The Effect of Gamification Design on Online Survey Data Quality and Participation Experience

Abstract

Online survey is a new mode of conducting research and market research through websites which has gained great popularity in the past two decades However the response rate of online surveys is generally low which further affects the quality of survey The data quality is the highest standard pursued by all researchers Fortunately gamification can create a game-like process and environment through game elements and mechanics to further drive people’s motivation experience and loyalty It is also often used in serious work This study intends to apply gamification to online surveys to improve data quality and promote participation experience First the existing online survey cases and gamification-related research are used to screen out the elements suitable for the online survey and then semi-structured interviews and user experience tests are used to establish more experiential gamification elements Based on the first phase of the experiment self-built website developed gamification surveys and normal surveys and performed A/B testing to explore the impact of gamification online surveys on data quality and subjective participation experience The result shows that gamification surveys are better than normal surveys in terms of response rate response time length of answers to open questions system usability scale and user experience questionnaire In particular the response rate of gamification surveys reached 80 39% which is even higher than general online surveys The length of answers to open questions is also higher than normal surveys and has reached significant level In addition participants mentioned in the answers that these are fun to operate and well designed This proves that application gamification can enable to have a great experience and improve data quality Finally this research puts forward the design concept of the gamification survey which divides the online survey into three stages: “Trigger Connection” “Participation Motivation” and “Achievement Feedback” Whether improving the quality of the survey or meeting the expectations of users gamification online surveys are bound to be a new opportunity for further development

Date of Award	2020
Original language	English
Supervisor	Shuo-Fang Liu (Supervisor)