The Growing Importance of Artificial Intelligence in Market Research

Thomas Dobbelstein () and Wibke Heidig ()
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Thomas Dobbelstein: Baden-Württemberg Cooperative State University
Wibke Heidig: Albstadt-Sigmaringen University

Chapter 2 in Market Research for SMEs, 2026, pp 5-11 from Springer

Abstract: Abstract This chapter explores the current significance of artificial intelligence (AI), particularly in the form of large language models such as ChatGPT, in the field of market research, and highlights the potential of its application in selected phases of the research process.

Date: 2026
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DOI: 10.1007/978-3-032-27765-7_2

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