Research data availability and accessibility is the main element of open science agenda that aims to enhance the cost-effectiveness of socio-economic resources and the reusability of data beyond the initial research project or time constraints of the original data collectors and tries to promote higher reproducibility and transparency in science. The poster presents a model of how a transparent research culture in marketing science could be developed, starting from the initial research ideas that are developed within the planning cycle, going through the research project cycle to the final publication, preservation and dissemination cycle.