February 15, 2012
Health Canada
POR-11-06
NADS Ad recall and tracking survey of youth- Questionnaire
Data dictionary
Introduction
GO TO Q A
L
09= English
3084 = French
sqa. What is your exact age?
01 - 13
02 - 14
03 - 15
sqb. Are you male or female?
01 - Male
02 - Female
sqc. What province or territory do you live in?
01 - British Columbia
02 - Alberta
03 - Saskatchewan
04 - Manitoba
05 - Ontario
06 - Quebec
07 - Nova Scotia
08 - New Brunswick
09 - Prince Edward Island
10 - Newfoundland and Labrador
11 - Yukon
12 - Northwest Territories
13 - Nunavut
sqd. Which of the following best describes your household:
01 - You live with two parents
02 - You live with one parent
03 - You live with a parent and a step- parent
04 - You live part time with one parent and part time with another parent
05 - You live with a guardian
06 - You have some other arrangement
sqe. Do you have an older brother or sister?
01 - Yes
02 - No
MAIN SURVEY
q1a Over the past few weeks or months, have you seen heard or read any advertising on the topic of youth and drugs or youth using drugs?
01 – Yes ASK 1b and 1c
02 - No SKIP TO Q2
o1b What can you remember about this advertising? What words, sounds, pictures or images come to mind?
c
c1b_1 Girl looking in the mirror/deteriorates with drug use
c1b_2 Say no to drugs/drugs are bad
c1b_3 Kids giving different names for drugs
c1b_4 Drugs not 4 me slogan/website
c1b_5 Kid's Help Phone
c1b_6 Nursery rhyme "one, two…"
c1b_7 Teenage boy says no to a joint
c1b_8 Ugly images of drug use/effects of drugs
c1b_9 About drugs/ a particular drug
c1b_10 Consequences of drug use and driving
c1b_11 Abuse of prescription drugs
c1b_12 Misery/suicide/distress/death
c1b_13 Don't give in to peer pressure/get help/you're not alone
c1b_14
c1b_15 Talked about drugs at school/in class
c1b_16
c1b_17
c1b_18
c1b_19
c1b_98 other
c1b_99 Don’t know/ Not applicable
q1c Where did you notice this advertising? Please check all that apply.
q1c_1 – Television
01=applies
0=does not apply
q1c_2 – Radio
01=applies
0=does not apply
q1c_3 – Newspaper
01=applies
0=does not apply
q1c_4 – Magazines
01=applies
0=does not apply
q1c_5 - Local weekly newspaper
01=applies
0=does not apply
q1c_6 - Pamphlet/brochure in the mail
01=applies
0=does not apply
q1c_7 – Shopping mall
01=applies
0=does not apply
q1c_8 - Public transit/subway/bus/sky train
01=applies
0=does not apply
q1c_9 – Internet banner/Website
01=applies
0=does not apply
q1c_10 - Word of mouth
01=applies
0=does not apply
q1c_11 - Outdoor billboards
01=applies
0=does not apply
q1c_12 - Fair/exhibition
01=applies
0=does not apply
q1c_13- Cinema
01=applies
0=does not apply
q1c_98 other
01=applies
0=does not apply
q1c_98 other-
Other (SPECIFY ______________________)
q2a Do you remember seeing an ad on television over the past few weeks or months showing a teenage girl in her bedroom looking at her reflection in the mirror, as she becomes hostile – smashing items in her room and getting upset as the effects of her drug use get stronger - while a nursery rhyme-like tune plays “one, two, kicked of school…” in the background?
01 - Yes
02 - No
q2b Do you remember seeing an ad on television over the past few weeks or months showing young people at a house party where a blond youth is offered a joint by his friends – he imagines future scenes including arguing with his mother and falling asleep in school and then he decides not to try the drug that is offered?
01 - Yes
02 - No
q3 Do you remember seeing an ad at the movie theatre or cinema over the past few weeks or months showing a teenage girl in her bedroom looking at her reflection in the mirror and getting upset as the effects of her drug use get stronger while tinkering music plays in the background, OR showing a blond youth refusing a joint at a party after he imagines what his future may be like if he uses drugs?
01 - Yes
02 - No
q4 Do you remember seeing an ad on a bus or subway or sky train over the past few weeks or months showing a series of three photos, side-by-side, of a teenage girl? The first shows her smiling, then looking upset, and then ending with her looking worn-out, her face showing the effects of drug use?
