Journal ArticleDOI
Automated Marketing Research Using Online Customer Reviews
Thomas Y. Lee,Eric T. Bradlow +1 more
Reads0
Chats0
TLDR
In this article, the authors present a method to support the analysis and visualization of market structure by automatically eliciting product attributes and brand's relative positions from online customer reviews, using the "voice of the consumer" as reflected in customer reviews.Abstract:
Market structure analysis is a basic pillar of marketing research. Classic challenges in marketing such as pricing, campaign management, brand positioning, and new product development are rooted in an analysis of product substitutes and complements inferred from market structure. In this article, the authors present a method to support the analysis and visualization of market structure by automatically eliciting product attributes and brand's relative positions from online customer reviews. First, the method uncovers attributes and attribute dimensions using the “voice of the consumer,” as reflected in customer reviews, rather than that of manufacturers. Second, the approach runs automatically. Third, the process supports rather than supplants managerial judgment by reinforcing or augmenting attributes and dimensions found through traditional surveys and focus groups. The authors test the approach on six years of customer reviews for digital cameras during a period of rapid market evolution. They...read more
Citations
More filters
Journal ArticleDOI
Perspectives on Bayesian Methods and Big Data
TL;DR: There are limits to the type of questions that can be answered using most of the Big Data available today, and several strategies with specific examples using additive regression trees and variable selection are discussed.
Journal ArticleDOI
Analysis of sentiment expressions for user-centered design
Yi Han,Mohsen Ebrahimi Moghaddam +1 more
TL;DR: In this paper, a rule-based methodology for extracting and analyzing the sentiment expressions of users on a large scale, from myriad reviews available on social media and e-commerce platforms, was developed.
Proceedings ArticleDOI
Sentiment Analysis and Classification of Restaurant Reviews using Machine Learning
TL;DR: In this article, the authors analyzed the customer reviews about various restaurants across Karachi - one of the biggest cities of Pakistan, by using text categorization techniques, comments are automatically classified according to feedback about food taste, ambiance, service, and value for money.
Journal ArticleDOI
Decoding service brand image through user-generated images
TL;DR: In this paper, the authors introduce the concept and a comprehensive framework of image word of mouth (IWOM), which identifies UGI as visual articulations of service experiences that result in consumer judgment of service brand image.
Journal ArticleDOI
Text mining analysis roadmap (TMAR) for service research
TL;DR: A six-stage TMAR on how to use text mining methods in practice, demonstrating useful insights that result from the text mining techniques to provide an in-depth understanding of the phenomenon and actionable insights for research and practice.
References
More filters
Proceedings ArticleDOI
Mining and summarizing customer reviews
Minqing Hu,Bing Liu +1 more
TL;DR: This research aims to mine and to summarize all the customer reviews of a product, and proposes several novel techniques to perform these tasks.
Proceedings ArticleDOI
Automatic acquisition of hyponyms from large text corpora
TL;DR: A set of lexico-syntactic patterns that are easily recognizable, that occur frequently and across text genre boundaries, and that indisputably indicate the lexical relation of interest are identified.
Journal ArticleDOI
Conjoint Analysis in Consumer Research: Issues and Outlook
Paul E. Green,V. Srinivasan +1 more
TL;DR: In this paper, the authors discuss various issues involved in implementing conjoint analysis and describe some new technical developments and application areas for the methodology, which has been applied to a wide variety of problems in consumer research.
Journal ArticleDOI
The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms
TL;DR: Online feedback mechanisms harness the bidirectional communication capabilities of the Internet to engineer large-scale, word-of-mouth networks as discussed by the authors, which has potentially important implications for a wide range of management activities such as brand building, customer acquisition and retention, product development and quality assurance.
Journal ArticleDOI
The Voice of the Customer
Abbie Griffin,Jay Hauser +1 more
TL;DR: A self-selection bias in satisfaction measures used commonly for QFD and for corporate incentive programs is demonstrated, demonstrating how a product-development team used the voice of the customer to create a successful new product.