So marketers need some text analysis. Keyword counts are a simple analytical technique, but they ignore sentence structure. For instance, analyzing hotel reviews and tallying “room” and “smell” produce false positives like, “Although it was a smoking room, I couldn't smell anything. It seemed to be well-ventilated.” A keyword count would index that as a problem, when in fact it's a compliment. Text analysis, in contrast, parses sentences: ((The (room)) was clean) but (I smelled dog (in (the hallway.)))
Social Media & Surveys: Mining Sentiment & Attitudes to Understand the New Breed of Customer
So marketers need some text analysis. Keyword counts are a simple analytical technique, but they ignore sentence structure. For instance, analyzing hotel reviews and tallying “room” and “smell” produce false positives like, “Although it was a smoking room, I couldn't smell anything. It seemed to be well-ventilated.” A keyword count would index that as a problem, when in fact it's a compliment. Text analysis, in contrast, parses sentences: ((The (room)) was clean) but (I smelled dog (in (the hallway.)))