Wykorzystanie symulacyjnych gier decyzyjnych w badaniach eksperymentalnych w marketingu

• Autorzy: Marcin Awdziej , Jolanta Tkaczyk

Warianty tytułu

The Use of Simulation Business Games in Experimental Research in Marketing

• Języki publikacji: PL

Abstrakty

Celem prezentowanego opracowania jest krytyczna analiza możliwości wykorzystania symulacyjnych gier decyzyjnych w badaniach eksperymentalnych w marketingu. W artykule omówiono istotę, wady i zalety wykorzystywania gier w badaniach oraz wskazano możliwe obszary marketingu, w których gry mogą być wykorzystane. W opracowaniu posłużono się przykładem gry Markstrat, która jest najczęściej wykorzystywana w badaniach eksperymentalnych w zarządzaniu i marketingu, a której syntetyczną charakterystykę przedstawiono. Zdaniem autorów, gry symulacyjne, mimo ograniczeń wynikających między innymi z realizmu i rzetelności, mają znaczący potencjał, zwłaszcza w badaniach złożonych procesów decyzyjnych. Konieczne jest jednak uzupełnianie wyników uzyskanych za ich pomocą bardziej konwencjonalnymi metodami badań, takimi jak ankiety czy wywiady(abstrakt oryginalny)

EN

The aim of this paper is a critical analysis of possibilities and limitations of simulation business games as a research method in experimental research in marketing. The concept, limitations and potential of simulation business games are identified in this article. A proprietary business game of Markstrat is used as illustration, as it is the most popular simulation business game used in experimental research in management. Simulation business games, despite their limitations resulting from limited mundane realism and validity are useful research tools for investigating complex decision processes. However, it is important to supplement their results with additional field research methods, such as surveys and interviews(original abstract)

Słowa kluczowe

PL

Symulacyjne gry decyzyjne; Marketing; Badania ankietowe; Badania marketingowe

EN

Simulation decision-making games; Marketing; Questionnaire survey; Marketing research

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2016
• Numer: nr 459 Badania marketingowe - zmiany w metodologii i technikach badawczych
• Strony: 90--102

Twórcy

autor

Marcin Awdziej

• Akademia Leona Koźmińskiego w Warszawie

autor

Jolanta Tkaczyk

• Akademia Leona Koźmińskiego w Warszawie

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Identyfikatory

DOI

10.15611/pn.2016.459.08