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For the first question, it seems that large organizations rate the attributes on a different scale. I wonder what the chart would look like if you normalized.


As you said, it is clear that the large organizations tend to give higher ratings for all categories so normalizing can help.
This actually raises another troubling issue, concerning how they decided which categories are "most important", "important" and "not so important". In the top chart, this appears to be solely determined by ranking from the large businesses. Was that the rule they used or was it a coincidence, it's hard to tell.

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