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Gamification in Web Surveys: The Comparison of Data Quality between Gamified and Traditional Web Survey

Student: Evgeniy Karyshev

Supervisor: Aigul M. Klimova

Faculty: Faculty of Social Sciences

Educational Programme: Sociology (Bachelor)

Year of Graduation: 2019

This paper discusses the use of elements of gamification in online surveys as a way to improve the quality of data and the involvement of respondents in surveys. Gamification has long been widespread in the spheres of public life, for example, in business, education, marketing, this fact is one of the reasons for the penetration of this tool into the sphere of sociological research. The question of introducing gamification into online surveys has long been discussed as a possible solution to the problem of respondent fatigue from surveys against the background of strong activity of numerous research companies. What is the reason for refusal to fill out the survey, targeted or random indication of incorrect answers, which affects the quality of the data received. The idea is rather uncommon - to make participation in the survey less painful due to the inclusion of game elements in it, so that the respondent does not perceive the survey as a test or exam. To test the hypothesis that the use of game elements in online surveys improves data quality. In this study, an experiment will be conducted, which will consist in comparing the quality of the results of passing the usual online questionnaire and gamified, the main approaches to the definition of gamification will be determined, the strategy of developing gamified online millet will be chosen. Keywords: gamification, gamified questionnaire, online survey, gamification techniques and methods, data quality.

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