IDEAS home Printed from https://ideas.repec.org/a/sgm/jmcbem/v1i10y2020p60-67.html
   My bibliography  Save this article

Gamifying Questions by Adding Contextin the Creative Development Marketing Research

Author

Listed:
  • Micha³ Œcibor-Rylski

    (Uniwersytet Warszawski, Wydzia³ Zarz¹dzania)

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

Suggested Citation

  • Micha³ Œcibor-Rylski, 2020. "Gamifying Questions by Adding Contextin the Creative Development Marketing Research," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(10), pages 60-67.
    • Handle: RePEc:sgm:jmcbem:v:1:i:10:y:2020:p:60-67
    as

    Download full text from publisher

    File URL: http://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_10/JMCBEM_1(10)_%C5%9Acibor-Rylski.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    gamifi cation; market research; creative development;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sgm:jmcbem:v:1:i:10:y:2020:p:60-67. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/somuwpl.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.