Interesting survey. The way the questions break things up, though, I found it hard to express my view on TripAdvisor and sites like it through the multiple choice questions. Consider this my answer to the final, "Anything else?" question:

When I am deciding whether or not to trust a specific review for a specific business or attraction I look for:

- Has the reviewer written more than just a few reviews? (Biggest/easiest criteria to eliminate shills)
- Does the review show proper context about positive/negative experiences? (Or is the reviewer writing, "Worst. Hotel. Ever." because the A/C broke?)
- Does the review show proper context about cost/location/category? (Or is the reviewer expecting 5-star accommodations at a 2-star motel?)

When I am deciding whether to trust a reviews site in general I consider:

- Does the site have a sufficient number of reviews? (The idea of crowd sourcing is that there's a crowd.)
- Are the reviews recent? (I've seen crowd sites with no reviews newer than 3 years ago.)
- Does the site take efforts to filter out shills, touts, spammers, and one-off reviewers?
- Does the site have a policy or reputation for allowing paying merchants to remove unfavorable reviews?
- Is the site easy to navigate and search despite advertising.