Data for analyzing a survey on the image and reputation of a higher education institution

This dataset originates from a study that had the objective of evaluating the image and reputation of a higher education institution from the perspective of society. The study's target population consisted of any individual who was neither a student nor an employee of the university in question (in this case, UFSM). We administered a 49-question survey covering dimensions such as UFSM's image, perceived service quality, social responsibility, environmental responsibility, support for innovation, and reputation. Additionally, we included respondent profile questions (e.g., gender, race, age, education level, income, etc.) and general questions about the university (e.g., affiliation/relationship with UFSM, whether they know anyone who works or studies at UFSM, frequency of campus visits, how they obtain information about UFSM, etc.), as can be seen in the original version of the questionnaire (Portuguese and English versions). Data collection was conducted in person between November 2023 and March 2024. The university where the research took place assisted in promoting the study to the target population. The research was approved by the UFSM Research Ethics Committee (CAAE registration code: 71766523.0.0000.5346).