Forrester conducted a mail survey fielded in August and September 2008 of 5,314 US and Canadian households and individuals ages 18 and older. For results based on a randomly chosen sample of this size (N=5,314), there is 95% confidence that the results have a statistical precision of plus or minus 1.3% of what they would be if the entire population of North American households and individuals ages 18 and older had been surveyed. Forrester weighted the US head of household data by age, gender, household income, household size and composition, education level, region, and market size (combined statistical area). The weighting criteria for the US individual respondent data included all of the above with the addition of employment status. The survey sample size, when weighted, was 4,230 North American respondents at the household level and 5,310 North American respondents at the individual level. (Note: Weighted sample sizes can be different from the actual number of respondents to account for individuals generally underrepresented in mail panels)
Canada, United States
U of T has access to the questionnaires only.