Sections

Bibtex 5(2008)1

Presence in a Three-Dimensional Test Environment: Benefit or Threat to Market Research?

@article{Ber08,
  author="Alma Berneburg",
  title="Presence in a Three-Dimensional Test Environment: Benefit or Threat to Market Research?",
  journal="Journal of Virtual Reality and Broadcasting",
  editor = "Jens Herder",
  year="2008",
  volume="5",
  number="1",
  month=mar,
  note="{\tt urn:nbn:de:0009-6-12901,}, ISSN 1860-2037",
  abstract = "In market research, the adoption of interactive virtual
              reality-techniques could be expected to contain many
              advantages: artificial lab environments could be designed
              in a more realistic manner and the consideration
              of “time to the market”-factors could be improved. On
              the other hand, with an increasing degree of presence
              and the notional attendance in a simulated test environment,
              the market research task could fall prey to
              the tensing virtual reality adventure.
              In the following study a 3D-technique is empirically
              tested for its usability in market research. It will be
              shown that the interactive 3D-simulation is not biased
              by the immersion it generates and provides considerably
              better test results than 2D-stimuli do."
}

Created by RedaktionJVRB
Last modified 2008-06-13 05:03 PM