Wykorzystanie symulacyjnych gier decyzyjnych w badaniach eksperymentalnych w marketingu
The use of simulation business games in experimental research in marketing

Summary/Abstract: 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.

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