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The study and model used to score and rank countries were developed by BAV Group – a unit of global marketing communications company WPP – and the Wharton School of the University of Pennsylvania, specifically professor David Reibstein, in consultation with U.S. News & World Report.

Individuals who were likely to fit these descriptions were targeted and sent the link to an online survey powered by the Kantar Profiles Audience Network. A total of 17,991 individuals from 36 countries in regions spanning the globe – the Americas, Africa, Asia, Europe and the Middle East – were surveyed. Of the respondents, 8,061 were informed elites, 4,536 were business decision-makers and 8,035 were considered general public. Some respondents were considered both informed elites and business decision-makers.

글로벌 마케팅 회사와 펜실베니아 대학교 상경대학 교수 등이 참여.

설문조사 대상은 36개국 17,991명 중

엘리트 8,061명, 비지니스 의사결정권자 4,536명, 일반인 8,035명