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APPENDIX II: Coding Protocol for Mission Statement Content Analysis
Coder _____________________________________
Today’s Date: ______________________
Company or Organization Name ___________________________
Site URL ___________________________________
Please answer the following questions based on the content of the web page, not on any banner or advertisement.
V.
MISSION STATEMENT
1.
Is there a statement about the larger mission, values, or role of this company or organization
no statement found anywhere on site [0]
yes, statemens found somewhere on the site [1]
2.
Where are statements about the larger mission, values or role of this company or organization accessed?
no mission statements found anywhere on site [0]
statements found under the heading “Mission Statement” or a close equivalent title [1]
statements found in “About Us” or equivalent titled section [2]
statements found embedded elsewhere on the site [3]
3.
How lengthy are the statements about the larger mission, values or role of this company or organization?
no statement found anywhere on site [0]
3 sentences or less
[1]
1 paragraph (more than 3 sentences) [2]
more than 1 paragraph
[3]
4.
Please check all of the following categories of information that are contained within statements about the
mission, values, or role of this company or organization appearing on the site:
Corporate social responsibility or social responsibility [1]
Code of Ethics or ethics [2]
Moral values (e.g. family values, Christian beliefs) [3]
diversity or multicultural [4]
Internally directed statements to employees or about product, service (e.g., excellence, innovation, respect) [5]
Externally directed statements focused on the community, in general (e.g. community involvement or
community development, volunteering) or specific community projects and events (e.g., art exhibit,
fundraiser, Habitat for Humanity) [6]
Statements about broader national or international issues (e.g., conservation, affordable housing) [7]
Other, please specify:
____________________________ [8]
____________________________ [9]
____________________________ [10]
Convention