01 - Yes
02 - No
q5 Do you remember seeing an ad on the Internet over the past few weeks showing scenes from a video where a teenage girl changes from smiling to angry and hostile with marks on her face because of drug use? The words “Drugs do you know where they’ll take you” are at the top of the Internet ad OR an ad with a purple star against a set of lockers encouraging youth to make a personalized DrugsNot4Me pledge?
01 - Yes
02 - No
q6 Do you remember seeing an ad on Facebook over the past few weeks or months showing either a picture of a teenage girl with marks on her face and the words, “Where will they take you” and “DrugsNot4Me” in yellow at the top of the ad OR an ad with either a purple, blue or orange star or a set of lockers with a message encouraging youth to make a personalized DrugsNot4Me pledge?
01 - Yes
02 - No
q7 Do you remember seeing ads on YouTube over the past few weeks showing a teenage boy offering either an ecstasy tablet or a joint – with the ad saying “pick your path”?
01 - Yes
02 - No
hseen ad
IF RESPONDENT SAYS YES TO ANY ADS FROM Q 1 TO 7 ASK Q 8 TO 12 / OTHERS GO TO Q 13
01 - Yes
02 - No
o8 Thinking about the advertising that you saw, what do you think was the main point this advertising was trying to get across?
c8_1 Say no to drugs [non-spec]
c8_2 Say NO because drugs can ruin your life/health
c8_3 Don't give in to peer pressure/drugs aren't cool
c8_4 You have choices/make the right choice
c8_5 Drugs have negative effects on appearance/make you unattractive
c8_6 Inform yourself/there are resources available if you need help
c8_98 other
c8_99 Don’t know/ Not applicable
q9a Did you do anything as a result of seeing this advertising?
01 – Yes ASK b
02 - No SKIP TO Q 10
o9b What did you do?
______________________________________________________
______________________________________________________
Thinking about the advertising that you saw, did you do any of the following as the result of the ad? ROTATE
q10_1 Did you talk to family or friends or anyone else about the ad or about the topic of drug use?
01 - Yes
02 - No
q10_2 Did you go to the website that was shown in the ad?
01 - Yes
02 - No
q10_3 Did you go to the Facebook page that was shown in the ad?
01 - Yes
02 - No
q10_4 Did you watch the “Pick Your Path” videos on YouTube?
01 - Yes
02 - No
o11 Do you remember the name of the website or Facebook page that was shown in the ad?
01 – No
o11 98-other
c11_1 droguepourmoi.com/drugsnot4me.com
c11_2 Pick Your Path
c11_3 Say No To Drugs
c11_98 other
c11_99 Don’t know/ Not applicable
q12 Thinking about the advertising that you saw, who do you think produced it - that is, who paid for it?
01 - Government of Canada/federal government
02 - Provincial government
03 – Municipal government
04 - Some level of government, but not clear which one
q12_98_other
Another organization? (Which one?_______________)
c12_1 Government of Canada/federal government
c12_2 Provincial government
c12_3 Municipal government
c12_4 Some level of government, but not clear which one, or
c12_21 Kids Help Phone
c12_98 other
c12_99 Don’t know/ Not applicable
ASK ALL
Contemplator’s measurement
Here is a list of statements. For each statement please indicate if you strongly agree, agree, disagree or strongly disagree that the statement describes you. There are there are no right or wrong answers. RANDOMIZE
q13_1You enjoy school
01 - Strongly agree
02 - Somewhat agree
03 - Somewhat disagree
04 - Strongly disagree
q13_2 You care about how you look
01 - Strongly agree
02 - Somewhat agree
03 - Somewhat disagree
04 - Strongly disagree
q13_3 You like to experiment and take risks
01 - Strongly agree
02 - Somewhat agree
03 - Somewhat disagree
04 - Strongly disagree
q13_4 You do not want to disappoint your parents
01 - Strongly agree
02 - Somewhat agree
03 - Somewhat disagree
04 - Strongly disagree
q13_5 You often feel your parents don’t understand you
01 - Strongly agree
02 - Somewhat agree
03 - Somewhat disagree
04 - Strongly disagree
q13_6 You don’t like most of your teachers
01 - Strongly agree
02 - Somewhat agree
03 - Somewhat disagree
04 - Strongly disagree
q13_7 You feel that you are part of the school you attend
01 - Strongly agree
02 - Somewhat agree
03 - Somewhat disagree
04 - Strongly disagree
q13_8 You like meeting new people
01 - Strongly agree
02 - Somewhat agree
03 - Somewhat disagree
04 - Strongly disagree
q13_9 You are more a leader than a follower
01 - Strongly agree
02 - Somewhat agree
03 - Somewhat disagree
04 - Strongly disagree
q13_10 You usually go along with your friends even though it doesn’t feel quite right
01 - Strongly agree
02 - Somewhat agree
03 - Somewhat disagree
04 - Strongly disagree
q13_11 You don’t like being with people who use drugs
01 - Strongly agree
02 - Somewhat agree
03 - Somewhat disagree
04 - Strongly disagree
Discussions with parent(s)
ASK ALL
The following questions are about the topic of drugs and drug use. The questions are about illicit or illegal drugs, not about prescription drugs, tobacco or alcohol.
