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

Jérôme Baray (), Alain Decrop () and Gérard Cliquet ()
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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

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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

Keywords: AI; research process; marketing research; evaluation methods; ChatGPT; IA; processus de recherche; recherche en marketing; méthodes d'évaluation; intelligence artificielle; IA générative (search for similar items in EconPapers)
Date: 2024-04-19
New Economics Papers: this item is included in nep-cmp
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Published in 21ème colloque international de l'Association Tunisienne de Marketing, Association Tunisienne de Marketing, Apr 2024, Hammamet (Tunisie), France

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