Bainbridge, William S. "The Scientific Research Potential of Virtual Worlds." Science. Vol 317. 2007. pp 472 - 476.
http://www.sciencemag.org/cgi/content/abstract/317/5837/472
ABSTRACT
Online virtual worlds, electronic environments where people can work and interact in a somewhat realistic manner, have great potential as sites for research in the social, behavioral, and economic sciences, as well as in human-centered computer science. This article uses Second Life and World of Warcraft as two very different examples of current virtual worlds that foreshadow future developments, introducing a number of research methodologies that scientists are now exploring, including formal experimentation, observational ethnography, and quantitative analysis of economic markets or social networks.
http://www.sciencemag.org/cgi/content/abstract/317/5837/472
ABSTRACT
Online virtual worlds, electronic environments where people can work and interact in a somewhat realistic manner, have great potential as sites for research in the social, behavioral, and economic sciences, as well as in human-centered computer science. This article uses Second Life and World of Warcraft as two very different examples of current virtual worlds that foreshadow future developments, introducing a number of research methodologies that scientists are now exploring, including formal experimentation, observational ethnography, and quantitative analysis of economic markets or social networks.
