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Global Journal of Flexible Systems Management

Erschienen in:

02.12.2016 | Original Article

An Empirical Analysis on Comparing Market Share with Concerns on Companies Measured Through Search Engine Suggests

verfasst von: Takehito Utsuro, Chen Zhao, Linghan Xu, Jiaqi Li, Yasuhide Kawada

Erschienen in: Global Journal of Flexible Systems Management | Ausgabe 1/2017

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Abstract

In this study, we present a method of predicting market share values using search engine data. Given a product-specific domain, we compare the rates of Web searches for different companies supplying similar products and consider them as concerns of those who search for Web pages. In the proposed method, concerns of those who search for Web pages are measured through search engine suggests. We then analyze whether rates of concerns of those who search for Web pages are correlated with the actual market shares. Next, we examine the page view statistics at the kakaku.com site as intermediate statistics and determine their correlation with the rates of concerns of those who search for Web pages and the market shares. The results of the analysis indicate significant correlation. Furthermore, we conduct an empirical study on determining the optimal correlation between the rates of concerns of those who search for Web pages and the market shares, as well as that between the rates of concerns of those who search for Web pages and the page view statistics at the kakaku.com site.

Vorheriger Artikel Models and Management of Elasticity and Openness: Towards Flexible Organizations

Nächster Artikel Using Upgrading Strategy and Analytics to Provide Agility to Clothing Manufacturing Subsidiaries: With a Case Study

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In this study, the term concerns of those who search for Web pages refers only to those query keywords that are actually input into the search window. Here, we assume that those who search for Web pages by specifying a query keyword are concerned with the specified query keyword itself to a certain extent. This term is not intended to represent the well-studied notion of Web search intent, which was originally introduced in the literature (Broder 2002).

http://docs.yahoo.co.jp/info/bigdata/economiccondition/2014/01/ (in Japanese).

http://docs.yahoo.co.jp/info/bigdata/election/2014/02/ (in Japanese).

http://docs.yahoo.co.jp/info/bigdata/influenza/2014/01/ (in Japanese).

http://google.org/flutrends/about/how.html.

http://docs.yahoo.co.jp/info/bigdata/ (in Japanese).

Throughout the study, the term market share is used to represent the shares of individual companies within a certain product genre such as TV and its related product genres, as shown in Fig. 4, and PC and its related product genres, as shown in Fig. 5. In this study, the term market share does not refer to the share of a product that is being captured in the market but to the share of a company within a certain product genre.

https://ssl.kakaku.com/trendsearch/index.asp.

In the present study, we use only the names indicated in this paper as query keywords for each company. Thus, we ignore commonly used synonyms, such as “Pana” or “National” for “Panasonic.” From a practical point of view, however, in order to accurately evaluate each company, it would be necessary to collect all the synonyms and consider their union as the set of actual company names to be used in the subsequent procedure of collecting search engine suggests for each search query. Although this issue is beyond the scope of this study, in our future work, we plan to employ the technique of collecting entity synonyms (Chakrabarti et al. 2012) from search engine query logs and revise it in the context of collecting each company name’s synonyms from search engine suggests as well as from collected Web pages.

Approximately 100 types of Japanese hiragana characters include Japanese alphabet consisting of about 50 characters, voiced and semi-voiced variants of voiceless characters, and Youon.

https://www.google.com/.

For Japanese, we use the number N as 10 in this paper.

http://developer.yahoo.com/search/boss.

http://gibbslda.sourceforge.net/.

http://www.baidu.com/.

We use the number N as 2 for Chinese in this paper.

The parameters are tuned as in the case of topic modeling of Japanese Web pages presented in “Applying a Topic Model” section, where the number K of topics is determined as 80.

https://www.taobao.com/.

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Imada, T., Inoue, Y., Chen, L., Doi, S., Nie, T., Zhao, C., Utsuro, T., & Kawada, Y. (2016). Analyzing time series changes of correlation between market share and concerns on companies measured through search engine suggests. In Proceedings of 10th LREC.

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Titel: An Empirical Analysis on Comparing Market Share with Concerns on Companies Measured Through Search Engine Suggests
verfasst von: Takehito Utsuro
Chen Zhao
Linghan Xu
Jiaqi Li
Yasuhide Kawada
Publikationsdatum: 02.12.2016
Verlag: Springer India
Erschienen in: Global Journal of Flexible Systems Management / Ausgabe 1/2017
Print ISSN: 0972-2696
Elektronische ISSN: 0974-0198
DOI: https://doi.org/10.1007/s40171-016-0147-z

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