THE PERCEIVED IMPORTANCE OF
GEOGRAPHY, COMPREHENSION OF
GEOGRAPHY AND GEOGRAPHIC
LITERACY IN CANADA
Conducted For:
May, 2005
1
TODAY’S PRESENTATION …
•
Background - Purpose of Research
•
Research Objectives
•
Research Design
•
Detailed Report on Research…
– Attitudes Toward Geography
– The Relative Importance of Geography
– Measures of Geographic Literacy
– Does Geographic Literacy Correlate With Economic Success?
•
Strategic Implications
* * * * *
2
BACKGROUND - PURPOSE OF RESEARCH
The purpose of this research is to provide a base of insight that will support the Royal Canadian
Geographical Society in its endeavour to raise the profile of geographic literacy in the minds of
Canadians, to promote the importance of geographic literacy and, thus, to stimulate a greater
emphasis on geography in the classrooms of Canadian schools.
3
RESEARCH OBJECTIVES
•
Measure attitudes in various segments of the Canadian population toward the
importance of geographic literacy and the perceived value of geographic
knowledge.
•
Validate a range of hypotheses about the importance of geographic knowledge,
compared to knowledge in other disciplines and topic areas.
•
Benchmark geographic literacy levels nationally and regionally.
•
Search for empirical evidence that geographic literacy correlates with economic
success.
•
Provide insights relevant to optimal executional guidelines and communications
objectives to raise public awareness of the importance of geographic literacy.
4
RESEARCH DESIGN
•
A national random sample of 2,106 Canadians 18+ years of age.
•
Data collection was done “on-line” over the internet. Prospects from a large panel of
Canadians were recruited by e-mail to participate in the study, being offered as an incentive
the opportunity to win $750.
•
Qualifying respondents completed an on-line, self-administered questionnaire which included
appropriate geographic visuals.
•
Sample distribution comprised three “target” sub-groups…
– “Young Adults” (18 to 24, no school-age children)
– “Parents or Guardians” (adults having / responsible for school-age children)
– “Other Adults” (having no responsibility for school-age children)
•
Sub-group components of the final sample of 2,106 Canadians were weighted to reflect correct
demographic, regional and target sub-group proportionality in the total sample.
•
Sample Size
“Young Adults”
“Parents/Guardians”
“Other Adults”
Actual
492
783
831
Weighted
245
852
1,009
•
Data collection occurred between April 18 and April 25, 2005.
•
Detailed cross-tabulated data tables have been created from the information collected in this
5
research and are the basis of this analysis.
DETAILED REPORT ON RESEARCH…
6
ATTITUDES TOWARD GEOGRAPHY ...
WHAT DOES "GEOGRAPHY" MEAN TO
CANADIANS?
(Multiple Response, % 's)
0
20
40
Countries/capitals of
the world
100
96
Population distribution
patterns
78
Reading road maps
77
Understanding
volcanoes/earthquakes
63
Understanding weather
maps
Locations for new
stores
80
96
How to use a
globe/atlas
Tracking infectious
disease
60
61
48
40
Base: Total Adult Canadians
7
ATTITUDES TOWARD GEOGRAPHY ...
LEVEL OF AGREEMENT WITH STATEMENTS
ABOUT GEOGRAPHY
(1 = "STRONGLY DISAGREE", 10 = "STRONGLY AGREE"
A
B
C
D
10
9
8
7
6
5
4
3
2
1
N
M
L
E
K
F
J
G
H
Base: Total Adult Canadians
A “To succeed in today’s global economy, it’s important to
understand other cultures and places”
B “It’s important to have knowledge of other countries to
better understand Canada’s multi-cultural society”
C “Geography plays an important role in understanding the
environment”
D “It’s really important for all Canadian children to gain a high
degree of geographic knowledge”
E “Students should be taught more geography and history”
F “To succeed in today’s global economy, it’s important to
understand the spatial relationship between different
places”
G “Geography plays a pivotal role in Canada’s participation on
the world stage”
H “If students are to leave school equipped to earn a decent
living, they need to have a basic understanding of
geography”
J “The growth of the global economy relies on understanding
the world’s geography”
K “A strong education in geography opens the door to
interesting jobs”
L “Society places little value on geographic knowledge”
M “Canada is a country more defined by its geography than by
its history”
N “There is too much teaching emphasis in schools on math
and science and not enough about the world around us”
8
THE RELATIVE IMPORTANCE OF GEOGRAPHY ...
