TY - JOUR AU - Berneburg, Alma PY - 2008 DA - 2008// TI - Presence in a Three-Dimensional Test Environment: Benefit or Threat to Market Research? JO - JVRB - Journal of Virtual Reality and Broadcasting VL - 5(2008) IS - 1 KW - 3D user Interfaces KW - Market Research KW - package simulation KW - product simulation KW - test environments KW - virtual reality AB - In market research, the adoption of interactive virtualreality-techniques could be expected to contain manyadvantages: artificial lab environments could be designedin a more realistic manner and the considerationof “time to the market”-factors could be improved. Onthe other hand, with an increasing degree of presenceand the notional attendance in a simulated test environment,the market research task could fall prey tothe tensing virtual reality adventure.In the following study a 3D-technique is empiricallytested for its usability in market research. It will beshown that the interactive 3D-simulation is not biasedby the immersion it generates and provides considerablybetter test results than 2D-stimuli do. SN - 1860-2037 UR - http://nbn-resolving.de/urn:nbn:de:0009-6-12901 DO - 10.20385/1860-2037/5.2008.1 ID - berneburg2008 ER -