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I use these questions in focus groups, too, as a check against "squeaky wheels" in the room. A common icebreaker question is to ask the group to rate company morale on a scale of one to ten. Some complainers will jokingly ask if they can use negative numbers. This is typically a way of blowing off some steam.
Toward the end of the focus group, I'll ask if they would recommend the company to a friend or neighbor, and oftentimes those same complainers will say they would advise their friend to work at the company. That's when you learn that the correct measurement is somewhere in between.

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