Extending our knowledge of consumers through virtual reality

The practice of marketing research is moving towards an emphasis on consumer behaviour as compared to consumer attitudes, impressions, needs, wants, and so forth.

Extending our knowledge of consumers through virtual reality.

Stephen P. NeedelSimulation Research Inc., United States andClive WrightMBL, Hong Kong

INTRODUCTION

If research practices in Asia follow the pattern set in western countries, the next major shift in technology will be a focus on consumer behaviour. This focus will be in addition to attitudinal research, although in many instances it may replace attitudes and intentions as the object of research. Our goal today is to discuss some of the areas where behavioral research does not provide the information we need to make good marketing decisions and...

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