Traditional Research versus Advanced Algorithms: “Is Survey in the Last Days?

Marcelo Luiz Dias da Silva Gabriel, Jose Afonso Mazzon, Giuliana Isabella (), Ricardo Limongi França Coelho, Evandro Luiz Lopes and Vinicius Andrade Brei

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2024, vol. 28(4), issue Vol. 28 No. 4 (2024): Jul-Aug, e240246

Abstract: Objective: to examine the contemporary challenges faced by the survey method in the administration field, particularly in marketing, due to the emergence of new technologies and changes in respondent behavior. Provocations: with the rise of artificial intelligence, the traditional survey method is increasingly being questioned. Issues such as response validity, respondent fatigue, and proliferation of behavioral data obtained through automated means cast doubt on the survey’s effectiveness in capturing actual consumer behavior. Additionally, new legislation may introduce restrictions that could impact data collection via surveys. Conclusions: although not obsolete, the survey method must reinvent itself to remain relevant. Integrating new technologies, such as artificial intelligence, and combining them with qualitative methods are suggested paths to improve research effectiveness in an environment heavily influenced by technological advancements. The future of the survey depends on its ability to adapt and complement other emerging approaches.

Date: 2024
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