Semantic Intelligence Application to Survey Data ITEC 810

Semantic Intelligence: Application to Survey Data ITEC 810 - Information Technology Project Supervisor: Gary Lau Gianmario Zullo (40291502) 13 th June 2012 1

Contents 1. 0 Problem Specification 2. 0 Related work 3. 0 Our Approach 4. 0 Evaluation & Recommendation 5. 0 Survey Findings 2

01 Overview Fierce competition Universities compete globally for student enrolments! 16 Universities in Australia alone! Government Response Created the Advancing Quality in Higher Education (AQHE) initiative. Aimed at measuring a university's performance via a number of assessments and surveys. 3 Source: The Times Higher Education Review

01 Overview Quantitative Vs Qualitative The fact I didn’t have to turn up to class ; -) 4

01 Overview Language is complex! Ambiguity - The word ‘Unlockable’ can mean ‘capable of being unlocked’ or ‘impossible to lock’. (Pollatsek A, 2010) - The fisherman went to the bank. (Lexical) - Principal: Leader of a school vs Principle: Standards or code. (Homonyms) Irony What were the best aspects of the degree? Answer: Lecturer A (name with held) What aspects of the degree were most in need of improvement? Answer: Lecturer A (name with held) 5

02 Related Work 6

03 Our Approach Part 1 - Software Evaluation Part 2 - Survey Analysis 7

03 Our Approach High Level Criteria (Section) Section Weight % 1. 0 Functionality 30% 2. 0 Usability 20% 3. 0 Ease of Learning 10% 4. 0 Accuracy 5. 0 Pricing 20% 6. 0 Reporting 10% 7. 0 Support 5% 5% Total: 100% 8

Products SPSS Text Analytics Exalytics Market is rapidly changing. Consolidation of products and vendors occurring. • 2012 Oracle => Vitrue Inc. & Collective Intellect. • 2012 HP (Fusion) => Automony • 2009 IBM => SPSS Inc. Larger players muscling in and have aggressive roadmaps over the next 6 -12 months. (I. e Oracle). 9

Products Shortlisted Product Supplier Comments Cogito Expert Systems Server licence Discover. Textifter GATE University of Sheffield Professional Edition - $99. 00 user/month (Pay as you go) Open Sourced Leximancer Academic Edition - Lexiportal SPSS Text Analytics IBM SPSS Text Analytics, part of SPSS suite of products. 10

04 Evaluation Results # Key Criteria* 1. 0 Functionality 2. 0 Usability 3. 0 Ease of Learning 4. 0 Accuracy 5. 0 Pricing 6. 0 Reporting 7. 0 Support Total Gate VOC Cogito SPSS Text Analytics Leximancer Discover Text 24 28 25 22 27 10 18 18 19 14 3 8 10 10 7 0 0 10 11 5 13 8 5 10 10 3 5 5 4 4 3 3 5 4 4 56 70 78 80 71 11

04 Recommendation “Capitalise & consolidate on current investments already in place across various departments within the university. ” Tactical – Short Term For General Population Consolidating existing licences for Leximancer under one enterprise wide license ($12, 000) for all staff and students across the board. MQ Analytical Dept Retaining and expanding academic licensing with SPSS text Analytics’ for use by MQ Analytical department and faculty staff, as well as postgraduate coursework and research students. Strategic – Long term Introduce Contestability. Wait 18 months for market to mature. Release RFP with bigger players (oracle, IBM, SAS). 12

05 Survey Insights Quick Insights (Respondents) 2009 Attendance Type Full time Part Time Level of Degree Completed Master of Philosophy Advanced diploma or diploma Bachelor degree (honours) Bachelor degree (not honours or graduate entry) Graduate certificate Master degree by coursework Ph. D Postgraduate diploma Other Attendance Mode External (distance) Internal (on-campus) Mixed mode (internal and external) Australian citizen or permanent resident NO YES - Aust. Citizen/ Perm. Resident 2010 2011 Total (3 years) 2577 983 3239 1224 3928 1131 9744 3338 20 12 145 18 10 149 15 12 149 53 34 443 1726 170 1164 99 214 10 2272 253 1390 110 246 15 2778 1593 109 242 3 6776 581 4147 318 702 28 332 2949 279 416 3740 307 402 4336 321 1150 11025 907 1060 2500 1505 2958 1588 3471 4153 8929 Responses by Top 3 Course 0801 Accounting 0803 Business and Management 0811 Banking, Finance and Related Fields % 24% 11% 9% 13

Categories here mean: Occur seldom and unique to tag Categories here mean: Occur seldom, not unique to tag Sentiment Categories here mean: Occur often and unique to tag Categories here mean: Occur often, not unique to tag

International & Domestic

Over 3 year period

Questions? 17