Możliwości i ograniczenia wykorzystania rekomendacji aplikacji mobilnych w badaniach marketingowych
Possibilities and limitations of mobile applications’ recommendations usagein marketing research

Summary/Abstract: The paper presents possibilities and limitations of mobile applications’ recommendations usage in marketing research on the example of four different mobile applications. The possibilities of usage of such opinions posted in application repositories such as Google Play include among others: competitive comparisons, comparisons across versions, devices etc. Netnography has been used as a technique to gather text data. Next they have been analyzed using simple text mining tools to create word clouds based on relative frequency of occurrence, as well as analyzed heuristically in terms of opinions meaning.

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