1 the perceived importance of geography, comprehension of geography and geographic literacy in...

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THE PERCEIVED IMPORTANCE OF GEOGRAPHY, COMPREHENSION OF

GEOGRAPHY AND GEOGRAPHIC LITERACY IN CANADA

Conducted For:

May, 2005

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TODAY’S PRESENTATION …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

* * * * *

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BACKGROUND - PURPOSE OF RESEARCHBACKGROUND - 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.

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RESEARCH OBJECTIVESRESEARCH 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.

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RESEARCH DESIGNRESEARCH 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 Actual Weighted“Young Adults” 492 245“Parents/Guardians” 783 852 “Other Adults” 831 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 research and are the basis of this analysis.

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DETAILED REPORT ON RESEARCH…

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ATTITUDES TOWARD GEOGRAPHY ...

WHAT DOES "GEOGRAPHY" MEAN TO CANADIANS?(Multiple Response, %'s)

78

48

40

77

63

61

96

96

0 20 40 60 80 100

Countries/capitals ofthe world

How to use aglobe/atlas

Population distributionpatterns

Reading road maps

Understandingvolcanoes/earthquakes

Understanding weathermaps

Tracking infectiousdisease

Locations for newstores

Base: Total Adult Canadians

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ATTITUDES TOWARD GEOGRAPHY ...

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”


LEVEL OF AGREEMENT WITH STATEMENTS ABOUT GEOGRAPHY(1 = "STRONGLY DISAGREE", 10 = "STRONGLY AGREE"

123456789

10

A

B

C

D

E

F

G H

J

K

L

M

N

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THE RELATIVE IMPORTANCE OF GEOGRAPHY ...

PERCEIVED IMPORTANCE FOR HIGH-SCHOOL STUDENTS TO BE TAUGHT EACH SUBJECT…

80

69

52

47

48

44

33

21

20

18

10

15

19

29

40

47

44

35

49

50

47

38

1

8

6

7

16

15

25

29

36

89

84

2

1

1

0 20 40 60 80 100

English

Mathematics

Computer Technology

Science

History

Geography

Environmental Science

French

World cultures and religions

Music

Art

A third language

Very Somewhat Not Very Not At All

Base: Total Canadians

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THE RELATIVE IMPORTANCE OF GEOGRAPHY ...

PERCEIVED IMPORTANCE IN TODAY'S WORLD TO KNOW HOW TO…

63

62

49

36

10

34

33

31

44

46

6

15

90

63 3

7

4

0 20 40 60 80 100

… use acomputer

… read a map

… write abusiness letter

… use acalculator

…know..countriesin news..located

…speak a foreignlanguage

Very Somewhat Not Very Not At All

Base: Total Canadians

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MEASURES OF GEOGRAPHIC LITERACY ...


EDUCATION LEVEL AT WHICH THE LAST GOEGRAPHY COURSE WAS TAKEN...

50%

9% 28%

5%1%

Kindergarten-Gr.5 Grade 6 - 8

Grade 9-10 Grade 11-12

Comm. Colg. University

5%

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BY MARKET SEGMENT…

YOUNG PARENTS OTHER

ADULTS /GUARDIANS ADULTS

• K - Gr. 5 5% 1% < 1%

• Gr. 6 - 8 5% 4% 6%

• Gr. 9 - 10 40% 30% 23%

• Gr. 11 - 1234% 47% 56%

• Comm. Colg. 6% 6% 3%

• University 8% 10% 8%Base: Total Adult Canadians

EDUCATION LEVEL AT WHICH THE LAST GOEGRAPHY COURSE WAS TAKEN...

50%

9% 28%

5%1%

Kindergarten-Gr.5 Grade 6 - 8

Grade 9-10 Grade 11-12

Comm. Colg. University

5%

Note that “Young Adults” received their last geography course much earlier than did “Parents or Guardians” or“Other Adults”

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GEOGRAPHY QUIZ:"Compared to Canada, approximately how much larger is the population of the United States?"

35%

65%

Correct answer (10 times larger)

Incorrect Answer

68

63

56

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults

% CORRECT ANSWER BY MARKET SEGMENT...

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GEOGRAPHY QUIZ:"Which of the following countries belong to the European Union?"

66%

34%

Correct answer (Belgium, Denmark,France, Germany)

Incorrect Answer

38

32

29

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults


15



GEOGRAPHY QUIZ:"Which area of the world was most affected by the recent tsunami?"

