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How to split the good from the bad in online reviews and ratings

  • Written by Adrian R. Camilleri, Lecturer in Marketing, RMIT University
imageBasing purchasing decisions solely on online product reviews may be unwise. www.shutterstock.com

A lot of consumers, when searching online for something to buy, will take a look at an online review or rating for a product. It seems like a great way to get an unfiltered view on quality but research indicates most online reviews are too simple and...

Read more: How to split the good from the bad in online reviews and ratings

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