Marketing Assignment
Based on content analysis of YELP reviews, construct a codebook and answer the following questions:
1. What are the primary sources of positive and negative sentiment and primary ‘themes' observed for Green Zebra, Amazon Go, Whole Foods, and 7-Eleven?
2. Summarize and define themes in a research codebook.
i. What are the primary themes in the customer reviews?
ii. What is the biggest source of positive or negative sentiment by firm?
3. Using a means-end laddering technique, identify the value-based positioning for each retailer analyzed.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.