Q15. For those categories of accounting firms that you would not consider, how important are the following auditor characteristics in explaining why?: |
e. Reputation or name recognition |
| Size of Company |
Question Choices |
Estimated Percentage |
95 Percent Confidence Interval |
|---|---|---|---|
| All respondents | Very great or great importance | 49.3 | 44.1-54.4 |
| Large | Very great or great importance | 65.5 | 54.7-76.2 |
| Midsize | Very great or great importance | 60.1 | 52.9-67.4 |
| Small | Very great or great importance | 23.8 | 15.2-34.3 |
| All respondents | Moderate to little importance | 37.0 | 31.8-42.1 |
| Large | Moderate to little importance | 31.8 | 21.5-43.7 |
| Midsize | Moderate to little importance | 25.0 | 18.5-31.6 |
| Small | Moderate to little importance | 58.4 | 48.2-68.5 |
| All respondents | Don't know | 0.0 | 0.0-0.9 |
| Large | Don't know | 0.0 | 0.0-3.0 |
| Midsize | Don't know | 0.0 | 0.0-1.9 |
| Small | Don't know | 0.0 | 0.0-3.5 |
| All respondents | Item Nonresponse | 13.8 | 10.2-18.0 |
| Large | Item Nonresponse | 2.7 | 0.5-8.2 |
| Midsize | Item Nonresponse | 14.8 | 9.6-21.4 |
| Small | Item Nonresponse | 17.9 | 10.4-27.7 |