20.500.12556/RUL-170384 Primerjava klasičnih in UI-podprtih intervjujev v marketinških raziskavah magistrsko delo Comparison of traditional and AI-assisted interviews in marketing research Umetna inteligenca (UI) postaja čedalje bolj prisotna na vseh področjih našega življenja in se postopoma uvaja tudi v vse sfere delovnih procesov, vključno s kvalitativnimi marketinškimi raziskavami. Kvalitativne raziskave se poleg vseh svojih prednosti srečujejo z določenimi pomanjkljivostmi, ki bi jih UI lahko pomagal premostiti. Znano je, da se izvajajo na majhnih vzorcih in njihove ugotovitve ne veljajo za statistično reprezentativne. Raziskovalec je ključen del procesa tovrstnih raziskav, vendar mora biti visoko kvalificiran in hkrati nepristranski. Obenem pa celoten proces kvalitativnih raziskav zajema kompleksne in dolgotrajne faze, ki so časovno zamudne in posledično tudi drage. V magistrskem delu sem se osredotočila na primerjavo med klasičnimi poglobljenimi intervjuji in poglobljenimi intervjuji, izvedenimi z UI. Želela sem preučiti ali UI lahko zbira enako kakovostne podatke, ali se je med intervjujev zmožen enako prilagajati pogovoru kot človek, ter ali UI prispeva k večji časovni in stroškovni učinkovitosti. Rezultati so pokazali, da je kakovost pridobljenih podatkov večja pri klasični izvedbi poglobljenih intervjujev, predvsem zaradi človeškega moderatorja, ki se je zmožen bolje prilagoditi toku pogovora in bolj dosledno postavljati dodatna vprašanja za pojasnjevanje, kjer je to potrebno. Na drugi strani pa se je pri UI-podprtih intervjujih znatno skrajšal raziskovalni proces, kar je pripomoglo tudi k znižanju stroškov. Izkazalo se je, da ima UI velik potencial v kvalitativnih marketinških raziskavah, zlasti pri možnosti razširitve metode na večje vzorce, vendar raziskovalec ostaja ključni element poglobljenih intervjujev, ki ga UI ni zmožen nadomestiti. Artificial intelligence (AI) is becoming increasingly present in all areas of our lives and is gradually being introduced into all spheres of work processes, including qualitative marketing research. For all its advantages, qualitative research has certain shortcomings that AI could help overcome. It is known to be carried out on small samples and its results are not considered statistically representative. The researcher is a key part of the qualitative research process but must be highly qualified and unbiased. At the same time, the whole process of qualitative research involves complex and lengthy stages that are time consuming and therefore expensive. In my master’s thesis, I focused on the comparison between traditional in-depth interviews and in-depth interviews conducted with AI. I wanted to examine if AI could collect the same quality of data, if it could adapt to the conversation during the interview in the same way as a human, and if AI could contribute to greater time and cost efficiency. The results showed that the quality of the data obtained was higher in the classic implementation of in-depth interviews, mainly due to the human moderator, who was better able to adapt to the flow of the conversation and more consistent in asking follow-up questions for clarification when needed. However, the AI-assisted interviews significantly shortened the research process, which also helped to reduce costs. AI was found to have great potential in qualitative marketing research, particularly in terms of extending the method to larger samples, but the researcher remains a key element of in-depth interviews that AI cannot replace. kvalitativne raziskave poglobljeni intervju umetna inteligenca qualitative research in-depth interview artificial intelligence true true false L. Bobič Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-07-04 10:47:35 2025-07-04 10:47:42 2025-07-30 09:37:02 0000-00-00 00:00:00 2025 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (199 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 303.425(043.2) 175565 244253443 18860.pdf 18860.pdf 1 4F2BBEE51267D77109A6DF44731ECCF8 2206cba335eac22ed05ae03f06dd06791de756e7a665e5252f664c586b9bbb50 a4ce04f6-58b1-11f0-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=212382 Fakulteta za družbene vede 0 0 0