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Gamification : a tool to enhance response quality in lean market research

Reimeringer, M.J.F. (2016) Gamification : a tool to enhance response quality in lean market research.

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Abstract:Attentional Deficit Disorder (ADD) and Attentional Deficit Hyperactivity Disorder (ADHD) are mental conditions in which the child suffers a lack of ability to direct concentration in which motivation is stated to play a key role. As there are currently few customized products for this target group, this market would be an entrepreneurial opportunity for lean start-ups. However, the traditional approach of lean startups to conduct market research is inappropriate for obtaining valuable feedback from these children. The purpose of this research is to determine whether gamification enhances the response quality of children with ADD or ADHD in lean market research. This is done by conducting exploratory and qualitative research by means of interviewing eleven children who experience concentration and organization difficulties. The children participate in either a gamified or ungamified version of the interview. The children who received the ungamified version of the interview showed an average response quality of 14.3% whilst children who received the gamified version of the interview showed an average response quality of 28.6%. Based on these results it is concluded that gamification in lean market research enhances the response quality of children with an attentional deficit disorder.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/70211
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