The implication of Chabot as a marketing tool

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 INTRODUCTION

Any business organization aims to attract as many customers as it can to buy its

products. For a customer to purchase a product/brand, they must be aware of the existence of

such products and the benefits that the product will offer them. Marketing is the primary strategy

business entities use to create awareness about their brands (Schlegelmilch, 2016). Some of the

most common marketing strategies implemented by several successful businesses include social

media advertisement, mainstream media adverts, use of billboards, roadshows/door-to-door

marketing through marketing teams, and email adverts, to mention a few. However, the 21st

century has been characterized by massive technological advancement (Bariş, 2020). Through

artificial intelligence technology, innovations such as Chabot have transformed the interactions

between human beings and computers. Many business entities are using the Chabot technology

to improve customer engagement and enhance the customer experience; it also enhances

operational efficiency by reducing the cost of hiring customer care agents (Dahiya, 2017).

Despite the importance of Chabot in customer interaction and business processes, little

information examining its implications on marketing exist. This paper is therefore aimed at

investigating the impact of Chabot technology in marketing.

 Aim

The implication of Chabot technology in marketing

Objectives

1. To determine the role of Chabot in marketing

2. To determine how Chabot have transformed marketing in the 21 century

3. To determine how sustainable Chabot is in marketing compared to employees

4. To investigate the extent to which Chabot have affected revenues of some of the

organizations using the technology as a marketing tool.

 METHODOLOGY

Overview

The chapter explores the proposed techniques and methods that will be used to conduct

the research/study. The chapter analyses the research strategy that will be used in the study,

sampling techniques used to sample the study participants, the methods used to carry out the

research, and the proposed data analysis methods.

4.2 Research strategy

The objective of the study is to explore the implications of Chabot technology on

marketing. To achieve this, the study will explore individual opinions and experiences with the

technology. The data that will be gathered in the study will be none numerical, given that the

study will collect individual opinions and experiences (Cleary et al., 2014). A qualitative

research strategy will be ideal in this context as it allows the researcher to collect and analyze

numerical data. Semi-structured interviews will be used to collect the study data, given that it

allows the study participants to give their opinion regarding a given phenomenon or topic freely.

Sampling techniques

The study will focus on Fortune 500 firms that employ Chabot in marketing. A list of all

the fortune 500 firms will be made, and simple random sampling used to sample those

companies that will be involved in the study. Once sampled, a list of managers of the marketing

departments in the sampled companies will be made, and simple random sampling used to
sample the study participants. The following formula will be used to sample the study

participants (Meng, 2013)

N= Z2P(1-P)

C2

Where: N= is the sample size Z= 1.96 at 95% interval (Standard error)

P= is the estimated target population

C= is the Confidence interval expressed in decimal (0.05).

Simple random sampling was the ideal technique as it gives every study participant

within the target population an equal chance of being picked to take part in the study (Acharya et

al., 2013).

Research process

The study will use Semi-structured interviews to gathered information from the study

participants. The researcher will develop a set of questions to ask the study participants, after

which they will reach out through emails or phone calls to set up the date of the interview

(Adams, 2015). During the interview, the researcher will read the informed consent document to

the interviewees and allow them to consent to the study either verbally or in a written statement.

One consented the researcher will begin the interview by asking the questions in Appendix 1.
 Data Analysis

Thematic analysis will be used to analyze the none numerical data collected during the

research process. Thematic analysis is ideal in this context because it allows the researcher to

summarize huge text/none numerical data into easy to analyze themes. During thematic analysis,

the data will be reviewed and unique codes allocated; each code will be used to the themes

present in the data; these themes will then be organized and used to answer the study questions

(Braun & Clarke, 2012).

 References
Adams, W. C. (2015). Conducting semi-structured interviews. Handbook of practical program

evaluation, 4, 492-505. https://books.google.co.ke/books?

hl=en&lr=&id=zntNhoO6gCUC&oi=fnd&pg=PA365&dq=semi+structured+interviews&

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emi%20structured%20interviews&f=false

Bariş, A. (2020). A New Business Marketing Tool: Chatbot. GSI Journals Serie B:

Advancements in Business and Economics, 3(1), 31-46.

https://doi.org/10.5281/zenodo.4030216

Braun, V., & Clarke, V. (2012). Thematic analysis. https://psycnet.apa.org/record/2011-23864-

004

Cleary, M., Horsfall, J., & Hayter, M. (2014). Qualitative research: quality results?. Journal of

advanced nursing, 711-713.

https://researchdirect.westernsydney.edu.au/islandora/object/uws:21090/

Dahiya, M. (2017). A tool of conversation: Chatbot. International Journal of Computer Sciences

and Engineering, 5(5), 158-161. Dahiya, M. (2017). A tool of conversation:

Chatbot. International Journal of Computer Sciences and Engineering, 5(5), 158-161.

Meng, X. (2013, May). Scalable simple random sampling and stratified sampling.

In International Conference on Machine Learning (pp. 531-539). PMLR.

http://proceedings.mlr.press/v28/meng13a.html

Schlegelmilch, B. B. (2016). Global marketing strategy. Cham: Springer Nature.

https://link.springer.com/book/10.1007%2F978-3-319-26279-6