P. 1

18. R2P1 – Test Results  Decrease of response coherence for « married couples » in 2004  Proportion of « same-sex couples » who answered « same-sex spouse/partner » was 81% in 2001 and decrease to 76% in 2004  In 2001, 22% of respondents who identified themselves as same-sex couples in R2P1 question identified themselves as opposite-sex couples  This rate doubled to 41% in 2004

19. Relationship to Person 1  Recommended response categories for 2006 (similar as for the 2001 Census):  Husband or wife of Person 1  Opposite-sex common-law partner of Person 1  Same-sex common-law partner of Person 1

20. Ethnic Origin  Catalyst for change  Data quality issues with previous censuses  Options tested prior to 2004  A post-censal Ethnic Diversity Survey was conducted to obtain better information on how Canadians with different backgrounds interpret their ethnicity  2004 Census test question:  « What were the ethnic or cultural origins of this person’s ancestors? »

21. Ethnic Origin – Test Results  Rate of non-response increased from 5.6% in 2001 to 7.6% 2004  The distribution of 2004 reponses is similar when compared to 2001 distributions but:  Decrease in ‘Canadian’ responses from 18.4% in 2001 to 14.4% in 2004  Slight decrease in ‘Canadien’ responses from 21% in 2001 to 20% in 2004  Recommendation for 2006: keep similar to what was used for the 2004 Census test

22. Education module Re-designed module going into 2006  Drop question on ‘years of schooling’ to collect more detailed information on education credentials  Collect more information on the component of non- university post-secondary education  Refine the wording of school attendance question  Add a new question on province/territory or country where the highest level of education was obtained  Change the classification system from Major Field of Study to Classification of Instructional Program Typology

23. Education module – Test Results  Obtained more detailed information on non- university post-secondary education  Registered apprenticeship or Trade diploma – 7% increase between 2001 and 2004  Other non-university certificate or diploma – 13% increase between 2001 and 2004  University degree, certificate or diploma – 3% increase between 2001 and 2004

24. Education module – Test Results  School attendance for age 15:  Going from 24% in 2001 to 17% in 2004 for respondents who did not attend  Question on province/territory or country where the highest level of education was obtained  Data quality surpasses expectations  Autocoding rate = 98%  Field of Study autocoding rate decreased by 10% between 2001 and 2004  Recommendation: maintain all changes for 2006

25. Income Tax Permission Option  Catalyst for change  Increase data quality/reduce respondent burden  2004 Census test question: « Does this person give Statistics Canada permission to use the income information already available in his/her income tax files for the year ending December 31, 2003? »  Census test results  Consent given : 82%  Did not give consent : 12%  Non response : 6%

26. Consent for disclosure of historical census information  Catalyst for change  May be required following a potential amendment to the Statistics Act  2004 Census test question: « Does this person agree to make his/her 2006 Census information available for public release in 2098 (92 years after the census)? »

27. Consent for disclosure of historical census information  Consent on short questionnaire : 55%  Consent on long questionnaire : 45%  Non response rate three fold higher for respondents less than 15 years of age  Recommendation for 2006: clarify the instructions to avoid high non-response rate for respondents less than 15 years old

28. 2006 Census Dissemination - General assumptions - Geography plans - Pricing issues

29. 2006 Census Release Dates  Work is progressing well on establishment of 2006 Census release dates  Proposed number, spacing and content of each release should be similar to 2001 Census (possible re-grouping of variables)  Release date for 2006 Census Population and Dwelling Counts is set for early 2007 (pending final approval)  Remaining release dates will be communicated by the fall of 2005

30. Standard Products  Standard Products will remain basically the same and will be released via the popular “topic-based approach” established in 2001  Number, distribution and content of topics are to be reviewed to establish “best fit” across releases (promote storylines)  Work on the integration/possible content expansion of Profile products is underway  Proposed expansion of Specialty Internet Products and some streamlining of Topic- Based Tabulations

