Gamification in market research: Increasing enjoyment, participant engagement and richness of data, but what of data validity?
Pippa Bailey and Gareth Pritchard
MMR Research Worldwide Ltd
Hollie Kernohan
Oxford Brookes University
Introduction
The advent of online research has changed the face of market research considerably over the past ten years. This shift from face-to-face and telephone interviewing to online has brought huge advantages in terms of interacting with consumers (Couper et al.2001) and our ability as researchers to reach different consumer groups very quickly. It has also driven the development of many...