Gamification, a Lever to Improve the efficiency of Online Surveys

La gamification, un levier d'amélioration de l'efficacité des enquêtes en ligne

Loïc Jeanneret, Cédric Baudet () and Francesco Termine
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Loïc Jeanneret: HES-SO - Haute Ecole Spécialisée de Suisse Occidentale
Cédric Baudet: HES-SO - Haute Ecole Spécialisée de Suisse Occidentale, UJML - Université Jean Moulin - Lyon 3 - Université de Lyon
Francesco Termine: HES-SO - Haute Ecole Spécialisée de Suisse Occidentale

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Abstract: The response rate is a key element in the measure of the efficiency of an online survey. However, studies conducted in this field report a decrease in this rate. This can be explained, mainly by the respondents' overexposure to online surveys. We will present the impact of gamification on the efficiency of an online survey by comparing a standard online survey generated on a public existing survey software and a gamified survey generated on a custom software we developed. Our results confirm a slight improvement of the response rate and lead us to believe that it is judicious for practitioners who create surveys, as well as researchers in this field, to take the mechanisms of gamification in consideration for their future work especially as they do not influence the relevance of the results.

Keywords: Gamification; Efficiency; Information systems; Online survey; Efficacité; Systèmes d'information; Enquête en ligne (search for similar items in EconPapers)
Date: 2017-09-08
Note: View the original document on HAL open archive server: https://univ-lyon3.hal.science/hal-01588827v1
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Published in Les Journées de Recherche sur le Marketing Digital, Lemoine, Jean-François, Sep 2017, Paris, France

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