The objective of this assignment is to conduct qualitative analysis using Generative AI tools and cr ...
The objective of this assignment is to conduct qualitative analysis using Generative AI tools and critique its work. Students will use the provided consumer reviews and perform qualitative analysis using AI and share insights into the effectiveness and limitations of Generative AI based analysis. Instructions What is a Sentiment Analysis? Sentiment analysis, or opinion mining, is the process of analyzing large volumes of text to determine whether it expresses a positive sentiment, a negative sentiment or a neutral sentiment (mixed). Watch this videoLinks to an external site. to learn more about sentiment analysis. What is a Thematic Analysis? Thematic analysis is a prevalently used method of analyzing qualitative data. The researcher closely examines the data to identify common themes – topics, ideas, and patterns of meaning that come up repeatedly. Braun and Clarke (2008) proposed the following six-step process to conduct thematic analysis: (1) familiarization, (2) coding, (3) generating themes, (4) reviewing themes, (5) defining and naming themes, and (6) writing up. Before doing the instruction, review the following resources so that you are familiar with the thematic analysis. Description of Thematic Analysis (Scribbr)Links to an external site. Watch this videoLinks to an external site. to learn more about sentiment analysis. Academic Article: Virginia Braun & Victoria Clarke (2008) Using thematic analysis in psychology, Qualitative Research in Psychology, 3:2, 77-101, (linkLinks to an external site.) Data: Use the consumer reviews from this file Download file. Analysis Report: Write a comprehensive report (2 pages; single spaced) that includes: Introduction: Briefly introduce the purpose of the analysis. Also comment on the type of secondary data used for this analysis by (1) whether this data is an internal or an external secondary data, and explain the unique characteristics of that secondary secondary data. Sentiment Analysis Use Generative AI (e.g., Chat GPT, Copilot) and ask AI to perform sentiment analysis on the provided consumer reviews in the above data file. You can either submit the file or copy and paste the reviews manually to AI. Ask AI to categorize each review as positive, negative, or neutral (mixed). Manually label the sentiment of the reviews then compare them to AI's output. Critically evaluate the strengths and limitations of the AI-generated sentiment classifications. Compare the AI’s analysis with your observations and insights. Was the AI accurate in categorizing sentiment? Identify any discrepancies or areas where the AI might have missed important details. Reflect on how to integrate AI in sentiment analysis after considering both the strengths and weaknesses. Create a frequency analysis table based on the sentiment categories.suggested by AI. You should create the table in the following format that we have learned in Basic Data Analysis using SPSS Thematic Analysis Make sure you read and watch videos on thematic analysis to be well-prepared for this portion of the assignment. Review review carefully and familiarize yourself with the consumer comments. Use AI tools to perform a thematic analysis. Ask AI to come up with one theme based on the reviews you have provided. Also ask AI to find supporting direct quotes from the consumer reviews. You should ask the AI questions in different ways as prompt engineeringLinks to an external site. can lead to different results. Manually scan through the text yourself and critically evaluate AI's thematic analysis. Summarize the theme that AI produced. Please do not copy and paste the AI output; rather, summarize it in your own words in a few sentences. Discuss the strengths and limitations of using AI for qualitative research. Did AI capture a key theme? Compare the AI’s analysis with your observations and insights. Identify any discrepancies or areas where the AI might have missed important details. Reflect the strengths and weaknesses of integrating AI in thematic analysis. Implications from the Qualitative Research Based on the sentiment and thematic analyses you performed, provide specific suggestions for this business owner to improve or maintain the qualities mentioned in the one theme. Make sure your suggestions are actionable and grounded in your analysis. I will evaluate your implication based on the level of detail provided in the suggestions and at least two direct quotes from the consumer reviews that support your claims. Quote citation format should be the following: (e.g., “Customer Review #7: ‘The service was fast but impersonal.’”) Grading Rubric Introduction (5 points) Provides a clear introduction outlining the purpose and scope of the report. Briefly explains the objectives of using AI tools for sentiment and thematic analysis. Elaborate on the type of secondary data used in this analysis, along with the unique characteristics of the focal secondary data. Sentiment Analysis (15 points) Effectively use AI for sentiment analysis and thoroughly reviews AI's performance. Describe the prompts you used to ask AI to perform a sentiment analysis. Critical evaluation is insightful and highlights specific strengths and weaknesses with clear examples. Detailed comparison with own observations, noting discrepancies and gaps. Reflect on how to integrate AI in sentiment analysis after considering both the strength and weaknesses. Frequency analysis table is accurately created based on what we covered in Basic Data Analysis using SPSS Thematic Analysis (15 points) Thoughtfully uses AI for thematic analysis and provides a comprehensive evaluation. Summarizes theme clearly and critically compares AI results with personal insights, identifying specific areas where AI performed well or poorly. Reflect on how to integrate AI in qualitative analysis after considering both the strength and weaknesses. Implications (10 points) Provides thoughtful and actionable business recommendation based on the findings from the sentiment and thematic analyses. Uses direct quotes from reviews to support claims and recommendations. Avoids vague suggestions (e.g., “improve quality”) in favor of specific, evidence-based recommendations. Overall Organization and Clarity (5 points) Assignment is well-organized and clearly written with a logical flow. Arguments are well-supported with evidence and examples. Proper formatting and citation are followed. Use APA citation format.Links to an external site. Rubric Homework - Qualitative Analysis Homework - Qualitative Analysis Criteria Ratings Pts This criterion is linked to a Learning OutcomeIntroduction 5 ptsFull Marks0 ptsNo Marks 5 pts This criterion is linked to a Learning OutcomeSentiment Analysis 15 ptsFull Marks0 ptsNo Marks 15 pts This criterion is linked to a Learning OutcomeThematic Analysis 15 ptsFull Marks0 ptsNo Marks 15 pts This criterion is linked to a Learning OutcomeImplications 10 ptsFull Marks0 ptsNo Marks 10 pts This criterion is linked to a Learning OutcomeWriting Quality 5 ptsFull Marks0 ptsNo Marks 5 pts Total Points: 50 Previous Next
