Ever since their introduction into market research in the early 1970s, computers have promised to revolutionise the discipline. Admittedly, information technology has had a profound impact on the way ...

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Bulletin of the American Academy of Arts and Sciences Vol. 42, No. 7, Apr., 1989 Efficiency, Morality, and Managerial Eff... The following chapter is reprinted from a recently released Academy volume ...

This new study finds that LLMs offer significant efficiency and effectiveness gains in the marketing research process for both qualitative and quantitative research. The researchers show that LLMs ...