GSERM Barcelona - Global School of Empirical Research Methods

Conducting Research with GenAI: From Ideation to Publication

Travis Oh
Yeshiva University, New York City

This course trains doctoral students to conduct rigorous, creative, and publishable research in a world where generative AI is an integral part of scientific discovery. Rather than treating GenAI as a writing assistant, students learn to use it as a theoretical and methodological partner across the full research pipeline. The course shows how GenAI fundamentally reshapes theory building, hypothesis generation, literature discovery, measurement design, and data exploration—enabling faster, broader, and more imaginative scientific search while also introducing new risks of conformity, reproducibility, and hallucination. Students are trained in the “New Tools, New Rules” framework (Blanchard et al. 2025), which specifies what parts of the research process should be automated, what must remain human-driven, and how scholars can preserve originality, insight, and contribution when working with AI.

Through intensive hands-on research project, students will work in groups to learn how to develop a scalable, journal-ready research program. Students will use GenAI to map literatures, generate and refine theory, design pilot studies, collect and analyze real data, and craft a full research narrative with a forward-looking publication strategy. The emphasis throughout is on producing research that meets the standards of top-tier journals in marketing, psychology, and the behavioral sciences: work that is theoretically grounded, empirically disciplined, and intellectually distinctive—even in an era where AI makes generating ideas and text trivially easy.

Prerequisites 
Doctoral-level training in at least one of:
•    Marketing
•    Psychology
•    Behavioral science
•    Economics
•    Information systems

Prior exposure to:
•    Experimental design
•    Regression analysis / basic statistics
•    Reading and interpreting peer-reviewed journal articles

Experimental Methodology to Study Human-Technology Interactions

Ana Valenzuela
ESADE 

In this seminar, students learn how to design and execute research that produces experimental data for analysis. The seminar introduces the students to methodological choices when designing experiments, field studies, and surveys, along with their possibilities and limitations. The selection of methods is presented in the larger context of the overall research process, which includes conception, design, and execution. In this context, students learn how to progress from theoretical research questions to scientifically rigorous research designs and how to interpret the results of their studies. Thematically speaking, this seminar will examine a wide range of topics connected with the CB literature dealing with Digital and Technology-Consumer Interactions. 

Prerequisites (knowledge of topic)
Some knowledge of Experimental Design and Statistic Analysis (ANOVA, Planned contrasts, Regression, Mediation analysis)

Fees

Masters/PhD Students: 1100 CHF
Post-Docs / Professionals / Institutional Partners: 2000 CHF

100 CHF Early-Bird Discount until 31 March

Apply now via the GSERM website

Application Deadline: 31.05.2026

Early Bird: 31.03.2026