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Standardisiertes Modell zur Bewertung generativer KI zur Unterstützung der Marktforschung: ChatGPT-Test
[Standardized model for evaluating generative AI in support of marketing research: ChatGPT test]

Author

Listed:
  • Jérôme Baray

    (ARGUMans - Laboratoire de recherche en gestion Le Mans Université - UM - Le Mans Université)

  • Alain Decrop

    (FUNDP - Facultés Universitaires Notre Dame de la Paix)

  • Gérard Cliquet

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

This study focuses on evaluating the performance of artificial intelligence (AI), with a particular emphasis on ChatGPT, in the context of marketing research. Following a literature review on the use of AI in academic research, we developed a standardized methodology to assess the effectiveness of AI in all phases of research, from idea generation to article writing. Through tests based on realistic research scenarios and focused on the hot topics identified by the French Marketing Association (afm), we evaluated ChatGPT's ability to generate relevant, reliable, and valid information for each stage. Our findings reveal that ChatGPT is particularly effective at proposing research questions, synthesizing information, analyzing qualitative data, and assisting in the structuring of articles. The study also highlights the limitations and challenges associated with the use of AI, particularly in terms of ethical considerations and potential biases

Suggested Citation

  • Jérôme Baray & Alain Decrop & Gérard Cliquet, 2024. "Standardisiertes Modell zur Bewertung generativer KI zur Unterstützung der Marktforschung: ChatGPT-Test [Standardized model for evaluating generative AI in support of marketing research: ChatGPT te," Post-Print hal-04547450, HAL.
    • Handle: RePEc:hal:journl:hal-04547450
    Note: View the original document on HAL open archive server: https://hal.science/hal-04547450
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