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Discovering Opinions from Customers' Unstructured Textual Reviews Written in Different Natural Languages
Abstract
Gaining new and keeping existing clients or customers can be well-supported by creating and monitoring feedbacks: “Are the customers satisfied? Can we improve our services?” One of possible feedbacks is allowing the customers to freely write their reviews using a simple textual form. The more reviews that are available, the better knowledge can be acquired and applied to improving the service. However, very large data generated by collecting the reviews has to be processed automatically as humans usually cannot manage it within an acceptable time. The main question is “Can a computer reveal an opinion core hidden in text reviews?” It is a challenging task because the text is written in a natural language. This chapter presents a method based on the automatic extraction of expressions that are significant for specifying a review attitude to a given topic. The significant expressions are composed using significant words revealed in the documents. The significant words are selected by a decision-tree generator based on the entropy minimization. Words included in branches represent kernels of the significant expressions. The full expressions are composed of the significant words and words surrounding them in the original documents. The results are here demonstrated using large real-world multilingual data representing customers' opinions concerning hotel accommodation booked on-line, and Internet shopping. Knowledge discovered in the reviews may subsequently serve for various marketing tasks.
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