Methodology

This instrument is based on a series of questions aimed at expressing the six major dimensions of corporate reputation:

Emotional Dimension.

Financial Performance.

Social Responsibility.

Working Environment

Management and Leadership

Products and Services.

The questions are simple and have been specially formulated to be understood by domestic consumers.

The study involves a total of 4,500 random telephone surveys to households within the 10 top cities in Chile, population of SEG ABC1, C2, C3 and D, between 18 to 60 years old.

Each respondent evaluates four different companies, distributed by chance. At the end, 200 evaluations are obtained for each company, representing a 6.9% margin of error, assuming the traditional assumptions of maximum variance and 95% confidence.

Companies evaluated from one year to another are not necessarily the same. The study of 4,500 surveys is always preceded by a selection of companies taken from a sample of 500 consumers with similar characteristics. This selection is done on the basis of Corporate Reputation.

Thus, over 80 different companies have been evaluated since 2002, some of which have remained throughout the 10 versions.