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Einsatzpotenziale humanoider Roboter in der Marktforschung: Eine explorative Analyse unter besonderer Berücksichtigung des Fallbeispiels Pepper

Author

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  • Reger-Wagner, Kathrin
  • Buerke, Günter

Abstract

Eine onlinebasierte Expertenbefragung verdeutlicht, dass menschenähnlichen Robotern grundsätzlich eine wachsende Marktforschungsrelevanz zugeschrieben wird. Die konkreten Anwendungsfelder sind vor dem Hintergrund alternativer Methoden und Technologien zu bewerten. Sie reichen von automatischen Gesprächsprotokollen bis zu gänzlich neuen Formen der KI-gestützten Interviewführung. Zudem kann die menschenähnliche Optik der Roboter Akzeptanzhürden abbauen und zur Schaffung einer vertrauensvollen Interaktionssituation beitragen.

Suggested Citation

  • Reger-Wagner, Kathrin & Buerke, Günter, 2020. "Einsatzpotenziale humanoider Roboter in der Marktforschung: Eine explorative Analyse unter besonderer Berücksichtigung des Fallbeispiels Pepper," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 5(01/2020), pages 7-20.
    • Handle: RePEc:zbw:afmpwm:261149
    DOI: 10.15459/95451.37
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