q14 Have you ever specifically discussed the dangers or risks of drug use or why not to use drugs with your parent/guardian/step-parent?
01 -Yes GO TO Q 15
02- No GO TO Q 16
q15a_1 About how many discussions about the dangers or risks of drug use have you had with your parent/guardian/step-parent over the past year?
____Number
q15b Have you had any discussions about the dangers or risks of drug use with your parent/guardian/step-parent within the past three months?
01 - Yes
02 - No
ASK ALL
Awareness/Knowledge
Please remember that these questions are about illicit drugs not about prescription drugs, tobacco or alcohol.
Using a scale of 1 to 7 where 1 means you know nothing, 7 means you know a great deal, and the mid-point 4 is neither, please rate how much you know about each of the following:
q16_1 How much do you know about drugs?
Nothing A great deal
1 2 3 4 5 6 7
[ROTATE b) to d)]
q16_2 How much do you know about the effects of drugs on physical health (the brain and the body)?
Nothing A great deal
1 2 3 4 5 6 7
q16_3 How much do you know about the effects of drugs on mental abilities (memory, judgment, emotions, etc)?
Nothing A great deal
1 2 3 4 5 6 7
q16_4 How much do you know about the potential effects of drugs on relationships with friends and family?
Nothing A great deal
1 2 3 4 5 6 7
o17 Have you heard of any drugs that might be available to people in your age group (age 13 to 15)? What are they? Please mention all those that you think might be available.
c17_1 Marijuana/pot/weed/cannabis
c17_2 L.S.D./acid/halucinogens (incl. salvia)
c17_3 Ecstasy/E/X
c17_4 Speed/amphetamines
c17_5 Crack/crack cocaine/coke
c17_6 Crystal Meth/meth/speed
c17_7 Tobacco/nicotine/cigarettes
c17_8 Heroin
c17_9 Alcohol
c17_10 PCP/Ketamine/Special K
c17_11 OxyContin/Oxy
c17_12 Prescription drugs/pills
c17_13 Mushrooms/shrooms/magic mushrooms
c17_16 GBH/date rape drug
c17_17 Opium
c17_18 Depressants
c17_19 Stimulants
c17_20 Steroids
c17_70 All
c17_97 None
c17_98 other
c17_99 Don’t know/ Not applicable
o18 What drugs, if any, come to mind as harmful or a threat to people in your age group (age 13 to 15)? Have you heard of any? Please mention all those that you think might be harmful.
cn18_1 Marijuana/pot/weed/cannabis
cn18_2 Cocaine/crack
cn18_3 Amphetamine/speed
cn18_4 Ecstasy/MDMA
cn18_5 Heroin
cn18_6 Tobacco/nicotine/cigarettes
cn18_7 Hashish
cn18_8 Mushrooms
cn18_9 GHB/date rape drug
cn18_10 Alcohol
cn18_11 LSD/acid/halucinogens
cn18_12 Phencyclidine/PCP/ketamine/special K
cn18_13 Pills
cn18_14 All/most drugs
cn18_15 Steroids
cn18_17 Pain killers/narcotics
cn18_18 Salvia
cn18_19 Oxycontin
cn18_21 Prescription drugs
cn18_22 Crystal Meth/meth
cn18_97 None
cn18_98 other
cn18_99 Don’t know/ Not applicable
Behaviour
How likely would you be to do the following:
q19_1 Try to stop someone close to you from using drugs?
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q19_2 Use drugs at a party if others were also using them?
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q19_3 Use drugs if they were offered to you by a friend?
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q19_4 Use drugs if they were offered to you by your brother or sister?
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q20a Have you ever been offered drugs?
