ABSTRACT
The development of the questionnaire is a significant step in the process. Specific questions may be needed for specific groups but beware that the activity is not hijacked to become a customer satisfaction survey. The trouble with reputation research is there is not much anecdotal evidence to go on. The research methods are designed to emulate as far as possible the normal way we pass on our views on an organisation's reputation that is, during a conversation with a third party. The key quality of a good interviewer is to make the subject feel comfortable and begin to open up about their thoughts and feelings. The ideal interview technique is to have two interviewers for every interview. One asks the questions and the other tries to take near verbatim notes. Some of the first questions will explore job role and organisation sector and size.
