Integrating GPT In Marketing Research Practices

The development of Machine Learning (ML), Deep Learning (DL), and Natural Language Processing (NLP) has made some breakthroughs, including the launch of ChatGPT by OpenAI. With its capability of understanding and generating natural language conversation, it has marked a significant milestone and received great attention from the public. It opened new applications in various domains, such as Google Bard and Microsoft Bing's latest upgrade using the Large Language Model (LLM) from GPT-4. The deployment of ChatGPT is affecting how we work in multiple sectors, including the marketing industry. ChatGPT is considered a valuable tool for crafting content creation and personalized creativity for approaching any target audience. Yet, ChatGPT's marketing capability is more significant than content creation. Its learning system from vast amounts of big data presents another opportunity in this industry: to use it for marketing research. It is one of the essential steps in developing a strategy for effective marketing. This thesis will further discuss the opportunities and challenges of using ChatGPT-3.5 (OpenAI) in marketing research based on practical use cases, how it could revolutionize traditional methodologies in market and marketing research and possibly offer valuable insights into consumer behavior, preferences, and trends.