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Automatisierung qualitativer Marktforschung mit Künstlicher Intelligenz

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  • Hoxtell, Annette

Abstract

Automatisierung ist eine Antwort auf den Zeit- und Kostendruck, der auf der Marktforschungsbranche lastet. Quantitative Forschungsvorhaben lassen sich verhältnismäßig gut automatisieren, da sie festen Regeln folgen und messbare Antworten liefern. Qualitative Vorhaben sind oftmals weniger standardisiert und liefern offene Antworten; ihre Automatisierung ist nur in Teilen möglich und bedarf schwacher künstlicher Intelligenzen, die lernen und ihr Verhalten an sich ändernde Bedingungen anpassen. Dieser Beitrag beantwortet die beiden Fragen: Welche Teile qualitativer Marktforschungsprozesse lassen sich bereits automatisieren? Wie wirkt sich die Automatisierung auf den Forschungsprozess aus? Ein Schwerpunkt liegt auf der Auswertung mittels qualitativer Inhaltsanalyse.

Suggested Citation

  • Hoxtell, Annette, 2020. "Automatisierung qualitativer Marktforschung mit Künstlicher Intelligenz," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 5(01/2020), pages 111-123.
    • Handle: RePEc:zbw:afmpwm:261156
    DOI: 10.15459/95451.44
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    References listed on IDEAS

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