Virtual worlds are emerging online environments that are beginning to be leveraged as a platform for consumer and marketing research. We compare the accuracy of responses obtained in virtual worlds with responses collected from traditional web-based research. We hypothesize that under certain conditions, data collected within a virtual world environment will generate more accurate responses than surveys administered through traditional Web browsers. We focus on low elaboration recognition tasks involving visual and text-based stimuli, and on how consumer motivational and characteristics of virtual worlds moderate accuracy on these tasks.

Factors Affecting Response Accuracy in Virtual Worlds, 2009-11.

Factors Affecting Response Accuracy in Virtual Worlds

Massara, Francesco;
2009-11

Abstract

Virtual worlds are emerging online environments that are beginning to be leveraged as a platform for consumer and marketing research. We compare the accuracy of responses obtained in virtual worlds with responses collected from traditional web-based research. We hypothesize that under certain conditions, data collected within a virtual world environment will generate more accurate responses than surveys administered through traditional Web browsers. We focus on low elaboration recognition tasks involving visual and text-based stimuli, and on how consumer motivational and characteristics of virtual worlds moderate accuracy on these tasks.
Mondi virtuali; accuratezza nelle risposte; stimoli visivi; stimoli testuali; elaborazione per immagini; elaborazione di parole
Virtual worlds; response accuracy; visual stimuli; text stimuli; imagery processing; discoursive processing
Factors Affecting Response Accuracy in Virtual Worlds, 2009-11.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10808/945
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