A Serious Game as a Market Research Method for Purchase Decision Processes

Silke Plennert ()
Additional contact information
Silke Plennert: Technische Universität Braunschweig

Chapter Chapter 8 in Gamification, 2017, pp 111-121 from Springer

Abstract: Abstract Over the past few years games, and gamification have become increasingly widespread in numerous business sectors. The serious game introduced in this chapter is designed as a qualitative market research method, thereby showing a comparatively new field of application for games. It can be used in place of classical qualitative methods, such as focus groups or interviews. It reduces the weaknesses of such techniques, whilst simultaneously using the advantages of game thinking. The game maps the information search during a purchase decision process and enables the probands to play their individual information search process. During this procedure, they reveal valuable insights into their needs. These insights could help organisations to influence their customers at the relevant touch points during the decision process.

Keywords: Market Research; Information Search; Game Design; Game Board; Information Field (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-319-45557-0_8

Ordering information: This item can be ordered from
http://www.springer.com/9783319455570

DOI: 10.1007/978-3-319-45557-0_8

Access Statistics for this chapter

More chapters in Progress in IS from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().