The Usage of Gamification in Marketing Surveys: Opportunities and Challenges

S. Muravskaia and M. Kuznetsova

No 16127, Working Papers from Graduate School of Management, St. Petersburg State University

Abstract: Current technologies bring a number of opportunities to make marketing research more effective. Still the main issue with surveys in marketing research is response rate and quality of data, despite the fact that reaching for respondents is easier now than it was ever before. One of the reasons according to research is lacking motivation of participants both to the process and to the topic. Gamification in modern business is considered as problem-solving solution to intrinsic motivation issue. However, gamification is still emerging field of study and there is no established approach to gamified marketing surveys. In this paper authors presented analysis of existing approaches to gamification and its suitability for marketing surveys creation.

Keywords: marketing research; gamification; self-determination theory; intrinsic motivation (search for similar items in EconPapers)
Date: 2019
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