How do we get these scores? TheTCRI methodology

The companies considered i n t h e a n n u a l T o p C o mp a n i e s Reputations Index (TCRI) are the 50 largest advertising spenders in South Africa for the past year. Because of the size of their advertising budget, they have high visibility and engagement. The TCRI is the foremost measure of corporate reputation in South Africa. In 2016, it covers 181 top South African businesses, and has a sample size of 2 718 South Africans across all the major cities in all nine provinces. Each respondent rated an average of six companies, with the survey conducted in the respondents’ home languages. The sample is demographically weighted to be representative of the population in terms of province, age group, race and gender. Respondents were first asked to rate their familiarity with the different organisations, and then only answered questions about those they were familiar with. As a result, not every company was rated by the same number of respondents. However, a l arger sample of respondents did not necessarily result in better results for that particular organisation, nor did a smaller number of respondents imply a poorer showing. The final score is an aggregation of 31 attributes (recalculated to a constant sum of 100) divided into nine pillars of reputation: products and services, vision and leadership, workplace environment, broad-based black economic empowerment, corporate social responsibility, financial performance, governance, corporate communications and recognition.