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Research papers

Marrying marketing research and virtual reality

Marketing researchers are constantly attuned to the methodology of data collection, understanding this facet of research on a number of dimensions: collection procedure validity, demand characteristics, length of field execution, and research cost....

Catalogue: Seminar 1995: Information Technology- How Can Research Keep Up With The Peace Of Change
Author: Stephen P. Needel
January 1, 1995
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Citation

Needel, S. P. (1995a, January 01). Marrying marketing research and virtual reality. ANA - ESOMAR. Retrieved May 10, 2024, from


https://ana.esomar.org/documents/marrying-marketing-research-and-virtual-reality


Research papers

The effect of the realism of product representations on the validity of consumer evaluations

This paper illustrates the appropriateness of computer graphics for the creation of realistic representations of products that are not (yet) available, for the benefit of market research applications, particularly concept tests. An experiment is...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Roland F. Ortt, Gerard Loosschilder
September 1, 1994
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Citation

Ortt and Loosschilder (1994a, September 01). The effect of the realism of product representations on the validity of consumer evaluations. ANA - ESOMAR. Retrieved May 10, 2024, from


https://ana.esomar.org/documents/the-effect-of-the-realism-of-product-representations-on-the-validity-of-consumer-evaluations