AI-human hybrids for marketing research : leveraging large language models (LLMs) as collaborators
Neeraj Arora, Ishita Chakraborty, and Yohei Nishimura
| Year of publication: |
2025
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| Authors: | Arora, Neeraj ; Chakraborty, Ishita ; Nishimura, Yohei |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 89.2025, 2, p. 43-70
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| Subject: | generative AI | natural language processing | qualitative research | surveys | consumer insights | unstructured data | RAG | in-context learning | Marktforschung | Market research | Künstliche Intelligenz | Artificial intelligence | Konsumentenverhalten | Consumer behaviour | Sprache | Language | Qualitative Methode | Qualitative method |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/00222429241276529 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015374185