BibTeX
@MISC{Berneburg_abstractfriend,
author = {Alma Berneburg},
title = {Abstract Friend or Foe to Test Results?},
year = {}
}
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Abstract
With the inexorable progression of technological development, more and more technological solutions are gaining access to market research processes (e.g., online panels, mobile surveys). A promising tool in this context involves interactive, three-dimensional, virtual reality tech-niques to measure consumer preferences. Many benefits are conceivable: Artificial lab envi-ronments can use more realistic designs and improve cost efficiency and “time to market” factors. However, the increasing degree of reality and respondent immersion into the interac-tive three-dimensional (3D) environment could cause a market research task to fall prey to a tense virtual reality adventure. This study tests an interactive 3D technique empirically in terms of its usability in a choice-based conjoint study. The 3D simulation does not create bias as a result of immersion, and it provides much better test results in terms of estimated utilities and conjoint importance than simple two-dimensional stimuli. Adopting virtual reality (VR) techniques could offer many advantages for market research: Artificial lab environments could be designed in a more realistic manner to enhance the valid-ity of test results. Time to market factors could be considered more accurately, and test results would appear faster and with less expense, because instead of expensive dummies and real
Keyphrases
abstract friend test result market factor market research respondent immersion choice-based conjoint study artificial lab environment simple two-dimensional stimulus many benefit conjoint importance virtual reality expensive dummy cost efficiency online panel tense virtual reality adventure technological solution artificial lab envi-ronments technological development consumer preference virtual reality tech-niques realistic manner promising tool inexorable progression many advantage market research task realistic design mobile survey
