Frontiers: Determining the Validity of Large Language Models for Automated Perceptual Analysis

Peiyao Li; Noah Castelo; Zsolt Katona; Miklos Sarvary

doi:10.1287/mksc.2023.0454

Frontiers: Determining the Validity of Large Language Models for Automated Perceptual Analysis

Peiyao Li¹; Noah Castelo²; Zsolt Katona¹; Miklos Sarvary³

¹ Haas School of Business, University of California, Berkeley, California 94720 · ² Alberta School of Business, University of Alberta, Edmonton, Alberta T6G 2R6, Canada · ³ Columbia Business School, Columbia University, New York, New York 10027

Marketing Science 2024

The paper explores the potential of Large Language Models to substitute for or to augment human participants in market research.

DOI: 10.1287/mksc.2023.0454
Volume: 43 (2)
Pages: 254-266
Language: en
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