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ESOMAR Conference papers
Int. Journal of Market Research
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How to mine brand Tweets: Procedural guidelines and pretest
Includes video content
Recommended by Warc editors
Shintaro Okazaki, Ana M. Díaz-Martín, Mercedes Rozano and Héctor D. Menéndez-Benito, International Journal of Market Research, Vol. 56, No. 4, 2014, pp. 467-488
This paper presents a methodological framework for using opinion mining to analyse comments on social networking sites.
This paper presents a methodological framework for using opinion mining to analyse comments on social networking sites. A series of procedural recommendations is described and compared with the content analysis method. The major steps include brand selection, determination of a classification scheme and categories, human coding, programming of the automated classification algorithm, and evaluation of the classification results. We then present the results of a pretest that examined the content of Tweets about IKEA. After human coding of 100 Tweets, the automated classification was carried out. The Precision measure achieved more than 65% for the first classification (Satisfaction, Dissatisfaction and Exclude) and 64% for the second classification (Sharing, Information, Opinion, Question, Reply and Exclude), demonstrating the efficiency of mining Tweets for emotional patterns. Combining the two classification schemes, the pretest performs a social network analysis to identify interrelationships among the Tweets. In closing, methodological implications and utility for marketing research are discussed.
Inspirational customers dialogues: The journey behind the global evaluation of the 2013 IKEA catalogue
Includes video content
Recommended by Warc editors
Frederic Gennart and Tom De Ruyck, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper demonstrates how IKEA, the world's largest furniture retailer, evaluated the 2013 edition of its catalogue through Market Research Online Communities (MROCs) in Germany, Italy, Poland, US and China.
This paper demonstrates how IKEA, the world's largest furniture retailer, evaluated the 2013 edition of its catalogue through Market Research Online Communities (MROCs) in Germany, Italy, Poland, US and China. The annual catalogue is IKEA's main communication channel globally and IKEA needed to address a key marketing challenge global brands are confronted with: how to ensure that global communication efforts stay locally relevant. The paper also shows what's next for MROCs and shares best practices in moving an existing qualitative project online, creating internal buy-in for emerging methods, engaging internal audiences with the results, reactivating a MROC and using a MROC as the backbone while fusing it with other qualitative, quantitative and observational research techniques.
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Furniture & furnishings retail
Automotive accessories retail
Clothing & fashion retail
Home improvement retail
Pharmacies & drugstores
Restaurants & takeaways
Shopping centres, malls
Supermarkets & grocery stores
Household & domestic
Furnishings & fittings
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