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    Wyświetlanie 1-8 z 8
    Tytuł:
    Gamifying Questions by Adding Context in the Creative Development Marketing Research
    Autorzy:
    Ścibor-Rylski, Michał
    Powiązania:
    https://bibliotekanauki.pl/articles/2014188.pdf
    Data publikacji:
    2020
    Wydawca:
    Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
    Tematy:
    gamifi cation
    market research
    creative development
    Opis:
    Gamification is defi ned as using game design elements in non-gaming contexts: education, management, marketing and also market research. Gamifi ed research tools help to increase respondents’ engagement and obtain more in-depth results. Up till now the eff ects of gamifi cations were tested in the domains of brand strategy and consumer experience. The article shows the results of the experiment proving the eff ectiveness of a gamifi ed approach to the qualitative advertisement testing. The experimental group with a narrative context added to a question regarding the fi rst impression performed better than the control group with a standard task. Also gender differences were observed: the eff ect was valid only for men – there were no significant differences in the performance of women in both groups. Due to an uneven split of men and women and a small sample in general, this effect needs further examination.
    Źródło:
    Journal of Marketing and Consumer Behaviour in Emerging Markets; 2020, 1(10); 60-67
    2449-6634
    Pojawia się w:
    Journal of Marketing and Consumer Behaviour in Emerging Markets
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    The Effectiveness of Gamifi cation in the Online and Offl ine Qualitative Marketing Research
    Autorzy:
    Ścibor-Rylski, Michał
    Powiązania:
    https://bibliotekanauki.pl/articles/2054351.pdf
    Data publikacji:
    2021-12-30
    Wydawca:
    Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
    Tematy:
    gamifi cation
    marketing research
    online research
    Opis:
    Gamified market research tools help to increase respondents’ engagement and obtain more indepth results. Up till now the eff ects of gamifi cation have been tested in the offl ine environment. The COVID-19 pandemic changed the world of the qualitative research and also triggered a need to replicate some previously presented eff ects. The article shows the results of two experiments proving the eff ectiveness of gamifi ed approach to the qualitative advertisement and product concept testing in an online environment. The experimental groups with a narrative context added to a question regarding the fi rst impression after viewing an advertisement or reading a product concept provided more elaborated answers to the open-ended questions than the control groups with a standard task. What’s important, for the advertisement test the eff ect was signifi cant for both online and offl ine conditions, whereas in the case of the product concept test only the online variant proved the superiority of the gamified task.
    Źródło:
    Journal of Marketing and Consumer Behaviour in Emerging Markets; 2021, 2(13); 57-65
    2449-6634
    Pojawia się w:
    Journal of Marketing and Consumer Behaviour in Emerging Markets
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Gamification – the key to in-depth exploration of consumer behavior in market research
    Autorzy:
    Ścibor-Rylski, Michał
    Powiązania:
    https://bibliotekanauki.pl/articles/610483.pdf
    Data publikacji:
    2019
    Wydawca:
    Uniwersytet Marii Curie-Skłodowskiej. Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
    Tematy:
    gamification
    market research
    projective techniques
    consumer behavior
    Opis:
    Theoretical background: Games are used in various fields beyond pure entertainment: education, health services or human resources. They are also considered one of the most rapidly growing trends in marketing. Using gamifiation to engage the consumer and increase his loyalty is commonly used in nearly all product categories. Playing games is fun and companies use it to attract and involve the consumers in their brands’ activities. In addition, the role of gamification in market research is increasing. It helps to understand consumer behaviour by inducing a more natural mood in the survey process, and increasing engagement and the cognitive accessibility of often hidden information. The effectiveness of gamification requires systematic verifiation in the experimental research. Researchers indicate the positive effect of gamified research on respondents’ engagement and efficiency.Purpose of the article: This article presents the current state of knowledge in the field of gamification in market research. Its main purpose is to share the author’s own research results which are the replication of former results showing the positive effects of gamified tasks used in surveys.Research methods: An experiment was conducted to verify the hypotheses regarding the increased effectiveness of gamified tasks compared to the regular approach as well as to the well-known projective techniques. A total of 132 participants were split into three groups: control, experimental 1 (projective techniques or simple gamification – addition of extra rules to regular questions) and experimental 2 (more complex, narrative and contextual tasks based on gamification).Main findings: The hypothesis was confirmed and the former effects were replicated – gamified tasks increase the respondents’ effectiveness compared to the standard tasks and also compared to the use of the well-known projective techniques.
    Źródło:
    Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia; 2019, 53, 1
    0459-9586
    Pojawia się w:
    Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Grywalizacja jako metoda zwiększenia skuteczności jakościowych badań rynku
    Autorzy:
    Ścibor-Rylski, Michał
    Powiązania:
    https://bibliotekanauki.pl/articles/583445.pdf
    Data publikacji:
    2018
    Wydawca:
    Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
    Tematy:
    grywalizacja w badaniach marketingowych
    jakościowe badania marketingowe
    Opis:
    Grywalizacja to jeden z najszybciej rosnących trendów w światowym marketingu – użycie mechanizmów gier do zwiększenia zaangażowania konsumenta jest wykorzystywane już we wszystkich kategoriach produktowych. Grywalizacja w badaniach marketingowych to jednak wciąż bardzo młoda dziedzina i wymaga systematycznych badań skuteczności stosowanych metod i technik. Badacze wskazują na pozytywne skutki wykorzystania gier w badaniach – poprzez zwiększenie zaangażowania i otwartości respondentów, a także poprzez wprowadzenie ich w „gorący” stan behawioralny, w którym łatwiej jest dotrzeć do prawdziwych motywacji i odtworzyć realne zachowania. Celem artykułu jest omówienie aktualnego stanu wiedzy na temat grywalizacji w badaniach rynku wraz z opisem eksperymentów dowodzących jej skuteczności oraz przedstawienie koncepcji (w tym autorskich) gier stosowanych w jakościowych badaniach marketingowych.