31. Other Products  Reference Products:  Subject to significant changes for 2006 … new formats, delivery methods, greater accessibility  Promote and provide all Reference Products free of charge to all users via the Internet  Analysis Series:  Improve integration of analysis with all standard products  Custom Products and Services:  Similar to 2001

32. Census Website  Improvements to be made to assist users in navigating the site and finding what they are looking for:  Topic matching across the product line;  Revive and improve “Census Data Finder”;  Leverage improvements/enhancements made (and to be made) to STC Site Search.  Improve compliance with Treasury Board “Common Look and Feel” and “Accessibility” standards  Improve consistency of look and tools within the site/sub-modules

33. Census Website  Re-design Community Profiles (and eventually other Profile sub-modules) to strengthen databases, modernize user capabilities, improve/expand data presentation  Continue to develop and expand historical data holdings via the site  Investigate Beyond 20/20 agreement for 2006  On-line survey completed in Winter 2005

34. 2006 Geographic Concepts Block Program  Blocks are formed by the intersection of roads and/or the intersection of roads and boundaries of standard areas: no change  Sub-blocks are no longer disseminated: no change  Create an ‘‘island block’’ if there is a road on the island: not implemented  Improve the delineation of existing blocks: updates

35. 2006 Geographic Concepts Improve the delineation of existing blocks  Definition of blocks in Mail Out Areas: based on the road network and geographic boundaries included in the January 2005 version of the NGD. Blocks will be updated to reflect geographic areas updates (CSD).  Definition of blocks in non-Mail Out areas: based on the road network and geographic boundaries included in the June 2005 version of the NGD. Blocks will be updated to reflect geographic areas updates (CSD).

36. 2006 Geographic Concepts Actual Block Delineation  Modify boundaries when they do not follow visible features on the ground: done  Modify boundaries when the block population exceeds 250: partially done  Modify boundaries when the shape is not compact: not considered  Modify boundaries to respond to Focal Points’ requests: few cases

37. Breakdown of 2006 Blocks by Size of 2001 Population # of 2006 Blocks Change since 2001 % of Total Blocks Population less than 250467,33813,17995.1% 250 - 99923,002-7144.7% 1000 +1,3224900.3% Total491,66212,955100.0% Breakdown of 2006 Mail Out Blocks by Size of 2001 Population # of 2006 Blocks Change since 2001 % of Mail Out Blocks % of Total Blocks Population less than 250175,2681,06890.0%35.6% 250 - 99918,182-1,1879.3%3.7% 1000 +1,2334660.6%0.3% Total194,683347100.0%39.6% Breakdown of 2006 Non-Mail Out Blocks by Size of 2001 Population # of 2006 Blocks Change since 2001 % of Non-Mail Out Blocks % of Total Blocks Population less than 250292,07012,11198.3%59.4% 250 - 9994,8204731.6%1.0% 1000 +89240.03%0.02% Total296,97912,608100.0%60.4% 2006 Blocks, Canada (as of January, 2005)

38. 2006 Blocks, Ontario (as of January, 2005) Breakdown of 2006 Blocks by Size of 2001 Population # of 2006 Blocks Change since 2001 % of Total Blocks Population less than 250119,4091,40792.5% 250 - 9998,906-9066.9% 1000 +8273140.6% Total129,142815100.0% Breakdown of 2006 Mail Out Blocks by Size of 2001 Population # of 2006 Blocks Change since 2001 % of Mail Out Blocks % of Total Blocks Population less than 25057,4891,24887.4%44.5% 250 - 9997,481-1,05711.4%5.8% 1000 +8073061.2%0.6% Total65,777497100.0%50.9% Breakdown of 2006 Non-Mail Out Blocks by Size of 2001 Population # of 2006 Blocks Change since 2001 % of Non-Mail Out Blocks % of Total Blocks Population less than 25061,92015997.7%47.9% 250 - 9991,4251512.2%1.1% 1000 +2080.03%0.02% Total63,365318100.0%49.1%

39. 2006 Geographic Concepts Dissemination Areas Delineation  Application of DA program to national level  Impacts of block delineation on DA delineation  DA delineation in Address Register area: 2001 Census program

