title: The Usage of Gamification in Marketing Surveys: Opportunities and Challenges
metadata.name: dc.contributor.author
metadata.value: Muravskaia, S.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Kuznetsova, M.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2019-08-02T16:05:23Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2019-08-02T16:05:23Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2019
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/16127
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: 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.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: en
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: Graduate School of Management, St. Petersburg University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: # 11 (E) - 2019
metadata.lang: -
metadata.name: dc.subject
metadata.value: marketing research
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: gamification
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: self-determination theory
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: intrinsic motivation
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: The Usage of Gamification in Marketing Surveys: Opportunities and Challenges
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Working Paper
metadata.lang: en_GB