Augmented reality: An ally for digital marketing research

This paper examines the use of augmented reality (AR) to enhance a study into the price perception of products when viewed online as opposed to in the flesh.

Introduction: The evolution of market research

The collection of information over time

When we talk about market research and go back decades ago, we remember interviewers in the street with a table, paper and pencil in their hands intercepting people to request a bit of time to answer some questions about a specific topic. All the information was collected on paper, and as a result someone else was required to then type up each of the surveys and transform it into a database for processing and analysis. In the 1990s we were able to use tools that digitised the surveys...

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