| 3.1 | Introduction C-1 |
| 3.2 | Reasons for Using, Quitting & Never Using Tobacco C-2 |
| 3.2.1 | Reasons for Smoking or Using Tobacco C-2 |
| 3.2.2 | Quitting Behaviour and Motivations C-4 |
| 3.2.3 | Reasons for Never Starting to Smoke or Use Tobacco C-8 |
| 3.3 | Attitudes Towards Tobacco & Tobacco Control C-11 |
| 3.3.1 | Tobacco Hazard Related Attitudes C-11 |
| 3.3.2 | Smoke Avoidance Attitudes C-14 |
| 3.3.3 | Tobacco Control Attitudes C-15 |
| 3.3.4 | Corporate Distrust C-17 |
| 3.3.5 | Views on Smoking Policy C-19 |
| 3.4 | Segmentation Analysis Results C-22 |
| 3.4.1 | Introduction to Segmentation Analysis C-22 |
| 3.4.2 | Segmentation Approaches to Tobacco Issues and Underlying Attitudes and Values C-22 |
| 3.4.3 | Overview of Smoking Related Population Segments C-24 |
| 3.4.4 | Demographic and Psychographic Segment Differentiation C-26 |
| 3.4.5 | Segment Smoking Attitudes C-32 |
| 3.4.6 | Segment Behaviour and Views on Smoking Policy C-34 |
| 3.4.7 | Segment Share of Smokers C-36 |
| 3.5 | Summary & Policy Implications C-38 |
The advanced survey results reported here are based on 1501 telephone interviews, randomly obtained throughout the course of the survey, plus an oversample of 167 cigarette smokers, for a total of 1668. Additional interviews were conducted to raise the cigarette smoker sample to 500. The margin of error for a sample size of 1668 is ±2.4% nineteen times out of twenty. The composite sample of 1668 interviews was weighted to reflect known provincial age, gender and cigarette smoker proportions.
Reporting of the advanced survey results includes a discussion of the reasons for smoking, quitting or never using tobacco, followed by attitudes towards tobacco and tobacco control, a discussion of the rationale behind the segmentation analysis, and a discussion of the segment structure that emerged from the analysis.