The effectiveness of gamified survey-design

Abstract

THE AIMS OF THE PAPER

Recently, researchers had to face several new challenges in market research when planning a research project - such as a decrease in the willingness of participation. We see that with the increase in communication, the intention to participate in questionnaire (and other) research methods decreases. In our study, we examine the extent to a gamified questionnaire can help a researcher to improve response rates, and we also focus on the extent to which results differ between gamified and traditional way of asking in this case.

METHODOLOGY

In order to be able to approach the research question, we used a comparative quantitative research. We organized two online surveys of 500 people each. In each case, the interviewed sample represents the Hungarian population in terms of age groups, gender, education, settlement type of residence and region of residence. During the two surveys, we covered the same topic, which is shopping, online shopping, but the surveys differed in the way we asked the questions: in one case, we used a questionnaire with gamified elements, and in the other case, a traditional questionnaire.

MOST IMPORTANT RESULTS

Based on our results, we conclude that gamification does not yield better results in terms of willingness to participate, and it can also be seen that different types of gamification options work differently within a questionnaire, and there are types of questions where “traditional” questioning works better.

RECOMMENDATIONS

According to our proposal - and our intentions - the topic should be subjected to further investigations, since it is necessary to see more precisely which are the areas and topics where gamification can really be effective.

Acknowledgments: The research in this paper was supported by the project called ‘EFOP-3.6.3-VEKOP-16-2017-00007- Young researchers from talented students – Fostering scientific careers in higher education’.