Chapter 26Quantitative research with R programming language used in marketing research
Background
The R programming language has been found helpful and can be widely used in marketing research. An increasing proportion of research articles explicitly reference R or an R package (Tippmann, 2014). Particularly, the R programming language has a set of libraries that facilitate the processing of natural language, working with text data and combining it with the dataset for sentiment analysis (Kauffmann et al., 2019). There is some existing marketing literature presenting the outstanding use of the R programming language in their methodologies.
The r language is an interpreted computer programming ...
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