Making use of quantitative content analysis: Insights from academia and business practice
| Autor: | Johannes Brunzel |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
Marketing
Business practice Computer science media_common.quotation_subject 05 social sciences Quantitative content analysis Data science Field (computer science) Advice (programming) 0502 economics and business 050211 marketing Conversation Business and International Management 050203 business & management media_common Research method |
| Zdroj: | Business Horizons. 64:453-464 |
| ISSN: | 0007-6813 |
| DOI: | 10.1016/j.bushor.2021.02.010 |
| Popis: | This article features a moderated conversation between the author and five leading researchers and practitioners in the field of quantitative content analysis and, more specifically, computer-aided textual analysis (CATA). The interview subjects discuss the factors contributing to CATA’s rise as a research method as well as the benefits and pitfalls of using CATA. The conversation also covers best-practice advice that companies may employ to increase the accuracy of CATA results. These include using different programs or algorithms for the same problem, known as algorithm error. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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