Realism in research – innovative utilization of 3D animation qualitative and quantitative research methodologies

All surveys inherently contain a potentially deadly flaw - the act of completing a survey does not mimic the true consumer decision-making process.

Realism in research – innovative utilization of 3D animation qualitative and quantitative research methodologies

Michael Richarme and John ColiasDecision Analyst, Inc., United States

OVERVIEW

To a very large degree, people experience and interact with their surroundings from a visual perspective. An often cited advantage of mail- and Internet-based surveys over telephone surveys is the ability to present information, such as concepts, scales, and question wording, in a visual manner, easing the cognitive burden on respondents and allowing for richer, more meaningful responses.

Yet all surveys inherently contain a potentially deadly flaw – the act of completing a...

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