40. 2006 Dissemination Areas Province/Territory # of 2001 DAs % of Total # of DA = DA 2006 DAs unchanged % of DA = DA DAs with boundary updates % of DA = DA Deletes (# of DAs = 1996 EAs) Newfoundland and Labrador 1,2312.3%16313784.0%2616.0%1,068 Prince Edward Island2250.4%000.0%0 225 Nova Scotia1,3972.6%28125289.7%2910.3%1,116 New Brunswick1,3492.5%29625385.5%4314.5%1,053 Quebec12,15322.9%7,3566,64690.3%7109.7%4,797 Ontario18,59635.1%12,49910,50384.0%1,99616.0%6,097 Manitoba2,2354.2%1,1211,01190.2%1109.8%1,114 Saskatchewan2,9375.5%60953387.5%7612.5%2,328 Alberta5,1439.7%2,5032,12684.9%37715.1%2,640 British Columbia7,46314.1%4,2093,71788.3%49211.7%3,254 Yukon Territory1170.2%000.0%0 117 Northwest Territories920.2%000.0%0 92 Nunavut550.1%000.0%0 55 Canada52,993100.0%29,03725,17886.7%3,85913.3%23,956

41. Designated Places (March 31, 2005) Province/Territory # New DPLs requested # of DPL maps received % of requests received # of DPLs in progress % of received DPLs in progress # DPLs Rejected to date % of received DPLs rejected Newfoundland and Labrador 40 100.0%40100.0%00.0% Prince Edward Island00N/A0 0 Nova Scotia37 100.0%3594.6%25.4% New Brunswick10330.0%3100.0%00.0% Québec18 100.0%18100.0%00.0% Ontario00N/A0 0 Manitoba322990.6%2482.8%517.2% Saskatchewan131292.3%12100.0%00.0% Alberta323093.8%1860.0%1240.0% British Columbia553156.4%2271.0%929.0% Yukon Territory11100.0%1 00.0% Northwest Territories00N/A0 0 Nunavut00N/A0 0 Canada23820184.5%17386.1%2813.9%

42. 2006 Geographic Concepts New Geographic Hierarchy:  Census Subdivision  Urban Population  Urban Area  Rural Population  Designated Place  Rural Residual

43. 2006 Geographic Concepts New Geographic Hierarchy  Population and dwelling counts release: new highlights table  Standard geographic hierarchy  Urban Areas and Designated Places: included in the Community Profiles

44. Geographic Products and Services Block Face Geocoding  For internal geographic linkage operations, and disseminated as (x,y) coordinates in the Postal Code Conversion File (PCCF)  No census data are disseminated at the block- face level  Block-face geocoding for external clients is no longer supported to better ensure confidentiality

45. Geographic Products and Services Block Face Geocoding  Will be offered for the 2006 Census  Transition period: will the 2011 Census Geographic Frame support the delineation of blocks along roads, boundaries, hydrography,…  Provide the same level of service to users  Same coverage as for the 2001 Census  Confidentiality Working Group will be looking at the confidentiality rules for 2006 Census

46. Geographic Products and Services 2006 Census Release strategy  Release of a free RNF in fall 2005 (road geometry, road name and address ranges)  Release of bulk of geographic products and services in fall 2006 (without 2006 population and dwelling counts)  Release of remaining products winter 2007

47. Geographic Products and Services Road Network Files  Fall 2005: free product (road geometry, road names and address ranges)  Fall 2006: free product (updates done between January 2005 and March 2006)  3 formats: Arc/Info, MapInfo, GML  Public good: provide digital RNF (to small municipality), tool to help users to define their custom areas

48. Geographic Products and Services Cartographic Boundary Files  CBFs for all levels of geography, including block boundary file  Standard products (Block CBF might be a custom product)  Separate layers for hydrography and road/boundaries

