Online Review Management Strategy Report Paper

Online Review Management Strategy Report Paper

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Online Review Management Strategy Report Paper

Online, Review, Management ,Strategy, Report ,Paper

 

 

COURSEWORK 1 (reproduced from the Module Guide)

5.2.1 CW1 Formative assessment: Project proposal (group presentation week 6 seminar)

In the week 6 seminar your group is required to present a flipchart, Powerpoint or Prezi poster, outlining your work-plan and team processes ‘so far’ for the CW1 Group project (see 5.2.2 below)

As a group you should demonstrate:

• that you have chosen a viable company as the focus for your group project
• that you have understood the CW1 Group project brief (see 5.2.2 below) and its intended outcomes

You should also evidence:

• what specific secondary/primary research you have carried out during weeks 2-6 in preparation for the CW1 report
• how you have been collaborating as a team in the 5 areas described by Salas et al. (see session plan, week 2 reading)

Finally, you should state:

• how you will use the seminar time in weeks 7-9 will be used to complete the CW1 Group project

The intended outcome of this assessment is that you:

• will be ready to complete CW1 during weeks 7 – 9
• will have sufficient evidence to complete CW2. You will need to refer to the project poster in your assessed individual reflection at the end of the course.

5.2.2 CW1 Report Project, group brief (2000-2500 words)

Background:

Word-of-mouth is a powerful thing. It can affect a company’s reputation, boosting sales, or causing consumers to stay away. Before the internet existed ‘word-of-mouth’ happened through face-to-face interaction. Nowadays, consumers can post online reviews about goods and services they buy at the click of a mouse: on Facebook, Twitter, on dedicated review sites, or even on the company’s own website. These online reviews are known collectively as ‘consumer-generated media’, while ‘Word-of-mouth’ has now become known as ‘E-word of mouth’ (E-WOM).

Online reviews are, without doubt, valuable and democratic tools, guiding consumers in their everyday purchasing decisions. However, they must guard against ‘fake reviews’, employed by companies to boost sales themselves, or damage the reputation of rivals. This also raises a number of questions around review ‘trustworthiness’:

• How trustworthy is the information contained in the reviews?
• To what extent are consumers able to recognize fake reviews? Are they gullible or suspicious? What features help them decide if a review is fake or not?
• How can companies and dedicated review sites verify reviews posted?

Many reputable companies have an Online Review Management Strategy (ORMS) in place. This is a strategy to monitor and manage reviews which appear online (on whichever platform), whether positive or negative. ORMS come in a variety of forms but often include the following actions:

• Formulate some kind of response to the consumer review (a word of thanks, promise to act, questioning the veracity of the review)
• Use the information in negative reviews to change what the company produces (goods) or the way it behaves (services)
• Somehow ‘bury’ or demote negative reviews

Task Objective:

Your group is acting as a team of consultants. You are required to produce a report with the purpose of recommending a suitable Online Review Management Strategy (ORMS) for a client company. Your ‘client’ can be any existing company which provides a service, or produces goods, and which is likely to receive online reviews.

Your report should:

1. a) persuade the client of the needfor an ORMS by citing research (around E-WOM, reputation, trustworthiness or online consumer behaviour)
2. b) identify and analyse the online reviews which the company receives (through primary research)
3. c) make recommendations for a suitable ORMS for the client, based on the findings in a) and b), but also citing secondary research on ORMS in general.

Guidance Notes CW1:

• the company – your ‘client’ – must be real
• the company you choose should notinclude companies based on the ‘sharing economy’ (e.g. Uber, Airbnb). If in doubt, check with your tutor.
• in a) above, if the company already has an ORMS, then you are persuading the company how they can improve. If the company is known to you personally (e.g. restaurant or bar where you work, or family business) and you can arrange access, you may use an interview to discover what kind of ORMS is currently being used.
• In a) above, sources of secondary research: RULDiscovery (business articles and academic papers)
• In a) above, ‘persuade’ should not be interpreted as using ‘emphatic sales language’, rather your approach should be to make the case using research-based data.
• in a) and b) above, sources of primary research: interviews, observation of online reviews
• in b) above, ‘identify’ should be interpreted as ‘discover on which platforms the reviews appear’, including:
• social networking sites (Twitter/Facebook etc)
• dedicated review site (Trustpilot/Tripadvisor/Reevoo etc)
• company’s own website (e.g. Dell allows customers to post reviews on the Dell website)
• in b) above ‘analyse’ should be interpreted as any or all of the following:
• discoverwhat review criteria are used (e.g. ‘cleanliness’ ‘value for money’). These may be explicit or implicit.
• categoriserecurring themes and patterns in the reviews e.g. ‘satisfaction’/’dissatisfaction’ or indicators of ‘trustworthiness’ in the language
• compile and presentthese in an attractive, transparent form

