Identifying the real differences of opinion in social media sentiment
Annie Pettit
Research Now
Introduction
Scales are a cornerstone of market research. Every survey labels and categorises opinions based on scales from 1 to 5, 1 to 7, or even 1 to 100, helping us determine the strength and distribution of opinions on any topic imaginable. They’re how we determine that 49% of people like Coca-Cola and 42% of people like Pepsi, that men like watching sports more than women do, that younger people like electronics more than older people do, and that Canadians like Shania Twain more than Brits...