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    Wyświetlanie 1-3 z 3
    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:
    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:
    A Bibliometric Analysis on the Research Trends of Gamification in Higher Education: 2010-2020
    Autorzy:
    Bagher Khatibi, Mohammad
    Badeleh, Alireza
    Khodabandelou, Rouhollah
    Powiązania:
    https://bibliotekanauki.pl/articles/1964326.pdf
    Data publikacji:
    2021-09-30
    Wydawca:
    Wydawnictwo Adam Marszałek
    Tematy:
    gamifi cation
    higher education
    research trends
    bibliometric
    Opis:
    Research on gamification shows that it has positive impacts on learning, performance, motivation, and engagement. To have a big picture on gamification research in higher education, a combination of bibliometric and thematic analysis was conducted. For this study, a total of 432 documents from 2010 to 2020 which have been indexed in Web of Science database are investigated. Additionally, the researchers analyzed a group of 10 articles to review how much contribution they had to the body of research. General tendencies in the way gamification has been changing or developing in academic literature were scrutinized from the perspective of a variety of different factors including the time the works were published; the areas of the research field; and the authors, organizations, countries, and co-authorship publishing the most number of works in the issue. The possible future applications and results for educational organizations and academicians, top academic decision-makers, and educationists are discussed.
    Źródło:
    The New Educational Review; 2021, 65; 17-28
    1732-6729
    Pojawia się w:
    The New Educational Review
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
      Wyświetlanie 1-3 z 3

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