Forum: Gaming for respondents: a test of the impact of gamification on completion rates

This paper examines the challenge for marketing research companies in overcoming consumers’ reluctance to participate in surveys in order to provide decision makers with quality data.
Forum

Gaming for respondents: a test of the impact of gamification on completion rates

Susanna Warnock and J. Sumner Gantz

Walker School of Business, Piedmont College

Background

One solution to the challenge outlined above may lie in a well-established theory of social behaviour: social exchange theory. In a nutshell, social exchange theory suggests that our choices are driven by a desire to maximise our personal benefit. In the context of survey participant behaviour, social exchange theory suggests that respondents will be more likely to participate in a survey in which they anticipate they will gain more than they...

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