This is especially true if you ask really vague questions, like overall, do you feel better as opposed to more specific or objective questions.

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Audit firm leadership feigns insult whenever anyone questions its desire and ability to be independent, objective and professionally skeptical.

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Be the one to ask good questions, bringing it back the business or the overarching objective at hand.

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Ethisphere's proprietary rating system, which it calls the Ethics Quotient, is based on a series of multiple-choice questions in a survey that is designed to capture a company's performance in an objective and standardized way.

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"They're not going to ask the right questions if science doesn't explain to them what's going on in the most honest and objective way, " said Alda, 77.

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