4.0 A Quick Word on the Methodology

The research methodology used in the Canadian component of data-gathering was the following; a total of 2108 online interviews were completed for this study, broken out per region as follows:

  • 307 in British Columbia;
  • 81 in Saskatchewan;
  • 69 in Manitoba;
  • 894 in Ontario;
  • 592 in Quebec; and,
  • 165 in Atlantic Canada.

Overall, the Margin of Error for this study was ±2.13%, nineteen times out of twenty.

Interviews were fielded from August 19th to August 30th, 2010. The average interview length was 9 minutes.

Respondents were screened to exclude anyone who works for or lives in a household with someone working for:

  • TransAlta or Shell;
  • An advertising, public relations or communications agency; or,
  • The media, including television, radio, or newspaper.

Respondents also had to be 18 years of age.

The research methodology used in the gathering of the Alberta data, was the following; a total of 1,600 telephone interviews were completed for this study:

  • 800 interviews were conducted with a random and representative sample of adult Albertans (i.e. 18 years of age and older) living across the province.
  • 400 interviews were conducted specifically for TransAlta with residents in the Keephills 3 area (Duffield, Wabamun, Seba Beach, Tomahawk, Warburg, Calmar, Thorsby, Sunnybrook, Drayton Valley and Devon).
  • 400 interviews were conducted specifically for Shell with residents of the Edmonton Industrial Heartland (Sturgeon County, Lamont County, Thorhild County, Strathcona County, and the City of Fort Saskatchewan).

The Margins of Error for the study were:

  • Alberta General Public Sample ±3.5 percentage points
  • TransAlta or Shell Community Sample ±4.9 percentage points

Interviews were fielded from June 17 to June 28, 2010. The average interview length was 19 minutes.

Respondents were screened to exclude anyone who works for or lives in a household with someone working for:

  • TransAlta or Shell;
  • An advertising, public relations or communications agency; or,
  • The media, including television, radio, or newspaper.