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2024 Edelman Trust Barometer P. 69 Data Analysis Explained: How We Plotted the Institutional Competence and Ethics Scores We define trust as the combination of competence and ethics. The report features a chart depicting how competent and ethical each of the Respondents were asked: institution are rated to be. Here’s how we calculated each score. In thinking about why you do or do not trust [INSTITUTION], please specify where you The competence score (the x-axis of the plot): An institution’s think they fall on the scale between the two opposing descriptions. (Please use the slider competence score is a net of the top 3 box (AGREE) minus the bottom 3 to indicate where you think [INSTITUTION] falls between the two extreme end points of box (DISAGREE) responses to the question “To what extent do you each scale.) agree with the following statement? [INSTITUTION] in general is good at what it does”. The resulting net score was then subtracted by 50, which means that for an institution to qualify as competent, it would require a Dimension Ethical Perception Unethical Perception net difference of 51 points or more in its percentage of top 3-box ratings versus its bottom 3-box ratings. This ensures that an institution could not Highly effective agents of Completely ineffective agents be considered competent unless there is a majority who rate it as such. Purpose-Driven positive change of positive change The net ethical score (the y-axis of the plot): The ethics dimension is Honest Honest and fair Corrupt and biased defined by four separate items. For each item, a net score was calculated by taking the top 5 box percentage representing a positive ethical perception minus the bottom 5 box percentage representing a Vision Have a vision for the future Do not have a vision for the future that negative ethical perception. The y-axis value is an average across those that I believe in I believe in 4 net scores. Scores higher than zero indicate an institution that is Fairness Serve the interests of everyone Serve the interests of only certain perceived as ethical. equally and fairly groups of people

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