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Apple nabs top spot in corporate reputation study

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Apple nabbed the top spot in the 13th Harris Poll Reputation Quotient (RQ) study, which measures corporate reputation among U.S. companies. The study measures six dimensions that comprise reputation and influence consumer behavior, including Social Responsibility, Emotional Appeal, Financial Performance, Products & Services, Vision & Leadership, and Workplace Environment. Apple scored the highest reputation score in the study’s history—85.62—by being the top-ranked company in the latter four categories, while Whole Foods was tops in Social Responsibility, and Amazon.com won the Emotional Appeal category. Overall, Apple was trailed in the rankings by previous leader Google, with a score of 82.82, Coca-Cola, with a score of 81.99, Amazon, with a score of 81.92, and Kraft Foods, which earned a score of 81.62. The study is based on surveys of more than 17,000 members of the American general public.

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Comments

1

Just by the infographic we can tell the results are meaningless since they’ve taken a 2.8% difference between Google and Apple and displayed it with a much more noticeable ~15% difference in length. The deltas between the values are skewed about 5 fold in the graph to exaggerate the differences.

Never mind that 2.8% is undoubtedly within the margin of error for such a survey so in reality Apple is statistically tied with the others in the top 4 (at least).

Good thing PR firms aren’t required to go in front of their department and defend wink

Posted by Code Monkey in Midstate New York on February 13, 2012 at 4:00 PM (PDT)

2

Correction, undoubtedly tied with Google and probably tied with Coke and Amazon, fudged my math slightly, whoops.

Posted by Code Monkey in Midstate New York on February 13, 2012 at 4:01 PM (PDT)

3

While it’s clear there’s some skewing of the graphics (Apple’s bar being longer and wider, ahem) we don’t know that a “Reputation Quotient” is a percentage (of what?) or if it is weighted scoring (of unknown definition), or how a margin of error in polling would translate to scoring variability.

Studies like this seem like nothing more than arm-waving popularity contests, where the winner gets a plaque to hang in the lobby, and a bigger bar to display in the media outlets wink

Posted by rockmyplimsoul on February 13, 2012 at 6:12 PM (PDT)

4

Well, whatever it is, if you use sampling, you will have a MOE by definition. Even for something as simple as “Which do you like better, coke or pepsi”, even if you got 3 billion people on the planet to answer the question, you’d still have an MOE of 3% for predicting the actual answer if you could somehow ask everybody. Considering they had multiple questions and the RQ is some sort of weighted sumthin, it’s safe to say that it’s also subject to an MOE of 3%-5% if you’re trying to make a statement about how the public feels about these corporations.

It’s just amusing how the headline declares Apple wins when it’s clear even in the best case for Apple they only tied with Google.

Posted by Code Monkey in Midstate New York on February 13, 2012 at 7:18 PM (PDT)

5

It’s very disheartening to see both Coca-Cola and Kraft Foods on that list, as both companies are guilty of shoveling genetically modified (GMO) ingredients into most of their food products and drinks, without so much as a label to warn American consumers.

Posted by St. McDuck on February 14, 2012 at 11:00 AM (PDT)

6

Because there’s actually a reason to label them?

There isn’t. 100% of food that isn’t a strict wild type has been genetically modified and the idea that doing it through cross breeding and artificial selection results in you getting any less of an “unnatural” combination of proteins and molecules that we are supposed to eat than using recombinant DNA tech to do the same is about as rational a belief as people who fought germ theory for so long.

America’s government bends over backward to corporations too much for my liking, but refusing to require labeling of GMO foods is the right choices since the people who oppose don’t do so on the basis of any sound science.

Posted by Code Monkey in Midstate New York on February 15, 2012 at 5:01 AM (PDT)

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