Incorporates: Pricing Strategy and Practice
Online from: 1992
Subject Area: Marketing
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|Title:||The iPod phenomenon: identifying a market leader's secrets through qualitative marketing research|
|Author(s):||Alexander E. Reppel, (Birmingham Business School, The University of Birmingham, Edgbaston, UK), Isabelle Szmigin, (Birmingham Business School, The University of Birmingham, Edgbaston, UK), Thorsten Gruber, (Birmingham Business School, The University of Birmingham, Edgbaston, UK)|
|Citation:||Alexander E. Reppel, Isabelle Szmigin, Thorsten Gruber, (2006) "The iPod phenomenon: identifying a market leader's secrets through qualitative marketing research", Journal of Product & Brand Management, Vol. 15 Iss: 4, pp.239 - 249|
|Keywords:||Product development, Qualitative market research|
|Article type:||Research paper|
|DOI:||10.1108/10610420610679601 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The aim of this paper is to explore the potential for learning from customers of a market leader through qualitative marketing research.
Design/methodology/approach – The paper presents findings from a study that applies a combination of quantitative and qualitative research methods. An online variation of an existing qualitative research method is proposed.
Findings – The results suggest that the proposed method can be transferred successfully to an online environment and combines the effectiveness of qualitative research with the efficiency of quantitative research.
Research limitations/implications – A general problem with online research is that it excludes all individuals who are not online. Moreover, the results are limited by the nature of the sample, which only includes German-speaking respondents. Finally, further research should investigate the differences in depth between responses of online- and offline-conducted interviews.
Practical implications – Offers a relatively inexpensive yet effective solution for product and brand managers to uncover the reasons that drive customers to a market-leading competitor.
Originality/value – Compared with many other approaches available to product and brand managers, this paper proposes a more realistic and practical method of understanding a market leader through the eyes of its customers.
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