Automated Marketing Research Using Online Customer Reviews

Web Appendix C. User Survey
In this Appendix, we list the digital camera product attributes (with duplicates eliminated) that are
found exclusively in one or more online buying guides (Expert Only), learned automatically from the
product reviews (VOC Only), or in both (Expert + VOC). The means for Familiarity and Importance as
collected from our survey are reported on a 1 to 7 scale. To help align the attribute names used here with
those in Table 2, we include a mapping from the automatically derived attribute clusters (auto) to those 55
attributes used in the consumer survey. Note that in some cases, an automatically derived attribute is
mapped to more than one survey (expert) attribute name and vice versa due to inconsistencies between the
granularity with which an attribute is discussed in the expert guides and/or by the Voice of the Consumer.
Expert Only
Survey attribute Familiarity Importance
battery source 6.42 6.05
flash ext 4.91 3.09
flash range 4.17 3.90
image compress 4.80 4.62
image sensor 2.37 3.25
image stab 4.88 5.28
man light sens 3.69 3.69
manual exp 2.69 3.10
manual light meter 2.38 2.86
manual shut 3.09 3.24
mem qty built-in 5.68 5.05
movie fps 4.43 4.35
movie output 3.90 4.20
music play 4.57 3.80
num sensors 2.25 3.18
power adapt 6.05 4.87
time lapse 4.45 3.76
wide angle 3.57 3.57
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