Journal ArticleDOI
Automated Marketing Research Using Online Customer Reviews
Thomas Y. Lee,Eric T. Bradlow +1 more
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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
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Journal ArticleDOI
A Computational Social Science Framework for Learning and Visualizing the Latent Language of Structured IoT Interaction Data
Thomas P. Novak,Donna L. Hoffman +1 more
TL;DR: A computational social science framework to extract the shape and structure of consumer experience from the language of IoT interactions rendered as structured text, which can help consumers expand their use of the IoT and help marketers better target their marketing and communications programs and product and business development efforts.
Proceedings Article
An Approach to Derive User Preferences from Multiple-Choice Questions in Online Reviews
TL;DR: This study contributes to the methods used to analyze social media data by proposing a method to compute frequency measures on users’ preferences from answers to multiplechoice questions in online reviews that are repeatedly given by users over time.
Book ChapterDOI
Looking Ahead to New Product Diffusion
TL;DR: In this article, the authors developed the theory of diffusion of innovations as a social contagion process and reviewed models of diffusion forecasts for durable goods, which is useful for the long-term strategy of the firm, but the more critical elements at launch time are the forecast of the first purchases and the penetration in the target population.
Book ChapterDOI
Concepts of Customer Value
Vikas Kumar,Werner Reinartz +1 more
TL;DR: In this article, the Satisfaction-Loyalty-Profit Chain (SPC) is used to describe the different dimensions of value that a company can derive from customers and consider various links within the SPC.
Book ChapterDOI
Social Media Intelligence: The Beginnings of Social Media Intelligence
Wendy W. Moe,David A. Schweidel +1 more
TL;DR: In this article, the authors discuss why people turn to social media to talk about their experiences and share their opinions (e.g., dining experience at a new restaurant that opened down the street) and why people engage in lengthy back-and-forth discussion about the merits and pitfalls of the experience in an online discussion forum.
References
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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.