49. Geographic Products and Services Boundary Files  Reinstitute for 2006 Census (called Digital Boundary Files for 1996 Census)  For all levels of geography, including block digital files  Separate layers for hydrography and road/boundary  Standard products (Block digital file might be a custom product

50. Geographic Products and Services Reference Maps  Available in PDF format through Internet  Follow-up research on comments received  No decision concerning print maps for 2006 Census Streamlining GeoSearch and GeoSuite  GeoSearch and GeoSuite will remain two separate products  GeoSearch will be used to bring changes to GeoSuite content

51. Geographic Products and Services GeoSearch  2006 version will be maintained and enhanced from the 2001 version  Improvements requested: improve search mechanism, should be more user-friendly, size of map view should be increased, add additional data points- no decision on what can be done  Fall 2006 release: no 2006 population and dwelling counts; available with official release in winter 2007

52. Geographic Products and Services GeoSuite  Generated great enthusiasm during consultation  Will maintain the product for 2006  Suggestions for improvements: additional data, modify few data tables, accessibility of GeoSuite through Internet, improve correspondence files  Currently evaluating proposed modifications  Release in fall 2006, without 2006 Census population and dwelling counts

53. Geographic Products and Services Postal Code Products  Postal Code Conversion File for 2006: format of the product will be similar to 2001 Census  Research will be done to improve the linkages between postal codes and block/ dissemination areas level  No plan to produce FSA boundary files  Proposed release date: summer 2007

54. Geographic Products and Services  Final list of geographic products and services will be established in summer 2005  Currently evaluating comments received and analysing their feasibility  All final versions of products will be released in fall 2006

55. 2006 Census Pricing  Price increase of 15% between 1996 and 2001; only on custom and semi-custom services  2001 dissemination cycle generated a high volume of public good data  Some streamlining but similar scope of public good should be maintained for 2006

56. 2006 Census Pricing  It is recommended that the price for all census products be increased by 11% for the 2006 cycle  This, only to reflect actual cost increases between 2002 and 2006  Do you have any issues with the proposed increase?

57. What’s Next … Fall of 2005  Dissemination Team to deliver plans for proposed 2006 Census Products and Services Line  To include detailed information on all five components of the product line  Present and invite open discussion for 2006 on:  Proposed Topic-Based Tabulation streamlining/integration  Proposed Profiles expansion/integration

58. What’s Next … Fall of 2005  Present changes and enhancements to Census website and consult regarding website training  Plans for strengthening our partnerships for Day of Release and beyond  Discuss 2006 Census Release Schedule, topic/variable distribution across releases

59. 2006 Census Communication

60. Communication Mandate Create a proactive communication program in support of 2006 Census collection activities that is creative and cost effective, through activities that:  Convince Canadians to complete their forms and that it is in their best interest to participate  Obtain 20% completion rate on the Internet  Reassure Canadians that Statistics Canada is dedicated to the protection of individual privacy and the confidentiality of data as provided for in the Statistics Act  Reach difficult-to-enumerate groups (young adults, immigrants, students, seniors, homeless)

61. Communication Challenges  Increased challenge related to privacy and confidentiality  Reach planned Internet response target rate  Motivate individuals to fill out their census forms amid increasing social apathy and scepticism  Difficulty to reach certain groups of population: youth, increasing number of seniors, immigrants, homeless

62. Communication Challenges  Deal with sensitive issues such as information access, confidentiality of personal information, same-sex couples, ethnic origin, income, household activities  Design effective communication strategies to compensate for loss of personal contact with local enumerators at the time of questionnaire delivery

63. Looking ahead to 2006  Public Relations Campaign – May 2005...  Special target groups – ongoing  Media relationships development – ongoing  Paid advertising – Summer 2006  Education: Teacher's Kit and Adult Basic Education activity – Summer 2006 Census Day May 16, 2006 Count yourself in …. on-line or on paper!

64. Thank you! Any questions… Daniel Dufour, Marketing Division, STC Robert Parenteau, Geography Division, STC Consultation Website: http://www.statcan.ca/english/census06/products/refer ence/consultation/index.htm