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An integrative approach to assess qualitative and quantitative consumer feedback

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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.

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Authors and Affiliations

  1. College of Hospitality, Retail, & Sport Management, University of SC, Columbia, SC, 29208, USA

    John Gerdes Jr. & Robert G. Brookshire

  2. College of Agriculture & Home Economics, New Mexico State University, Las Cruces, NM, 88003, USA

    Betsy Bender Stringam

Authors
  1. John Gerdes Jr.
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  2. Betsy Bender Stringam
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  3. Robert G. Brookshire
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Correspondence to John Gerdes Jr..

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Gerdes, J., Stringam, B.B. & Brookshire, R.G. An integrative approach to assess qualitative and quantitative consumer feedback. Electron Commer Res 8, 217–234 (2008). https://doi.org/10.1007/s10660-008-9022-0

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  • DOI: https://doi.org/10.1007/s10660-008-9022-0

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