Seeing is Believing: The Effect of Data Visualization Tools on Student Confidence and Achievement in Marketing Courses

In marketing education, the integration of advanced data visualization tools has become increasingly significant in enhancing student learning outcomes. Guided by Self-Efficacy Theory, this study investigates the impact of utilizing Microsoft (MS) Power BI as a visualization tool in an educational setting, specifically comparing two sections of an introductory marketing course engaged in a field experiment. One section was instructed to use MS Power BI to present a visualization of their potential market share and revenue projections, while the control group relied solely on traditional MS Excel tables to present the market share and revenue projections. The findings reveal that the students who employed Power BI reported higher levels of self-perceived skills and confidence in their analytical abilities, which subsequently improved their overall learning experience.