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Download 1/2 doc. ing. tomáš kincl,ph.d. associate professor dept. of exact
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DOC. ING. TOMÁŠ KINCL, PH.D. ASSOCIATE PROFESSOR DEPT. OF EXACT METHODS FIELD OF INTEREST NO. 1 CROSS-DOMAIN AND CROSS-LANGUAGE SENTIMENT ANALYSIS In Cooperation with Ing. Michal Novák and Ing. Jiří Přibil, Ph.D. Expressing attitudes and opinions towards various entities (i.e. products, companies, people and events) has become pervasive with the recent proliferation of social media. Monitoring of what customers think is a key task for marketing research and opinion surveys, while measuring customers’ preferences or media monitoring have become a fundamental part of corporate activities. Most studies on automated sentiment analysis focus on major languages (English, but also Chinese); minor or morphologically rich languages are addressed rather sparsely. Moreover, to improve the performance of machine-learning based classifiers, the models are often complemented with language-dependent components (i.e. sentiment lexicons). Such combined approaches provide a high level of accuracy but are limited to a single language or a single thematic domain. The team tries to contribute to this field and develops a model for sentiment analysis utilizing just a language– and domain– independent components. The model has been previously tested on multiple corpora, providing an acceptable trade-off between generalization (language– and domain– independence) and the classification performance. Furthermore, we would like to extend the model utilizing the surrounding context (other documents in the same location – a thread or a discussion; or other documents occurring in the same time frame) of the classified documents. FIELD OF INTEREST NO. 2 CROSS-CULTURAL DIFFERENCES ONLINE In Cooperation with Ing. Michal Novák The impact of culture on consumer behavior has been researched for decades. Market interdependence has prompted the emergence of theories, which attempt to explain differences between markets. Studies of cultural differences introduced by Hall, Hofstede or Trompenaars and Hampden-Turner have become the classics of academic literature and the prominence of intercultural studies has survived or even grown in research interest there are new theories and approaches emerging (i.e. GLOBE study). Discussions about cultural specificity affected all components of marketing mix, including online marketing. Web designers began reflecting and adjusting to user‘s cultural characteristics. Internet customers are different across the world according to their culture, however their online behavior can be similar in some 1/2 ways. Websites need to be culturally adapted, although several cultures incline to adapt global patterns, behaviors or brands. The team tries to contribute to this field in several ways. The first research area is on the intersection of neuroscience and marketing. We try to utilize eye-tracking to determine consumer’s visual attention over various stimuli. The aim is to distinguish how various (not only cultural) user’s groups perceive the online environment and discover what are the drivers of their behavior online. This could help the marketers better communicate with customers from various countries and reflect local specifics of the national markets. We also cooperate with MindShare company – a global media agency network and have access to Mindreader – s Mindshare’s proprietary study looking into digital consumers from around the world. The dataset contains hundreds of questions related to attitudes, interests, activities or concerns of respondents from 45 countries around the world. Again, we try to uncover new findings which would help the marketers better communicate with customers from various countries and reflect local specifics of the national markets. 2/2