Abstract
Domestic construction industry is being recognized negative images to the general public and employees from its fault construction, corruption scandals, offering a bribe, 3D jobs, etc. Thus, to suggest its image evaluation keyword in this study, estimating image of domestic construction industry from the public and employees annually, had an interview from different groups, such as an ordering agency composed of expert group, related to construction business, construction industry or association and the research institute or the academic community and analyzed the construction related articles gathered in 5 years from Chosun Newspaper or Hankyoreh Newspaper, having their own identity from its side among several local media. The image evaluation key word from this study can be used as the evaluation item estimating the level of image of construction industry quantitively and expect to used for important basic data finding improvement method for advanced image of construction industry.
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