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Reputation Monitoring

This paper presents the findings of the Statistics Denmark Citizen Survey, conducted every 2 years since 2000 to monitor attitudes and knowledge of Statistics Denmark. The survey reveals public perception of the organization as governmental, the importance of statistics, and opinions on objectivity. The results have proven valuable in reputation management. Comparable results from other institutions and countries are sought.

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Reputation Monitoring

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  1. Reputation Monitoring By Leon Østergaard, Statistics Denmark UNECE/OECD Work Session on Statistical Dissemination and Communication 14-15 February 2005 Henley-on-Thames, UK

  2. Statistics Denmark ”Citizen Survey” • Since 2000, conducted every 2nd year • Part of our monthly telephone survey • Sample size 1.500, response rate 62 pct., results adjusted for non-response • ”Interviewer’s error” approx +6 to +8 pct. • 10 questions in 3 groups: • Attitudes toward statistics in general • Knowledge of Statistics Denmark • Attitudes toward Statistics Denmark • 3 questions identical to SCB survey

  3. ”How important are statistics to you personally, in order to understand how society is functioning and developing?”

  4. ”Did you have any knowledge of Statistics Denmark before this interview?”

  5. 2000 2004 Private Private 13 pct. 15 pct. Don't know 19 pct. Don't know 29 pct. Governmental Governmental 58 pct. 66 pct. ”Do you know whether Statistics Denmark is a governmental body or a private organization?”

  6. ”Apart from this interview, have you ever had any contact with Statistics Denmark during the last couple of years?”

  7. ”Do you think Statistics Denmark is objectiveand non-partisan, or do you think the figuresare subject to political interests?”

  8. In conclusion • Monitoring time series is a must for reputation management • Results have already proven useful in sharpening our profile • WANTED: Comparable results (identical questions) from other institutions and countries!

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