Researching and Analysing Business

Chapter 11Text mining and topic modelling

Yulei Li, Shan Shan, and Zhibin Lin

DOI: 10.4324/9781003107774-13

Background

Words are only words before we are able to extract the underlying insights to measure, track, understand and interpret the causes and consequences of marketplace behaviour (Berger et al., 2020, p. 19). Traditional research methods do include various techniques to interpret textual written data or documents, such as content analysis and word count. In-depth qualitative methods, such as qualitative content analysis which explores underlying themes in the textual materials (Bryman, 2016), can also help researchers gain a deeper understanding.

However, these classical research methods are not competent to understand and interpret ...