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Text-mining 10-K (annual) reports: A guide for B2B marketing research
Journal article   Peer reviewed

Text-mining 10-K (annual) reports: A guide for B2B marketing research

Holly B. Cooper, Michael T. Ewing and Sagarika Mishra
Industrial marketing management, Vol.107, pp.204-211
11/2022
DOI: https://doi.org/10.1016/j.indmarman.2022.10.001

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Abstract

10-k reports Marketing method Marketing research Secondary data analysis Text mining
Advances in the availability and sophistication of software to facilitate the analysis of secondary data have contributed toward the growth of textual analysis. 10-K reports are a particularly salient source of insight into an array of issues in accounting and finance research yet remain underutilized in marketing. Therefore, the purpose of this article is to offer a rationale for such analysis and a method that can be applied in B2B marketing. We draw on a strong tradition of textual analysis in finance to outline a method of text mining 10-K reports. We then discuss the downloading of raw texts, parsing raw text files and linking 10-Ks to various dependent measures. We provide links for downloading parsed 10-K files and suggest software for textual analysis. The framework offers B2B marketers a rich alternative to primary data and proprietary datasets. Ongoing advances in AI-enabled NLP text analysis further increase the future value of the approach for B2B marketers.

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