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 theo

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