OTTAWA - Canada's most poll-reliant government is spending $1 million on polling services to help guide its drug-prevention strategy for youth.
The Conservative government has awarded Ottawa-based Environics Research Group the contract to conduct continuing surveys of 13- to 15-year-olds and parents.
Public-opinion research is needed to help develop and implement the strategy and the messages it delivers, says the award document released Monday.
The government also wants Environics to develop ways to track drug awareness and monitor the strategy's success in reducing illicit drug use among youth.
"Quantitative survey research will be used to determine current behaviour and knowledge levels of both target audiences related to illicit drugs,'' the document says.
"Qualitative research, such as focus groups or one-on-one interviews, will be used to explore attitudes and beliefs related to illicit drugs.''
In an e-mail to The Canadian Press, a Health Canada spokewoman said besides polling, the contract is for the research and evaluation required as part of the communications campaign.
Carole Saindon said $1 million, over 2 years, is the maximum amount that can be spent as part of the contract
Bidders were asked to include in their proposals how they would "deal with the research challenges that arise in dealing with value-laden or controversial subjects with both audiences: youth and parents.''
The Tories introduced legislation in November to toughen drug-related penalties, including two-year mandatory jail sentences for traffickers of hard drugs and large-scale marijuana growers.
Last month, an independent investigator reported the Conservatives spent $31.2 million on public-opinion research in the year leading up to his government-commissioned probe.
That's 546 public-opinion research projects, worth almost twice the $18 million a year the Liberals averaged on polling between 1993 and 2006.
Investigator Daniel Paille called the two-plus polls each business day average "quite astounding.''
In awarding the contract, the government warned that federal law requires the permission of a parent, guardian or other responsible person before anyone can conduct research with under-16s.
"In obtaining this permission, the recruiter must allow the responsible person to see or hear the questions that will be asked'' or at least to describe the nature of the research in detail, it says.
"Not only should the subject matter be described, but any sensitive or embarrassing questions should be brought to the attention of the responsible person. This can reduce the number of people who are available to participate in survey research.''
The requirement for parental permission could also distort survey results "if youth who are permitted to participate differ as a group from youth who are not permitted to participate.
"This challenge will require particular attention to detail, as well as creative ... approaches for all research conducted in support of the national youth drug prevention social-marketing strategy."
