Predicting the Outcome of Marketing Negotiations: Role-Playing Versus Unaided Opinions
International Journal of Research in Marketing, Vol. 6, pp. 227-239, 1989
14 Pages Posted: 11 Feb 2005 Last revised: 31 Dec 2011
Role-playing and unaided opinions were used to forecast the outcome of three negotiations. Consistent with prior research, role-playing yielded more accurate predictions. In two studies on marketing negotiations, the predictions based on role-playing were correct for 53% of the predictions while unaided opinions were correct for only 7% (p < 0.001).
Keywords: Marketing, role-playing, forecasting, marketing negotiation, unaided opinions
Suggested Citation: Suggested Citation