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