The real value of the survey

The real value of a survey is in terms of the comments made by the respondents. Fig 10.2 shows this very normal occurrence.

So what is the problem with having the value of the survey lie in the response in the comments section of the survey? The problem is that the comments are in the form of text. There are too many comments for one person to read. If a person reads 10,000 comments, the person will do well to remember 5 of them. Stated differently, when there are a lot of comments, they cannot effectively be processed by a human.

However, just because the comments are in the form of text and that there are a lot of them does not mean that the comments cannot be read and analyzed. Fig 10.3 shows how textual ETL can be used to read and process comments from a survey.

In Fig 10.3, it is seen that the text from the survey is lifted and put into the form of electronic text. The electronic text is read and processed by textual ETL. In processing...