    Źródło:
    Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu; 2018, 525; 272-283
    1899-3192
    Pojawia się w:
    Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Gamified Market Research: Increasing Respondents’ Engagement
    Autorzy:
    Ścibor-Rylski, Michał
    Powiązania:
    https://bibliotekanauki.pl/chapters/2048343.pdf
    Data publikacji:
    2022-05-15
    Wydawca:
    Akademia Leona Koźmińskiego w Warszawie
    Opis:
    Gamification is considered an important tool in the modern market research. It helps to understand the consumers’ motivations and obtain deeper data by creating more enjoyable conditions and increasing engagement in the research process. Elements of games are used both in the quantitative and qualitative research. Many studies in this field focus on the analysis of the dropout rate, completion rate or completion time in the surveys. This chapter presents a review of the research aimed at the analysis of different measure of the respondents’ engagement – their productivity. The results of the experiments in various fields of market research are coherent – the use of gamified tasks makes people write more – they give more elaborate answers. Such results have vast practical implications. This review could be used as a toolbox for market researchers who want to amplify the survey tasks as well as focus group experience and obtain more thorough data.
    Źródło:
    Extending Boundaries.The Impact of the Digital World on Consumers and Marketing; 113-123
    9788366502062
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Gamification in Market Research - How to Encourage People to Write More
    Autorzy:
    Ścibor-Rylski, Michał
    Mijal, Michał
    Powiązania:
    https://bibliotekanauki.pl/articles/16729148.pdf
    Data publikacji:
    2023
    Wydawca:
    Uniwersytet Marii Curie-Skłodowskiej. Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
    Tematy:
    gamification
    market research
    storytelling
    quantitative studies
    customer engagement
    Opis:
    Theoretical background: Gamification has been applied in business practice since its origins. Though one of the fields scarcely investigated so far is how gamification can be used to improve results obtained in the quantitative market research. The rationale behind this application is the phenomenon resulting in receiving rather brief and short responses to open questions in online surveys. Encouraging people to give more elaborated answers is a serious challenge of the modern online quantitative market research. Purpose of the article: The authors decided to check how to increase participants’ engagement and effectiveness of the market research by applying gamified tasks. The gamification was used in two approaches: storytelling and points collection with leaderboards. Research methods: The research was conducted in an experimental scheme with one control and two experimental groups with gamified tasks. Total number of participants that took part in the experiment was N = 89. Participants’ task was to watch a TV commercial and fill out a form with the first reaction and evaluation of various aspects of the advertisement. All questions were open-ended and the number of used words was used as the indicator of the respondents’ engagement. Main findings: Application of points and leaderboards resulted in significantly more developed answers in comparison to traditional open questions and also storytelling tasks. On the other hand, narrative task – contrary to many previous research – does not seem to have impact on the answers’ length. The results show that gamification oriented towards achievements and competition in the market research increase the performance and also can be a long-term motivational tool. These initial results are very promising, but further research is needed to verify the effect on bigger sample of the regular market research respondents.
    Źródło:
    Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia; 2023, 57, 2; 175-189
    0459-9586
    2449-8513
    Pojawia się w:
    Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Modern research methods in the field of customer experience
    Nowoczesne metody badawcze w obszarze customer experience
    Autorzy:
    Ścibor-Rylski, Michał
    Reducha, Marta
    Ochremiak, Jędrzej
    Powiązania:
    https://bibliotekanauki.pl/articles/1058716.pdf
    Data publikacji:
    2019-10-31
    Wydawca:
    Polskie Wydawnictwo Ekonomiczne
    Tematy:
    customer experience
    market research
    methodology
    gamification
    badania rynku
    metodologia
    grywalizacja
    Opis:
    Customer experience studies are an important component of research portfolio of every significant research agency. The main goal of this article is to show the key areas for CX and types of research which conducted in the field. The article also features two latest tools examining customer experience developed by Kantar research agency: the qualitative tool based on gamification - "Our City" and the quantitative one called CX+. The underlying premises of both tools and the areas of applications with their unique contribution in the CX research process have been described as well.
    Badania customer experience stanowią ważny punkt oferty każdej liczącej się agencji badawczej. Głównym celem artykułu jest pokazanie obszarów kluczowych z punktu widzenia CX i rodzajów badań w nich prowadzonych. Dodatkowo przedstawione zostały dwa najnowsze narzędzia do badania customer experience rozwijane przez agencję badawczą Kantar: oparte na grywalizacji jakościowe „Nasze Miasto” oraz ilościowe CX+. Opisano założenia stojące za obydwoma narzędziami i wskazano obszary zastosowań wraz z zaznaczeniem ich unikalnego wkładu w procesy badania CX.
    Źródło:
    Marketing i Rynek; 2019, 10; 14-21
    1231-7853
    Pojawia się w:
    Marketing i Rynek
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
      Wyświetlanie 1-8 z 8

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