Psycho-managerial text mining (PMTM): a framework for developing and validating psychological/managerial constructs from a theory/text-driven approach

Journal of Marketing Analytics - Tập 11 - Trang 777-808 - 2022
Jorge Iván Pérez Rave1,2, Gloria Patricia Jaramillo Álvarez3, Juan Carlos Correa Morales4
1Universidad Nacional de Colombia, Medellín, Colombia
2IDINNOV Research Group, IDINNOV S.A.S., Medellín, Colombia
3Department of Computing Science, Universidad Nacional de Colombia, Medellín, Colombia
4School of Statistics, Universidad Nacional de Colombia, Medellín, Colombia

Tóm tắt

This paper addresses two concerns in the construction and validation of psychological/managerial constructs from texts: (1) The procedure for studying content validity is mainly based on human tasks, subjectivity, limited to small data, and difficult to reproduce/replicate; (2) Traditional latent variable representation (a merged list or random parcel of words) lacks theoretical rationality and does not guarantee the representativity of valuable qualities, perceptual entities, and actions of the construct. The paper proposes a framework—PMTM—for developing/validating measures of psychological/managerial constructs from texts (three stages and 16 steps) by incorporating linguistic, psychometrical, and computational resources. PMTM includes five new properties to guide content validity analysis automatically, and contains a new method for refining dictionaries, entitled “embedded voting,” which emulates expert judgments. In addition, the paper provides empirical evidence derived from the application of PMTM to the case of transformational leadership using data from organizational documents, interviews, essays, blog posts, surveys, and speeches by former US presidents. The framework can also be used as a comprehensive template with the potential to exploit customer/service texts from a theory/text-driven approach to overcome recent challenges stated by the marketing literature, including the lack of standardization and inconsistency in the definitions and measurement of marketing constructs.

Tài liệu tham khảo

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