Open-ended surveys offer valuable insights, but they are notoriously difficult to analyze at scale. Building on previous work that employed traditional machine learning to classify text ("So Many Responses, So Little Time: A Machine-Learning Approach to Analyzing Open-Ended Survey Data") [1], this study investigates how different large language models (LLMs) understand and analyze NSSE open-ended survey responses. We focus on several cutting-edge LLMSs-OpenAI's GPT series, Twitter-roBERTa-base model, and Meta's LLaMA-and compare their performance to the previous machine learning models in tasks like sentiment analysis and thematic classification. Our research analysis assesses model agreement, classification accuracy, and interpretability of reasoning. The findings reveal that current LLMs routinely beat classic machine learning models in classification accuracy, particularly in understanding complex mood and theme patterns in student replies. While LLMs have superior accuracy, they differ greatly in how explicitly and consistently they justify their predictions and apply category boundaries. These distinctions highlight crucial trade-offs when using LLMs for qualitative analysis: increased predictive strength comes with issues in consistency and explainability. Our findings illustrate the benefits and drawbacks of utilizing various LLMs for large-scale qualitative research, and we provide practical advice for researchers looking to balance automation and interpretive rigor.
This paper examines the opportunities, limitations, and practical considerations associated with the use of large language models (LLMs) in qualitative research. Drawing on a multidisciplinary perspective that combines expertise in qualitative methods and explainable AI, the paper argues that responsible integration of LLMs into qualitative workflows requires researchers to engage critically with a curated set of technical parameters, that is, context window constraints, temperature and top-p sampling settings, user and system prompt design, and model documentation in the form of system cards. The paper situates these considerations within the epistemological commitments of qualitative research, including reflexivity, positionality, and interpretive judgment, and discusses how the opacity of contemporary LLMs differs from earlier natural language processing tools such as topic models and lexicon-based sentiment analyzers.
Henry Salgado, Meagan R. Kendall, Martine Ceberio +1
Qualitative product feedback can reveal nuanced user experiences, but its implicit sentiment is difficult to measure. This paper presents a scalable and interpretable framework that uses large language models (LLMs) to quantify product desirability from such data. Using two Product Desirability Toolkit (PDT) datasets from ZORQ and CARMA comprising 106 respondent term groupings with gold-standard human annotation, zero-shot continuous numerical sentiment scoring and categorical sentiment classification are evaluated without relying on explicit review scores. Across the datasets, LLMs generated numerical sentiment scores directly from qualitative responses and closely matched expert labels, achieving Pearson correlations up to 0.97 and classification accuracy up to 94%. LLMs maintained robustness even when handling data presented in multiple forms and consistently expressed high confidence. In contrast, lexicon-based and transformer baselines did not produce statistically significant results. Among the models tested, GPT-4o-mini achieved performance comparable to larger models at 94% lower cost, supporting scalable deployment. The framework also incorporates model confidence ratings and human-readable rationale explanations (xAI), improving interpretability, transparency, and trust while supporting practical use in product satisfaction assessment. In general, using the PDT tool as a survey method along with a cost efficient LLM for sentiment analysis has the potential to provide for product evaluation with results that are rich in terms of sentiment scores (both numerical and classified sentiment) and in terms of the high-level user impressions of the product that can be used to identify ideas for product development and improvement, as well as marketing ideas for target audiences.
Survey research faces mounting structural challenges: declining response rates, sample bias, block-wise missingness among at-risk respondents, and AI-assisted fraudulent completions in online panels. Large language models (LLMs) have been proposed as a remedy, yet rigorous evaluations across the full survey workflow remain scarce, particularly in disaster contexts where data quality matters most. We present and evaluate a five-stage framework for LLM integration covering questionnaire design, sample selection, pilot testing, missing-data imputation, and post-collection analysis, using the 2024 Hurricane Milton preparedness survey of Florida residents (n=946) as a shared empirical testbed. We introduce a Protection Motivation Theory (PMT)-constrained co-occurrence knowledge graph and develop seven LLM configurations spanning zero-shot inference, retrieval-augmented baselines, and novel theory-informed variants. Our proposed Anchored Marginal Theory-Informed LLM (A-TLM) outperforms all three classical imputation baselines (IPW/MI, MICE+PMM, missForest) on RMSE under disaster-relevant block-wise MNAR conditions (S4 RMSE 1.439 vs. 1.496 for the next-best), while achieving near-zero signed bias (-0.121) where the random-forest imputer produces the largest absolute bias (-0.631). Organizing retrieval around PMT causal structure and integrating all evidence in a single model call outperforms unstructured retrieval and staged sequential inference (MAE 0.993 vs. 1.097 for standard RAG). We document that near-zero aggregate bias can mask opposing subgroup errors and propose subgroup-stratified bias auditing as a reporting standard. A retrieval-constrained knowledge-graph chatbot demonstrates that hallucination is architecturally manageable through grounded refusal.