Abstract:
This paper illustrates how new technologies such as text and data mining can be used to process and analyze text data on a scale not previously possible. The paper investigates the types of information available on one of the most popular hotel industry discussion boards and discusses the strengths and weaknesses (actionability) of the data. Also of interest is that the study data are open, unedited, undirected, true 'Voice of the Customer' data. Thus the results shed new light on how brands are defined by their consumers.
This could also be of interest:
Research Papers
Semantic mining or what we can read between the lines
Catalogue: Qualitative 2009: The Evolving Human
Authors: Frank Vogel, Andera Gadeib, Heidi Neubert
Company: Dialego AG
November 19, 2009
Research Papers
Web interviewing
Catalogue: The Worldwide Internet Seminar 1998
Authors: Richard E. Kottler, Andrew Findlater
 
June 15, 1998
