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Web Survey Bibliography

Title A Review of Issues in Gamified Surveys
Author Keusch, F.; Zhang, Che.
Year 2015
Access date 03.12.2015

The term ‘‘gamification’’ is used for a wide variety of techniques aimed to increase respondent

engagement while filling out web surveys. Suggested approaches range from rephrasing questions to

sound more game-like to embedding the entire survey into a game where respondent avatars

adventure through a fantasy land while answering survey questions. So far, only a few experimental

studies regarding the influence of gamification on survey responding have been published in peer-

reviewed journals. This article systematically reviews the current research literature on gamification in surveys by first answering the question as to what gamification entails in the context of web surveys by identifying relevant gamification elements. Next, the article discusses how these elements could influence survey data quality using the Total Survey Error framework. Finally, a systematic review of empirical evidence on gamified surveys from published and unpublished studies is provided. While most studies found in our literature review reported a positive effect of using game elements, such as challenges, story/narrative, rewards, goals/objectives, and badges, on psychological outcomes among survey respondents (e.g., fun, interest, satisfaction), the influence of these elements on behavioral outcomes (e.g., completion and break-offs, item omission, satisficing, responses) and, therefore, survey quality is more unclear. This article informs survey researchers and practitioners of the current state of research on survey gamification and identifies potential areas for future research.

Year of publication2015
Bibliographic typeJournal article

Web survey bibliography - Keusch, F. (21)