Evidence for Decisions in Human and AI-Mediated Markets
This course examines how marketing research produces evidence for managerial decisions. Students formulate research problems, design qualitative, survey, and experimental studies, and analyze data with statistical, multivariate, and predictive methods. Artificial intelligence enters the course in two roles. As an instrument of research, AI drafts, codes, simulates, and analyzes, and students learn where it fails and how to verify its output. As an object of research, AI models and the AI agents that search, evaluate, and purchase on consumers' behalf are studied with the same standards of measurement, sampling, and experimental design that apply to human respondents.
Davood Wadi, PhD