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Based on content analysis of YELP reviews, construct a codebook and answer the following questions:

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1,What are the primary sources of positive and negative sentiment and primary ‘themes’ observed for Green Zebra, Amazon Go, Whole Foods, and 7-Eleven?

2 Summarize and define themes in a research codebook.

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What are the primary themes in the customer reviews?

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What is the biggest source of positive or negative sentiment by firm?

3 Using a means-end laddering technique, identify the value-based positioning for each retailer analyzed.

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