This is a project assignment I use in my Communication Research class. Students use Yoshikoder, a free computer-assisted content analysis software, to learn about what sentiment analysis is and the "guts" of how they are conducted. You can see learn more about the class and the project on my Scdribd account where I share the syllabus and other activities, as well as on my blog: http://mattkushin.com/2014/04/01/applied-research-class-sentiment-analysis-project-reflection/

1. Dr. Kushin | Department of Communication | Shepherd University
Project #2: Sentiment Analysis
Comm 435: Communication Research
Summary
Due Date See syllabus
Percent of total grade 15%
Purpose: To teach sentiment analysis of social media
using quantitative computer-assisted content analysis
Method: Quantitative Computer-assisted Content
Analysis
Notes:Group Assignment; We will do data analysis in
class and jumpstart the writing of your methods and
results (see syllabus); There is a Group Report Card
after to evaluate your participation in the group.
Things You Will Learn:
Intermediate research report writing
Using a problem statement, campaign objectives to
create research objective and RQs/hypotheses
How to do computer-assisted content analysis.
How and why organizations do sentiment analysis, and
their limitations.
Writing Secondary Research and Methods sections
Interpreting Data
Using Computer-assisted content analysis software
Deliverables:
- Title Page
- Problem Overview - Includes problem statement, campaign goals & objectives (PROVIDED BY ME, YOU
ORGANIZE THEM AND ADD ANY NEEDED INFO), and research objective(s), and research question(s)
(which you will write)
- Secondary research literature review (about 2 double-space pages; 6 sources cited in text [may include
the 3 listed below])
- Methods section (about 1 page double space)
o Which should talk about where your methods came from, including the AFIN dictionary.
- Results (length: as needed)
- Discussion (length: as needed)
- References – An alphabetic list of your references
Info to Help you Write the Above Sections (note: there is a guide I will give in class to help you write methods,
results, discussion. The below info will help you answer questions, and thus write your paper)
Data: A sample of Tweets containing “NAME OF BRAND REDACTED” in them were collected over the course of
several days during DATE. The date for the data collection was selected for convenience, due to a pressing desire
from the firm to get the study done asap.
Download data on Sakai (if it is not under ‘course documents’ on Sakai, email me!). A total of ENTER # HERE
Tweets are in the data.
Some sources you may want to cite in your secondary research:
Your class text talks about Content Analysis and measuring sentiment!
http://www.yoshikoder.org/index.html
The original AFINN article: http://arxiv.org/pdf/1103.2903v1.pdf
http://www2.imm.dtu.dk/pubdb/views/publication_details.php?id=6010
Data Analysis: Sentiment
For sentiment analysis, you will use an existing dictionary, which has been tested in prior research. It is called
AFINN and has been designed for microblogs (e.g., Twitter).
You will need to download the dictionary file and open it in Yoshikoder. (if it is not under ‘course documents’ on
Sakai, email me!)
Considerations for your Methods Section

2. Dr. Kushin | Department of Communication | Shepherd University
It is important that you understand how AFINN scores positive & negative, using a +5 to -5 scale. You will have to
decide how you want to operationalize your variables. Some possible operationalizations:
Favorable / positive Sentiment - leaves the reader more likely to see organization favorably.
Negative Sentiment – leaves reader more likely to see organization negatively.
Neutral – no sentiment shown.
The Situation
Problem: HERE I DESCRIBE A SITUATION ABOUT A BRAND THAT IS WELL KNOWN ON THE SOCIAL WEB,
PARTICULARLY ON TWITTER. SO BRANDS THAT ARE GOOD TO CHOOSE MAY INCLUDE BRANDS THAT USE SOCIAL
MEDIA HEAVILY TO EGNAGE CUSTOMERS, CUSTOMER SERVICE, ETC. I CHOSE AN ONLINE RETAILER. I CHOOSE
SOME SORT OF CIRCUMSTANCE THAT PRODUCED THE PROBLEM OR OPPORTUNITY – IN THIS CASE I MADE ONE UP
BASED ON SOMEWHAT SIMILAR CIRCUMSTANCES THAT HAD HAPPENED TO THE BRAND I CHOSE. I THEN DESIGN
MY GOALS, BENCHMARKS, AND KPI AROUND THAT. SO FEEL FREE TO MODIFY WHAT I HAVE BELOW.
Campaign Goals and Objective: The campaign goal is to maintain BRAND’S great customer loyalty and satisfaction.
The campaign objective is: 1) To maintain excellent perceptions of BRAND [outtake] with our valued customers as
measured with 65% positive sentimenttoward BRANDon Twitter [desired outcome]
You must determine: What is the research objective? What is the RQ or hypothesis?
Benchmarks
Two summers ago, BEFORE EVENT THAT HAPPENED IN MY PROBLEM STATEMENT ABOVE, THE BRAND had a 70%
positive sentiment.
This summer, after THE EVENT THAT HAPPENED IN MY PROBLEM STATEMENT AGOVE, research showed that
sentiment had dropped to 50% positive.
Key Performance Indicators
65% Positive sentiment on Twitter towards THE BRAND.