Misunderstood

One of the news items that caught my eye today was the recently released National Brand Index survey results. Apparently this is a world wide survey which asks respondents to rank countries in different categories such as tourism, exports, people, culture and heritage etc. Israel apparently has the worst national brand image by a long shot. Turkey came second to last (although I could not find a breakdown of scoring in each category, so I don't know if Turkey did better in individual categories or not). Here's the general image category rankings (as reported in the Turkish Press):

1 - Great Britain	19 - China
2 - Germany	20 - Russia
3 - Italy	21 - Brazil
4 - Canada	22 - Hungary
5 - Switzerland	23 - Argentina
6 - France	24 - Singapore
7 - Sweden	25 - India
8 - Japan	26 - Mexico
9 - USA	27 - S. Korea
10 - Australia	28 - Czech Republic
11 - Spain	29 - Egypt
12 - Holland	30 - Poland
13 - Denmark	31 - Malaysia
14 - Norway	32 - S. Africa
15 - New Zealand	33 - Estonia
16 - Belgium	34 - Indonesia
17 - Portugal	35 - Turkey
18 - Ireland	36 - Israel

I am most curious about the methodology of the survey. I wish I could find out which countries the respondents were from and how the 36 countries were selected (for instance why was Greece left off this list? What happened to the Eastern European countries?)

It is interesting to compare this list to tourism statistics (from Wikipedia):

Rank(2004)	Nation	Millions of tourists in 2003	Millions of tourists in 2004	Change 03-04
1st	France	75.0	75.1	+0.1%
2nd	Spain	52.5	53.6	+3.4%
3rd	United States	40.4	46.1	+11.8%
4th	China	33.0	41.8	+26.7%
5th	Italy	39.6	37.1	-6.4%
6th	U.K.	24.8	27.7	12.3%
7th	Hong Kong (China)	15.5	21.8	40.4%
8th	Mexico	18.7	20.6	+10.5%
9th	Germany	18.4	20.1	+9.5%
10th	Austria	19.1	19.4	+1.5%
11th	Canada	17.5	19.2	+9.2%
12th	Turkey	13.3	16.8	+26.1%

I have to mull over this for awhile. Meanwhile I am open to suggestions that account for the discrepancy between these rankings.