 Gamifying Questions by Adding Contextin the Creative Development Marketing ResearchMicha³ Œcibor-Rylski ()
Journal of Marketing and Consumer Behaviour in Emerging Markets, 2020, vol. 1, issue 10, 60-67 Abstract: Gamifi cation is defi ned as using game design elements in non-gaming contexts: education, management, marketing and also market research. Gamifi ed research tools help to increase respondents’ engagement and obtain more in-depth results. Up till now the eff ects of gamifi cations were tested in the domains of brand strategy and consumer experience. The article shows the results of the experiment proving the eff ectiveness of a gamifi ed approach to the qualitative advertisement testing. The experimental group with a narrative context added to a question regarding the fi rst impression performed better than the control group with a standard task. Also gender diff erences were observed: the eff ect was valid only for men – there were no signifi cant diff erences in the performance of women in both groups. Due to an uneven split of men and women and a small sample in general, this eff ect needs further examination Keywords: gamifi cation; market research; creative development (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sgm:jmcbem:v:1:i:10:y:2020:p:60-67 Access Statistics for this article More articles in Journal of Marketing and Consumer Behaviour in Emerging Markets from University of Warsaw, Faculty of Management Contact information at EDIRC. |
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