Analyzing Dissatisfaction Factors of Weather Service Users Using Twitter and News Headlines

Abstract

Social media is a massive dataset in which individuals' thoughts are freely recorded. So there have been a variety of efforts to analyze it and to understand the social phenomenon. In this study, Twitter was used to define the moments when negative perceptions of the Korean Meteorological Administration (KMA) were displayed and the reasons people were dissatisfied with the KMA. Machine learning methods were used for sentiment analysis to automatically train the implied awareness on Twitter which mentioned the KMA July-October 2011-2014. The trained models were used to validate sentiments on Twitter 2015-2016, and the frequency of negative sentiments was compared with the satisfaction of forecast users. It was found that the frequency of the negative sentiments increased before satisfaction decreased sharply. And the tweet keywords and the news headlines were qualitatively compared to analyze the cause of negative sentiments. As a result, it was revealed that the individual caused the increase in the monthly negative sentiments increase in 2016. This study represents the value of sentiment analysis that can complement user satisfaction surveys. Also, combining Twitter and news headlines provided the idea of analyzing the causes of dissatisfaction that are difficult to identify with only satisfaction surveys. The results contribute to improving user satisfaction with weather services by efficiently managing changes in satisfaction.