PERCEIVED IMPORTANCE FOR HIGH-SCHOOL
STUDENTS TO BE TAUGHT EACH SUBJECT…
0
20
40
Computer Technology
80
69
Science
Geography
Environmental Science
A third language
40
47
44
44
French
Art
19
29
52
47
48
History
33
21
20
18
Very
100
10 1
15 1
84
Mathematics
Music
80
89
English
World cultures and religions
60
35
49
50
47
38
Somewhat
Not Very
1
2
8
6
7
16
15
25
29
36
Not At All
Base: Total Canadians
9
THE RELATIVE IMPORTANCE OF GEOGRAPHY ...
PERCEIVED IMPORTANCE IN TODAY'S WORLD
TO KNOW HOW TO…
0
20
40
… use a
computer
60
80
90
10
… read a map
63
34
… write a
business letter
63
33
… use a
calculator
62
…know..countries
in news..located
…speak a foreign
language
Very
Somewhat
3
4
31
49
36
100
44
46
Not Very
7
6
15
Not At All
Base: Total Canadians
10
MEASURES OF GEOGRAPHIC LITERACY ...
EDUCATION LEVEL AT WHICH THE LAST
GOEGRAPHY COURSE WAS TAKEN...
1%
5%
9%
28%
5%
50%
Kindergarten-Gr.5
Grade 6 - 8
Grade 9-10
Grade 11-12
Comm. Colg.
University
Base: Total Adult Canadians
11
MEASURES OF GEOGRAPHIC LITERACY ...
EDUCATION LEVEL AT WHICH THE LAST
GOEGRAPHY COURSE WAS TAKEN...
BY MARKET SEGMENT…
1%
5%
9%
YOUNG
PARENTS
OTHER
ADULTS /GUARDIANS ADULTS
28%
5%
50%
Kindergarten-Gr.5
Grade 6 - 8
Grade 9-10
Grade 11-12
Comm. Colg.
University
Base: Total Adult Canadians
•
K - Gr. 5
5%
1%
< 1%
•
Gr. 6 - 8
5%
4%
6%
•
Gr. 9 - 10
40%
30%
23%
•
Gr. 11 - 12
34%
47%
56%
•
Comm. Colg.
6%
6%
3%
•
University
8%
10%
8%
Note that “Young Adults” received their last geography
course much earlier than did “Parents or Guardians” or
“Other Adults”
12
MEASURES OF GEOGRAPHIC LITERACY ...
GEOGRAPHY QUIZ:
"Compared to Canada, approximately how
much larger is the population of the United
States?"
% CORRECT ANSWER BY MARKET
SEGMENT...
65%
56
35%
Young Adults
63
Parents/Guardians
68
Correct answer (10 times larger)
Incorrect Answer
Other Adults
0
20
40
60
80
100
Base: Total Adult Canadians
13
MEASURES OF GEOGRAPHIC LITERACY ...
GEOGRAPHY QUIZ:
"Which of the following countries belong to the
European Union?"
% CORRECT ANSWER BY MARKET
SEGMENT...
34%
29
66%
Young Adults
32
Parents/Guardians
38
Correct answer (Belgium, Denmark,
France, Germany)
Incorrect Answer
Other Adults
0
20
40
60
80
100
Base: Total Adult Canadians
14
MEASURES OF GEOGRAPHIC LITERACY ...
GEOGRAPHY QUIZ:
"Which area of the world was most affected by
the recent tsunami?"
% CORRECT ANSWER BY MARKET
SEGMENT...
11%
89
89%
Young Adults
87
Parents/Guardians
89
Correct answer (South-East Asia)
Incorrect Answer
Other Adults
0
20
40
60
80
100
Base: Total Adult Canadians
15
MEASURES OF GEOGRAPHIC LITERACY ...
