Agent-based Modelling, a new kind of research

We discuss the use of Agent-based Modelling for the development and testing of theories about emergent social phenomena in marketing and the social sciences in general. We address both theoretical aspects about the types of phenomena that are suitably addressed with this approach and practical guidelines to help plan and structure the development of a theory about the causes of such a phenomenon in conjunction with a matching ABM. We argue that research about complex social phenomena is still largely fundamental research and therefore an iterative and cyclical development process of both theory and model is to be expected. To better anticipate and manage this process, we provide theoretical and practical guidelines. These may help to identify and structure the domain of candidate explanations for a social phenomenon, and furthermore assist the process of model implementation and subsequent development. The main goal of this paper was to make research on complex social systems more accessible and help anticipate and structure the research process. 本文探讨基于主体建模的应用为开发和验证在市场营销以及一般社会科学方面所突发的社会现象的理论。本文的重点放在两点:一、关于这种研究方法对哪些现象适用的理论方面; 二 (结合使用一个相关的基于主体建模, 设计和建构关于这类现象发生原因的理论开发的)实用指导方针。我们探讨关于复杂的社会现象仍然是主要的基础研究, 因此, 理论和模型的开发过程应该采用迭代的方式。这里开发的指导方针将有助于识别和构建对社会现象可供参考的剖析, 并协助模型的实施和开发过程。主要的目的是使复杂的社会体系的研究更方便, 并帮助预测和构建研究过程。