Negotiation Skills Development through “Negotiate to Survive” Activity for Business Administration Students at a Selected Public University

Abstract

This research article aimed to: (1) examine demographic factors and general information regarding negotiation experience among business administration students; (2) develop negotiation skills through negotiation-related activities for business administration students; and (3) analyze students’ behaviors during participation in the negotiation skill-development activity through observation. A mixed-methods design was employed. The sample comprised 84 business administration students who enrolled in a negotiation course at a public university, selected via purposive sampling. Data collection instruments consisted of a questionnaire on personal information and negotiation experience, a negotiation-knowledge assessment, an overall satisfaction scale, and a behavioral observation form used during the activity. Data were gathered across four in-class activity groups (130 minutes per group). Statistical analyses included the Shapiro–Wilk test of normality and the Wilcoxon signed-rank test with effect size, together with content analysis of observational data based on an eight-component codebook. Results showed a significant increase in overall knowledge scores (Z = 5.396, p < .001; r ≈ .59). Satisfaction with the activity was high, and perceived applicability was high. Observational findings indicated a clear tendency to use high-ball/low-ball tactics at the beginning of each round; in particular, in the round emphasizing integrative negotiation, participants still employed distributive strategies, influenced by emotions and attitudes arising in the first round. It is therefore recommended to include a 15–20-minute break to help learners regulate emotions, and to conduct reflective debriefs at the end of each round to connect observed issues with the round-specific objectives. Overall, the findings indicated a positive trend whereby learning through the activity enhances business students’ knowledge of negotiation.