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Second Life as a research environment: avatar-based focus groups (AFG)

机译：作为研究环境的第二人生：基于化身的焦点小组（AFG）

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Purpose - This study aims to examine the nature and the potential use of avatar-based focus groups (AFGs) (i.e. focus groups conducted in three-dimensional [3D] virtual worlds [VWs]) as compared to face-to-face and online focus groups (OFGs), motivated by the ability of VWs to stimulate the realism of physical places. Over the past decade, there has been a rapid increase in using 3D VWs as a research tool. Design/methodology/approach - Using a two-phase reflective approach, data were collected first by using traditional face-to-face focus groups, followed by AFGs. In Phase 2, an online, semi-structured survey provided comparison data and experiences in AFGs, two-dimensional OFGs and traditional face-to-face focus groups. Findings - The findings identify the advantages and disadvantages of AFGs for marketing research. There is no evident difference in data quality between the results of AFGs and face-to-face focus groups. AFG compensates for some of the serious limitations associated with OFGs. Practical implications - The paper reflects on three issues, data quality, conduct of AFGs (including the moderator reflection) and participant experience, that together inform one's understanding of the characteristics, advantages and limitations of AFG. Originality/value - This is the first paper to compare between AFGs, traditional face-to-face focus groups and OFGs. AFG holds many advantages over OFGs and even, sometimes, over face-to-face focus groups, providing a suitable environment for researchers to collect data.
机译：目的-这项研究旨在研究与面对面的和在线的相比，基于化身的焦点小组（AFG）（即在三维[3D]虚拟世界[VW]中进行的焦点小组）的性质和潜在用途焦点小组（OFG），由大众刺激物理场所的真实感的能力所激发。在过去的十年中，使用3D大众汽车作为研究工具的数量迅速增加。设计/方法/方法-使用两阶段反射方法，首先通过使用传统的面对面焦点组收集数据，然后是AFG。在第2阶段，在线，半结构化调查提供了AFG，二维OFG和传统的面对面焦点小组的比较数据和经验。调查结果-调查结果确定了AFG在市场研究中的优缺点。 AFG的结果和面对面的焦点小组的数据质量没有明显差异。 AFG弥补了与OFG相关的一些严重限制。实际意义-该论文反映了三个问题，即数据质量，AFG的行为（包括主持人的反思）和参与者的经验，它们共同构成了人们对AFG的特征，优势和局限性的理解。原创性/价值-这是第一篇在AFG，传统的面对面焦点小组和OFG之间进行比较的论文。与OFG相比，AFG甚至在面对面的焦点小组讨论中，有时甚至拥有许多优势，为研究人员提供了收集数据的合适环境。

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