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Games and gamification in market research : increasing consumer engagement in research for business success

Author: Betty Adamou
Publisher: New York : Kogan Page Ltd, 2019.
Edition/Format:   Print book : English : 1 EditionView all editions and formats
Summary:
"Games are the most engaging medium of all time: they harness storytelling and heuristics, drive emotion and push the evolution of technology in a way that no other platform has or can. It's no surprise, then, that games and gamification are revolutionizing the market research industry, offering opportunities to reinvigorate the notoriously sluggish engagement levels seen in traditional surveying methods. This not  Read more...
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Additional Physical Format: Online version:
Adamou, Betty, author.
Games and gamification in market research
New York : Kogan Page Ltd, [2019]
(DLC) 2018048324
Document Type: Book
All Authors / Contributors: Betty Adamou
ISBN: 9780749483357 0749483350 9780749483364 0749483369
OCLC Number: 1004251859
Description: xxii, 333 pages : illustrations ; 24 cm
Contents: The impact of low participant engagement in market research --
The surprising similarities between digital games and online surveys --
Debunking common misconceptions in market research about games and gamification --
Games and gamification: exploring definitions and why games are so engaging --
The differences and similarities between games and gamification --
An ontology of game-based research methods: defining research-games, gamified research and surveytainment --
The scientific foundation for using game-based research methods: the six vital states and their benefit to market research --
Game culture: a showcase of intrinsic engagement to help market researchers --
How games and gamification are used for engagement and data collection outside of research and entertainment --
The triple e effect : games as engaging, emotive and experiential simulations for research and insight --
Case studies and results from game-based research --
Five things to consider before using games and gamification for market research --
Fifteen ethics guidelines for designing and making game-based surveys --
A vocabulary of play for game-based research: game terminologies and inspiration --
Game-based research design: ten tips for building the right foundations --
Introducing smart intuition and meaningful creativity (SIMC) --
Overcome these four concerns about game-based survey design --
Design your game-based research: play "20 for 20" --
Stakeholder onboarding and preparing to build your game-based survey design --
Tailor-made versus ready-made game-based surveys: differences, benefits and drawbacks --
Build mode : create, playtest, maintain and launch your game-based survey --
Analysing the quality of game-based research designs --
Building a career in game-based research --
The future of game-based research.
Responsibility: Betty Adamou.

Abstract:

Create intrinsic engagement in the research sphere through gamification; exploit existing and emerging technologies, and glean better-quality, untapped data that cannot be obtained through  Read more...

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"This book arms the reader with a 360-degree insight into effective, engaging market research techniques. I already have favourite chapters I'll refer to time and again."--Ade Onilude, Founder and Read more...

 
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