Training marketing students in vocational education to formulate open- and closed-ended questions using an adaptive gamified AI simulator
DOI:
https://doi.org/10.33910/2687-0223-2025-7-4-288-294Keywords:
gamification, AI simulator, clarifying question formulation, questioning competence, mixed methods, vocational educationAbstract
This article presents the results of a study evaluating the effectiveness of an adaptive gamified AI simulator for developing the skill of formulating clarifying questions among marketing students in vocational education. The study involved a classroom experiment (n = 23) based on ‘blind’ dialog scenarios with a detective story unique to each learner; spoilers were prohibited, and a progress metric was used to track fact coverage. The dialogues were examined using quantitative and qualitative analysis. The experiment showed full participant engagement, along with a statistically significant increase in the proportion of clarifying questions in the second half of the dialogue compared to the first (p < 0.001). A moderate positive correlation was identified between the proportion of clarifying questions and the accuracy of the final plot reconstruction. The findings confirm that a controlled ‘information deficit’ and progress visualization contribute to the development of a more strategic approach to inquiry. However, the study has limitations, including the absence of a control group, the need to calibrate the objectivity of AI-based assessment, and risks associated with AI behavior. The practical significance of the study lies in the development of a lesson protocol that can be adapted to other disciplines, and in demonstrating the potential of such simulators as tools for developing questioning competence, subject to further validation in controlled conditions.
References
СПИСОК ЛИТЕРАТУРЫ
Ибрагимова, О. Ю. (2025) Геймификация в маркетинговых коммуникациях: возможности и ограничения. Вестник Сибирского института бизнеса и информационных технологий, № 3, т. 14, с. 68–71. https://doi.org/10.24412/2225-8264-2025-3-969
Куклева, Д. П. (2025) Геймификация как метод стимулирования сотрудников и клиентов компании. В кн.: Управление организационно-экономическими системами: научный семинар студентов и аспирантов факультета экономики и управления. Самара: Изд-во Самарского национального исследовательского университета имени академика С. П. Королева, с. 191–194.
Потапенко, К. С. (2023) Геймификация: новый уровень маркетинга. В кн.: Прогрессивные технологии и экономика в машиностроении. Сборник трудов XIV Всероссийской научно практической конференции для студентов и учащейся молодежи. Томск: Изд-во Томского политехнического университета, с. 165–167.
Шарко, М. И. (2022) Зачем и как создавать учебные занятия в форме игры в вузе? Вестник Самарского государственного технического университета. Серия: Психолого-педагогические науки, т. 19, № 2, с. 59–72. https://doi.org/10.17673/vsgtu-pps.2022.2.5
Широколобова, А. Г. (2022) Геймификация в условиях цифровой трансформации образования. Вестник Самарского государственного технического университета. Серия: Психолого-педагогические науки, т. 19, № 1, с. 5–20. https://doi.org/10.17673/vsgtu-pps.2022.1.1
REFERENCES
Ibragimova, O. Yu. (2025) Gejmifikatsiya v marketingovykh kommunikatsiyakh: vozmozhnosti i ogranicheniya [Gamification in marketing communications: opportunities and limitations]. Vestnik Sibirskogo instituta biznesa i informatsionnykh tekhnologii — Bulletin of the Siberian Institute of Business and Information Technologies, vol. 14, no. 3, pp. 68–71. https://doi.org/10.24412/2225-8264-2025-3-969 (In Russian)
Kukleva, D. P. (2025) Gejmifikatsiya kak metod stimulirovaniya sotrudnikov i klientov kompanii [Gamification as a method of motivating company employees and clients]. In: Ukreplenie konkurentnykh preimushchestv predpriyatij v usloviyakh tsifrovizatsii ekonomiki: materialy Mezhdunarodnoj nauchno prakticheskoj konferentsii [Strengthening enterprises’ competitive advantages in the context of economy digitalization: Proceedings of the International Scientific and Practical Conference]. Samara: Samara University Publ., pp. 191–194. (In Russian)
Potapenko, K. S. (2023) Gejmifikatsiya: novyj uroven’ marketinga [Gamification: A new level of marketing]. In: Progressivnye tekhnologii i ekonomika v mashinostroenii. Sbornik trudov XIV Vserossijskoj nauchno prakticheskoj konferentsii dlya studentov i uchashchejsya molodezhi [Progressive technologies and economics in mechanical engineering: Proceedings of the 14th All Russian Scientific and Practical Conference for Students and Youth]. Tomsk: Tomsk Polytechnic University Publ., pp. 165–167. (In Russian)
Sharko, M. I. (2022) Zachem i kak sozdavat’ uchebnye zanyatiya v forme igry v vuze? [Why and how to create training sessions in the form of a game at a university?]. Vestnik Samarskogo gosudarstvennogo tekhnicheskogo universiteta. Seriya: Psikhologo-pedagogicheskie nauki — Vestnik of Samara State Technical University. Series: Psychological and Pedagogical Sciences, vol. 19, no. 2, pp. 59–72. https://doi.org/10.17673/vsgtu-pps.2022.2.5 (In Russian)
Shirokolobova, A. G. (2022) Gejmifikatsiya v usloviyakh tsifrovoj transformatsii obrazovaniya [Gamification in the context of digital transformation of education]. Vestnik Samarskogo gosudarstvennogo tekhnicheskogo universiteta. Seriya: Psikhologo-pedagogicheskie nauki — Vestnik of Samara State Technical University Psychological and Pedagogical Sciences, vol. 19, no. 1, pp. 5–20. https://doi.org/10.17673/vsgtu-pps.2022.1.1 (In Russian)
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Renata R. Davletova, Dmitry V. Bikin
This work is licensed under a Creative Commons Attribution 4.0 International License.
The work is provided under the terms of the Public Offer and of Creative Commons public license Creative Commons Attribution 4.0 International (CC BY 4.0).
This license permits an unlimited number of users to copy and redistribute the material in any medium or format, and to remix, transform, and build upon the material for any purpose, including commercial use.
This license retains copyright for the authors but allows others to freely distribute, use, and adapt the work, on the mandatory condition that appropriate credit is given. Users must provide a correct link to the original publication in our journal, cite the authors' names, and indicate if any changes were made.
Copyright remains with the authors. The CC BY 4.0 license does not transfer rights to third parties but rather grants users prior permission for use, provided the attribution condition is met. Any use of the work will be governed by the terms of this license.
