Research associated with virtual worlds continues to grow as virtual worlds increase in popularity. The benefits of conducting research in virtual worlds include the recruitment of large numbers of respondents in a reasonable time and at low cost. Moreover, respondents can participate in research surveys from within the virtual world which increases convenience. However, this also raises new issues such as possible mode effects between real-world vs. virtual-world responses. Survey responses provided in a virtual world (e.g., Cybertown, Second Life, Muse) may differ qualitatively
from responses provided in a real world online (web) survey. It is important to determine what sorts of questions are vulnerable to change as well as the extent and direction of that influence. The results will inform our ability to interpret findings of virtual world-based research. In-world study participants will be recruited by a vendor with an established virtual presence. Data will be collected in the virtual world through a self-administered survey (e.g., a survey kiosk). Respondents who provide informed consent will be asked to complete a brief in-world survey of roughly 20 questions for a small virtual incentive (e.g., Linden dollars). The survey will include both demographic/factual questions as well as attitudinal/opinion questions. Respondents who complete the in-world survey will then be asked to complete a web survey in real life for a small real-life incentive. The web survey will be similar to the virtual-world survey. The analysis will focus on mode effects between the two sets of responses.