1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Economics and Business Economics, Aarhus BSS, Aarhus University4 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
With the increased focus in management science on how to collect data close to the real-world of managers, then agent-based simulations have interesting prospects that are usable for the design of business applications aimed at the collection of data. As a new generation of data collection methodologies this chapter discusses and presents a behavioral simulation founded in the agent-based simulation life cycle and supported by Web technology. With agent-based modeling the complexity of the method is increased without limiting the research due to the technological support, because this makes it possible to exploit the advantages of a questionnaire, an experimental design, a role-play and a scenario as such gaining the synergy effect of these methodologies. At the end of the chapter an example of a simulation is presented for researchers and practitioners to study.
Business Applications and Computational Intelligence, 2006, p. 38-53