Tech Tops Industry Reputation Ratings, Again

February 5, 2015

Harris-US-Industry-Reputation-Ratings-2015-v-2014-Feb2015Source: Harris Poll [pdf]

    Notes: Some 77% of American adults believe that the tech industry has a positive reputation, slightly down from last year’s 80% but nonetheless still atop the industry rankings. That’s according to Harris Poll’s latest annual Reputation Quotient (RQ), which also finds the travel industry holding onto the second spot for the 4th consecutive year. Compared to last year, the auto industry’s reputation declined (from 58% to 46% rating as positive), while the financial services industry’s reputation improved (from 32% to 35%).

    Meanwhile, Wegmans Food Markets emerged as the company with the best reputation (among the 100 “most visible” companies), edging, last year’s leader. Samsung (#3) bested Apple (#9), while Coca-Cola, in the third spot last year, dropped out of the top 10.

      Related: CSR Reputation Affects Purchase Decisions, Millennials Say

        About the Data: Harris describes its methodology as follows:

        “The annual Harris Poll Reputation Quotient study was conducted online, in English, among 27,278 U.S. respondents from October 20-December 18, 2014, with preliminary nominating waves of research conducted with 4,034 respondents across August 26-28, 2014 and September 24-26, 2014. The Annual RQ study begins with a Nomination Phase which is used to identify the companies with the most “visible” reputations. All respondents are asked, unaided, to name companies that stand out as having the best and worst reputations. Online nominations are summed to create a total number of nominations for each company. The final list of the 100 most visible companies in the U.S. is measured in the RQ Ratings Phase. In the ratings phase, respondents are randomly assigned to rate two of the companies with which they are “very” or “somewhat” familiar. After the first company rating is completed, the respondent is given the option to rate the second company. Companies are rated on their reputation on 20 different attributes that comprise the Reputation Quotient instrument. The attributes are grouped into six different reputation dimensions: Emotional Appeal, Financial Performance, Products & Services, Social Responsibility, Vision & Leadership and Workplace Environment.

        Respondents for this survey were selected from among those who have agreed to participate in Harris Poll and sample partner surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in an online panel, no estimates of theoretical sampling error can be calculated.”


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