The Future of 3D TV

Table of Contents

1. INTRODUCTION

1.1 Problem Statement & Main question

1.2 Research Questions

2. METHODOLOGY

2.1 Data used

2.1.1 Tertiary Information

2.1.2 Secondary information

2.1.3 Primary information

2.2 Constraints and Limitations

2.2.1 Budget

2.2.2 Constant changes in the sector

3. PART 1 –DESK-RESEARCH

3.1 RESULTS

3.1.1 What is 3D TV?

3.1.1.1 How is the 3D effect created?

3.1.1.2 3D – from 1838 to 2010

3.1.1.3 3D Costs and Revenues

3.1.2 The extra value of 3D

3.1.3 What is the market position of 3D TV in the US?

3.1.3.1 Consumer’s attitude towards 3D

3.1.4 The Challenges of 3D TV

3.1.4.1 Economic challenges

3.1.4.2 Technological challenges

3.1.4.3 Sociological challenges

3.1.5 Trends and Development of the 3D TV market

3.1.5.1 3D Content

3.1.5.2 3D TVs

3.1.5.3 Prices

3.1.5.4 3D Glasses

3.1.5.5 3D online streaming

3.1.6 How does the consumer-adoption-process work?

3.2 ANALYSIS

3.2.1 Relative Advantage

3.2.2 Compatibility

3.2.3 Complexibility

3.2.4 Trialability/Observability

3.3 CONCLUSION

4. PART 2 – TARGET GROUP RESEARCH

4.1 RESEARCH DESIGN & METHODOLOGY

4.1.1 Problem Statement

4.1.2 Target Group

4.1.3 Sample Size

4.1.3.1 Adjustment of the sample size

4.1.4 Topics

4.1.5 Research Questions

4.1.5.1 Decisions of making the questionnaire

4.1.5.2 Testing of the questionnaire

4.1.6 Fieldwork

4.1.6.1 Online survey

4.1.6.2 Paper Version

4.1.7 Process of the fieldwork

4.1.7.1 Determining data

4.1.7.2 Control of the fieldwork

4.1.7.3 Control with the help of accessible data

4.1.7.4 Bias

4.2 RESULTS

4.2.1 Research Question 1 – How are the innovators of the 3D TV technology characterized?

4.2.2 Research Question 2 – What is the target group’s TV viewing behavior and how affiliated are they with new technology of the TV market?

4.2.3 Research Question 3 - What is the target group’s perception towards 3D TV?

4.2.4 Research Question 4 – How educated is the target group about 3DTV?

4.2.5 Research Question 5 – What are the obstacles to adapt to 3D TV?

4.3 ANALYSIS

4.3.1 Analysis of the research questions

4.3.1.1 How are the innovators of the 3D TV technology characterized?

4.3.1.2 What’s the target group’s TV viewing behavior & how are they affiliated with the technology in the TV market?

4.3.1.3 What is the target group’s perception towards 3D TV?

4.3.1.4 How educated is the target group about 3D TV?

4.3.1.5 What are the obstacles to adapt to 3D TV?

4.3.2 How does the target group’s perception towards 3D TV influence the adoption rate of 3D TV?

4.3.2.1 Relative Advantage

4.3.2.2 Compatibility

4.3.2.3 Complexity

4.3.2.4 Trialability/Observability

5. PART 3 - CONCLUSION & DISCUSSION

Research Objectives & Key Topics

This bachelor dissertation aims to investigate the current market situation and consumer perception of 3D TV within the United States to determine whether the technology is likely to achieve widespread adoption within the next three to five years or if it remains a temporary market hype.

• Diffusion of Innovation theory applied to the 3D TV market
• Identification and characterization of 3D TV innovators
• Economic, technological, and sociological barriers to 3D TV adoption
• Impact of consumer education and perception on technology adoption rates
• Market trends including content availability, pricing, and hardware developments

Excerpt from the Book

Summary of Chapters

INTRODUCTION: Defines the research problem regarding 3D TV adoption, sets the primary research question, and introduces the theoretical framework of diffusion of innovation.

METHODOLOGY: Details the research design, including the use of primary (survey) and secondary (market data) sources, while acknowledging limitations related to budget and the rapidly changing tech sector.

PART 1 –DESK-RESEARCH: Analyzes the 3D TV market, identifying key technological and sociological challenges such as high costs, the need for glasses, and consumer attitudes.

PART 2 – TARGET GROUP RESEARCH: Presents empirical findings from a survey aimed at characterizing early innovators and understanding general consumer perception towards 3D technology.

PART 3 - CONCLUSION & DISCUSSION: Synthesizes findings to predict the future of 3D TV, emphasizing that consumer education and price reductions are critical for future success.

Keywords

3D TV, Innovation, Diffusion of Innovation, Consumer Adoption, Technology, Market Research, Stereoscopic 3D, TV Market, Consumer Perception, Target Group, Adoption Rate, Media Management, Electronic Entertainment, Hardware Adoption, Technology Trends

Frequently Asked Questions

What is the primary objective of this research paper?

The paper aims to determine if 3D TV will become a standard technology in consumer homes within the next three to five years or if it is merely a failing marketing hype.

Which theoretical framework does the author use?

The research is guided by Everett M. Rogers' "Diffusion of Innovation" theory, which categorizes adopters and identifies characteristics influencing the adoption rate of new technologies.

What are the main thematic areas covered?

The study examines market trends, consumer behavior, technological barriers (like the need for 3D glasses), and sociological challenges such as consumer wait-and-see approaches.

What research methods were utilized?

The work combines desk research based on existing market reports with a quantitative target group survey conducted among American citizens.

What is covered in the main body of the work?

The main body is divided into a desk research section analyzing market factors and a target group research section that tests these assumptions through empirical survey data.

Which keywords best characterize the dissertation?

Key terms include 3D TV, innovation, consumer adoption, technology, market research, and consumer perception.

How does the launch date of 3D TV affect its success?

The research suggests that the launch was unfavorable because many US households had recently invested in HDTVs and were therefore unwilling to purchase a new television so soon.

What role do 3D glasses play in adoption?

They are identified as a major barrier; consumers perceive them as expensive, uncomfortable, and incompatible across different hardware brands, which negatively impacts adoption.