Prethodno priopćenje
https://doi.org/10.59323/k.16.1.7
Transformation of Research Methodology in Social Sciences Due to the Application of Artificial Intelligence
Slobodan Hadžić
; Sveučilište Sjever, Koprivnica
Tanja Grmuša
orcid.org/0000-0002-2675-0171
; Poslovno veleučilište Zagreb, Zagreb, Hrvatska
Ivan Balabanić
orcid.org/0000-0003-4785-4436
; Institut za istraživanje migracija, Zagreb, Hrvatska
*
* Dopisni autor.
Sažetak
Artificial intelligence is rapidly changing all segments of social life and the everyday life of individuals, including the field of social research. Market research and polling companies, market research and data processing departments in large companies, as well as scientists in research and higher education institutions are rapidly adapting to an environment where artificial intelligence
is increasingly used. The key research question of our work relates to the ways in which artificial intelligence has changed and is changing research methodology in the field of social sciences. In order to answer the question, we conducted two focus groups with individuals from the field of market research, social science researchers employed at faculties and institutes, and researchers
dealing with the analysis of large amounts of data. The research results indicate that artificial intelligence has partly changed business practices in market research agencies and, to a lesser extent, the field of research in the academic sector. All participants agreed that artificial intelligence will largely define the field of research methodology in the social sciences in the coming years, and
they actively monitor and test the possibilities of artificial intelligence in their fields of work.
Ključne riječi
artificial intelligence; transformation of research methodology; focus groups; market research agencies; academic community
Hrčak ID:
330133
URI
Datum izdavanja:
14.4.2025.
Posjeta: 1.324 *