Germany test

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Deutschlandtest , spelling DEUTSCHLAND TEST , is a brand of Focus Money Redaktions-GmbH and is legally represented by the managing directors Burkhard Graßmann and Frank Pöpsel and belongs to Hubert Burda Media Holding .

Deutschlandtest advertises with the slogan "Objective, independent, fair" and, according to its own statements, aims to make various offers more transparent and comparable, and carries out tests for this purpose. The test winners are awarded quality seals. Customers are the tested companies, who have to pay usage fees of € 3,600 to € 29,860 if they want to use the test results or quality seals for communication. Deutschlandtest customers include LIDL , Netto Marken-Discount , SATURN , CHECK24 and Mediamarkt .

Test execution

More than 25 different tests are carried out annually. According to the Germany test, these are based on tried and tested procedures and clear and comprehensible criteria. As part of the tests, a random group is interviewed in an anonymous Internet survey. It has not been verified whether the respondents are actually customers of the companies tested. It is also unclear whether the participants in such anonymous surveys will be remunerated for their participation. Another form is the use of data from the kununu or XING platform . The anonymously made employer reviews are used to identify top employers.

Test winner

Many sub-categories are formed as part of tests. Winners will be chosen in each of these sub-categories. In the test “The best online shops 2017”, 1,202 online shops were examined. 118 sub-categories were formed and thus well over 500 test winners were determined. The first-placed test winners are referred to as the best online shop and the test winners with a result above the average as the top online shop. The test winners are then offered to use the seal. The “Most Popular Holiday Region” seal for Constance will cost 3,600 euros, a “Top Business School” seal 8,500 euros or a “Top Coach 2016” seal 5,000 euros. Use of the seal with the award as a top employer can cost between 10,000 and 29,860 euros and an award as a top lawyer can cost 7,500 euros

criticism

Critics imply economic goals in generating many categories and test winners. Lawyers fear consumer deception. In his cover letter to the test winner, one explains to the company that a seal of quality "gives your external communication, eg your letterhead or your advertising material the perfect finishing touch". The "trust of millions of people in the competence of the Focus brand " is claimed as a sales argument.

500 top coaches were honored as part of the Top Coach study. The roundtable of the coaching associations, an amalgamation of the 13 largest coaching associations in Germany, then replied: The project serves the market interests of the initiators rather than better transparency in the coaching market. The German Federal Association of Coaching eV (DBVC) complains that there was no real quality control in the process for identifying the coaches and that it appears to be a distribution network of the publisher for premium pool entries and advertisements that are subject to a fee.

When it comes to the Top Employer award, the data collected by kununu (XING) is not representative and cannot be manipulated.

For the "Germany's best training company" award, an assessment is made as follows: structural data (30 percent), training success (60 percent), remuneration (10 percent). The 5,000 companies with the largest number of employees were written to, to which 940 companies responded. The success of training is regarded as the essential factor with 60%. A survey of the trainees, as is usual with other certifications, does not take place. The rate of dropouts in training averages around 24% in Germany. The training success in the group surveyed by Deutschlandtest is exceptionally high and the dropout rate in this group is approx. 5.1%. As a result, around 50% of the participating companies were chosen as winners.

As part of a study, Deutschlandtest answered the question: Which brands are particularly popular with consumers? It was Telefónica Germany provided with the award "customer favorite 2016" and received the title of "Gold". In 2017 the Telefónica brand Ay Yildiz received the award “Customer Favorite 2017”. Connect magazine gave O2 a “poor” rating for accessibility and even “unsatisfactory” for the waiting time. The service of Telefonica (O2) has been criticized from many sides since 2016.

In 2017, Deutschlandtest recognized Mosca GmbH as the nationwide industry winner in the field of mechanical engineering with the distinction of “Germany's most innovative company”. The evaluation was based on social media mentions. The specific number of mentions in social media channels for this company is incomprehensible. The company has a Google+ page with 10 followers, a Facebook page with 13 reviews and 1,197 subscribers, and a YouTube channel with 260 subscribers. The company is not active on Twitter itself. It is not clear from the study to what extent fraud prevention took place in order to prevent manipulation.

In 2018, the seal of “highest fairness in the job” was offered to companies for 9,900 euros. The basis was a special form of Internet research, so-called social listening. This is the monitoring of Internet pages. Pure mentions on websites such as Twitter, Facebook, Instagram, kununu, Glassdoor, Linkedin, forums and other websites should be the basis for this seal. Experts speak of a dubious award, application deception, if not even of misleading advertising. "The addressed traffic expects a seal of approval or a similar symbol to be awarded by a neutral body according to expert criteria. If this is not the case, advertising with the seal is misleading for this reason alone. "

