Document Type
Conference Proceeding
Publication Date
Spring 2025
Abstract
This study presents a transformative approach to preparing undergraduate Marketing Research students for the data-driven workforce by creating the Research Incubator Framework (RIF). Drawing on an entrepreneurial philosophy, this adaptable model integrates open-source statistical tools such as Python and Google Colab, collaborative pedagogies, and strategic partnerships with local businesses to create a dynamic and iterative learning environment. Through hands-on projects with real-world datasets, students developed technical proficiency, critical thinking, and actionable problem-solving skills. The incubator emphasized iterative learning, cross-disciplinary collaboration, and alignment with industry standards, offering a scalable and cost-effective solution for modern marketing education. This study contributes empirical evidence supporting the effectiveness of the RIF in enhancing student outcomes, bridging academic instruction with industry demands, and equipping graduates with market-ready analytical competencies.
Recommended Citation
Grayson, K. C., and Olsen, D. (2025). Transforming undergraduate marketing research: Building an industry-driven research incubator. 2025 Association of Marketing Theory and Practice Proceedings, 23. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2025/23
