Sentiment analysis in academic research evaluates human emotions. It considers sentiments expressed in verbal and written communications. Researchers use different linguistic tools and computational models. They try to extract subjective emotions embodied in communication. It helps researchers spot and comprehends human feelings expressed in communication. This article at Bogsky will tell you about sentiment analysis in academic research, its type and its importance.
Table of Contents
What is sentiment analysis?
Sentiment analysis encompasses the employment of Natural Language Processing (NLP) techniques. NLP techniques in textual analysis identify and analyse human emotions. It also utilises computational linguistic models and biometrics. Sentiment analysis has far-reaching implications for market research, customer surveys, marketing, customer service and clinical research. Researchers use NLP techniques to determine whether the data is positive, negative, or neutral. The usage of sentiment analysis is more common in textual analysis. It helps businesses comprehend the customer feedback gathered through social media.
Companies can identify the subjective emotions of their customers attached to a particular brand. Businesses can also assess the reception of a new brand in the market. Also, sentiment analysis is an excellent tool for psychologists to understand complex human emotions. The analysis of textual data and expression of emotions can be analysed with the help of textual analysis. Researchers can identify the positive and negative emotions expressed in the text. They can gain a deeper understanding of human psychology.
But primarily, sentiment analysis usage is more frequent in evaluating social media discourse. This method enables the researchers to assess social media users’ opinions, sentiments, and moods, consumers, and the general public. It simplifies complex information by analysing complex subjective emotions and it is an effective technique to inform evidence-based decision-making. It is pretty helpful in market research. However, if you cannot use this technique, you can get masters dissertation help to complete sentiment analysis.
What is the importance of sentiment analysis in academic research?
Sentiment analysis is critical in academic research. It involves a diverse approach to comprehending subjective emotions. Subjective discourse analysis is a frequent technique in literary studies—for example, in literature, poetry, and psychology. But sentiment analysis underlying assumptions are informed by the discursive practices in humanities. Researchers can research the market thoroughly. They can conduct a thorough assessment of consumer sentiments on social media.
Market researchers can also conduct opinion polls and decipher the subjective emotions of the general public regarding a particular trend or customer service. Market researchers generally use NLP techniques and computational analysis to evaluate the public’s sentiments on a large scale. These evaluative techniques inform the companies and businesses about brand reputation and brand recognition in the market. Researching consumer sentiments also helps business strategists identify consumer trends and launch consumer-centric products and services.
Furthermore, the textual analysis of sentiments expressed through written discourse on social media helps generate insights into the emotional state of mind of the general public. Researchers in literature and psychology can also benefit from sentiment analysis. It can help them understand the complex web of emotions associated with expressions in written language.
What is the importance of Natural Language Processing techniques in sentiment analysis?
The natural language processing technique evaluates the text through machine learning. It breaks down the text into several components and seeks to understand the intrinsic meaning of the text.Also, it tries to use computational linguistics to decipher the complex emotions associated with written communication. Similarly, NLP techniques in sentiment analysis seek to explore and identify the text based on the type of opinions expressed. It categories the ideas gathered through survey polls or social media content into positive, negative and neutral techniques.
Sentiment analysis at an advanced state further breaks down the text and classifies them according to emotions. For example, whether the stated opinion shows anger, happiness, or sadness. It is an effective qualitative technique that is useful for market researchers. Market researchers can systematically evaluate the customer experience and user feedback with the help of NLP techniques.
What are the different types of sentiment analysis?
1. Fine-Grained
A fine-grained model helps researchers extract the polarities in the expressed opinions. Researchers categorise emotions as very upbeat, positive, neutral, negative or negative. Researchers can evaluate the reviews and ratings of consumers and the general public with the help of a fine-grained model. It employs the Likert scale to derive the polarities in the opinions. For example, on a scale of 1 to 5, 1 demonstrates a very negative emotion and five highly positive.
2. Context-Based
Context-based model is a much deeper approach than a fine-grained analysis. It helps researchers probe deeper into the expressed opinions. A researcher can identify and determine the context and different aspects of the views. It can help researchers understand the situational context, which informs the formation of either a positive or negative emotion.
3. Identification of Emotions
Emotional detection uses machine learning techniques and Artificial Intelligence to decipher the text. Machine learning divides the text into separate chunks and breaks down the etymology and syntax of a sentence. Lexicons help detect emotions such as anger, frustration, fear, worry and happiness. Lexicons refer to the combination of words that express human emotions. Machine learning is more valuable than the manual usage of lexicons to decipher emotions. It is because the expression of emotions in written communication is nuanced and more complex than literary translations of the word. Machine learning uses advanced techniques to decipher the intrinsic meaning and emotions.
4. Intent Analysis
An intent analysis is helpful for market researchers conducting research to identify consumer trends and patterns in the market. It specifically analyses the customers’ intentions and whether they will buy the product or not. Accurate intent analysis can help companies save time and money and launch the right products at the right time.
Conclusion
Human emotions are complex, and their interaction formulates judgement expressed through social media opinions. Marketing research is becoming more customer-centric and seeking a better understanding of human emotions. It helps companies develop effective strategies and leads to a competitive advantage. These companies benefit significantly from the insights generated by sentiment analysis.
