TY - JOUR A1 - Novotny, Tom A1 - Jaensch, Kai A1 - Herder, Jens T1 - A Database Driven and Virtual Reality supported Environment for Marketing Studies T2 - Journal of the 3D-Forum Society N2 - In today’s market research mechanisms multi modal technologies are significant tools to perform flexible and price efficient studies for not only consumer products but also consumer goods. Current appraisal mechanisms in combination with applied computer graphics can improve the assessment of a product’s launch in the very early design phase or an innovation process. The combination of online questionnaires, Virtual Reality (VR) applications and a database management system offers a powerful tool to let a consumer judge products as well as innovated goods even without having produced a single article. In this paper we present an approach of consumer good studies consisting of common as well as interactive VR product presentations and online questionnaires bases on a bidirectional database management solution to configure and manage numerous studies, virtual sets, goods and participants in an effective way to support the estimation of the received data. Non-programmers can create their test environment including a VR scenario very quickly without any effort. Within the extensive knowledge of consumer goods, marketing instruments can be defined to shorten and improve the rollout process in the early product stages. KW - virtual environments KW - databases KW - marketing studies KW - FHD KW - VSVR Y1 - 2005 UR - https://opus4.kobv.de/opus4-hs-duesseldorf/frontdoor/index/index/docId/1670 VL - 19 IS - 4 SP - 95 EP - 101 ER -