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Text Mining Online Reviews With JMP® 13

Vishal Singh, PhD, Associate Professor of Marketing, New York University          

Qianyun (Poppy) Zhang, Research Assistant, New York University

This talk focuses on text analytic capabilities of JMP 13 Text Explorer. We demonstrate the ease and capabilities of JMP 13 in analyzing textual data, and compare the results to popular text mining packages in R. The context of our study is online customer reviews from Amazon and IMDB. We construct a wide array of attributes to quantify the information content of reviews: length and timing of review, its syntactic and semantic features, star rating, price and characteristic of the product. We demonstrate how textual data can be combined with such numerical information to generate useful insights.

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