文本分析在市场营销研究中的应用
语言文字是营销场景中最常用的交互方式，比如在线评论、消费者服务热线、新闻发布、营销传播等活动都创造了有价值的文本数据。但营销研究者如何用好这些数据？本文回顾了文本分析相关研究，并详细介绍了如何用文本数据做市场研究。作者讨论了文本如何**反映**文本生产者， 文本信息如何**影响**信息接受者。接下来，本文讨论了文本如何**预测**并**理解**文本背后的信息，回顾了文本分析的方法和测量指标(metrics),提供了一整套的文本分析操作流程。最后，作者提到文本分析内部信度和外部效度问题，研究者如何解决。本文讨论营销各个领域可能存在的研究机会，虽然目前市场营销的研究问题大都是跨学科的，但是营销的各个子领域经常都是孤立，借助文本分析可能架构起连接营销各个子领域的桥梁。Language and text are the most commonly used interaction methods in marketing scenarios. Activities such as online reviews, consumer service hotlines, press releases, and marketing communications all create valuable text data. But how can marketing researchers make good use of this data? This article reviews the research on text analytics and details how to use text data for market research. The authors discuss how texts *reflect* text producers, and how textual information *influences* information recipients. Next, this article discusses how to **predict** and **understand** the information behind the text, reviews the methods and metrics of text analysis, and provides a complete set of text analysis operation procedures. Finally, the author mentions the problems of internal reliability and external validity of text analysis, and how researchers can solve them. This article discusses the research opportunities that may exist in various fields of marketing. Although the current marketing research issues are mostly interdisciplinary, each subfield of marketing is often isolated. With the help of text analysis, it is possible to build a bridge connecting various subfields of marketing....
