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What we can learn from tweets and Co. for open end analysis

Date of publication: September 23, 2018

Catalogue: Congress 2018

Authors: Danika Smit, Selina Pietsch

Abstract:

Exhaustive manual coding of open-ended responses is still an everyday reality. Thanks to technological advances we nowadays have text analytics. The main models behind it can only unleash their power with longer text, not with short statements we often face in market research. I explored models used for analyzing Twitter and Co. and transferred them to open-end analysis, with promising results.

Danika Smit

Author

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Selina Pietsch

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Smit and Pietsch (2018a, September 23). What we can learn from tweets and Co. for open end analysis. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/what-market-research-can-learn-from-alexa-siri