Banner
KETCHUM'S ONLINE MAGAZINE YEAR 2008    ISSUE 3

EXPECTATIONS & FRUSTRATIONS: HOW THE PUBLIC PERCEIVES CORPORATIONS AND CEOS

Methodology

Ketchum, through its Global Research Network, conducted a survey last summer to assess how the public views corporations and the executives who lead them.

The survey collected data from 2,773 Influentials in 11 countries in the Americas, Europe and Asia. The respondents were all Influentials, the 10-15 percent of the population who exercise influence over change in society. The definition of Influentials varies by country but generally includes individuals who take an active role in society through activities such as attending public meetings, serving in nonprofit and other organizations or writing letters to the media or politicians. In India, Influentials also have completed at least two years of university. In China, they have completed technical/vocational training, university/polytechnic, postgraduate education or above and have household income of at least 60,000 yuan. In Argentina and Brazil, Influentials might also have completed two years of university work, have additional income outside of their home or own property that produces at least $500 a month, or have household income of at least $6,000.

The countries surveyed were Argentina, Brazil, Canada, China, France, Germany, India, Italy, Spain, the U.K. and the U.S. In each country, at least 250 respondents completed the survey. The margin of error is +/-6 percent in each country and +/-3 percent in the aggregate data.

The survey was conducted through online distribution from Aug. 1 through Aug. 30, 2007.