Using web mining and perceptual mapping to support customer-oriented product positions and designs

Amy J.C. Trappey*, Charles V. Trappey, Ai Che Chang, Luna W.L. Chen

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

6 Scopus citations

Abstract

In recent years, many e-commerce websites provide consumer feedback functions and social networks, allowing customers to share their purchasing and usage experiences online. Companies collect and analyze information from customers' reviews through the platform to understand the customers impressions of the products they purchased. Online customer reviews has been widely regarded as an important source of information influencing customers buying decisions. In addition, online customer reviews help companies to redesign their products with key features that better positions to target customers in promising market sectors. This research uses online customer reviews as the business intelligence (BI) corpus. After determining the source webpage of customer reviews, a web crawler is needed to collect customer review text. Afterwards, computer-assisted text mining, clustering analysis, and perceptual mapping are applied to develop a formal methodology to compare similar products in a given domain. In this research, the consumer electronic sector is studied. Mobile phone customer reviews are web crawled, collected, mined, and analyzed. The study assists mobile phone manufacturers to understand the voice of customers in both positive and negative perspectives of post-purchasing experiences. The customer-preferred product functions, hardware/software/app features, and price positions, as key business intelligence, are derived for new product designs and market launches.

Original languageEnglish
Title of host publicationTransdisciplinary Engineering
Subtitle of host publicationCrossing Boundaries - Proceedings of the 23rd ISPE Inc. International Conference on Transdisciplinary Engineering, TE 2016
EditorsWim J.C. Verhagen, Margherita Peruzzini, Milton Borsato, Josip Stjepandic, Nel Wognum
PublisherIOS Press BV
Pages533-542
Number of pages10
ISBN (Electronic)9781614997023
DOIs
StatePublished - 1 Jan 2016
Event23rd ISPE Inc. International Conference on Transdisciplinary Engineering, TE 2016 - Curitiba, Brazil
Duration: 3 Oct 20167 Oct 2016

Publication series

NameAdvances in Transdisciplinary Engineering
Volume4

Conference

Conference23rd ISPE Inc. International Conference on Transdisciplinary Engineering, TE 2016
CountryBrazil
CityCuritiba
Period3/10/167/10/16

Keywords

  • Clustering analysis
  • Market positioning
  • Perceptual map
  • Web crawling
  • Web mining

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