Reputation monitoring

Abstract

Statistics Denmark has been monitoring its reputation among ordinary citizens (taxpayers) on a regular basis since 2000. The paper describes the methods used and the resulting time series. The latest report is dated December 2004 and shows a high and stable level of trust among citizens with respect to the objectivity of the institution. Improvements in citizens' knowledge of Statistics Denmark may be attributed to a general increase in press coverage in recent years. A comparison with two other countries shows large differences in the amount of trust placed in national statistical institutions.