Website versus traditional survey comments: Do they tell the same story?

This paper, from Randall Brandt and Michael House of US market research firm Maritz, considers the development of social media and asks whether the ratings and comments on these sites could ever replace traditional surveys as a research tool.

Website versus traditional survey comments: Do they tell the same story?

Randall Brandt and Michael HouseMaritz, USA

Introduction

Like it or not, social media are pervasive and companies simply cannot ignore them. Today, a plethora of general and industry-specific websites make it possible for consumers to read what other consumers have to say about everything from hotels to hospitals, restaurants to repair services, and caterers to car dealerships. These same sites also make it possible for consumers to share their own experiences, often in the form of ratings and open-ended comments very similar to those captured via...

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