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Identifying Customer Needs from User-Generated Content

Artem Timoshenko; John R. Hauser

MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02139

Marketing Science 2019

We evaluate user-generated content as a source of customer needs and propose and test a machine-learning approach for identifying customer needs more efficiently.

DOI
10.1287/mksc.2018.1123
Volume
38 (1)
Pages
1-20
Language
en
Export
BibTeX
Sources
crossref