The thesis concentrates on the application of gamificaton principle in the quantitative online research. The main goal of the thesis is to evaluate the effects of gamification on answers provided by respondents and their overal perception of the questionnaire. The hypotheses, based on the research of theoretical and methodological literature and metaanalysis of already conducted case studies, refers to the most discussed topics concerning gamification: survey evaluation, evaluation of respondent's behavior and the impact on the survey data. The results are validated using the split- ballot method on a carried out quantitative research. As a research tool serve a standard questionnaire and a questionnaire with small gamification adjustments. The results favor the version of questionnaire with gamification in the area of overall perception of the questionnaire and increased time spent on the research by the respondents. However, the results don't show any measurable impact on the respondent's behavior or survey data.

Gamification is a concept that is gaining significant recognition in the field of business administration in general and marketing in particular. Gamification has been gaining the interest of researchers recently with mostof the studies being conducted during the last three years. Gamification presents an opportunity for businesses to gain consumers’ attention and engagement through different aspects and elements of it. Organizations such as Pinchos, the restaurant have utilized those gaming elements in order to grow their revenues and keep the customers engaged while ordering food. Despite the exponential growth of gamification in the business world, studies on its marketing effectiveness and the influence of its elementsare lacking.To fill this gapin the literature, this researchaims to gain a deeper understanding of gamification and its different elements, byfocusingon the utilization of gamification as a digital marketing tool to enhance customer loyalty and retention in retail store setting. Therefore, this researchaimsfirst to identify all the factorsaffecting store choice. Second, identify and examine the different factors affecting retail store loyalty. Finally, the differentelements of gamificationare identifiedand their effect on loyalty are studied.In order to fulfil thepurpose of the studywe have collaborated with ChildrensHouse, a retail toy store located in Umea, Sweden, in order to gain insights from current and potential customers. A quantitative study was conducted,and the sample population chosen was generation Y parents, due to their digital literacy. To add a degree of credibility to the research, a short interview with Simon, the owner of ChildrensHouse, was conducted in order to gain managerial insights as well.The main conclusions of this research include,the different factors affecting retail toy store choices which were: store attributes, product attributesand demographics; the factors influencing loyaltywhich were: interpersonal communications, impersonal communications, direct experience, distance, value for moneyand engagement in gamified applications. Finally, the research results indicate that gamification when utilized as an engagement application will enhance customer retention and store loyalty.

Hochschulen entwickeln verstärkt Strategien und Angebote, welche die Studienabbruchquote senken und die Orientierung in der Studieneingangsphase stärken sollen (Heinz et al., 2019). Eins der digitalen Angebote ist das mobile Studienassistenzsystem gOPAL. ... Das Studienassistenzsystem gOPAL hat sich mittlerweile etabliert und wird von ca. 400 Studierenden jährlich genutzt. Um das Angebot weiter optimieren zu können, wurden im Rahmen einer Masterarbeit die Nutzenden von gOPAL in einer quantitativen Befragung bezüglich ihrer Präferenzen der in gOPAL eingesetzten Gamification-Elemente befragt. Zudem wurde die Motivation in Bezug auf die Nutzung von gOPAL erfasst und eine Spielertypanalyse der Teilnehmenden nach Marczewski (2015) durchgeführt. Es wurde untersucht, ob es einen Zusammenhang zwischen der Motivation eines Nutzenden und dem Spielertyp gibt, welchem er zugeordnet ist. [Aus: Ausgangslage und Problematik]

Det har kommit att bli allt vanligare att företag använder spelifieringselement på sina produkter för att motivera och engagera sina användare. Tidigare studier som undersökte spelifiering visar att dessa element har båda positiva och negativa effekter på användarna, samt att flera forskare har börjat undersöka etiska frågeställningar av användningen av spelifiering. Detta arbete har syftat till att undersöka den påverkan som spelifieringselement kan ha på Twitch-åskådare. Genom kvalitativa enkäter och kompletterande intervjuer undersöktes åskådarnas positiva och negativa upplevelser av spelifieringselement på Twitch. Studien omfattade 34 enkätdeltagare som rekryterades genom att posta enkätformuläret i Twitch-relaterade Facebook grupper, Twitch-relaterade Reddit webbplats samt bland studenterna på Högskolan i Skövde. Med hjälp av enkätanalysen identifierades olika aspekter som undersöktes med två stycken intervjudeltagare som rekryterades genom ett kriteriebaserat bekvämlighetsurval. Genom en kvalitativ analys kom studien fram till ett resultat som visar positiva och negativa effekter som spelifiering har på Twitch-åskådarna. Resultatet kan ligga till grund för fortsatt studie kring hur spelifiering kan användas och vilka aspekter bör designers ta hänsyn till. / It has become increasingly common for businesses to use gamification elements to enhance motivation and engagement with their products. Previous studies examining gamification show that gamification has both positive and negative effects on end-users. Ethical issues have also been raised, as concerning, by some in the scientific community. This study aimed to investigate what effect some gamification elements have on Twitch viewers. Twitch viewer experience has been examined through the use of qualitative surveys and complementary interviews. The study included 34 surveys and two interview participants that were recruited through criterion-based selection. The study findings reflect both the positive and negative effects of some gamification elements that are used on the Twitch platform. The findings of this study can be used as a basis for further research on how gamification effect Twitch viewers. As well as a base guideline for future improvements on usage of gamification elements.