GEOGRAPHY QUIZ:
"Which part of Canada is most affected by
global warming?"
% CORRECT ANSWER BY MARKET
SEGMENT...
31%
69%
62
Young Adults
68
Parents/Guardians
71
Correct answer (the North)
Incorrect Answer
Other Adults
0
20
40
60
80
100
Base: Total Adult Canadians
16
MEASURES OF GEOGRAPHIC LITERACY ...
GEOGRAPHY QUIZ:
"After the United States, which country is
Canada's largest trading partner?"
% CORRECT ANSWER BY MARKET
SEGMENT...
34%
28
Young Adults
66%
34
Parents/Guardians
37
Other Adults
Correct answer (Japan)
Incorrect Answer
0
20
40
60
80
100
Base: Total Adult Canadians
17
MEASURES OF GEOGRAPHIC LITERACY ...
GEOGRAPHY QUIZ:
"What percentage of Canada's population lives
in cities?"
% CORRECT ANSWER BY MARKET
SEGMENT...
38%
34
Young Adults
62%
39
Parents/Guardians
37
Other Adults
Correct answer (80%)
Incorrect Answer
0
20
40
60
80
100
Base: Total Adult Canadians
18
MEASURES OF GEOGRAPHIC LITERACY ...
GEOGRAPHY QUIZ:
"Is Canada's Boreal Forest larger or smaller
than the Brazilian rainforest?"
% CORRECT ANSWER BY MARKET
SEGMENT...
64%
57
36%
Young Adults
64
Parents/Guardians
66
Correct answer (Larger)
Incorrect Answer
Other Adults
0
20
40
60
80
100
Base: Total Adult Canadians
19
MEASURES OF GEOGRAPHIC LITERACY ...
GEOGRAPHY QUIZ:
"Which of the following countries is the world's
largest oil exporter?"
% CORRECT ANSWER BY MARKET
SEGMENT...
17%
72
83%
Young Adults
83
Parents/Guardians
85
Correct answer (Saudia Arabia)
Incorrect Answer
Other Adults
0
20
40
60
80
100
Base: Total Adult Canadians
20
MEASURES OF GEOGRAPHIC LITERACY ...
GEOGRAPHY QUIZ:
"Which continent has the highest incidence of
AIDS?"
% CORRECT ANSWER BY MARKET
SEGMENT...
3%
93
97%
Young Adults
96
Parents/Guardians
98
Other Adults
Correct answer (Africa)
Incorrect Answer
0
20
40
60
80
100
Base: Total Adult Canadians
21
MEASURES OF GEOGRAPHIC LITERACY ...
GEOGRAPHY QUIZ:
"Which country in the Caribbean is a communist
dictatorship?"
% CORRECT ANSWER BY MARKET
SEGMENT...
7%
90
93%
Young Adults
94
Parents/Guardians
93
Other Adults
Correct answer (Cuba)
Incorrect Answer
0
20
40
60
80
100
Base: Total Adult Canadians
22
MEASURES OF GEOGRAPHIC LITERACY ...
GEOGRAPHY QUIZ:
AVERAGE “LITERACY” ACROSS ALL QUESTIONS
% AVERAGE CORRECT ANSWER
BY MARKET SEGMENT...
61
Young Adults
66
Parents/Guardians
68
Other Adults
66
Average
0
20
40
60
80
100
Base: Total Adult Canadians
23
MEASURES OF GEOGRAPHIC LITERACY ...
GEO-SPATIAL KNOWLEDGE:
“Canada’s newest territory is Nunavut.
Which number on the map is that?”
% CORRECT ANSWER BY MARKET
SEGMENT...
82
Young Adults
80
Parents/Guardians
76
Other Adults
78
Average
0
20
40
60
80
100
Base: Total Adult Canadians
24
MEASURES OF GEOGRAPHIC LITERACY ...
GEO-SPATIAL KNOWLEDGE:
“Newfoundland and Nova Scotia recently
concluded a revenue-sharing arrangement with
Ottawa regarding offshore oil resources. The
Hibernia oil fields are located off the coast of
what province?”
