is the promoter of StatHebdo
, the Quebec-wide survey of weekly newspaper readership habits. It is the largest media survey in Quebec and the second largest in Canada as measured by the size of the sample and its wide geographic coverage. StatHebdo
surveys readership and consumer intentions in 125 markets in the province’s 17 administrative regions.
selected the firm Léger Marketing for the most recent round of data collection, following a thorough call for tenders process in which Canada’s largest polling firms submitted proposals.
survey is conducted every three years. The results of the most recent survey were published in September 2007.
The objectives of the survey are as follows:
- Measure the reach (readership) of Hebdos Québec member weeklies, which account for 94% of French-language circulation in Quebec.
- Draw up a complete socio-economic profile of readers.
- Identify readership behaviours with regard to advertising and consumer habits.
- Measure the reach of daily newspapers in the weeklies’ primary distribution zone.
- Provide accurate data on the consumer habits and intentions of readers of weekly newspapers.
The total sample size is 32,163 respondents residing in the distribution zone of the 150 weeklies surveyed, resulting in a maximum margin of error as low as ± 0.6%.
The minimum sample per publication is 200 respondents, and the margin of error for this sample size is ± 6.9%, 19 times out of 20.
The data collection period was from March 5, 2007, to May 27, 2007. For the readership data, 39% of interviews were conducted by phone, and 61% via the Web.
For the survey portion on consumer habits, the questionnaire was administered to 100% of the sample via the Web.
All data were weighted according to the standards in effect in the marketing research industry.
For the full results of the 2007 readership survey, download the provincial report
Access results per newspaper here