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- October 1987 (Revised November 1994)
- Case
Boston Fights Drugs (A): Designing Communications Research
Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their...
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Keywords:
Budgets and Budgeting;
Misleading and Fraudulent Advertising;
Communication Intention and Meaning;
Brands and Branding;
Performance Evaluation;
Research and Development;
Segmentation;
Pharmaceutical Industry;
Boston
Rangan, V. Kasturi. "Boston Fights Drugs (A): Designing Communications Research." Harvard Business School Case 588-031, October 1987. (Revised November 1994.)
- December 1981 (Revised September 1986)
- Background Note
Research Methods in Marketing: Survey Research
By: Robert J. Dolan
Presents basic issues in survey research, covering both measurement and sampling error. The intention is to consider each element of the survey process: problem statement, questionnaire design, sampling, and data analysis.
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Dolan, Robert J. "Research Methods in Marketing: Survey Research." Harvard Business School Background Note 582-055, December 1981. (Revised September 1986.)
- Forthcoming
- Article
How Artificial Intelligence Constrains Human Experience
By: A. Valenzuela, S. Puntoni, D. Hoffman, N. Castelo, J. De Freitas, B. Dietvorst, C. Hildebrand, Y.E. Huh, R. Meyer, M. Sweeney, S. Talaifar, G. Tomaino and K. Wertenbroch
Many consumption decisions and experiences are digitally mediated. As a consequence, consumer behavior is increasingly the joint product of human psychology and ubiquitous algorithms (Braun et al. 2024; cf. Melumad et al. 2020). The coming of age of Large Language...
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Keywords:
Large Language Model
Valenzuela, A., S. Puntoni, D. Hoffman, N. Castelo, J. De Freitas, B. Dietvorst, C. Hildebrand, Y.E. Huh, R. Meyer, M. Sweeney, S. Talaifar, G. Tomaino, and K. Wertenbroch. "How Artificial Intelligence Constrains Human Experience." Special Issue on Automation. Journal of the Association for Consumer Research (forthcoming).
- Research Summary
Understanding the Limitations of Model Explanations
The goal of this research is to understand how adversaries can exploit various algorithms used for explaining complex machine learning models with an intention to mislead end users. For instance, can adversaries trick these algorithms into masking their racial and...
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