Why Your Next Project Should Use Automated Textual Analysis

Ashlee Humphreys, Northwestern University - Medill, USA
Jonah Berger, University of Pennsylvania, USA
Consumer researchers now have access to a variety of data sources (e.g., Facebook status updates, online reviews, and blogs). But pulling out psychological and cultural insights requires the right tools. This roundtable reviews automated textual analysis, its value, and how it can help people study a variety of research questions.
[ to cite ]:
Ashlee Humphreys and Jonah Berger (2015) ,"Why Your Next Project Should Use Automated Textual Analysis", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 762-762.