% CORRECT ANSWER BY MARKET
SEGMENT...
61
Young Adults
68
Parents/Guardians
69
Other Adults
68
Average
0
20
40
60
80
100
Base: Total Adult Canadians
25
MEASURES OF GEOGRAPHIC LITERACY ...
GEO-SPATIAL KNOWLEDGE:
“Alberta and Saskatchewan are celebrating their
centennials in 2005. Which province is the
% CORRECT ANSWER BY MARKET
world’s largest producer of potash?”
SEGMENT...
61
Young Adults
64
Parents/Guardians
68
Other Adults
66
Average
0
20
40
60
80
100
Base: Total Adult Canadians
26
MEASURES OF GEOGRAPHIC LITERACY ...
GEO-SPATIAL KNOWLEDGE:
“In recent news, China announced that is is
prepared to use military force to stop Taiwan
from formally pursuing independence. Which
number on the map is Taiwan?”
% CORRECT ANSWER BY MARKET
SEGMENT...
51
Young Adults
52
Parents/Guardians
60
Other Adults
56
Average
0
20
40
60
80
100
Base: Total Adult Canadians
27
MEASURES OF GEOGRAPHIC LITERACY ...
GEO-SPATIAL KNOWLEDGE:
“Spanish police have recently cracked a $1 billion
money-laundering ring. Which number
% CORRECT ANSWER BY MARKET
on the map is Spain?”
SEGMENT...
63
Young Adults
59
Parents/Guardians
74
Other Adults
67
Average
0
20
40
60
80
100
Base: Total Adult Canadians
28
MEASURES OF GEOGRAPHIC LITERACY ...
GEO-SPATIAL KNOWLEDGE:
“New research is showing that Cleopatra, the
famous queen of Egypt, was not only beautiful
but was also revered for her intellect. What
number on the map is Egypt?”
% CORRECT ANSWER BY MARKET
SEGMENT...
53
Young Adults
58
Parents/Guardians
64
Other Adults
60
Average
0
20
40
60
80
100
Base: Total Adult Canadians
29
MEASURES OF GEOGRAPHIC LITERACY ...
GEO-SPATIAL KNOWLEDGE:
“Zimbabwe’s President, Robert Mugabe, continues
to turn his back on the Commonwealth and other
world organizations. What number on the map % CORRECT ANSWER BY MARKET
SEGMENT...
is Zimbabwe?”
13
Young Adults
15
Parents/Guardians
18
Other Adults
16
Average
0
20
40
60
80
100
Base: Total Adult Canadians
30
MEASURES OF GEOGRAPHIC LITERACY ...
GEO-SPATIAL KNOWLEDGE:
“The H and L on weather maps stands for what?”
[High and Low barometric pressure]
% CORRECT ANSWER BY MARKET
SEGMENT...
92
Young Adults
83
Parents/Guardians
88
Other Adults
87
Average
0
20
40
60
80
100
Base: Total Adult Canadians
31
MEASURES OF GEOGRAPHIC LITERACY ...
GEO-SPATIAL KNOWLEDGE:
“The high-altitude wind circling the globe
that has such a significant influence on
Canada’s weather is called what?”
[The Jet Stream]
% CORRECT ANSWER BY MARKET
SEGMENT...
77
Young Adults
59
Parents/Guardians
80
Other Adults
68
Average
0
20
40
60
80
100
Base: Total Adult Canadians
32
MEASURES OF GEOGRAPHIC LITERACY ...
GEO-SPATIAL KNOWLEDGE:
“Generally across Canada, weather patterns
tend to flow from what direction?”
[West to East]
% CORRECT ANSWER BY MARKET
SEGMENT...
79
Young Adults
74
Parents/Guardians
81
Other Adults
76
Average
0
20
40
60
80
100
Base: Total Adult Canadians
33
MEASURES OF GEOGRAPHIC LITERACY ...
GEO-SPATIAL KNOWLEDGE:
“Without looking at a map, in what direction
would you be travelling going from …
- Vancouver to Winnipeg?
- Calgary to Edmonton?
