Chapter 1.2, Problem 6CS

For more than 50 years. The Harris Poll has conducted surveys using a representative sample of people in the United States. The surveys have been used to represent the opinions of people in the United States on many subjects, such as health, politics, the U.S. economy, and sports.

Since 1999, The Harris Poll has conducted an annual survey to measure the reputations of the most visible companies in the United States, as perceived by U.S. adults. The Harris Poll uses a sample of about 23,000 U.S. adults for the survey. The survey respondents rate companies according to 20 attributes that are classified into six categories: (1) social responsibility, (2) vision and leadership, (3) financial performance, (4) products and services, (5) emotional appeal, and (6) workplace environment. This information is used to determine the reputation of a company as Excellent. Very Good. Good. Fair, Poor. Very Poor, or Critical. The reputations (along with some additional information) of 10 companies are shown in the table.

Reputations of 10 Companies in the U.S.

(Source: The Harris Poll; Amazon.com; Apple, Inc.; Netflix, Inc.; The Kraft Heinz Co.; Facebook, Inc.; Ford Motor Co.; Chipotle Mexican Grill, Inc,; Comcast Corp. Exxon Mobil Corp.; Wells Fargo & Co.)

6. Inferences What decisions can be made on the basis of The Harris Poll survey that measures the reputations of the most visible companies in the United States?