Can Survey Gaming Techniques Cross Continents?
Examining cross cultural reactions to creative questioning techniques

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Author(s): Jon Puleston, Duncan Rintoul
Collection: Asia Pacific 2012 - Asia kaleidoscope
Keywords: Concept Testing

ESOMAR Best Paper Award 2011/2012
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The last years has seen a proliferation of more creative ways of asking questions in online surveys. More recently the idea of gamification has exploded onto market researchers’ consciousness along with new ideas on how questions can be asked in surveys. One key question is how well some of these techniques will work in different countries. A second question is whether they are relevant. This presentation addresses this issue through the fielding of an experimental survey in different countries containing a range of creative question formats and comparison of responses.




Date of publication: 17.04.2012
ISBN: 92-831-0258-4
Order Code: 62059_20
Number of pages: 26

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