Text mining analysis roadmap (TMAR) for service research

Purpose The purpose of this paper is to offer a step-by-step text mining analysis roadmap (TMAR) for service researchers. The paper provides guidance on how to choose between alternative tools, using illustrative examples from a range of business contexts. Design/methodology/approach The authors provide a six-stage TMAR on how to use text mining methods in practice. At each stage, the authors provide a guiding question, articulate the aim,...