ORCID
Michał Ścibor-Rylski 0000-0002-0594-492X
Keywords
gamification, storytelling, marketing research, intrinsic motivation
Abstract
Modern marketing research faces a challenge how to increase the respondents’ productivity and encourage them to give more elaborated answers in the open-ended questions. It’s relevant both for CAWI quantitative projects and the qualitative approaches. The initial research in this area shows that gamified tasks including storytelling enhancements might be a solution to the stated problem. The research project was aimed at the verification of effectiveness of the gamified methods, i.e., questions including a storytelling context, with the use of a bigger, quantitative sample of the regular marketing research respondents – participants of the professional research panel. The research was conducted with the use of the CAWI method on a nationwide sample of 300 people aged 18–40 in an experimental scheme with one control and one experimental group with a gamified task. The participants’ task was to watch TV commercials and fill out a form with an openended evaluation of various aspects of the advertisement. The word count was used as the indicator of the respondents’ engagement. The results of the initial experiments in this field were replicated: application of the storytelling elements to the regular marketing research questions resulted in significantly more elaborated answers in comparison to the traditional approach. However, this effect was valid only for the first impressions check and not for the more detailed evaluation of the commercial. This research project proves that storytelling can be an effective tool to increase the engagement of marketing research participants. It’s a first step in the search for motivating techniques that can be used in different research approaches.
Acknowledgments
Funding
Publication subsidized by the subvention for maintenance and development of research potential at the Faculty of Management of the University of Warsaw.
The cost of editing selected articles published in the Journal of Marketing and Consumer Behaviour in Emerging Markets in the 2022–2024 is covered by funding under the program “Development of Scientific Journals” of the Ministry of Educationand Science under agreement No. RCN/SN/0322/2021/1. Task title: “Verification and correction of scientific articles and their abstracts”. Funding value: 25 053,00 PLN; The task consists of professional editing of articles published in English
Declaration of Conflicting Interests
The author declared no potential conflicts of interest with respect to the research, authorship, and publication of the article.
Declaration about the scope of AI utilization
The authors did not use an AI tool in the preparation of the article.
Recommended Citation
Ścibor-Rylski, M. (2024). Motivating Marketing Research Respondents to Provide More Elaborated Answers. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2024(2), 15-25. https://doi.org/10.7172/2449-6634.jmcbem.2024.2.2
First Page
15
Last Page
25
Page Count
11
Received Date
10.07.2024
Revised Date
30.09.2024
Accepted Date
15.10.2024
Online Available Date
08.11.2024
DOI
10.7172/2449-6634.jmcbem.2024.2.2
JEL Code
M310 Marketing; M370 Advertising; M300 Marketing and Advertising: General
Publisher
University of Warsaw
Included in
Advertising and Promotion Management Commons, E-Commerce Commons, Marketing Commons, Public Relations and Advertising Commons, Sales and Merchandising Commons, Social Media Commons