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The Effectiveness of Gamifi cation in the Online and Offl ine Qualitative Marketing Research

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dc.abstract.enGamifi ed market research tools help to increase respondents’ engagement and obtain more indepth results. Up till now the eff ects of gamifi cation have been tested in the offl ine environment. The COVID-19 pandemic changed the world of the qualitative research and also triggered a need to replicate some previously presented eff ects. The article shows the results of two experiments proving the eff ectiveness of gamifi ed approach to the qualitative advertisement and product concept testing in an online environment. The experimental groups with a narrative context added to a question regarding the fi rst impression after viewing an advertisement or reading a product concept provided more elaborated answers to the open-ended questions than the control groups with a standard task. What’s important, for the advertisement test the eff ect was signifi cant for both online and offl ine conditions, whereas in the case of the product concept test only the online. variant proved the superiority of the gamifi ed task
dc.affiliationUniwersytet Warszawski
dc.contributor.authorŚcibor-Rylski, Michał
dc.date.accessioned2024-01-26T10:11:02Z
dc.date.available2024-01-26T10:11:02Z
dc.date.issued2021
dc.description.financePublikacja bezkosztowa
dc.description.volume2
dc.identifier.doi10.7172/2449-6634.JMCBEM.2021.2.4
dc.identifier.urihttps://repozytorium.uw.edu.pl//handle/item/122155
dc.identifier.weblinkhttp://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_13/JMCBEM_2(13)-2021_ART._4.PDF
dc.languageeng
dc.pbn.affiliationmanagement and quality studies
dc.relation.ispartofJournal of Marketing and Consumer Behaviour in Emerging Markets
dc.relation.pages56-64
dc.rightsClosedAccess
dc.sciencecloudnosend
dc.subject.engamification
dc.subject.enmarketing research
dc.subject.enonline research
dc.titleThe Effectiveness of Gamifi cation in the Online and Offl ine Qualitative Marketing Research
dc.typeJournalArticle
dspace.entity.typePublication