Transforming Quantitative Research Projects: Empowering Students with Generative AI
Keywords:
Generative AI, Statistics, Artificial Intelligence, Quantitative Research, UndergraduateAbstract
This case study explores the integration of generative AI into a large-scale undergraduate business research module at the University of the West of England (UWE), Bristol. Delivered to over 300 students annually, the module ‘Introductory Business Research Project’ supports second-year learners conducting both qualitative and quantitative research. The quantitative methods section of the module delivery includes a targeted lecture with guided prompt engineering, and dedicated quantitative methods tutorials facilitated by a team of statistics experts. These sessions focus on survey design, data preparation, and analysis interpretation; encouraging students to critically engage with AI-generated outputs. Our experience was that students found generative AI particularly helpful for structuring work, selecting statistical tests, and sourcing references. The approach has led to deeper engagement, reduced reliance on repeating basic support, and improved confidence among students with varying levels of statistical background. However, challenges include inconsistent staff adoption, and limited student transparency in reporting AI use.
References
Alper, J. (2026). Embracing AI and formalization: Experimenting with tomorrow’s mathematical tools. Bulletin of the American Mathematical Society. https://doi.org/10.1090/bull/1879
Alexander, C., & Davies V. (2025). Incorporating technology into the curriculum and educating the educators. Presented at TALMO 09/04/2025. https://talmo.uk/2025/AIinStats.html
Derrick, B., & Weir, I. (2025). Enhancing statistics support with artificial intelligence. MSOR Connections, 23(2). https://doi.org/10.21100/msor.v23i2.1549
Goodale, T. (2024). Using Generative AI to help with statistical test selection and analysis. MSOR Connections, 22(3). https://doi.org/10.21100/msor.v22i3.1485
Grove, M. (2025). Designing the Student Learning Journey: A Practical Approach to Integrating Generative AI within Higher Education. MSOR Connections, 24(1). https://journals.gre.ac.uk/index.php/msor/article/view/1632
Klowden, T. and Tao, T., 2026. Mathematical methods and human thought in the age of AI. arXiv preprint arXiv:2603.26524.
Lee, H.P., Sarkar, A., Tankelevitch, L., Drosos, I., Rintel, S., Banks, R. & Wilson, N., 2025. The impact of generative AI on critical thinking: Self-reported reductions in cognitive effort and confidence effects from a survey of knowledge workers. Proceedings of the 2025 CHI conference on human factors in computing systems (pp. 1-22). https://doi.org/10.1145/3706598.3713778
Owen, A., 2023. Statistics Support Using ChatGPT: the good, the bad and the.... Presented at CETL-MOSR Conference, Cardiff University, 07/09/2023.
Owen, A., Derrick, B., Shaker, A., Marshall, E., Calvert, C., Sanchez Andalco, L., Hoh, T. Y., Larkins, J., Binkowski, K., & Dunn, P. K., 2025. Experiences of students using Generative AI to help their learning of statistics in HE in the UK and Australia. Presented at RoSE E-Conference 31/07/2025.
Owen, A., Sanchez Andalco, L., 2025. Developing a generative AI agent for on-demand statistics support: a Coventry University case study. Presented at CETL- MSOR, University of Liverpool, 04/09/2025.
Samala, A. D., Rawas, S., Wang, T., Reed, J. M., Kim, J., Howard, N. J., & Ertz, M., 2025. Unveiling the landscape of generative artificial intelligence in education: a comprehensive taxonomy of applications, challenges, and future prospects. Education and Information Technologies, 30(3), 3239-3278. https://doi.org/10.1007/s10639-024-12936-0
Shaker, A., Dunn, P. K., Binkowski, K. P., Larkins, J. A., Hoh, T. Y., Sanchez Andalco, L., Calvert, C., Owen, A., Marshall, E. and Derrick, B., 2026. Investigating links between student awareness and use of generative AI tools, and student anxiety and confidence when studying statistics. IASE Conference Proceedings Series: IASE 2025 Satellite Conference - Statistics and Data Science Education in STEAM - Topic 5: Innovating and Expanding the Boundaries in Statistical and Data Science Education https://doi.org/10.52041/iase25.128
Shaker, A., Owen, A., Sanchez, L. A., Calvert, C., Brignell, C., Binkowski, K., Dunn, P. K., Hoh, Y., Marshall, E., Larkins, J.-A., & Derrick, B. (in press). Generative AI in statistics education: Student perceptions, awareness and use in higher education in Australia and the UK. Proceedings from 12th International Conference on Teaching Statistics, Brisbane, Australia.
