The Effectiveness of Gamifi cation in the Online and Offl ine Qualitative Marketing Research

• Authors: Michał Ścibor-Rylski

Abstracts

EN

Gamified market research tools help to increase respondents’ engagement and obtain more indepth results. Up till now the eff ects of gamifi cation have been tested in the offl ine environment. The COVID-19 pandemic changed the world of the qualitative research and also triggered a need to replicate some previously presented eff ects. The article shows the results of two experiments proving the eff ectiveness of gamifi ed approach to the qualitative advertisement and product concept testing in an online environment. The experimental groups with a narrative context added to a question regarding the fi rst impression after viewing an advertisement or reading a product concept provided more elaborated answers to the open-ended questions than the control groups with a standard task. What’s important, for the advertisement test the eff ect was signifi cant for both online and offl ine conditions, whereas in the case of the product concept test only the online variant proved the superiority of the gamified task.

Keywords

EN

gamifi cation; marketing research; online research

• Publisher: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
• Journal: Journal of Marketing and Consumer Behaviour in Emerging Markets
• Year: 2021
• Issue: 2(13)
• Pages: 57-65

Dates

published

2021

Contributors

author

Michał Ścibor-Rylski

• Wydział Zarządzania, Uniwersytet Warszawski

References

• Bailey, P., Pritchard, G., & Kernohan, H. (2015). Gamifi cation in market research: Increasing enjoyment, participant Engagement and richness of data, but what of data validity?. International Journal of Market Research, 57(1), 17–28. https://doi.org/10.2501/IJMR-2015-003.
• Baldus, B.J. (2013). Engagement in online brand communities and marketing research online communities (MROCs) (A dissertation). Michigan State University.
• Baron, R.S. (1986). Distraction-confl ict theory: Progress and problems. Advances in Experimental Social Psychology, 19, 1–40.
• Castorama Polska. (2018, March 19). Potrzeby inspirują do zmian – wiosenny ogród na dachu [Video]. YouTube. Retrieved from https://www.youtube.com/watch?v=uzpPuOSfaqk.
• da Rocha Seixas, L., Gomes, A.S., & de Melo Filho, I.J. (2016). Eff ectiveness of gamifi cation in the engagement of students. Computers in Human Behavior, 58, 48–63. https://doi.org/10.1016/j.chb.2015.11.021.
• Downes-Le Guin, T., Baker, R., Mechling, J., & Ruyle, E. (2012). Myths and realities of respondent engagement in online surveys. International Journal of Market Research, 54(5), 613–633.
• Gorączka, A., & Protasiuk, M. (2020). Gamifi cation. Jak wygrać zaangażowanie respondenta?. Warszawa: PWN.
• Harrison, P. (2011). The researchifi cation of games: Adopting a game designer’s approach to market research. ESOMAR Congress Miami.
• Homer, R., Hew, K.F., & Tan, C.Y. (2018). Comparing digital badges-and-points with classroom token systems: Effects on elementary school ESL students’ classroom behavior and English learning. Educational Technology and Society, 21(1), 137–151.
• Nieto-Escamez, F.A., & Roldán-Tapia, M.D. (2021). Gamification as online teaching strategy during COVID-19: A mini review. Frontiers in Psychology, 12, 648552. https://doi.org/10.3389/fpsyg.2021.648552.
• Puleston, J. (2011). Online research–game on!: A look at how gaming techniques can transform your online research. In Proceedings of the 6th ASC (Association for Survey Computing) International Conference Shifting the Boundaries of Research (pp. 20–50). Citeseer.
• Puleston, J., & Rintoul, D. (2012). Can survey gaming techniques cross continents? Examining cross cultural reactions to creative questioning techniques. ESOMAR Congress Shanghai.
• Ścibor-Rylski, M. (2018). Gamification as an eff ective method in the modern market research. Marketing i Rynek, 10, 36–44.
• Ścibor-Rylski, M. (2019). Gamification – the key to in-depth exploration of consumer behaviour in market research. Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia, 53(1), 119–128. https://doi.org/10.17951/h.2019.53.1.119-128.
• Ścibor-Rylski, M. (2020a). Gamifying questions by adding context in the creative development marketing research. Journal of Marketing and Consumer Behaviour in Emerging Markets, 1(10). https://doi.org/10.7172/2449-6634.jmcbem.2020.1.4.
• Ścibor-Rylski, M. (2020b). Grywalizacja w służbie badań doświadczeń konsumenckich. In K. Mazurek-Łopacińska & M. Sobocińska (Eds.), Badania marketingowe wobec nowych trendów w otoczeniu. Wrocław: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu.
• Triantoro, T., Gopal, R., Benbunan-Fich, R., & Lang. G. (2020). Personality and games: Enhancing online surveys through gamification. Information Technology and Management, 21, 169–178. https://doi-1org-10000b5k606c6.han.buw.uw.edu.pl/10.1007/s10799-020-00314-4.
• Zajonc, R.B., & Sales, S.M. (1966). Social facilitation of dominant and subordinate responses. Journal of Experimental Social Psychology, 2(2), 160–168.
• Zichermann, G., & Cunningham, C. (2011). Gamifi cation by design: Implementing game mechanics in web and mobile apps. O’Reilly Media.

Identifiers

DOI

10.7172/2449-6634.jmcbem.2021.2.4

Biblioteka Nauki

2054351