Search
  Advanced Search
 
Journal search
Journal cover: Journal of Product & Brand Management

Journal of Product & Brand Management

ISSN: 1061-0421
Incorporates: Pricing Strategy and Practice

Online from: 1992

Subject Area: Marketing

Content: Latest Issue | icon: RSS Latest Issue RSS | Previous Issues

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

Previous article.Icon: Print.Table of Contents.Next article.Icon: .

The iPod phenomenon: identifying a market leader's secrets through qualitative marketing research


Document Information:
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
Abstract:

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.



Fulltext Options:

Login

Login

Existing customers: login
to access this document

Login


- Forgot password?
- Athens/Institutional login

Purchase

Purchase

Downloadable; Printable; Owned
HTML, PDF (251kb)Purchase

To purchase this item please login or register.

Login


- Forgot password?

Recommend to your librarian

Complete and print this form to request this document from your librarian


Marked list


Bookmark & share

Reprints & permissions