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Today, if marketers want to gauge what people think about their brands, there are a variety of (mostly academic) survey methodologies and feedback loops to utilize.
FORBES: A Common Sense Approach To Measuring Brand Perception
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Unlike many workplace-related awards, which require companies to self nominate, the Employees' Choice Awards rely solely on the input of employees, who anonymously provide feedback through a survey.
FORBES: Magazine Article
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Too much surveying can prevent the airline from getting good feedback when it wants to survey on particular issues, said Alissa Jaquish, Southwest's senior manager of customer insights.
WSJ: What United, American, Delta, Southwest, JetBlue, Alaska, Virgin America Airlines Learn From Customer Surveys
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Here, as in many other hospitals, the survey is being managed by the online patient feedback company iWantGreatCare.
BBC: How one question can change the NHS
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The IEDC survey purports to be a cross-section of viewpoints, based on feedback from 301 people who work in economic development departments, local and state government and nonprofits.
FORBES: New Survey Calls Government Broadband Goals Wimpy