Individual evidence

  1. ↑ Information on the  word / figurative mark “Deutschlandtest” in the register of the German Patent and Trademark Office (DPMA)
  2. ↑ Deutschlandtest - About us. Retrieved September 7, 2017 .
  3. ↑ Lidl takes first place in the food retail category in the Focus Money study “Customer favorites 2016” / Lidl Germany significantly increases its number of points compared to the previous year. presseportal.de, accessed on September 19, 2017 .
  4. ↑ Netto Marken-Discount - Focus Money. Netto Marken-Discount AG & Co. KG, accessed on September 19, 2017 .
  5. ↑ SATURN is one of Germany's top online shops! Retrieved September 19, 2017 .
  6. ↑ CHECK24 has received multiple awards | CHECK24. Retrieved September 19, 2017 .
  7. ↑ Test winner online shop 2017. Accessed on September 19, 2017 .
  8. ↑ Germany test - objective, independent, fair - a brand from Focus-Money. Retrieved September 7, 2017 .
  9. ↑ Germany test - The best online shops. Retrieved September 7, 2017 .
  10. ↑ Study online shops 2017 (PDF) Germany test, 2017, accessed on September 7, 2017 .
  11. ↑ Konstanz: Business model Güte-Siegel: The tough fight for tourists . In: Südkurier Medienhaus (Ed.): Südkurier Online . ( suedkurier.de [accessed on September 7, 2017]).
  12. ↑ Best Business School: Focus with a questionable test seal . In: MBA Journal - News about Business Schools and Executive Education . February 1, 2016 ( mba-journal.de [accessed September 7, 2017]).
  13. ↑ Coaching associations criticize the top coach list from Focus. In: Business Psychology Current. Retrieved September 7, 2017 .
  14. ↑ a b Focus employer seal - representative or not, that is the question here. Personalmarketing2null.de, March 12, 2015, accessed on September 7, 2017 .
  15. ↑ A seal for "top lawyers". law blog, accessed September 7, 2017 .
  16. ↑ Cover letter with an offer to use the seal. (PDF) Retrieved September 7, 2017 .
  17. ↑ Uwe Schmidt-Kasparek: Consumer deception: How money is made with test seals. Retrieved September 7, 2017 .
  18. ↑ Focus Ranking: Adventurously absurd . In: MBA Journal - News about Business Schools and Executive Education . February 12, 2017 ( mba-journal.de [accessed September 7, 2017]).
  19. ↑ David Denk: Top . In: Süddeutsche Zeitung . July 21, 2016 ( sueddeutsche.de [accessed September 7, 2017]).
  20. ↑ Coaching associations criticize the top coach list from Focus . In: Business Psychology Current . ( Wirtschaftspsychologie-aktuell.de [accessed on September 7, 2017]).
  21. ↑ “Top Coach 2016” ranking by Focus and Xing . ( coaching-magazin.de [accessed on September 7, 2017]).
  22. ↑ Germany test - objective, independent, fair - a brand from Focus-Money. Retrieved September 7, 2017 .
  23. ↑ GERMANY TEST - Germany's best training. Retrieved September 11, 2017 .
  24. ↑ Stefan von Borstel: High drop-out rate: Every fourth trainee gives up his apprenticeship . In: The world . January 25, 2013 ( welt.de [accessed September 11, 2017]).
  25. ↑ Germany test: Germany's best education. (PDF) Retrieved September 11, 2017 .
  26. ↑ Gold in the DEUTSCHLAND TEST: o2 is “Customer Favorite 2016”. Retrieved September 12, 2017 .
  27. ↑ “Silver” rating for the most popular brand: AY YILDIZ is “Customer Favorite 2017” in the DEUTSCHLAND TEST. Retrieved September 12, 2017 .
  28. ↑ FOCUS Online: 38 of 50 calls unanswered: Hotline test shows why O2 cannot be reached . In: FOCUS Online . ( focus.de [accessed on September 12, 2017]).
  29. ↑ Bad service at O2? (No longer available online.) September 12, 2017, archived from the original on September 12, 2017 ; accessed on September 12, 2017 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.marktwaechter.de
  30. ↑ O2 runs out of air. September 12, 2017. Retrieved September 12, 2017 .
  31. ↑ "Factual inaccessibility": Federal Network Agency reprimands O2 for bad hotline . In: Der Spiegel Online . September 11, 2017 ( spiegel.de [accessed September 12, 2017]).
  32. ↑ Hotline hardly available: Customers complain massively about O2. In: Frankfurter Allgemeine Zeitung. September 11, 2017. Retrieved September 12, 2017 .
  33. ↑ News details. Retrieved October 3, 2017 .
  34. ↑ Germany Test: Study Innovation Prize 2017 (PDF) Retrieved on October 3, 2017 .
  35. ↑ Mosca recognized as the most innovative mechanical engineering company in Germany . In: neue-verpackung.de . September 27, 2017 ( neue-verpackung.de [accessed October 3, 2017]).
  36. ↑ Mosca GmbH - Google+. Retrieved October 3, 2017 .
  37. ^ Mosca GmbH. Retrieved October 3, 2017 .
  38. ^ Mosca GmbH. Retrieved October 3, 2017 .
  39. ↑ Here you can buy friends or order a Shitstorm . In: stern.de . December 12, 2015 ( stern.de [accessed October 3, 2017]).
  40. ↑ Maximum fairness in the job - Germany's next employer seal. Personalmarketing2null.de, February 27, 2018, accessed on September 20, 2018 .
  41. ↑ Omsels: Seal, test, quality mark - omsels.info - The online commentary on the UWG. Retrieved September 20, 2018 .