• Corpus ID: 53387885

The effects of gamification on market research engagement and response

  title={The effects of gamification on market research engagement and response},
  author={Nicole Koenig-Lewis},
Gamification” comprises a range of techniques to increase participants’ engagement in market research tasks. Although gamification is presumed to improve the volume and quality of responses, only a few studies have empirically tested this assumption. This study uses theories of engagement and makes a contribution by testing several techniques of gamification and investigates their effects on marketing research outcomes. Quantitative online quasi-experimental research was conducted and 670… 

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