Questionnaire Design Using Generative AI: A Case Study from Marketing

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dc.contributor.authorEger, Ludvík
dc.date.accessioned2025-01-29T12:40:13Z
dc.date.available2025-01-29T12:40:13Z
dc.date.issued2024
dc.description.abstract-translatedThere is an ongoing exploration of Generative AI in redesigning the teaching and learning process and investigating the validity of these practices. The case study addresses this call by presenting an experience from the teaching and learning process at the Faculty of Economics. Marketing is an area where the application of AI tools is already commonly used in corporate practice. The exercise was designed to apply knowledge from marketing on the one hand, and prompt engineering on the other. The activity took place in early 2024 and proved to be a rather challenging task not easy to accomplish, especially due to the low experience of the students in prompt engineering for Generative AI. The findings of this study suggest that today's teaching and learning process at universities should be transformed to train students to be future-ready for employment in a society powered by Generative AI. The student experience of Generative AI is changing, and the use of practical activities that can be applied in future practice seems to be a valuable innovation in education.en
dc.description.sponsorshipThis study was conducted as a part of the International Visegrad Fund no 22410207: Innovation of the education process towards implementing AI tools.en
dc.format8 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.24132/jbt.2024.14.2.69_76
dc.identifier.issn2788-0079
dc.identifier.urihttp://hdl.handle.net/11025/58140
dc.language.isoenen
dc.publisherZápadočeská univerzita v Plznics
dc.rights© Západočeská univerzita v Plznics
dc.rights.accessopenAccessen
dc.subjectgenerativní AIcs
dc.subjectvysokoškolské vzdělánícs
dc.subjectinovace vzdělávánícs
dc.subjectrychlé inženýrstvícs
dc.subject.translatedgenerative AIen
dc.subject.translatedhigher educationen
dc.subject.translatedinnovation of educationen
dc.subject.translatedprompt engineeringen
dc.titleQuestionnaire Design Using Generative AI: A Case Study from Marketingen
dc.typečlánekcs
dc.typearticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen
local.files.count1*
local.files.size223713*
local.has.filesyes*

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