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Netnograghy as a new approach in social networks and Internet communications analyzes customers' suggestions and opinions in the form of comments. Making use utilization of quantitative techniques in order to analyze, detect the meaning and recognize the signals of mainly incomplete opinions of customers is vital for managers. In this paper, firstly by the aid of grounded theory method, the meaning and important criterions of user comments in mobile shopping sites have been recognized and then these criterions have been graded based on decision making by experts and fuzzy preference relations with incomplete information. Analyze of users' comments proved six parameters: price, beauty, process speed, screen quality, battery as well as camera are significant, and among them, based on fuzzy relations with incomplete approach, beauty with value of 0.27563 is of utmost importance for users