Strategic Objective(s) to Which Indicator Relates | This indicator can be seen in the context of all 5 strategic objectives, in particular, Wealthier and Fairer. The NBI surveys around 20,000 respondents in 20 countries, asking them to think about the reputation of 50 nations around the world. The 6 characteristics/dimensions of a nation's reputation each touch on the 5 strategic objectives: - Exports
- Investment and immigration
- Tourism
- Governance
- People
- Culture
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Baseline and Past Trends | The 2008 data is the baseline for this indicator. Data will be collected annually. Simon Anholt developed the Nation Brands Index in 2005 and it was originally run as a quarterly survey by the contractors GMI. Scotland commissioned an NBI survey in Q4 2007 and this data was used as a proxy for the launch of Scotland Performs in 2008. The 2007 and 2008 data are not comparable due to the expanded coverage, new sample distribution control, questionnaire design and NBI formula for scoring. Trend comparisons can only be made therefore of the 2008 NBI with future waves. In order to enable comparability with the 2008 and 2009 data, efforts were made to keep the following aspects of the methodology consistent: core questionnaire content, sample design, sampling techniques, and fieldwork procedures. But there were also some methodological changes between the 2009 and the data collected in 2010. In summary the changes were: · Luxembourg, Flanders and Slovakia were in 2010 for the first time. · Estonia, Lithuania and Ecuador were included in 2009 but not in 2010. |
Methodology for Data Source | Twenty countries are selected for the survey of the NBI study, representing major developed and developing countries that play important and diverse roles in international relations, trade and the flow of business, cultural, and tourism activities. The data reflects the views and opinions of online populations in these 20 countries; citizens who are connected to the world. To maintain consistency, the core 20 panel countries in 2008, 2009 and 2010 were:
• Western Europe/North America: U.S., Canada, UK, Germany, France, Italy, Sweden
• Central and Eastern Europe: Russia, Poland, Turkey
• Asia-Pacific: Japan, China, India, South Korea, Australia
• Latin America: Argentina, Brazil, Mexico
• Middle East/Africa: Egypt, South Africa In each country, 1,000 adults who are internet users are interviewed. Pre-recruited online panels are utilized for the study. Based on the most up-to-date online population statistics in each country, the outgoing sample in each country is stratified by four sample cells: males 18-34 and 35+, and females 18-34 and 35+. For each cell, random sample replicates are drawn and invitations are sent out to respondents to participate in the survey. Using the most up-to-date online population parameters, the achieved sample in each country has been weighted to reflect key demographic characteristics such as age, gender, and education of the online. Additionally, in the United States, South Africa, India and Brazil, race/ethnicity has been used for sample balancing. Using a survey questionnaire in each panel country, the list of 50 nations is randomly assigned to respondents (except in Egypt), each of whom rates 25 nations, resulting in each nation getting approximately 500 ratings per panel country. The data gathered through the global panels are processed and analysed by GfK-Roper using the NBI analytical model, which is the intellectual property of Simon Anholt and GfK-Roper. |
Methodology for Recent Change Arrow on Scotland | Unit of measurement: Scotland's absolute performance (score) on the NBI. 2008 provided the baseline data. As this is emerging data, thresholds were not set for this indicator in 2009, however, it was assessed that Scotland's performance on the Nation Brands Index was maintaining. This assessment was made by considering changes in terms of the 2008 baseline, the year-to-year variation between 2008 and 2009 and the pattern of change across the index. In 2010, it has been assessed that Scotland's performance on the Nation Brands Index is maintaining. The evaluation is based on any difference in the absolute score for Scotland of +/- 1 percentage points compared with the last year's figure, however, with the caveat that this is a newer data source and it will need to be reviewed as more data become available. If change is within +/- 1.0 this suggests that the position is within measurement error and is more likely to be maintaining than showing any change. An increase of 1.0 percentage point or more in Scotland's absolute score suggests that the position is improving, whereas a decrease of 1.0 percentage point or more in Scotland's absolute score suggests that the position is worsening. |