Format of the report:

	Section	Notes/requirements	Word count indication
	Title Page	Appropriate title, appropriate picture, name of ‘client’, name of seminar tutor, module code, name of module, date, word count.	Not included in word count
	Contents page	Use automatic contents function in Word. Must contain section numbers and page numbers (use header’ footer to insert page numbers throughout report	Not included in word count
1.0	Terms of Reference	‘What is the report about? What is the purpose? Who is it for? When is it due? What level of detail? (scope)	50-100 words
2.0	Introduction	A brief introduction to the themes and structure of the report, without giving away the findings (see section 4)	100-150 words
3.0	Procedure	How and where the data was collected: · secondary (RULDiscovery, etc) · primary (interviews, systematic observation), How big the sample (e.g. ‘x online reviews were examined…’) How the data was categorized and organized	100-150 words
4.0	Findings	Organise using numbered sub-sections (4.1./4.2/4.3 etc)…and if necessary subsections of subsections (4.1.1. 4.1.2 etc) Use automatic headings function in Word for professional look and automatically format/update ‘contents’ page as you go along Appropriately titled sections should correspond to a) and b) of ‘Task Objective’ above Any graphs/charts tables, clearly labelled and numbered Screenshots of reviews can be included as long as they do not break up the ‘flow’ of the written findings. Otherwise, consider including these in an Appendix, but clearly cross-referenced.	(tables, charts, screenshots not included in word count) 1350 – 1500
5.0	Recommendations	Like the ‘Findings’ section, use numbered subsections, not bullet points Secondary research should be cited in this section too.	400-600
6.0	References	In Harvard style only, arranged alphabetically, formatted in same font	Not included in word count
6.1	Appendices	Again use numbering if several appendices used. Note: Singular = ‘Appendix’ Plural = ‘Appendices’	Not included in word count
			Total word count (combined group): 2000-2500 words

5.2.3 CW1 Group Report marking criteria

	Distinction Grade 70+	60-69	50-59	40-49	Fail >40%
	Common Assessment Scale 6-8	Common Assessment Scale 5	Common Assessment Scale 4	Common Assessment Scale 3	Common Assessment Scale 0-2
Task fulfilment/quality of analysis (30%)	‘Client brief’ fulfilled to an excellent/outstanding/exceptional standard, reflected in the overall ‘professional credibility’ of report, its findings and recommendations. Showing an excellent/outstanding/exceptional level of critical thinking and analysis	A very good attempt to address the ‘client brief’, producing a mostly credible report The majority of the work contains a very good level of analysis, with relevant ideas.	A good attempt to address the ‘client brief’, but displaying some gaps in knowledge around the topic and/or limited critical thinking	An adequate attempt to address the ‘client brief, with limited critical thinking	Insufficient task fulfilment, based on lack of completion, and/or minimal scrutiny of ideas.
Quality of research (40%)	Work shows excellent/outstanding/exceptional resourcefulness in primary and secondary research which are both applied in an effective way. Secondary research is relevant, extensive, well-synthesised, with an emphasis on academic papers and business articles sourced from RULDiscovery	Very good application of primary and secondary research; the secondary research is for the most part well synthesized, using a wide number of sources from RULDiscovery and/ or reliable sources from the wider internet	Good application of primary and secondary research. Task is completed with several secondary resources, mostly sourced outside RULDiscovery	Adequate application of primary and secondary research Less consideration given to reliability origin of sources.	Inadequate secondary and primary research conducted. Lacking credibility through lack of audit trail and/or unclear origin
Quality of report-writing (30%)	Excellent/outstanding/exceptional presentation: appropriately interpreted report sections, auto-formatted headings and section numbering; attractive presentation of data. Organization and communication are transparent with accuracy of writing within sections. Correspondingly high level of Harvard referencing	Very good presentation of data, with report sections interpreted correctly for most part. Mostly logical organization within sections, clearly expressed ideas and accuracy in writing. Mostly appropriate and accurate use of Harvard referencing	Good presentation. Report findings needed further, logical ordering or clearer expression of ideas. A good attempt to organize ideas within sections, with combination of clearly and unclearly expressed ideas. Reasonable accuracy in Harvard referencing	Adequate presentation. Report headings misinterpreted or absent in places, with findings needing more logical ordering, and/or clearer expression of ideas. Limited accuracy in Harvard referencing.	Little or no effort to follow report format or produce a cohesive report progression. Ideas within individual sections randomly organized and/or incoherently expressed. Little or no attempt to reference.

 

 

 

 

 

 

 

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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Online Review Management Strategy Report Paper

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