Leveraging data insights to direct marketing strategy

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dc.contributor.advisor Finch, W. Holmes (William Holmes)
dc.contributor.author Wright, Jason C.
dc.date.accessioned 2019-12-27T19:31:26Z
dc.date.available 2019-12-27T19:31:26Z
dc.date.issued 2019-12-14
dc.identifier.uri http://cardinalscholar.bsu.edu/handle/123456789/202044
dc.description.abstract Businesses seeking to address the needs of large, and especially globalized markets must be able to identify and respond to consumer opinions and behaviors. The current research provides a review of the literature on consumer review, word-of-mouth marketing, the effects of review and word-of-mouth marketing and the corporate response on business performance, as well as literature on cultural characteristics of consumers across international markets. An original analysis of Amazon customer review data is presented using the nonparametric Kruskal-Wallis test and Dunn’s test to observe comparisons of customer positivity, social value, and engagement between countries and product categories. Finally, a CART analysis is used as a predictive model for star ratings, the number of helpful votes given to a review, and the review length. en_US
dc.description.sponsorship Department of Educational Psychology
dc.subject.lcsh Consumer satisfaction -- Databases.
dc.subject.lcsh Data mining.
dc.subject.lcsh Direct marketing -- Data processing.
dc.title Leveraging data insights to direct marketing strategy en_US
dc.type Research paper (M.S.), 3 hours
dc.description.degree Thesis (M.S.) en_US


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  • Research Papers [5068]
    Research papers submitted to the Graduate School by Ball State University master's degree candidates in partial fulfillment of degree requirements.

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