... or accessed as a service, such as IBM’s Watson suite. It is also fascinating to observe the wide range of settings in which the research studies reported in these papers have been conducted. Our authors look at domains ranging from record album reviews in Rolling Stone magazine and movie synopses...

...Linda W. Lee; Amir Dabirian; Ian P. McCarthy; Jan Kietzmann Purpose The purpose of this paper is to introduce, apply and compare how artificial intelligence (AI), and specifically the IBM Watson system, can be used for content analysis in marketing research relative to manual and computer-aided...