# The Advancement of Virtual Reality in Automotive Market Research: Challenges and Opportunities
## 3 Results
### Scientific Mapping
\begin{table}
\begin{tabular}{c c c} \hline \hline
**Reference** & **Title** & **Publication Year** \\ \hline
[9] & Future directions for the development of virtual reality within an automotive manufacturer & 2016 \\ \hline
[22] & Interaction techniques for virtual reality-based automotive design reviews & 2017 \\ \hline
[23] & Early prototype assessment of a new virtual system for training procedural skills of automotive service operators: LARTE tool & 2015 \\ \hline
[24] & VR Processes in the Automotive Industry & 2015 \\ \hline
[25] & Opportunities and constraints of virtual reality application in international and domestic car companies of Malaysia & 2012 \\ \hline
[26] & Design and Implementation of a Complex Virtual Reality System for Product Design with Active Participation of End User & 2016 \\ \hline
[27] & How 3D Virtual Reality Stores Can Shape Consumer Purchase Decisions: The Roles of Informativeness and Playfulness & 2020 \\ \hline
[28] & Understanding the use of Virtual Reality in Marketing: A text mining-based review & 2019 \\ \hline
[10] & Virtual and augmented reality: Advancing research in consumer marketing & 2020 \\ \hline
[29] & Virtual Reality as a Marketing Tool & 2019 \\ \hline
[30] & Implementation Issues of Augmented Reality and Virtual Reality: A Survey & 2018 \\ \hline
[31] & A user study trends in augmented reality and virtual reality research: A qualitative study with the past three years of the ISMAR and IEEE & 2012 \\ \hline
[32] & A study on the use of an immersive virtual reality store to investigate consumer perceptions and purchase behavior toward non-standard fruits and vegetables & 2017 \\ \hline \hline \end{tabular}
\end{table} 
Table 1: List of selected studies. applications are conducted by the end customer or by skilled automakers representatives mimicking client behavior [9]. In the retailing application field, research has mostly concentrated on understanding consumer behavior in virtual worlds and the corresponding purchase inclinations. The research was mostly conducted through the purchase of minor goods such as fruit [32] or supermarket items. A comparable application is used with automotive users during the pre-purchase process, mostly to allow customers to virtually select vehicle choices or models [10]. Since cars have a significant cost for their buyers, the study attempted to understand the various degrees of VR application based on the product cost. Marketing research applications and studies on more expensive things such as furniture [27] and even pricey products such as houses [10; 28] can be found in the literature but not for product development applications. In the articles selected for our study, we discovered various forms of analysis. We grouped them as follows: (a) VR improvements refer to research conducted in an application or environment where Virtual Reality is already being used, with the goal of improving its performance, such as switching the Virtual Reality application from non-immersive to immersive; (b) comprises investigations based on a survey of the literature and incorporates knowledge from various articles, studies, and fields; (c) A \(\times\) B comparison, where the authors develop a correlation of several immersive virtual environments or an immersive environment compared to a physical one. The immersive virtual environment is a perception of physically being there in a non-physical setting; the final sort of classification is based on (d) surveys of Virtual Reality users. Their knowledge and experiences are gathered through the use of specific questionnaires. For example, surveys are conducted with automakers experts on present VR applications and their anticipated future in several business domains. Figure 6 illustrates the analysis type distribution. Table 2 illustrates the connection between the field of application and users as well as the type of analysis. The articles related to the automotive industry use experts inside the sector in the studies, while the articles from the other field of applications were based on final users.