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Measuring the Impact of a Marketing Simulation Game

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.