Study title

Since 1997, MedieAkademin has carried out an annual survey titled The Institutional Trust. The survey has focused on major social institutions, such as the parliament, big business, the daily press, and TV/radio, as well as some specific companies such as Sveriges Television, TV4, IKEA, Skandia, and Volvo. The number of institutions included has varied somewhat over the years. Some of the institutions and companies have been measured every year while others have been investigated more irregularly. The survey was carried out by NFO Infratest and involved 740 individuals who were interviewed by telephone between November 2 and 22, 2004. The survey comprised some 50 institutions/companies/brands. The 2004 survey also included questions about some normative demands on large corporations. Purpose: To study the trust that Swedish people have in social institutions, political parties, media, brands/companies, and leaders.