In this article, I discuss key considerations for using generative AI to analyse qualitative data in an ethical manner and I present an example. In Part 1 of this series, I outlined the ethical research criteria established by the Federal Ministry of Education, Science, and Research in Austria. For the context of data analysis, the following...
Read MoreWhen discussing the application of AI in qualitative research, the conversation invariably gravitates towards two pivotal concerns: bias and ethics. For some researchers, these concerns are deal-breakers, effectively ruling out the use of AI. For others, they introduce a level of discomfort and uncertainty, leading to reluctance in adopting AI...
Read MoreA few days ago, I encountered yet another bold claim that qualitative data analysis can now be done instantly. The tool being touted not only collected the data but also, without delay, provided researchers with immediate access to the insights generated from that data, all through a fully automated
Read More...when analysing qualitative data You may have come across chatbots like ChatGPT or Bard, which are known to sometimes generate imaginative responses, a phenomenon often referred to as "hallucination." This, for instance, occurs if the chatbot faces a prompt that is not well-represented in its training data. Despite being powered by complex...
Read MoreYou may have come across the quote: "If I had asked people what they wanted, they would have said a faster horse." Although often attributed to Henry Ford, there is no evidence that he actually said it. The essence of the quote is that true innovation goes beyond customer input. While customer input is generally important for product development,...
Read MoreRecently, I came across three pieces of information– one came in the form of a brochure where a company was advertising the fantastic new ways AI will transform marketing research. The second was a presentation of a new tool incorporating AI. The third was an interview in the Wall Street Journal with Prof. Gerd Gigerenzer, director of the...
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