Perceptual Mapping based on Amazon Reviews

Background

This project is designed to practice the perceptual mapping and multidimensional (MDS) plot learned in the Marketing Analytics course using R programming language. The main goal is to pick a product category and analyze the brands within that category and see if there are any insights to generate.

Step Breakdown

1. Pick a brand based on personal preference/research need
2. Calculate the metric - cooccurrence
3. Calculate the metric - lift
4. Based on lift, build a dis-similarity matrix
5. Build MDS plot

Tips and Roadblocks

1. There are different ways to calculate cooccurrence and lift; tread carefully
2. transform similarity matrix based on cooccurrence and lift to dissimilarity matrix because the MDS is based on dissimilarity
3. Interpretation of the MDS plot

Sample Result

Data Source

https://nijianmo.github.io/amazon/index.html

Reference

Justifying recommendations using distantly-labeled reviews and fined-grained aspects

Jianmo Ni, Jiacheng Li, Julian McAuley

Empirical Methods in Natural Language Processing (EMNLP), 2019