Art Gallery Customer Comments Content Analysis
due in two weeks

Case Background

Our client owns an art galery in Texarkana, AR.  For this project, we are interested in reasons that can be given to patrons for making purchases at our local gallary that displays and sells works of local (Texarkana area) artisans.  Pieces displayed in our local gallery range in price from a few dollars to as much as $2500. 

One way to gain insights about features that visitors might appreciate in our local art gallary is to look at comments that people have made when evaluating another art gallary.  Your assignment is to assess comments that people have posted online about Park West Gallary (of Southfield, MI).  That gallary deals in substantially higher profile, higher dollar works of art than our local gallery, but it can provide insights into why visitors to our local gallary, whether from this area or from far away, might have reason to appreciate artworks that are on display and for sale in our local gallary.

Visit and do a content analysis of customer comments about Park West Gallery (Southfiled, MI).  Click HERE to directly reach a page that lists the first of twenty comments that you are to analyze. 

Your analysis must not be anecdotal, but must be based on an analysis that is substantiated with the spreadsheet method that was discussed in class.  The objective of this research is to determine what factors caused people to be happy or unhappy with their purchase experience at Park West.  Your report should end with recommendations regarding features that should be emphasized when promoting our Texarkana gallery. 


Visit the link above and do a content analysis of customer comments that are posted. 

Do an analysis of the first twenty usable evaluations that are posted.  Note that you are not to use any quantitative (numeric) ratings in your analysis; you are only to use the text of customer comments.

If you have to dis-include any reviews, your report must indicate how many were skipped and why they were skipped (discussed in the methodology section).  For example, you don't want to include any review that could have a bias (e.g., states that a family member is an employee) or that is focused on issues that are not an assessment of the organization or customer experience (e.g., is a commentary on what is wrong with some other customer's comments). 

Your report must include the following format, not necessarily with any sort of headings:

  1. objectives of the research

  2. source of the data

  3. discussion of the methodology

  4. discussion of the findings

  5. discussion of the conclusions
    (implications / recommendations)

The report should not include the spreadsheet itself; the spreadsheet is merely a working document that is a tool to assist in your analysis.  That is, the report should be understandable without your spreadsheet.  However, your spreadsheet must be readily available if a client wants to see it and absolutely must be submitted to me as your company boss.  That is, for the sake of grading your report for this class, you must submit your spreadsheet as a separate (independent) document.

You are encouraged to collaborate with other class members in deciding how to set up the spreadsheet, how to interpret and enter data, and how to interpret the results.  Your final analysis and report submission, however, must clearly be your own work.