Abstract:

This article will investigate new interactive forms of the Internet in terms of their advantages and disadvantages for market research. Based on the hypothesis that within a group of active Web 2.0 protagonists and residents of virtual worlds the willingness to communicate is very high and market research is seen as a part of the social community, our article can confirm this assumption on both subjective and objective levels. Furthermore, we also tested best practice models for approaches to market research in Second Life.