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As the complexity of problems and the speed of changes
increase for companies, the accuracy of research relies on the measurement
of behavior close to the real world of the respondents. Recent reviews
within different research fields of the social sciences have pointed at
the need for more interactive methods of collecting data. To collect
real-time data as opposed to retrospective data, new methodological traits
are needed.
The paper proposes that a behavioral simulation supported
by Web technology is a valid new research strategy to handle the
collection of real-time data. A simulation as tool for the data collection
requires substantial preparation of the researcher, in this case six
months. The rewards are worth it since the simulation gives high response
rates, long-term collaboration with companies, high learning and
applicability in all scientific fields. Of course behavioral simulations
are to be used with extreme care to both design and sampling in order to
ensure validity as well as generalizability.
Adapting the knowledge on agent-based modeling, a
behavioral simulation synergizes the benefits of self-administered
questionnaires and the experimental design, and furthermore, introduces
role-playing and scenario strategies as very effective methods to ensure
high interaction with the respondents. The Web technology is the key to
make a simulation for data collection objectives ‘light’. Additionally,
Web technology can be a solution to some of the challenges facing the
traditional research methodologies such as time, ease, flexibility and
cost, but perhaps more interesting, a possible solution to ‘survey
fatigues’ and the lack of interaction.
The concerns of the paper are the contributions of a
simulation, the opportunities and challenges with Web technology, ensuring
the validity and reliability of the data collected, and finally, a
designed behavioral simulation is presented as an example, before
implications and future trends are given.
Keywords:
Real-time data collection, simulation, Web technology
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