01 – Yes GO TO Q20b
02 – No GO TO Q21
o20b Thinking of the only time, or the most recent time, you were offered drugs, what did you do? Please remember that your answers are private and will not be shown to your parents, teachers or anyone else.
cn20b_1 Ignore them/told them to go away/walked away
cn20b_2 Tried/used it
cn20b_3 Told them no/I don't do drugs
cn20b_4 Told parent/relative
cn20b_5 Said he/she was a loser/idiot
cn20b_6 Made a joke about it/laughed
cn20b_7 No longer friends/stopped hanging out with person
cn20b_8 Told them not to do them/that drugs are bad
cn20b_19 Nothing
cn20b_98 Other
cn20b_99 DK/NA
ASK ALL
Here is a list of different types of drugs. Please say if you have tried any of the following drugs and if so, how often. ROTATE
Please remember that your answers are private and will not be shown to your parents, teachers or anyone else.
q21_1 Marijuana aka Cannabis, Hash, Weed, Pot, Mary Jane
01 - Once
02 - 2 - 4 times
03 - 5 times or more
04 - Not at all
q21_2 Cocaine and Crack Cocaine aka Coke, Crack
01 - Once
02 - 2 - 4 times
03 - 5 times or more
04 - Not at all
q21_3 Ecstasy aka E, XTC
01 - Once
02 - 2 - 4 times
03 - 5 times or more
04 - Not at all
q21_4 GHB aka G, Liquid X
01 - Once
02 - 2 - 4 times
03 - 5 times or more
04 - Not at all
q21_5 Heroin aka Junk, Smack
01 - Once
02 - 2 - 4 times
03 - 5 times or more
04 - Not at all
q21_6 Ketamine aka Special K, Super K
01 - Once
02 - 2 - 4 times
03 - 5 times or more
04 - Not at all
q21_7 LSD aka Acid, Dots
01 - Once
02 - 2 - 4 times
03 - 5 times or more
04 - Not at all
q21_8 Methamphetamine aka Meth, Crystal Meth
01 - Once
02 - 2 - 4 times
03 - 5 times or more
04 - Not at all
q21_9 PCP aka Angel Dust, Crystal
01 - Once
02 - 2 - 4 times
03 - 5 times or more
04 - Not at all
q21_10 Psilocybin aka Magic Mushrooms, Shrooms
01 - Once
02 - 2 - 4 times
03 - 5 times or more
04 - Not at all
Perceptions of harm
Here again is a list of different types of drugs. Please say if you think each one is very dangerous, somewhat dangerous, not very dangerous or not at all dangerous to your health. ROTATE
q22_1 Marijuana aka Cannabis, Hash, Weed, Pot, Mary Jane
01 - Very dangerous to your health
02 - Somewhat dangerous to your health
03 - Not very dangerous to your health
04 - Not at all dangerous to your health
q22_2 Cocaine and Crack Cocaine aka Coke, Crack
01 - Very dangerous to your health
02 - Somewhat dangerous to your health
03 - Not very dangerous to your health
04 - Not at all dangerous to your health
q22_3 Ecstasy aka E, XTC
01 - Very dangerous to your health
02 - Somewhat dangerous to your health
03 - Not very dangerous to your health
04 - Not at all dangerous to your health
q22_4 GHB aka G, Liquid X
01 - Very dangerous to your health
02 - Somewhat dangerous to your health
03 - Not very dangerous to your health
04 - Not at all dangerous to your health
q22_5 Heroin aka Junk, Smack
01 - Very dangerous to your health
02 - Somewhat dangerous to your health
03 - Not very dangerous to your health
04 - Not at all dangerous to your health
q22_6 Ketamine aka Special K, Super K
01 - Very dangerous to your health
02 - Somewhat dangerous to your health
03 - Not very dangerous to your health
04 - Not at all dangerous to your health
q22_7 LSD aka Acid, Dots
01 - Very dangerous to your health
02 - Somewhat dangerous to your health
03 - Not very dangerous to your health
04 - Not at all dangerous to your health
q22_8 Methamphetamine aka Meth, Crystal Meth
01 - Very dangerous to your health
02 - Somewhat dangerous to your health
03 - Not very dangerous to your health
04 - Not at all dangerous to your health
q22_9 PCP aka Angel Dust, Crystal
01 - Very dangerous to your health
02 - Somewhat dangerous to your health
03 - Not very dangerous to your health
04 - Not at all dangerous to your health
q22_10 Psilocybin aka Magic Mushrooms, Shrooms
01 - Very dangerous to your health
02 - Somewhat dangerous to your health
03 - Not very dangerous to your health
04 - Not at all dangerous to your health
In your opinion is the potential harm to people age 13 to 15 from each of the following very, somewhat, not very or not at all serious? How about…..
q23_1 Smoking marijuana once in a while?
