Publication details
DOES SURVEYTAINMENT BELONG TO B2B MARKET RESEARCH?
| Title in English | AICBMM 2015 (Oxford) Conference |
|---|---|
| Authors | |
| Year of publication | 2016 |
| Type | Article in Proceedings |
| Citation | |
| Web | https://4777c0f3-a-58caa8ec-s-sites.googlegroups.com/a/flelearning.co.uk/fle/AICBMM%202015%20Oxford%20CP%2024122015.pdf?attachauth=ANoY7cph01lrUIc1IBRPHbG4FFI8s8nElfIfss5ZL-JeFN1vxboyGr6zO3e3D87R2CvMwv-NcOjvqeDlIgJML-YmSw04wUohhrITkNpXbfgFYqg4_f0-a4OP89x |
| Keywords | surveytainment, gamification, B2B research, survey design, questionnaire |
| Attached files | |
| Description | This article summarises results of quantitative online experimental B2B research that tested effects of gamification and surveytainment on respondents’ survey experience and data quali ty. Gamification and surveytainment are presumed to counter the declining engagement of survey participants and thus help in improving data quality. However, they have been tested mainly in B2C research and there is a debate on whether they can distort dat a and are appropriate even for B2B projects. The results of our experiment showed that surveytainment and gamification had no effect on data quality, but it also did not influence perceived enjoyability and had a negative effect on perceived length of the questionnaire. But despite this, those who have experienced a new type of questionnaire would strongly prefer it in future. As surveytainment and gamification have experienced a boom in popularity, B2B researchers have to face this trend. Our experiment i s one of the first published in this area. |