Marrying Market Research and Virtual Reality. Implications for Consumer Research

Stephen P. Needel

Marketing researchers are constantly attuned to the methodology of data collection, understanding this facet of research on a number of dimensions: collection procedure validity, demand characteristics, length of field execution, and research cost.

Marrying Market Research and Virtual Reality. Implications for Consumer Research.

Stephen P Needel MarketWare Corporation, United States

PART I - THE MARKETING REVOLUTION

1. Introduction

Marketing is experiencing a revolution in the 1990s, not just in the United States but around the world. There are three pieces to this revolution: retailer predominance, and category management, and consumer intelligence.

1.1 Retailer Predominance

There has been a shift in the balance of power between the retailer and the manufacturer. Retailers are growing stronger, recognizing their ability to be marketers rather than merely a distribution channel. This period of self-enlightenment has enormous...

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