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This chapter is from the book


As you can see, as we’re moving forward in these chapters, we’re trying to get more and more specific about the data that is under analysis. In this chapter, we discussed the concept of the individual in the conversation, or the who. It’s a huge point that we need consider in any kind of analysis we’re looking to perform. Remember, if you’re looking to understand the societal issues in, say, India, does it make sense to include opinions or thoughts of those people in the United States? Perhaps. But at a minimum, we believe you should at least consider breaking out the views of Indians to better understand your question at hand.

If the public chatter about a new movie contains the words childish, silly, or waste of time, is it relevant? That depends. If the movie is geared for children, and those are the views of adults, perhaps not. Remember, sometimes it’s not what is said, but who is saying it!

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