Text mining analysis roadmap (TMAR) for service research
Journal of Services Marketing
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Zaki, M., & McColl-Kennedy, J. (2020). Text mining analysis roadmap (TMAR) for service research. Journal of Services Marketing, 34 (1), 30-47. https://doi.org/10.1108/JSM-02-2019-0074
The purpose of this paper is to offer a step-by-step Text Mining Analysis Roadmap (TMAR) for service researchers. We provide guidance on how to choose between alternative tools, using illustrative examples from a range of different business contexts. We provide a six staged Text Mining Analysis Roadmap on how to use text mining methods in practice. At each stage we: (1) provide a guiding question; (2) articulate the aim; (3) identify a range of methods; and (4) demonstrate how machine learning and linguistic techniques can be used in practice with illustrative examples drawn from business, from an array of data types, services and contexts. At each of the six stages, we demonstrate useful insights that result from the text mining techniques to provide an in-depth understanding of the phenomenon and actionable insights for research and practice. There is little research to guide scholars and practitioners on how to gain insights from the extensive “big data” that arises from the different data sources. In a first, this paper addresses this important gap highlighting the advantages of using text mining to gain useful insights for theory testing and practice in different service contexts.
External DOI: https://doi.org/10.1108/JSM-02-2019-0074
This record's URL: https://www.repository.cam.ac.uk/handle/1810/298923
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