A few weeks ago, I was asked to review a paper that had used ChatGPT to code product reviews. The authors had entered the reviews onto ChatGPT and instructed it to summarise the key reasons for complaints about the product. To assess the quality of ChatGPT's classification, the authors extracted a number of the complaints, … Continue reading Quality and ethical concerns over the use of ChatGPT to analyse interview data in research
Tag: Qualitative Research
Qualitative data analysis in marketing
Earlier this week, I participated in a workshop on qualitative data analysis, organised by the Marketing and Corporate Brand Research Group, of Brunel Business School. I started by covering the focus, purpose and scope of qualitative analysis. This was followed by a deep diving into coding, by my colleague Dr Bidit Dey. And, last but … Continue reading Qualitative data analysis in marketing
June round-up
June was a very weird month. Following some health problems, I had to take time off at the start of the month. Really off –the ‘not-even-reading-a-book-kind-of- being-off' off. That means that I failed to achieve most of the things on my To Do list. Still, there were some highlights during the month. Researching … Continue reading June round-up
Ana Canhoto 