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ABSTRACT
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). A promising tool in this context involves interactive, three-dimensional, virtual reality techniques to measure consumer preferences. Many benefits are conceivable: Artificial lab environments can use more realistic designs and improve cost efficiency and “time to market” factors. However, the increasing degree of reality and respondent immersion into the interactive three-dimensional (3D) environment could cause a market research task to fall prey to a tense virtual reality adventure. This study tests an interactive 3D technique empirically in terms of its usability in a choice-based conjoint study. The 3D simulation does not create bias as a result of immersion, and it provides much better test results in terms of estimated utilities and conjoint importance than simple two-dimensional stimuli.
Additional information
Alma Berneburg is a Ph.D. candidate in the Department of E-Business at the Otto-von-Guericke-University in Magdeburg, Germany, and a lecturer in the Department of Marketing at the University of Applied Sciences in Merseburg, Germany. Her research interests lie at the interface of market research, consumer decision-making, and the application of new technological solutions in market research processes.