Does gamification motivate customer research management (CRM) utilization? Gamification is the use of game mechanics to motivate, modify, or reward distinct behaviors. In the context of sales effectiveness, it is deployed to encourage both sales accomplishments and non-sales activities. A survey of enduser sales organizations indicates that 31 of 37 gamification-user organizations provide mobile access to CRM, whereas 138 of 275 non-gamification-user organizations provide mobile access to CRM. (Data extracted from

v1.aberdeen.com/launch/report/research_briefs/8346-RB-gamification-sales-effectiveness.asp?lan=US.)

a. At the 0.05 level of significance, is there evidence of a difference between gamification-user sales organizations and nongamification-user sales organizations in the proportion that provide mobile access to CRM?

b. Find the p-value in (a) and interpret its meaning.