the role of artificial intelligence in sixth phase of marketing research

The current research examines the role of artificial intelligence in the sixth stage of marketing research (decision-making) with the help of the exploratory method in the qualitative approach and the six-stage theme analysis method of brown and clark. the data collection method is the semi-structured interview and the samples were selected by judgmental sampling method and then analyzed with maxqda software. during coding, some codes were extracted from the software, which are the main components affecting the role of artificial intelligence in the sixth stage of marketing research the details of each discussion have been made. the findings of the research emphasize the understanding of organizations on the use of artificial intelligence and other tools related to it, that if artificial intelligence is used in the sixth stage of marketing research, all activities will be of higher quality, faster, lower cost, and benefit. it goes wider.