Analyzing Text Data
Background
Text data are
becoming more important as researchers ask survey respondents for
their opinions or to list key words or phrases that succinctly describe
their emotions or reasons for buying a particular brand. Analyzing
such data used to be tedious and time consuming. JMP provides powerful
tools for cleaning and analyzing textual data. This section briefly
describes two tools or platforms: Recode and
the Text Explorer. This is
done in the context of a question in the yogurt study questionnaire
that asked respondents to provide a key word that best described the
flavor of yogurt they most prefer.
Recode
Text data are usually free-form, meaning that the survey respondents can enter the word or phrase without ...
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