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This sounds like a pretty impressive endorsement... it sounds like consumers voted the local DirectBuy franchisee as having the best practices of any business in the Ottawa area. Here's the relevant quote from the article:

DirectBuy 's Ottawa location was named a recipient of the Consumers' Choice Award for Business Excellence in the category of "Blinds and Shades."

First off, this is the category of "Blinds and Shades." But this article leads off with a couple that needed appliances, not blinds and shades. They also mention they offer draperies, appliances, kitchen cabinets, electronics, jewelry, toys, sporting equipment, furniture, flooring, windows, doors, paint, plumbing, heating and air conditioning.

Details on this award are available at http://www.ccaward.com/new/ce/about.html. The methodology is published at http://www.consumerschoiceaward.com/catalog.jsp?sid=17673000491939119238449325598&ctid=1000262. Based on this, a business might have won only because there weren't any other nominees in the category. Even if there were other nominees, it may have taken little more than a handful of votes to be the "Consumer's Choice."

In fact, many of the winners are in what are pretty much "niche" categories. It's like that just a few employees, or friends of employees voting for DirectBuy would have been enough to ensure DirectBuy's victory.

The simple fact is that this appears to be an award which is easily manipulated, and may only indicate which businesses took a little bit of trouble to arrange to win the award for their chosen category.

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Revision r1.1 - 17 Dec 2007 - 06:50 by EliMantel  Privacy Policy

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