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Market research within 3D virtual worlds An examination of pertinent issues

Harwood, Tracy and Ward, Janet (2013) Market research within 3D virtual worlds An examination of pertinent issues. International Journal of Market Research, 55 (2). pp. 247-266. ISSN 1470-7853

Item Type: Article

Abstract

This paper presents a review of extant literature about virtual worlds market research. We discuss the need for greater recognition of differences to traditional
online and e-commerce web services, including social media. Our review considers what makes virtual worlds different and of particular interest to market researchers, including an overview of Second Life. We examine the issues faced
and analyse how these link to research processes. We conclude that there is a need for a deep understanding of how user-participants behave ‘in-world’. This article
contributes by raising awareness and informing the market research community of pertinent issues.

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More Information

Depositing User: Janet Ward

Identifiers

Item ID: 8090
ISSN: 1470-7853
URI: http://sure.sunderland.ac.uk/id/eprint/8090
Official URL: https://www.mrs.org.uk/resources/ijmr

Users with ORCIDS

Catalogue record

Date Deposited: 16 May 2018 12:30
Last Modified: 20 May 2019 11:15

Contributors

Author: Tracy Harwood
Author: Janet Ward

University Divisions

Faculty of Business, Law and Tourism

Subjects

Business and Management > Marketing

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