01 - Very serious
02 - Somewhat serious
03 - Not very serious
04 - Not at all serious
q23_2 Smoking marijuana on a regular basis?
01 - Very serious
02 - Somewhat serious
03 - Not very serious
04 - Not at all serious
In your opinion would each of the following be very likely, somewhat likely, not very likely or not at all likely to happen if you were to smoke marijuana once in a while.
ROTATE
q24_1 Your school work would be harmed.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q24_2 Your relations with your family would be harmed if they found out.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q24_3 Law enforcement authorities would find out.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q24_4 It would lead to using marijuana more often.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q24_5 Your friendships or social life would be harmed.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q24_6 Your health would be harmed.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q24_7 It would lead to using other illicit drugs.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q24_8 You would become addicted to marijuana.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
In your opinion, is the potential harm to people age 13 to 15 from each of the following very, somewhat, not very or not at all serious? How about...
q25_1 Using ecstasy once in a while?
01 - Very serious
02 - Somewhat serious
03 - Not very serious
04 - Not at all serious
q25_2 Using ecstasy on a regular basis?
01 - Very serious
02 - Somewhat serious
03 - Not very serious
04 - Not at all serious
In your opinion would each of the following be very likely, somewhat likely, not very likely or not at all likely to happen if you were to use ecstasy once in a while?
ROTATE
q26_1 Your school work would be harmed.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q26_2 Your relations with your family would be harmed if they found out.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q26_3 Law enforcement authorities would find out.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q26_4 It would lead to using ecstasy more often.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q26_5 Your friendships or social life would be harmed.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q26_6 Your heath would be harmed.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q26_7 It would lead to using other illicit drugs.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q26_8 You would become addicted to ecstasy.
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
Website
q27a Have you ever visited a website to learn more or get information about drugs or how to deal with drugs?
01 - Yes ASK b and c
02 - No
o27b Which website or sites have you visited?
cn27b_1 Wikipedia
cn27b_2 Health Canada/not4me.ca/aadac.com (
cn27b_3 Google
cn27b_5 Government website
cn27b_7 Nonaladrogue/say no to drugs
cn27b_8 Kidshealth.org
cn27b_9 Facebook
cn27b_10 For a school project/don't know name of site
cn27b_11 Drug info site
cn27b_98 Other
cn27b_99 DK/NA
q27c Have you ever visited drugsnot4me.ca?
01 - Yes
02 - No
Future
Looking ahead, how likely are you to do any of the following in the next three months. Are you very likely, somewhat likely, not very likely, or not at all likely to…
q28_1 try illicit drugs?
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q28_2 use illicit drugs?
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q28_3 seek out information about how to avoid drugs or deal with drug use issues?
01 - Very likely
02 - Somewhat likely
03 - Not very likely
04 - Not at all likely
q29 Do you strongly agree, somewhat agree, somewhat disagree or strongly disagree with the following statement……The benefits of choosing a lifestyle without drugs are greater than the perceived benefits of using drugs.
01 Strongly agree
02 Somewhat agree
03 Somewhat disagree
04 Strongly disagree
Demographics
d30 Are you currently attending school?
01 - Yes, in school full-time
02 - Yes, in school part-time
03 - No, not in school
d31 What kind of grades do you usually get in school?
01 - A (80% to 100%)
02 - B (70% to 79%)
03 - C (60% to 69%)
04 - D (50% to 59%)
05 - Less than D (less than 50%)
06 - Don’t know / Not sure
d32 What is the highest level of education that either of your parents, step-parents or guardians has reached?
01 - Elementary school or less (no schooling to grade 7)
02 - Some high school (grades 8 - 11)
03 - Completed high school (grades 11 in Quebec or 12 or 13 or OAC)
04 - Some community college, vocational or trade school (or some CEGEP)
05 - Completed community college, vocational or trade school (or complete CEGEP)
06 - Some university (no degree)
07 - Completed university (Bachelor’s degree)
08 - Post graduate university (Master’s, Ph.D., completed or not)
09 - Not sure / Don’t know
d33 How much money do you usually get each week to spend on yourself or to save? Please include all money from allowances and jobs like babysitting, delivering papers, or anything else.
01 - Zero
02 - $1 to $10
03 - $11 to $20
04 - $21 to $40
05 - $41 to $60
06 - $61 to $80
07 - $81 to $100
08 - More than $100
d34 Are you an Aboriginal person (that is, native Indian from a specific band, Inuit or Métis)?
01 - Yes
02 - No
d35 Do you consider yourself a member of a visible minority by virtue of your race or colour?
01 - Yes
02 - No
25
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