Automated Coding of Qualitative Interviews with Latent Semantic Analysis.
Bibliographic record
Abstract
Abstract: Coding and analysing qualitative interviews is one of several core techniques used in marketing research. Qualitative methods oer valuable in-formation hardly gained by standard quantitative methods since open-ended questions and interviews provide deeper insight into customer demands. The main disadvantages of qualitative methods are their inherent subjectivity and their high costs. We tackle this problem by applying latent semantic anal-ysis (LSA) in a fully automated way on transcripts of interviews and we propose two algorithms based on LSA. We evaluate the algorithms against two separate real-life cases taken from the automobile industry and from the Austrian mobile phone market. Thereby, we compare the machine results against marketing expert judgements and show that the algorithms proposed provide perfect reliability with appropriate validity in automated coding and textual analysis. 1
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.048 | 0.116 |
| Meta-epidemiology (narrow) | 0.001 | 0.001 |
| Meta-epidemiology (broad) | 0.001 | 0.001 |
| Bibliometrics | 0.009 | 0.008 |
| Science and technology studies | 0.002 | 0.003 |
| Scholarly communication | 0.003 | 0.003 |
| Open science | 0.002 | 0.005 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.007 | 0.002 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".