Virtual Shopping: Breakthrough in Marketing Research
1996, Harvard Business Review
Raymond R. Burke
Virtual reality simulations provide an efficient, flexible, and reliable method for recreating the in-store shopping experience and measuring consumers' reactions to new marketing concepts. In this pioneering article, Dr. Burke describes the process of building virtual shopping simulations, validating the methodology, and applying the tool to several marketing problems, including measuring brand equity, managing product category assortments, and organizing shelf displays.
Burke, Raymond R. (1996), "Virtual Shopping: Breakthrough in Marketing Research," Harvard Business Review, 74 (March-April), 120-131.
Marketing Research, Virtual Shopping