Interactive 3D Simulations in Measuring Consumer Preferences: Friend or Foe to Test Results?
Alma BerneburgUniversity of Applied Sciences in Merseburg, Germany
INTRODUCTION
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 validity 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 products, the VR approach could use highly flexible virtual products and point-of-sale simulations (Burke 1996; Horst and Berneburg 2006)....