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

[img] PDF
5e98cbc583525ce34d8122f9aa4b653b09d4 Harwwod & ward.pdf - Published Version
Restricted to Repository staff only

Download (161kB) | Request a copy

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.

Item Type: Article
Subjects: Business and Management > Marketing
Divisions: Faculty of Business, Law and Tourism
Depositing User: Janet Ward
Date Deposited: 16 May 2018 12:30
Last Modified: 16 May 2018 12:30
URI: http://sure.sunderland.ac.uk/id/eprint/8090

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year