Reputation Quotient Methodology
The Harris Interactive corporate reputation study was carried out in two phases: a nominations phase, which occurred in July and August, 2006 and a ratings phase, which occurred from September 21 to October 23, 2006.
In the nominations phase, Harris Interactive conducted 7,886 interviews throughout the U.S. using a combined online and telephone methodology. The online respondents were randomly selected from the Harris Interactive online panel of multimillion members. All respondents were asked to nominate two companies that they feel have the best reputations overall and two companies that they feel have the worst reputations overall. Nominations were open-ended and all responses were tallied, placing subsidiaries and brand names within the parent company.