%0 Journal Article %1 Ber08 %A Berneburg, Alma %D 2008 %E Herder, Jens %J Journal of Virtual Reality and Broadcasting %K 3D_User 5(2008)1 5.2008 DiPP Digital_Peer_Publishing_Initiative Digital_Peer_Publishing_License Interfaces JVRB Journal_of_Virtual_Reality_and_Broadcasting Market_Research Package_Simulation Peer-Reviewed Product_Simulation Test_Environments Virtual_Reality [Ber08] %N 1 %T Presence in a Three-Dimensional Test Environment: Benefit or Threat to Market Research? %V 5 %X In market research, the adoption of interactive virtualreality-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.

@article{Ber08, abstract = {In market research, the adoption of interactive virtualreality-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.}, added-at = {2008-07-04T10:06:38.000+0200}, author = {Berneburg, Alma}, biburl = {https://www.bibsonomy.org/bibtex/2a7e3b4b9e2363aa641c1a95bd688090f/jvrb_regulski}, editor = {Herder, Jens}, interhash = {12ef62406413e4687a4c51521c7ce515}, intrahash = {a7e3b4b9e2363aa641c1a95bd688090f}, journal = {Journal of Virtual Reality and Broadcasting}, keywords = {3D_User 5(2008)1 5.2008 DiPP Digital_Peer_Publishing_Initiative Digital_Peer_Publishing_License Interfaces JVRB Journal_of_Virtual_Reality_and_Broadcasting Market_Research Package_Simulation Peer-Reviewed Product_Simulation Test_Environments Virtual_Reality [Ber08]}, month = {March}, note = {{\tt urn:nbn:de:0009-6-12901,}, ISSN 1860-2037}, number = 1, timestamp = {2008-07-04T10:06:38.000+0200}, title = {Presence in a Three-Dimensional Test Environment: Benefit or Threat to Market Research?}, volume = 5, year = 2008 }