Q13. If you had to choose a new auditor of record, how important would each of the following auditor characteristics be to your decision?: |
e. Reputation or name recognition |
| Size of Company |
Question Choices |
Estimated Percentage |
95 Percent Confidence Interval |
|---|---|---|---|
| All respondents | Very great or great importance | 55.1 | 50.4-59.9 |
| Large | Very great or great importance | 70.6 | 59.0-80.5 |
| Midsize | Very great or great importance | 65.0 | 58.3-71.7 |
| Small | Very great or great importance | 37.6 | 29.5-45.6 |
| All respondents | Moderate to little importance | 43.7 | 39.0-48.5 |
| Large | Moderate to little importance | 29.4 | 19.5-41.0 |
| Midsize | Moderate to little importance | 33.9 | 27.3-40.5 |
| Small | Moderate to little importance | 60.8 | 52.7-69.0 |
| All respondents | Don't know | 0.0 | 0.0-0.7 |
| Large | Don't know | 0.0 | 0.0-3.0 |
| Midsize | Don't know | 0.0 | 0.0-1.6 |
| Small | Don't know | 0.0 | 0.0-2.4 |
| All respondents | Item Nonresponse | 1.1 | 0.3-2.8 |
| Large | Item Nonresponse | 0.0 | 0.0-3.0 |
| Midsize | Item Nonresponse | 1.1 | 0.1-3.9 |
| Small | Item Nonresponse | 1.6 | 0.2-5.7 |