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The stars is not to be trusted

The user reviews have an important role to play in the online stores, App Stores and streaming platforms: The number of asterisks and the benevolent give or neg

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The stars is not to be trusted

The user reviews have an important role to play in the online stores, App Stores and streaming platforms: The number of asterisks and the benevolent give or negative words of other Users, often to the rash, if interested click on "Buy" or "Download" or withdraw. A representative survey of the German industry Association Bitcom revealed in 2017, two-thirds use them as a decision-making aid. The reviews are more important than price comparison portals (51 percent) or talking with friends, family, and colleagues (50 per cent).

Some of the user comments, you can't see, however, from a distance, that they come from a user or customer, but by a reviewer from the orbit of the provider even wool. For example, there is the obvious case of an App meeting in which the founder of the development Studio addressed the same first name, and for his spirit of innovation is praised. Other suspicious meetings to grab bluntly the advertising messages from the description. And the Shortest meetings that consist only of a phrase such as "Great!" or "it Has changed my life!", can be real or false – useful they are anyway.

The Fakes on the track

The fake meetings, some want to come up with artificial intelligence on the track. In the case of contains the address of a page of Amazon , Yelp, Tripadvisor, or Steam, and receives an assessment of how large is the share of misleading comments, plus an indication of which reviews are authentic and which are implausible. This may help in individual cases. The practice is to use offset, because the analysis takes a long time and only in English-speaking advertised products is carried out.

But the real comments are not as meaningful as you want to believe. In 2016, researchers had to sit in the University of Colorado Boulder in everyday products such as car, sun protection, smoke detectors and Velohelmen only a small Match between user evaluations and objective test results.

Stiftung Warentest must justify justify

the German Stiftung Warentest had to recently because the reviews on Amazon and the evaluation of professional Product inspectors gaped wide apart. Only one third of that of the test winner of the Stiftung Warentest swung the buyers of the Online Stores obenaus. The Technical University (TU) of Dortmund was used for this comparison 1322 electronics products, examined by the consumer organisation between 2014 to 2017.

"From our point of view this is completely logical," explained the Stiftung Warentest: In the online portals of the reviews will be written quickly and emotionally. A buyer write his Review in a couple of minutes, and only on his personal experience. The professional auditors on the other hand, to a standardized test procedure.

buyers top, the were testers Flop

The different approaches can lead to completely opposing assessments. Stiftung Warentest demonstrates using a CCTV camera, which had cut off the Test of the TU Dortmund at the buyers very well, in the case of the Stiftung Warentest was, however, completely failed. The professional tester had found a glaring security gap that Foreign without any effort have access to the recordings could provide.

This is a K. o. Criterion, even if the product convinced otherwise. A private user is unlikely to be able to, defects not affecting use immediately.

When buyers evaluate products, they are completely free, what are the criteria you create. Amazon tries to steer his clients in the right direction, by meetings, can be characterized as "useful". Helpful reviews are sorted to the top. Anyone who writes a lot of useful assessments, earned the title as a "Top reviewer". And indeed, The excellent critics often write things, facilitate the purchase decision. But even the rating scale itself is not as objective as it seems: The notions of when a product and how many stars it has earned, vary widely: Some are stricter, others more generous.

Europeans are more stringent

in Addition to the individual, there are also cultural differences. The developers of the Net Promoter Score, a measure for the valuation of companies that have proposed different scales for Americans and Europeans: on a ten-point scale, the Europeans are in use on average one point more stringent than the Americans. Are more willing to forgive an "Outstanding" (outstanding) as a Note, while a Frenchman or a Dutchman, a significantly more sober "above average" seems appropriate.

Finally, an impact to how from the individual assessments, the overall grade is calculated. Amazon is not just an average, but weighted by the individual reviews. More recent reviews are more heavily weighted, as such, be regarded as helpful. The Foundation Warentest shows a case where an ink-jet printer has received a good final grade, even though a quarter of the Amazon customers with the device was dissatisfied.


asked what is striking is that many content providers have abolished the multi-part rating scale: Netflix, Spotify, and Apple use instead of the asterisk are all just simple "I Like"/"I don't Like systems".

The trick is that these assessment systems, by as much as an objective Quality assessment. The providers want to find out what they have to offer next, and this can be in the case of Netflix, a Comedy with Adam Sandler, which would rate as many users as the underground. The star would bring the user to fall into the "critic-mode," said Netflix's Manager, Cameron Johnson of the system change the "Business Insider".

reviews in the Online Stores Are so useless? Not completely – but one should not take as its sole yardstick. On travel own instincts and gut feelings are a good measure – even if it's just a question of to be not of Tripadvisor and similar Apps in the Restaurants and Clubs lured, where all the other tourists to sit. (Editorial Tamedia)

Created: 19.03.2019, 20:42 PM

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