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Understanding sentiment analysis
With sentiment analysis, we are concerned with who holds what type of feeling about a
specific product or topic. This can tell us that citizens of a particular city hold positive or
negative feelings about the performance of a sports team. They may hold a different senti-
ment about the team's performance versus its management.
It can be useful to automatically determine the sentiment for aspects, or attributes, of a
product and then display the results in some meaningful manner. This is illustrated using a
review of the 2014 Camry from Kelly Blue Book ( http://www.kbb.com/toyota/camry/
2014-toyota-camry/?r=471659652516861060 ), as shown in the following figure.
The attributes, such as Overall Rating and Value , are depicted both as a bar graph and as a
numeric value. The calculation of these values can be performed automatically using senti-
ment analysis.
Sentiment analysis can be applied to a sentence, a clause, or an entire document. Sentiment
analysis may be either positive or negative or it could be a rating using numeric values such
as 1 through 10. More complex attitude types are possible.
Further complicating the process, within a single sentence or document, different senti-
ments could be expressed against different topics.
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