Marketing Masterclass: This workshop will introduce the method of Automated Text Analysis.
Published: 12 February 2025
03 March 2025. Professor Ashlee Humphreys, Northwestern University
Professor Ashlee Humphreys, Northwestern University.
Marketing Masterclass: This workshop will introduce the method of Automated Text Analysis.
Monday, 03 March 2025. 09:30 - 16:30
Room 282 Hothouse, Adam Smith Business School
Abstract
This workshop will introduce the method of Automated Text Analysis. We will review the theoretical perspectives important for studying text and discuss problem definition and research design and then address data collection, dictionary creation, and analysis. Participants are encouraged to come with a project that they would like to develop during the workshop and to bring their laptop with a version of LIWC installed (available here: www.liwc.net, academic license $15 for one month).
Bio
Professor Ashlee Humphreys is a sociologist who examines core topics in consumer behavior and marketing strategy. She studies the role of institutions in markets and the influence of language on both consumer judgments of legitimacy and the broader process of legitimation. She is the author of Social Media: Enduring Principles, and her work has been published in the Journal of Marketing, the Journal of Consumer Research, and the Journal of Marketing Research. She serves as an Associate Editor for the Journal of Marketing and editor at Marketing Letters.
For further information, please contact business-seminar-series@glasgow.ac.uk.
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First published: 12 February 2025