The application of business analytics techniques to analyze unstructured text from various sources

503 Pages·2015·10.65 MB·English

by  Stefan Ebener

FACULTAD DE CIENCIAS JURÍDICAS
Y DE LA EMPRESA

Ciencias Sociales, Jurídicas y de la Empresa

“The application of business analytics techniques to
analyze unstructured text from various sources to
complement state-of-the-art opinion leader identifi-
cation and management in the European public pro-
curement law.”

Author:
M.A. Stefan Ebener, B.Sc. Syst.Eng./M.A.

Directores:
Prof. Dr. Gonzalo Wandosell Fernández de Bobadilla
Prof. Dr. Rüdiger Buchkremer

Düsseldorf, 29. September 2015

AUTHORIZATION OF THE DIRECTOR OF THE THESIS
FOR SUBMISSION

Prof. Dr. Gonzalo Wandosell Fernández de Bobadilla and Prof. Dr.
Rüdiger Buchkremer as Directors of the Doctoral Thesis “The application of busi-
ness analytics techniques to analyze unstructured text from various sources to
complement state-of-the-art opinion leader identification and management in the
European public procurement law.” by Mr. Stefan Ebener in the Ciencias Sociales,
Jurídicas y de la Empresa Departament, authorizes for submission since it has
the conditions necessary for his defense.
Sign, to comply with the Royal Decrees 99/2011, 1393/2007, 56/2005 y
778/98, in Murcia, (date).

Prof. Dr. Rüdiger Buchkremer Prof. Dr. Gonzalo Wandosell
Fernández de Bobadilla

Tercer Ciclo. Vicerrectorado de Investigación
Campus de Los Jerónimos. 30107 Guadalupe (Murcia)
Tel. [phone] • Fax [phone] - C. e.: [email protected]

ACKNOWLEDGEMENTS

To my wife!

I would also like to thank the following individuals for their support: Alexander
Wallner, Johannes Wagmüller, Andreas Limpak and Lucy Pieper.

QUOTE

“If we have data,
let’s look at data.
If all we have are opinions,
let’s go with mine.”

Jim Barksdale,
former Netscape CEO

TABLE OF CONTENTS

Acronyms and Abbreviations ............................................................................ xiii
1 Introduction ................................................................................................... 1
1.1 Opinion Leader and their Influence On Capital Goods ...................... 1
1.2 Research Question ..................................................................................... 5
1.3 The Intellectual Challenge ....................................................................... 8
1.4 Methodology & Research Objectives ...................................................... 9
1.5 Scope and Limitations ............................................................................ 12
1.6 Organization of the Dissertation ........................................................... 13
2 Theoretical Principles: Facts Or Opinions – Who Cares? ...................... 15
2.1 Fundamentals of Opinion Leader Identification and Management 15
2.1.1 Opinion Leader – A Metadata Analysis ....................................... 18
2.1.2 Origin and Definition Opinion Leader ......................................... 20
2.1.2.1 Opinion Leader in the Communication Model .................... 20
2.1.2.2 Market- vs. Opinion Leader vs. Market Maven ................... 29
2.1.3 Functions of Opinion Leaders ....................................................... 31
2.1.4 Motifs for Opinion Leadership ...................................................... 33
2.1.5 Characteristics of Opinion Leaders ............................................... 35
2.1.6 Methods of Opinion Leader Identification .................................. 38
2.1.6.1 Self-Designating Method ......................................................... 40
2.1.6.2 Sociometric Method.................................................................. 42
2.1.6.3 Informants Rating ..................................................................... 43
2.1.6.4 New Concepts of Identification .............................................. 43
2.1.6.5 Current Position of the Opinion Leader Identification ....... 48
STEFA N EBENER P age | x
2.1.7 Methods of Opinion Leader Management .................................. 49
2.2 The Application of Business Analytics Techniques to
Analyze Unstructured Data ................................................................... 55
2.2.1 Unstructured Data – Pain or Gain? ............................................... 56
2.2.2 Classification and Conceptual Distinction of
Terminologies in Conjunction with Business Analytics ............ 62
2.2.3 Text Mining as Key Method in the Application of
Business Analytics ........................................................................... 73
2.2.3.1 The Text Mining Process.......................................................... 74
2.2.3.2 Analytical Methods for Knowledge Generation
from Texts .................................................................................. 78
2.2.4 CRISP-DM: A Standard Process Model for
Data- & Text-Mining ....................................................................... 91
2.3 The Public Tender as Transparent Information Source ..................... 95
2.3.1 Public Clients and Public Contracts ............................................. 96
2.3.2 Historical Evolution of the Public Procurement Law in
Germany ........................................................................................... 97
2.3.3 Characteristics of the Public Procurement Law ........................ 102
2.3.4 Key Principles of the European Procurement Law .................. 106
2.3.5 Structure and Process of a Public Tender .................................. 108
2.3.6 The Public Tender in the Environment of IT ............................. 113
2.4 Definition and Characteristics of Capital Goods .............................. 114
2.5 Developing a Process Model of a Text Mining based
Public Tender Analysis and an Opinion Leader Identification ...... 120
2.6 Conclusion .............................................................................................. 126
3 The Application of Business Analytics on Public Tenders
in the Capital Goods Industry ................................................................. 129
3.1 Experimental Research Design ............................................................ 129