Abstract
Sentiment analysis is particularly relevant in marketing contexts because it can contribute to an in-depth understanding of consumer behaviour. This manuscript illustrates an exemplary best-practice case study for the application of text analysis tools. The case study analyzes the association of female consumers with the product category “shoes”. Automated text analysis is used to identify features and structures from the qualitative data at hand. The results of the automated text analysis are contrasted with manual feature coding, showing a comparable coding quality while yielding considerable savings of time and effort. Thus we conclude that NLP offers a high potential for future research applications to solve marketing problems.
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Notes
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If the similarity exceeds a given value.
- 2.
Comma-separated values – http://en.wikipedia.org/wiki/Comma-separated_values
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Teichert, T., Heyer, G., Schöntag, K., Mairif, P. (2011). Co-Word Analysis for Assessing Consumer Associations: A Case Study in Market Research. In: Ahmad, K. (eds) Affective Computing and Sentiment Analysis. Text, Speech and Language Technology, vol 45. Springer, Dordrecht. https://doi.org/10.1007/978-94-007-1757-2_10
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DOI: https://doi.org/10.1007/978-94-007-1757-2_10
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