Journal Articles

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

Kelley School of Business

Faculty & Research