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Psycho-managerial text mining (PMTM): a framework for developing and validating psychological/managerial constructs from a theory/text-driven approach

Author

Listed:
  • Jorge Iván Pérez Rave

    (Universidad Nacional de Colombia
    IDINNOV S.A.S.)

  • Gloria Patricia Jaramillo Álvarez

    (Universidad Nacional de Colombia)

  • Juan Carlos Correa Morales

    (Universidad Nacional de Colombia)

Abstract

This paper addresses two concerns in the construction and validation of psychological/managerial constructs from texts: (1) The procedure for studying content validity is mainly based on human tasks, subjectivity, limited to small data, and difficult to reproduce/replicate; (2) Traditional latent variable representation (a merged list or random parcel of words) lacks theoretical rationality and does not guarantee the representativity of valuable qualities, perceptual entities, and actions of the construct. The paper proposes a framework—PMTM—for developing/validating measures of psychological/managerial constructs from texts (three stages and 16 steps) by incorporating linguistic, psychometrical, and computational resources. PMTM includes five new properties to guide content validity analysis automatically, and contains a new method for refining dictionaries, entitled “embedded voting,” which emulates expert judgments. In addition, the paper provides empirical evidence derived from the application of PMTM to the case of transformational leadership using data from organizational documents, interviews, essays, blog posts, surveys, and speeches by former US presidents. The framework can also be used as a comprehensive template with the potential to exploit customer/service texts from a theory/text-driven approach to overcome recent challenges stated by the marketing literature, including the lack of standardization and inconsistency in the definitions and measurement of marketing constructs.

Suggested Citation

  • Jorge Iván Pérez Rave & Gloria Patricia Jaramillo Álvarez & Juan Carlos Correa Morales, 2023. "Psycho-managerial text mining (PMTM): a framework for developing and validating psychological/managerial constructs from a theory/text-driven approach," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 777-808, December.
    • Handle: RePEc:pal:jmarka:v:11:y:2023:i:4:d:10.1057_s41270-022-00181-8
    DOI: 10.1057/s41270-022-00181-8
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    References listed on IDEAS

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    5. Jorge Iván Pérez-Rave & Juan Carlos Correa-Morales & Favián González-Echavarría, 2019. "A machine learning approach to big data regression analysis of real estate prices for inferential and predictive purposes," Journal of Property Research, Taylor & Francis Journals, vol. 36(1), pages 59-96, January.
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