An integrative approach to assess qualitative and quantitative consumer feedback

Authors:
John Gerdes, Jr.;Betsy Bender Stringam;Robert G. Brookshire
Affiliations:
College of Hospitality, Retail, & Sport Management, University of SC, Columbia, USA 29208;College of Agriculture & Home Economics, New Mexico State University, Las Cruces, USA 88003;College of Hospitality, Retail, & Sport Management, University of SC, Columbia, USA 29208
Venue:
Electronic Commerce Research
Year:
2008

Citing 5
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Abstract

The increasing availability of consumer feedback on the web provides a wealth of information that organizations can use for product and service improvement. Many consumer feedback sites allow users to enter both a quantitative rating and a qualitative critique. Previous research has used this information disjunctively. This work proposes an innovative approach that integrates the two types of information to identify words that are related to positive or negative consumer ratings. A case study shows that this approach does raise some issues not identified using existing analytical approaches.