By Pete Cape
Why must we gamify our surveys?
We don’t do it to make them “look pretty” or to improve participant engagement. We gamify to collect better data.
John Krosnick of Stanford University first applied Herbert Simon’s concept of satisficing to survey research.
Findings of the Annual Technology Survey
By Tim Macer
The accompanying infographic portrays the profound effect that technology has had on the day-to-day business of market research during the past decade. Though online research was well beyond its infancy in 2006, and had already replaced CATI as the dominant mode, nevertheless CATI was still the second pillar of fieldwork. Beyond CATI, paper occupied third place. Together, these three accounted for 88% of quantitative fieldwork at that time.
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