Final answer:
Marketers need to be cautious with sentiment analysis because it is a subjective option (c) and may contain bias. The reliability and validity of measurements are critical for accurate sentiment data interpretation. Secondary data are favored for being non-reactive.
Step-by-step explanation:
Marketers must be careful when using sentiment analysis because this information is usually C) Subjective. Sentiment analysis involves interpreting and classifying emotions within text data using text analysis techniques.
Because it relies heavily on the interpretation of language, which can vary wildly depending on context, individual perception, and cultural nuances, the results of sentiment analysis may contain some bias. Bias becomes a problem particularly when a source appears objective and reliable but employs language and imagery with the intent to influence opinions.
Moreover, a source may also downplay or ignore certain aspects of a topic, further contributing to the bias. In contrast to sentiment analysis, using secondary data is considered nonreactive or nonconfrontive, which implies the data is collected without directly involving or influencing the subjects of the study.
Furthermore, for a measurement to contribute effectively to the study, it must be both reliable and valid. Reliability refers to the consistency of the measurement, while validity ensures that the measurement measures what it is intended to measure and is accurate.