Jaunpur: Artificial intelligence, ChatGPT, and the challenges of conducting qualitative research in rural India were the focus of a session at a two-week workshop on Research Methods Used in Media Communication Research held at Veer Bahadur Singh Purvanchal University.
Sponsored by the Indian Council of Social Science Research (ICSSR), New Delhi, the workshop took place at the conference hall of the university’s Faculty Building. Delivering the keynote address, Dr. Tanu Dang from the Department of Journalism and Mass Communication at Indraprastha University, Delhi, highlighted both the potential and limitations of AI in academic research.
Dr. Dang observed that AI tools are not expanding knowledge but often compiling existing information without proper context or references. She cautioned that the growing use of ChatGPT among students for research carries risks, including plagiarism and copyright concerns, as AI-generated responses are frequently generic and lack citations.
She also emphasised the value of focus group discussions in qualitative research, noting that while researchers begin with structured questions, discussions often evolve in unexpected yet meaningful directions. Speaking on behaviour change communication and qualitative research, she pointed out that conducting high-quality research in rural areas presents significant challenges due to field conditions and accessibility.
Discussing trend analysis, Dr. Dang said it serves as a valuable tool for forecasting future developments, identifying historical patterns in costs and revenues, and supporting informed decision-making. In the investment sector, she added, trend analysis can also help assess potential market performance by examining stock behaviour over time.
The session was attended by Prof. Ajay Pratap Singh, Dr. Manoj Pandey, Dr. Jahnavi Srivastava, Dr. Sunil Kumar, Dr. Digvijay Singh Rathore, Babban Kumar, Anupam, Shruti Srivastava, Deepak Kumar Yadav, Ejaz Ahmad, Dr. Daya Sindhu, Dr. Vivek Mishra, Dr. Kapildev, Dr. Virendra Kumar Sahu, Dr. Deepak Kumar Das, Pratima Maurya, and other faculty members and researchers.