- Fredericton to St. John N.B. ?
- Montreal to Toronto?
% CORRECT ANSWER BY MARKET
SEGMENT...
Young Adults
19
Parents/Guardians
24
Other Adults
30
Average
26
0
33
32
39
37
37
13
3
25
9
3
23
9
2
25
9
2
0.2 0.4 0.6 0.8
4 pairs correct
2 pairs correct
0 pairs correct
1
3 pairs correct
1 pair correct
Base: Total Adult Canadians
34
MEASURES OF GEOGRAPHIC LITERACY ...
GEO-SPATIAL KNOWLEDGE:
AVERAGE “LITERACY” ACROSS ALL QUESTIONS
% AVERAGE COMPOSITE CORRECT ANSWER
BY MARKET SEGMENT...
58
Young Adults
62
Parents/Guardians
67
Other Adults
64
Average
0
20
40
60
80
100
Base: Total Adult Canadians
35
MEASURES OF GEOGRAPHIC LITERACY ...
SOURCES OF KNOWLEDGE:
INCIDENCE OF HAVING AN ATLAS OR GLOBE
IN THE HOME…
2%
23%
75%
Yes
No
Not Sure
Base: Total Adult Canadians
36
MEASURES OF GEOGRAPHIC LITERACY ...
SOURCES OF KNOWLEDGE:
INCIDENCE OF WATCHING THE WEATHER
NETWORK T.V. CHANNEL AT LEAST FROM
TIME-TO-TIME…
18%
82%
Yes
No
Base: Total Adult Canadians
37
MEASURES OF GEOGRAPHIC LITERACY ...
SOURCES OF KNOWLEDGE:
INCIDENCE OF USING "GPS" OR ON-LINE
COMPUTER MAPPING PROGRAMS…
62%
38%
Yes
No
Base: Total Adult Canadians
38
IN SUMMARY …
•
•
•
•
•
ATTITUDES TOWARD GEOGRAPHY AND ITS IMPORTANCE …
Adult Canadians have a limited view of what constitutes “geography”. Many Canadians do not
associate such phenomena as meteorology, geological events or the migration of infectious
diseases as having anything to do with geography.
Adult Canadians strongly endorse key hypotheses about the socio-economic benefits of
geographic knowledge. However, only a minority think it very important that geography be
taught at the high-school level.
GEOGRAPHIC LITERACY …
The perceived importance of geography, and geographic literacy, increases with the level of
education attained. Importantly, it would appear that geography as a subject is being taught at
increasingly earlier stages of formal education. (“Young adults” received their last geography
course at a much earlier level than did “parents and guardians” or “other [older] adults”).
Based upon the average level of correct answers to a series of questions designed to measure
geographic knowledge, about one-third of adult Canadians can be considered “geographically
illiterate” – higher among “young adults”.
Geographic literacy increases with age, with the level at which the last geography course was
taken, with education and with household income.
39
STRATEGIC IMPLICATIONS …
•
Insights from this research indicate that emphasis on geography seems to commence earlier and end
earlier in the educational process than it did in the past. As a result, “young adults” perceive geography
as a much narrower topic area than do “parents and guardians” and “other adults” who took their last
course in geography at a later stage in their education. This translates into lower geographic literacy.
Formal education in geography should continue into the higher grades.
•
Whether or not geographic literacy “drives” economic well-being or is simply a function of overall
education which drives economic success is unresolved in this research. It is clear, however, that
continuing education in geography (through the higher grades) would increase the perceived breadth of
the topic - and increase geographic literacy.
•
•
While geographic literacy does not correlate directly with economic success, it is an integral component
of increasing education, which does drive economic success.
Reflecting the perceived relatively low importance of geography as a subject compared to math and
science, it may be necessary to consider “re-branding” geography in the curriculum at the secondary
school level as, for example, “geo-spatial science” that embodies more strongly elements of the social
and physical sciences consistent with the nature of the subject in its broadest sense. This approach
would position geography as an “active” or “scientific” subject more relevant to today’s world rather than
as a “passive” subject of only academic interest.
* * * * *
40