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Revolutionizing Marketing Research Through AI: comprehensive review of the past, present, and future

Author

Listed:
  • Diana-Elena Drăghici

    (The Bucharest University of Economic Studies)

  • Andreea Orîndaru

    (The Bucharest University of Economic Studies)

  • Mihaela Constantinescu

    (The Bucharest University of Economic Studies)

  • Alina Zelezneac

    (iSense Solutions)

Abstract

In the last years, as artificial intelligence (AI) is more and more widely accessible to everyone, a breakthrough for the course of business growth is also available. Having this in mind, the purpose of this study is to provide a comprehensive review of the impact of AI on the practice of marketing research. For this study a comprehensive literature review was included focusing on academic papers, research articles, industry reports, and relevant sources to gain insight into the application of AI in marketing research. The main findings of this research paper demonstrate how AI can revolutionize market research by improving data analysis, enabling personalization, enabling real-time insights, and addressing ethical concerns. Altogether, this study highlights the transformative impact of AI on market research, emphasizing its potential to improve data-driven decision-making, enable personalized marketing strategies, and address ethical concerns, thereby providing valuable insights for organizations seeking effective and integrative insights. AI provides practical recommendations and future research directions to help organizations realize the potential of AI and make informed decisions for successful integration implementations.

Suggested Citation

  • Diana-Elena Drăghici & Andreea Orîndaru & Mihaela Constantinescu & Alina Zelezneac, 2023. "Revolutionizing Marketing Research Through AI: comprehensive review of the past, present, and future," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 39-45, April.
    • Handle: RePEc:aes:jetimm:v:1:y:2023:i:1:p:39-45
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    References listed on IDEAS

    as
    1. Dawn Iacobucci & Maria Petrescu & Anjala Krishen & Michael Bendixen, 2019. "The state of marketing analytics in research and practice," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 152-181, September.
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    More about this item

    Keywords

    artificial intelligence; marketing research; decision making.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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