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Sunderland Repository records the research produced by the University of Sunderland including practice-based research and theses.

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


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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Depositing User: Janet Ward


Item ID: 8090
ISSN: 1470-7853
Official URL:

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Catalogue record

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


Author: Tracy Harwood
Author: Janet Ward

University Divisions

Faculty of Business, Law and Tourism


Business and Management > Marketing

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