Abstract:

Over the past decade or so, managements of American corporations have been making increased use of survey research to guide decisions in the building of company reputations that will facilitate the achievement of specific corporate objectives. This paper draws upon the experience accumulated by Opinion Research Corporation of Princeton, New Jersey, in numerous corporate image research studies carried out over the last ten years, involving more than 145.000 personal interviews and the collection of data on over 200 companies and organisations.