Stiffler and Nina_windsor,
Both of you are absolutely correct, i.e. how to monitor the review site so that it is not rigged by spammers and businesses voting themselves?
In fact there are several problems that we already face;
1) Business placing 5 star reviews for their own business
2) Business owners lowering the reviews of rival businesses
3) Spamming the business reviews with non-sense information
We have already banned a few people and deleted many self-review businesses :)
We are doing various things to address this.
First, is the crowdsourcing approach. Any review can be flagged by other users so if comments look deceptively good or is a spam it can be flagged. We manually go through such flagged comments at http://www.parakhi.com
Second, we are using various automatic methods, including keeping track of who is saying what about which businesses and finding correlations to predict if it's the business owner who is reviewing their own businesses. The second approach is more advanced Machine Learning approach that we are building in-house. This module actually not only finds such non-sense reviews but it also predict user choices by giving recommendations to the users on restaurants or businesses they might like :)
Pire, Currently we have information collection people going to each business and taking pictures and making sure collected information is accurate. It is very expensive process but we are doing it to make sure information is accurate. Hence, going to Ithari and Tadi to collect information is not possible for now :(