Effects of gamification on participation and data quality in a real-world market research domain
Abstract
Gamification has become an increasingly popular way to improve user engagement and motivation, but there is currently a lack of empirical research to demonstrate that increased gamification provides these benefits. To help address this problem we designed three versions of a gamified market research survey and tested them alongside the established industry standard in a study of over 600 participants. We also highlight examples where game elements compromise respondent data, and provide design solutions that correct the problem without losing the motivational benefits of gamification.
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Previous research has shown that gamification can affect the data, such as the number of questions completed or the length of answers produced.
“Previous research has in fact shown that gamification can affect the data (e.g., the number of questions completed or the length of answers produced; Cechanowicz et al. 2013).”
From The gamification of learning: a meta-analysis (2020) · cites this paper as Cechanowicz et al. 2013
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ผลของเกมมฟเคชนแบบใชปายสญลกษณทมตอการเกบขอมลดวยแบบสอบถามออนไลน
สุวรรณเสวตร, จ. (2017) · doi:10.58837/chula.the.2017.635
Digitalisierung im Psychologiestudium – Experimente online umsetzen
Ackermann-Piek, D., & Kraemer, F. (2023) · Weiterbildung und Forschung der SRH Fernhochschule - the mobile university · doi:10.1007/978-3-658-42396-4_14
Engaging Through Games: An Analysis of Gamification as an Intervention in Opinion Research
Klein, A., Oliveira, K. W. R., Caetano, B. P., & de Paula, M. M. V. (2024) · Anais do Simpósio Brasileiro de Sistemas de Informação (SBSI) · doi:10.1145/3658271.3658334
Interactive Simulation of Swiss Energy and Environment Designed for Gaming and Choice Experiments
Simpson, T., Multerer, M., & Krause, R. (2024) · ACM SIGEnergy Energy Informatics Review · doi:10.1145/3717413.3717440
- Authors
- Cechanowicz, J., Gutwin, C., Brownell, B., & Goodfellow, L.
- Affiliations
- University of Saskatchewan (CA)
- Insightrix Research, Saskatoon, Saskatchewan, Canada
- ORCID
- Gutwin, Carl
- Venue
- Proceedings of the First International Conference on Gameful Design, Research, and Applications
- Publisher
- ACM
- Published
- 2013-10-02
- Pages
- 58-65
- OpenAlex
- W2087839917
- Cited by
- 103
- References
- 23
- Citations by year
- 2026: 1 · 2025: 2 · 2024: 7 · 2023: 8 · 2022: 4 · 2021: 7 · 2020: 7 · 2019: 10 · 2018: 10 · 2017: 12 · 2016: 12 · 2015: 21 · 2014: 2
- FWCI
- 25.26
- Type
- conference paper
- Language
- en
- Open access
- closed
- Locations
- International Conference on Gameful Design, Research, and Applications (Gamification) (publishedVersion)
- Libraries and Cultural Resources (University of Calgary) (submittedVersion)
- Topics
- Social Sciences › Psychology › Developmental and Educational Psychology › Educational Games and Gamification
- Social Sciences › Sociology and Political Science › Survey Methodology and Nonresponse
- Physical Sciences › Computer Science › Computer Science Applications › Mobile Crowdsensing and Crowdsourcing
- Keywords
- gamification, market survey, survey participation, data quality, user motivation, game elements, survey design
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