An attitude survey approach to the social audit: The Southam Press experience

This article reviews the development and use of the attitude survey technique in the social audit of Southam Press Limited, a large conglomerate with 1978 revenues exceeding C$384 million. Audit representatives of the investment funds of the United Church of Canada found that traditional social audit approaches were insufficiently comparable, predictive and insightful, and sought improvement as set out in this article. Although additional analysis is suggested, this article concludes that social audit findings could well benefit from the application of the attitude survey approach.