Measuring the Impact of a Marketing Simulation Game

William J. Wellington, David B. Hutchinson and Anthony J. Faria

Simulation & Gaming, 2017, vol. 48, issue 1, 56-80

Abstract: Background . The evidence from past research suggests that business simulation games (BSGs) do offer a meaningful educational experience. One characteristic lacking across past research studies is the trait of indecisiveness . Aim . This study sought to explore whether business students would self-report a change in their perceptions of their indecisiveness after participating in a business simulation games (BSG). In addition, whether higher performance simulation decision makers would self-report being less indecisive (i.e. able to make decisions in a timely manner) than lower performance simulation decision makers . Method . Using a pre-test and post-test design with a comparison to an untreated control group, the change in 386 business students’ perceptions of their indecisiveness was assessed using a self-reporting questionnaire. Results . The findings showed a statistically significant reduction in the level of perceived indecisiveness as a result of the simulation experience. The higher performance students reported being less indecisive than lower performance students while both higher performance and lower performance students reported a reduction in perceived indecisiveness . The level of self-reported perceived indecisiveness amongst a control group of 137 business students indicated no significant change. Conclusion . If the combination of practice and positive reinforcement increases the comfort level (reduce feelings of risk and threat) of decision makers then perceived indecisiveness should decrease as a result of simulation participation, which may generalize across situations demanding decisions.

Keywords: business simulation game; decision makers; indecisiveness; performance; simulation (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:sae:simgam:v:48:y:2017:i:1:p:56-80

DOI: 10.1177/1046878116675103

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