Identifying Customer Needs from User-Generated Content
Firms traditionally rely on interviews and focus groups to identify customer needs for marketing strategy and product development. User-generated content (UGC) is a promising alternative source for identifying customer needs. However, established methods are neither efficient nor effective for large...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Institute for Operations Research and the Management Sciences (INFORMS)
2020
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| Online Access: | https://hdl.handle.net/1721.1/124203 |