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Indiana University Bloomington

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Explore Business Horizons, the Kelley School's
bimonthly journal publishing original articles of interest to business academicians and practitioners. Marc J. Dollinger, professor of business administration, serves as editor-in-chief.

Faculty

Research & Publications

Journal Articles

Virtual Shopping: Breakthrough in Marketing Research

1996, Harvard Business Review

Raymond R. Burke

Abstract

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.

Citation

Burke, Raymond R. (1996), "Virtual Shopping: Breakthrough in Marketing Research," Harvard Business Review, 74 (March-April), 120-131.

Keywords

Marketing Research, Virtual Shopping