Virtual reality research: the case for validation
Files
(Published version)
Date
2012
Authors
Anderson, K.
Sharp, A.R.
Kennedy, R.
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Conference paper
Citation
Australian and New Zealand Marketing Academy Conference 2012 Proceedings, 2012, pp.1-7
Statement of Responsibility
Conference Name
Australian and New Zealand Marketing Academy Conference 2012 (3 Dec 2012 - 5 Dec 2012 : Adelaide, South Australia)
Abstract
Virtual reality simulations (VRS) are increasingly used by consumer goods companies and retailers to research shopper behaviour and test in-store marketing materials. VRS enable marketing and in-store initiatives to be tested in hyper-realistic virtual environments and are a promising method for advancing marketing knowledge. However research is needed to determine the accuracy of the metrics collected through VRS and the validity of VRS approaches being used for marketing research. This paper compares results from three industry VRS studies to known patterns of shopper behaviour. The findings suggest that key metrics (purchase rate, visual attention and time-at-shelf) are biased. VRS studies appear to produce inflated measures for these metrics. Further research should build on these findings to establish benchmarks for calibrating VRS data and to test approaches for reducing biases.
School/Discipline
Dissertation Note
Provenance
Description
Access Status
Rights
Copyright 2012 ANZMAC