Assignment 2 - Sentiment Analysis

Topic

Sentiment analysis is a contextual examination of words, and words within sentences across all

social media platforms and websites, in order to reveal the sentiment of the writer.

All texts (unstructured texts) are mined to gain insight into various subjects of interest with

regard to the degree of positivity/negativity revealed in the text. In this manner, unstructured

texts are transformed into a quantitative scale and the results can be presented in charts and

tables so that important information can be revealed and easily digested.

The purpose of this assignment is to give you an experience of how sentiment analysis works at a

rudimentary level. In reality, the analysis is done by software applications that examine each

word within the context of the sentence, along with other metrics on the frequency/count metrics,

sources, demographics, keywords, etc. The analysis is then connected to data visualization

tools to create dashboards with charts and alerts that are updated as new messages are posted.

In this assignment, learn from the example of a sentiment analysis done manually in word and

excel. Using this example, perform sentiment analysis on different product, based on reviews on

a beauty product (moisturizer) known for its natural ingredients and affordability and the

endorsement of Jessica Alba.

You are provided with a sample set of 40 product reviews on this moisturizer.

Using this data

set for your assignment,

1. create a lexicon to score each product review,

2. capture keywords,

3. calculate the NPS,

4. present the results using a variety charts.

You can (and should) go further than the

example provided.

5. Finally, drawing from the results of the analysis, form a conclusion and recommendations

that will help enhance customer perceptions, and thereby, customer acquisitions.

Instructions

This is a group report. Groups and members are posted in Canvas > People.

You will be using MSWord and MS Excel for this assignment. Be clear and concise in the

writing. Repeating ideas unnecessarily can result in a grade reduction.

MS Excel is used for the data analysis and MS Word is used to reflect on the results of data

analysis

o

Evaluate the pros and cons of data analysis, with reference to the data itself and the

the usefulness of the analysis, both generally and with specificity

o

Analyze what the data reveals about customer sentiment. Refer to the data analysis

you performed in these assignments

o

What are the recommendations marketing can provide to other functional areas of the

organization?

o

Based on your learning of "value" in week 2, how does this data analysis connect/fit

in with other tools of digital analysis (based on your learning in this week)

All sections must be authored. If multiple persons contributed to a section, name all

contributors.

Review the grading rubric below to ensure that you all understand how your work will be

assessed. The paper must be based on your learning in the course. Draw from your assigned

readings thus far and utilize quality reference sources.

Do not write out the data in sentence format. Use a table or chart and highlight the data when

presenting data.