Measuring Complex Constructs in Large-Scale Text with Computational Social Mixed Methods

A growing convergence between social science and machine learning enables, in principle, large-scale analyses of complex social phenomena through text. Yet, approaches leveraging supervised text classification based on human-annotated data for statistical analysis often treat conceptual validity and technical performance as separate challenges, impairing measurement quality. We provide guidelines to bridge this gap in what we call computational social mixed methods pipelines across three stages: data annotation, model training, and statistical analysis. Building on best practices and our own methodological innovations, such as “Iterative Annotation” and “Training on Confident Examples”, we address recurring pitfalls like unbalanced training data or stagnant model performance. We also discuss when large language models constitute a viable alternative to transformer-based classifiers. Using a case study on countering online hate, we illustrate how consequently integrating social science and machine learning expertise improves the validity and comparability of computational social science.