Module 10: AI and Market Research
Learning Objectives
In module 10, students will learn how to:
- Define Artificial Intelligence (AI) and understand its broad applications in market research
- Identify the ethical considerations associated with the use of AI in market research.
- Distinguish concerns related to gender, diversity, and accessibility in AI applications.
- Apply the ROBOT test to assess the reliability, objectivity, bias, ownership, and type of AI tools.
- Reflect on the importance of ongoing learning in AI literacy for market research professionals.
- Define key terms related to artificial intelligence in the context of market research.
At the end of this chapter, students are encouraged to try this AI and ethics quiz.
References
Teo, W., Teoh, Z., Arabi, A., Aboushadi, M., Lai, K., Ng, Z., Pant, A., Hoda, R., Tantithamthavorn, C., & Turhan, B. (2023, February 19). What Would You do? An Ethical AI Quiz. CC BY 4.0
