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To write a review, you must create your own personal Google+ profile, typically using your real name. Google is mum about how an overall rating is calculated beyond saying that it's based on user ratings-no details on how users are verified-"and a variety of other signals to ensure that the overall score best reflects the quality of the establishment," according to the Google+ Local website.

How it works: Anyone can search Google+ Local by city, state, and business type to find reviews, which are simple one- to five-star ratings and commentary.

And since those numbers come from known subscribers objectively surveyed, they don't carry the same tarnish as reviews from people who voluntarily review for some unknown motive.

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But Checkbook provides complete transparency and guidance about how to assess those ratings compared with companies with more users.

Caveats: We found little to fault here, except that in some cases a business rating may be based on as few as 10 users.Subscribers access detailed ratings online and in a biannual print magazine covering their metropolitan area. (Consumer Reports gave CSS $25,000 in matching funds to get started in the mid-1970s and has allowed Checkbook to survey its subscribers in the seven metro areas it covers.)ĬSS' own research includes conducting undercover price shopping and gathering complaint data from regulators (such as the state attorney general's office) and the Better Business Bureau. How it works: Local companies are involuntarily rated by the Center for the Study of Services, based on surveys of Consumers' Checkbook's own subscribers, Consumer Reports subscribers, and CSS' own research.But company investment disclosures say that "we cannot guarantee the accuracy of our reviews." Angie's List tells consumers that it provides "reviews you can trust," and takes steps to detect and remove fraudulent positive and negative reviews. But almost 70 percent of the company's revenues come from advertising purchased by the service providers being rated. But experts who study survey techniques say that can create a bias for positive reviews.Īngie's List misleads consumers by prominently promising that "businesses don't pay" and that it's a consumer-driven service supported by membership fees. But Angie's List marketing materials intended for businesses say that companies that advertise get "an advantage of increased exposure" that "can propel you ahead of your competition." They get 12 times more profile views than companies that don't buy ads.Īngie's List encourages businesses to solicit reviews by giving customers free, postage-paid forms, stickers on thank you notes, and Web links embedded in e-mail invoices. Cheryl Reed, a spokeswoman for the company, disagrees.

Caveats: We think that the ability of A- and B-rated companies to buy their way to the top of the default search results skews the results.They also have to affirm that the information they provide is true and accurate and that they're not an employee, competitor, or in any way related to the service provider. After they hire a business, they're asked to rate it based on nine measures. When they get two reviews and a B average or better, and there are no alerts about them, they can pay to advertise and must offer discount coupons that "position your business to rotate on page 1 of search results," Angie's List says.Ĭonsumers subscribe to gain access to highly rated service providers.

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How it works: Companies set up free online profiles or involuntarily get one when a member rates them.Cost for consumers: Varies $46 a year in San Francisco.