A Methodology for Analyzing Web-Based Qualitative Data

摘要: The volume of qualitative data (QD) available via the Internet is growing at an increasing pace and firms are anxious to extract understand users' thought processes, wants needs, attitudes, purchase intentions contained therein. An information systems (IS) methodology meaningfully analyze this vast resource QD could provide useful information, knowledge, or wisdom use for a number purposes including new product development quality improvement, target marketing, accurate "user-focused" profiling, future sales prediction. In paper, we present IS analysis Internet-based consisting three steps: elicitation; reduction through IS-facilitated selection, coding, clustering; visualization at-a-glance understanding. Outcomes include (relationships),knowledge (patterns), (principles)explained visualizations drill-down capabilities. First generic then discuss example employing it free-form comments from potential consumers who viewed soon-to-bereleased film trailers provided that illustrates how tools can rich meaningful affective, cognitive, contextual, evaluative wisdom. revealed (QDA) accurately reflected popularity. A finding QDA also predictive measure relative magnitude popularity between most popular least one, based on actual first week box office sales. used in preliminary study illustrate value be derived suggest further research area warranted.