SUMMARY
This study aimed to develop a case-based design framework to analyze online us-er reviews and understanding the user preferences in a Massive Open Online Course (MOOC) content-related design. Another purpose was to identify the fu-ture trends of MOOC content-related design. Thus, it was an effort to achieve da-ta-driven design automation. This research extracts pairs of keywords which are later called Feature-Sentiment-Pairs (FSPs) using text mining to identify user preferences. Then the user preferences were used as features of an MOOC content-related design. An MOOC case study is used to implement the proposed framework. The online reviews are collected from www.coursera.org as the MOOC case study. The framework aims to use these large scale online review data as qualitative data and converts them into quantitative meaningful infor-mation, especially on content-related design so that the MOOC designer can de-cide better content based on the data. The framework combines the online re-views, text mining, and data analytics to reveal new information about users’ preference of MOOC content-related design. This study has applied text mining and specifically utilizes FSPs to identify user preferences in the MOOC content-related design. This framework can avoid the unwanted features on the MOOC content-related design and also speed up the identification of user preference.