Research and Measurement - Measuring Corporate Reputation

4 important questions on Research and Measurement - Measuring Corporate Reputation

What is done with the Cobweb method?

Senior managers sharing their views on organisations' key characteristics
  • Choose attributes that best characterise the organisation
  • Select 8 attributes that are most relevant and rank them (1-8)
Limitations: only captures views of managers

What does a Focus group do?

  • Brainstorming sessions with a broader selection of the company
  • Write down company characteristics
  • Select key characteristics that best define the organisation

What is Laddering/critical incident?

Employees are asked what they do on a daily basis, this gives insights in the values of the organisation
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What is an Audit/Survey?

  • Select from a list attributes that best define organisations
  • Evaluate why the selected attributes were chosen

The question on the page originate from the summary of the following study material:

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