Interactive 3D Simulations in Measuring Consumer Preferences: Friend or Foe to Test Results?

With the inexorable progression of technological development, more and more technological solutions are gaining access to market research processes (e.g., online panels, mobile surveys).
  

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...

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