Using Focus Groups And Correspondence Analysis To Explore The Relationship Between Millennials’ Online Behavior And Their Opinions Of Online Reviews

ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
Neel Das PhD, Associate Professor (Creator)
Appalachian State University (ASU )
Web Site:

Abstract: This paper explores the relationship between millennials’ online behavior and their opinions of online reviews via the use of focus groups and correspondence analysis. The proposition was that millennials’ online behavior (including search behavior) is likely to have an effect on how they view online reviews. The correspondence analysis results suggest that millennials who spend more time online peruse a greater number of products. Further, relationships were found between millennials’ time online and factors influencing review trustworthiness as well as millennials’ time online and factors affecting review memorability. It is noteworthy to suggest that focus group analysis can be enhanced through the use of correspondence analysis.

Additional Information

Stoddard, James E.; Dotson, Michael; and Das, Neel (2016). "Using Focus Groups and Correspondence Analysis to Explore the Relationship Between Millennials’ Online Behavior and Their Opinions of Online Reviews," Atlantic Marketing Journal: Vol. 5 : No. 2 , Article 4. Publisher version of record available at:
Language: English
Date: 2016
Online Reviews, Focus Groups, Correspondence Analysis

Email this document to