11%

89%

Correct answer (South-East Asia)

Incorrect Answer

89

87

89

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults


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GEOGRAPHY QUIZ:"Which part of Canada is most affected by global warming?"

31%69%

Correct answer (the North)

Incorrect Answer

71

68

62

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults


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GEOGRAPHY QUIZ:"After the United States, which country is Canada's largest trading partner?"

66%

34%

Correct answer (Japan) Incorrect Answer

37

34

28

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults


18



GEOGRAPHY QUIZ:"What percentage of Canada's population lives in cities?"

62%

38%

Correct answer (80%) Incorrect Answer

37

39

34

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults


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GEOGRAPHY QUIZ:"Is Canada's Boreal Forest larger or smaller than the Brazilian rainforest?"

36%

64%

Correct answer (Larger)

Incorrect Answer

66

64

57

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults


20



GEOGRAPHY QUIZ:"Which of the following countries is the world's largest oil exporter?"

17%

83%

Correct answer (Saudia Arabia)

Incorrect Answer

85

83

72

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults


21



GEOGRAPHY QUIZ:"Which continent has the highest incidence of AIDS?"

3%

97%

Correct answer (Africa) Incorrect Answer

98

96

93

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults


22



GEOGRAPHY QUIZ:"Which country in the Caribbean is a communist dictatorship?"

7%

93%

Correct answer (Cuba) Incorrect Answer

93

94

90

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults


23



66

68

66

61

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults

Average

% AVERAGE CORRECT ANSWER BY MARKET SEGMENT...

GEOGRAPHY QUIZ:AVERAGE “LITERACY” ACROSS ALL QUESTIONS

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78

76

80

82

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults

Average


GEO-SPATIAL KNOWLEDGE:“Canada’s newest territory is Nunavut. Which number on the map is that?”

25



68

69

68

61

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults

Average


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?”

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66

68

64

61

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults

Average


GEO-SPATIAL KNOWLEDGE:“Alberta and Saskatchewan are celebrating their centennials in 2005. Which province is the world’s largest producer of potash?”

27



56

60

52

51

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults

Average


GEO-SPATIAL KNOWLEDGE:“In recent news, China announced that is is prepared to use military force to stop Taiwan from formally pursuing independence. Whichnumber on the map is Taiwan?”

28



67

74

59

63

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults

Average


GEO-SPATIAL KNOWLEDGE:“Spanish police have recently cracked a $1 billion money-laundering ring. Which number on the map is Spain?”

29



60

64

58

53

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults

Average


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?”

30



16

18

15

13

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults

Average


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 is Zimbabwe?”

31



87

88

83

92

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults

Average


GEO-SPATIAL KNOWLEDGE:“The H and L on weather maps stands for what?” [High and Low barometric pressure]

32



68

80

59

77

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults

Average


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]

33



76

81

74

79

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults

Average


GEO-SPATIAL KNOWLEDGE:“Generally across Canada, weather patterns tend to flow from what direction?”[West to East]

34



26 37 25 9 2

30 37 23 9 2

24 39 25 9 3

19 32 33 13 3

0 0.2 0.4 0.6 0.8 1

Young Adults

Parents/Guardians

Other Adults

Average


4 pairs correct 3 pairs correct2 pairs correct 1 pair correct0 pairs correct

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?

35



64

67

62

58

0 20 40 60 80 100

Young Adults

Parents/Guardians

Other Adults

Average

% AVERAGE COMPOSITE CORRECT ANSWER BY MARKET SEGMENT...

GEO-SPATIAL KNOWLEDGE:AVERAGE “LITERACY” ACROSS ALL QUESTIONS

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INCIDENCE OF HAVING AN ATLAS OR GLOBE IN THE HOME…

2%

23%

75%

Yes No Not Sure

SOURCES OF KNOWLEDGE:


37


INCIDENCE OF WATCHING THE WEATHER NETWORK T.V. CHANNEL AT LEAST FROM TIME-TO-TIME…

18%

82%

Yes No



38


INCIDENCE OF USING "GPS" OR ON-LINE COMPUTER MAPPING PROGRAMS…

62%

38%

Yes No



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IN SUMMARY …IN SUMMARY …ATTITUDES TOWARD GEOGRAPHY AND ITS IMPORTANCE …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 …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.

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STRATEGIC IMPLICATIONS …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.

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1 the perceived importance of geography, comprehension of geography and geographic literacy in...

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