Theses and dissertations

This collection includes both ASU Theses and Dissertations, submitted by graduate students, and the Barrett, Honors College theses submitted by undergraduate students. 

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Artificial Intelligence in Marketing

Description
Artificial intelligence (AI) is a burgeoning technology, industry, and field of study. While interest levels regarding its applications in marketing have not yet translated into widespread adoption, AI holds tremendous potential for vastly altering how marketing is done. As such, AI in marketing is a crucial topic to research. By…

Artificial intelligence (AI) is a burgeoning technology, industry, and field of study. While interest levels regarding its applications in marketing have not yet translated into widespread adoption, AI holds tremendous potential for vastly altering how marketing is done. As such, AI in marketing is a crucial topic to research. By analyzing its current applications, its potential use cases in the near future, how to implement it and its areas for improvement, we can achieve a high-level understanding of AI's long-term implications in marketing. AI offers an improvement to current marketing tactics, as well as entirely new ways of creating and distributing value to customers. For example, programmatic advertising and social media marketing can allow for a more comprehensive view of customer behavior, predictive analytics, and deeper insights through integration with AI. New marketing tools like biometrics, voice, and conversational user interfaces offer novel ways to add value for brands and consumers alike. These innovations all carry similar characteristics of hyper-personalization, efficient spending, scalable experiences, and deep insights. There are important issues that need to be addressed before AI is extensively implemented, including the potential for it to be used maliciously, its effects on job displacement, and the technology itself. The recent progression of AI in marketing is indicative that it will be adopted by a majority of companies soon. The long-term implications of vast implementation are crucial to consider, as an AI-powered industry entails fundamental changes to the skill-sets required to thrive, the way marketers and brands work, and consumer expectations.
ContributorsCannella, James (Author) / Ostrom, Amy (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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Using ML to Predict Online Course Ratings

Description

The pandemic that hit in 2020 has boosted the growth of online learning that involves the booming of Massive Open Online Course (MOOC). To support this situation, it will be helpful to have tools that can help students in choosing between the different courses and can help instructors to understand…

The pandemic that hit in 2020 has boosted the growth of online learning that involves the booming of Massive Open Online Course (MOOC). To support this situation, it will be helpful to have tools that can help students in choosing between the different courses and can help instructors to understand what the students need. One of those tools is an online course ratings predictor. Using the predictor, online course instructors can learn the qualities that majority course takers deem as important, and thus they can adjust their lesson plans to fit those qualities. Meanwhile, students will be able to use it to help them in choosing the course to take by comparing the ratings. This research aims to find the best way to predict the rating of online courses using machine learning (ML). To create the ML model, different combinations of the length of the course, the number of materials it contains, the price of the course, the number of students taking the course, the course’s difficulty level, the usage of jargons or technical terms in the course description, the course’s instructors’ rating, the number of reviews the instructors got, and the number of classes the instructors have created on the same platform are used as the inputs. Meanwhile, the output of the model would be the average rating of a course. Data from 350 courses are used for this model, where 280 of them are used for training, 35 for testing, and the last 35 for validation. After trying out different machine learning models, wide neural networks model constantly gives the best training results while the medium tree model gives the best testing results. However, further research needs to be conducted as none of the results are not accurate, with 0.51 R-squared test result for the tree model.
ContributorsWidodo, Herlina (Author) / VanLehn, Kurt (Thesis director) / Craig, Scotty (Committee member) / Barrett, The Honors College (Contributor) / Department of Management and Entrepreneurship (Contributor) / Computer Science and Engineering Program (Contributor)
Created2021-12

A History of Artificial Intelligence and its Applications in Modern Healthcare

Description

The purpose of this paper is to discuss the history of artificial intelligence (AI) and its future implications in the healthcare industry. Utilizing information from research and medical journals, this paper will examine the foundations of AI and the people and events that influenced its development. Further, the various subsets…

The purpose of this paper is to discuss the history of artificial intelligence (AI) and its future implications in the healthcare industry. Utilizing information from research and medical journals, this paper will examine the foundations of AI and the people and events that influenced its development. Further, the various subsets of AI and its use in contemporary life will be discussed. While the technological evolution of AI will be discussed, this paper is not a technical treatise on the inner workings of AI software and technology, rather, it is a basic history of the development of AI and its respective subsets, and a look at current and potential future applications of AI. This information will be applied to the healthcare industry to discuss the history of AI in this field, detailing how AI was developed to find innovative solutions to complex medical problems. Finally, future prospects of AI in the medical industry will be discussed, explaining potential applications of this technology as well as various challenges and implications.
ContributorsBrackney, Rachel Elizabeth (Author) / Van Orden, Joseph (Thesis director) / Darcy, David (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05