%0 Journal Article
%T Presence in a Three-Dimensional Test Environment: Benefit or Threat to Market Research?
%A Alma Berneburg
%J Journal of Virtual Reality and Broadcasting
%D 2008
%I University of Applied Sciences Dusseldorf
%X 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 ˇ°time to the marketˇ±-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.
%K Market Research
%K 3D User Interfaces
%K Virtual Reality
%K Product Simulation
%K Package Simulation
%K Test Environments
%U http://www.jvrb.org/past-issues/5.2008/1290