LEVERAGING ARTIFICIAL INTELLIGENCE FOR INNOVATIVE RESEARCH IN BUSINESS AND ENTREPRENEURSHIP EDUCATION IN SOUTH-EAST UNIVERSITIES

Abstract

The study investigated the role of Artificial Intelligence (AI) in enhancing research methodologies in Business and Entrepreneurship Education across public universities in South-East Nigeria, with particular attention to its roles, applications, challenges, and strategies for effective integration. Four research questions guided the study. A qualitative research design was adopted. The population comprised 505 Business Education lecturers and PhD students in eight public universities in South-East Nigeria, from which 120 participants, comprising 40 lecturers and 80 PhD students, were purposively selected. Data were collected using a semi-structured interview guide containing open-ended questions. The interview responses were analyzed using descriptive content analysis, whereby similar responses were categorized and the frequency of mentions was determined. The results were presented using grouped bar charts and supported with narrative interpretation. Findings indicated that participants recognized AI as useful in several aspects of research methodology, particularly literature review support, methodological accuracy enhancement, simulation-based analysis and predictive modelling and forecasting. Challenges identified included inadequate infrastructure, the high cost of AI tools, limited technical expertise and ethical concerns. Participants recommended training workshops, improved ICT infrastructure, institutional policy frameworks, and collaboration with EdTech firms as strategies for effective AI integration. The study recommended that universities strengthen institutional capacity and professional development while incorporating AI literacy into relevant curricula to promote effective and ethical use of AI in research.