University of Twente Student Theses

Login

Gamified surveys : what game mechanics are driving people's motivation?

Nanjari, P.A. (2019) Gamified surveys : what game mechanics are driving people's motivation?

[img]
Preview
PDF
2MB
Abstract:Gamification, which is the inclusion of game elements in tedious processes in order to increase the user’s motivation, has proven to be a useful tool in different contexts. Gamified surveys, which is the inclusion of game elements in surveys, has been created with the objective of increasing the motivation and response rate of the respondents, which has been detected as the biggest problem when dealing with online surveys. Aiming to discover whether these game elements indeed increase the motivation of respondents and if so, which of them are the most relevant when designing gamified surveys, a thorough analysis of the existing literature and an empirical study have been conducted. This study was executed through an online non-gamified survey answered by 124 respondents, which consisted of displayed images of gamified surveys in which one game element per image was highlighted. The objective was to analyze the influence on respondent’s motivation of each game element separately. By developing a framework combining existing literature and the results of the data collection, this study adds value to the existing literature by confirming that the inclusion of game elements in surveys increases the motivation of respondents and by detecting that interaction concepts, goals and achievements are the game elements that are perceived as the most attractive in terms of increased motivation of respondents. The results of this research should motivate academics, survey designers and game developers to further study and develop framework based gamified surveys in order to improve respondent’s motivation for said surveys.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/79348
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page