Metodología
There are three steps in the preparation of mercoBRANDS:
1. Questionaire- Reputation Variables
The questionaire and variables from IRMA Financiero 2003, obtained through a qualitative study of work by experts:
Functional variables: Quality and Guarantee.
Social variables: Ethical and Social Responsibility.
Emotional variables: Relevance and Identification.
2. Quantitative study
1,628 surveys were carried out; 1,200 of them completely randomly covered age, sex, dwelling and geographic zone brackets; 428 of the surveys were directed non-randomly to zones to assure a minimum response (100) for each item under consideration.
3. Elaboration of ranking
The ranking process was designed to ensure that calculations were as direct as possible. The score of each item was the sum of scores obtained for each variable multiplied by variable weight. Number of clients and non-clients was balanced to assure that the sample composition did not affect results. To this score was added a value that reflected CSR or ethical initiatives undertaken.
In the process of ranking two categories were considered: the first included banks and savings banks with national distribution; the second, entities concentrated in particular autonomic communities, even though they may also be present in many cities outside their home base.
The two rankings allow a more uniform comparison between entities
