Gadalla, Eman; Abosag, Ibrahim; Keeling, Kathy - In: Qualitative Market Research: An International Journal 19 (2016) 1, pp. 101-114
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...
