Typology of Canadians

Typology of Canadians

In addition to the basic analyses cited throughout the report, a typology of Canadians was created to illustrate the manner in which knowledge and attitudes about HIV/AIDS coalesces most often in the general public. The methods used are factor and reliability analyses (leading to the computation of several indices presented earlier in the report), and cluster analysis.

In order to identify and use underlying dimensions (called factors) and to limit the redundancy of the measurement variables, twelve scale-based variables were included in the factor analysis. The three factors created were the basis for the knowledge, comfort and distancing indices described in chapters Two, Three and Four. The reliability analysis was conducted on these factors, resulting in alpha coefficients that were 0.65 or higher, suggesting that the mean scales computed on the base of the listed dimensions are statistically reliable measures.

Using these three factors, as well as the perceived increasing risk of HIV/AIDS today compared to ten years ago, a cluster analysis was performed, the purpose of which was to identify mutually exclusive and interpretable groups. A five-cluster solution was selected based on the results. The description of these segments follows.