DISGUISED DEPTH INTERVIEWS AS GAMES: METHODOLOGICAL EXTENSION TO EXPLORE DESIGN PERCEPTION.
Gamifying non-game contexts has fast emerged as a new way of engaging respondents for richer information. However, its application in contemporary marketing literature is sparse, with most qualitative (as well as some quantitative) studies remaining limited to conventional research techniques. Conve...
| Publicado en: | Journal of Ethnographic & Qualitative Research Vol. 9; no. 4; pp. 286 - 303 |
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| Formato: | Artículo |
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Ethnographic & Qualitative Research, LLC
Summer2015
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=113999510&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 113999510 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 19353308 44W1 jtl: Journal of Ethnographic & Qualitative Research issn: 19353308 maglogo: N pubinfo: dt: Summer2015 vid: 9 iid: 4 pid: 99754 pub: Ethnographic & Qualitative Research, LLC artinfo: ui: 113999510 ppf: 286 ppct: 17 formats: fmt: @attributes: type: P size: 394KB tig: atl: DISGUISED DEPTH INTERVIEWS AS GAMES: METHODOLOGICAL EXTENSION TO EXPLORE DESIGN PERCEPTION. aug: au: Mishra, Abhishek affil: Indian Institute of Management su: Qualitative research Participant observation Gamification Pattern perception Acquisition of data sug: subj: Qualitative research Participant observation Gamification Pattern perception Acquisition of data ab: Gamifying non-game contexts has fast emerged as a new way of engaging respondents for richer information. However, its application in contemporary marketing literature is sparse, with most qualitative (as well as some quantitative) studies remaining limited to conventional research techniques. Conventional qualitative exercises, like depth interviews, present a challenge for the maintenance of respondent interest and engagement, and this provides sufficient justification for the gamification of data collection methods. Following the rules of gamification in a typical non-game context, three disguised gamified depth interview exercises were devised and their efficacy compared with standard qualitative research tools. There were 20 participants in this study. Not only did the findings confirm my expectations based on the literature, but the data acquired was richer in the game version of interviews, and fatigue levels were relatively lower. The gamified in-depth interviews simulated some reality shows. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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