[xMiner x Academic Research]

Yesterday, I attended a data analysis and public relations class at the School of Communication, Hong Kong Baptist University. Associate Professor and Deputy Head of the Department of Communication, Angela Mak, along with PhD student Harris Ngo, presented a case study on a "PR Crisis" and demonstrated how to use xMiner (formerly known as uMiner) for academic research.

Angela and her research team used xMiner for content analysis, collecting and studying social media data to review a major brand-related PR crisis from 2016. The research team also granted me an interview, generously sharing their research findings and new discoveries about online PR crises.

[Interview Video 1] How to Handle a PR Crisis in the Digital Age?

[Interview Video 2] Online Content Analysis Method: Significantly Enhancing Academic Research Efficiency

Harris mentioned that in the past, when conducting content analysis, researchers needed to manually create Excel files and match them with paper documents for analysis. The coding center function of xMiner greatly improves research efficiency and reduces errors.

When academic research encounters the vast, varied, and unstructured information on social media, it often becomes difficult to start. xMiner, a big data analytics platform developed by uMax Data, possesses powerful Chinese content analysis capabilities. Its flexible interface and high transparency ensure that the generated reports meet rigorous academic research standards.

[You Can Try It Too!]

Social Science Applications of Big Data Analysis: Rigorous Processes Ensure Research Value
For PR: Social Media Listening Platform Provides Automated Intelligent Reports and Alerts
In-Depth Research: Customize Research Scope, Questionnaires, and Coding Books for One-Stop Data Collection to Chart Creation

Feel free to email info@umaxdata.com for more information.

When Academia Meets Big Data: HKBU Faculty and Students Use Data to Examine PR Crises