A Revised Lexical Approach for Analyzing Online Reviews
Inspired by the lexical approach used by psychologists to study personality traits, this paper proposes a revised version of this approach for analyzing online reviews. The lexical approach is based on a lexical hypothesis stating that personality traits are reflected in the adjectives invented by people to describe them. The revised lexical approach contains five steps: collecting online reviews, parsing adjectives, extracting consumer/user observations, factor analysis, and exploring factors/patterns. The paper elaborates each of these steps. It further discusses implications of this new approach.
Keywordslexical approach content analysis qualitative research online reviews
Unable to display preview. Download preview PDF.
- 1.Ashton, M.C.: Individual Differences and Personality. Academic Press, San Diego (2007)Google Scholar
- 7.Simmons, L.L., Conlon, S., Mukhopadhyay, S., Yang, J.: A computer aided content analysis of online reviews. The Journal of Computer Information Systems 52(1), 43–55 (2011)Google Scholar