Building automated survey coders via interactive machine learning

Alejandro Moreo, Andrea Esuli and Fabrizio Sebastiani

Software systems trained via machine learning to automatically classify open-ended answers (a.k.a. verbatims) are by now a reality.

Introduction

In fields such as market research, the social sciences, political science, and customer relationship management, data are often collected through surveys, conducted by a survey specialist and involving a number of respondents (de Vaus, 2014). Conducting a survey usually involves a questionnaire, that is, a list of questions which respondents are asked to answer. The majority of questions to be found in questionnaires are of the "closed" type, where the respondent is required to tick one of a predefined set of answers. Open (a.k.a. "open-ended") questionsinstead involve returning a textual answer, whose length is not...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands