Automated Text Analysis

Ashlee Humphreys*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter


The amount of text available for analysis by marketing researchers has grown exponentially in the last two decades. Consumer reviews, message board forums, and social media feeds are just a few sources of data about consumer thought, interaction, and culture. However, written language is filled with complex meaning, ambiguity, and nuance. How can marketing researchers possibly transform this rich linguistic representation into quantifiable data for statistical analysis and modeling? This chapter provides an introduction to text analysis, covering approaches that range from top-down deductive methods to bottom-up inductive methods for text mining. After covering some foundational aspects of text analysis, applications to marketing research such as sentiment analysis, topic modeling, and studying organizational communication are summarized and explored, including a case study of word-of-mouth response to a product launch.

Original languageEnglish (US)
Title of host publicationHandbook of Market Research
PublisherSpringer International Publishing
Number of pages32
ISBN (Electronic)9783319574134
ISBN (Print)9783319574110
StatePublished - Jan 1 2021


  • automated content analysis
  • computer-assisted text analysis
  • content analysis
  • LDA
  • sentiment analysis
  • Text analysis
  • topic modeling
  • word-of-mouth

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)


Dive into the research topics of 'Automated Text Analysis'. Together they form a unique fingerprint.

Cite this