The accuracy in word of mouth valence classification: coder versus respondents
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(Published version)
Date
2010
Authors
Nguyen, C.
Romaniuk, J.
Editors
Ballantine, P.
Finsterwalder, J.
Finsterwalder, J.
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Conference paper
Citation
Australian and New Zealand Marketing Academy Conference proceedings: Doing more with less, 2010 / Ballantine, P., Finsterwalder, J. (ed./s), pp.1-8
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Australian and New Zealand Marketing Academy Conference (29 Nov 2010 - 1 Dec 2010 : Christchurch, New Zealand)
Abstract
Verbatim response coding is becoming increasingly popular within word of mouth (WOM) research, though little is known about the reliability of this approach. We investigate the level of accuracy between a coder's judgment of WOM valence (coded on a 5-point scale) and the valence stated by actual WOM givers. We find a high level of agreement between the valence assigned by the coder and by givers. The inconsistencies were predominantly where comments considered 'slightly positive' by the giver were classified as 'neutral' by the coder. We conclude by suggesting some guidelines on how to improve the measurement and coding of WOM valence.
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Copyright 2010 ANZMAC