Conducting Qualitative Research Online – an Exploratory Study Into the Preferred Attributes of an Iconic Digital Music Player

This paper presents two online variations of the laddering interviewing technique to reveal the preferred attributes of an iconic music player. The results suggest that the proposed methods (online laddering interviews and questionnaires) can be transferred successfully to an online environment to combine the effectiveness of qualitative research with the efficiency of quantitative research. While the online laddering interviews produced significantly more depth in understanding, the results of the two online laddering methods are broadly similar. The results indicate that consumer particularly value the control elements of the music player such as the click wheel and the menu navigation, the sound quality, and its aesthetical design.


Alexander Reppel, Thorsten Gruber, Isabelle Szmigin, and Rodiger Voss (2007) ,"Conducting Qualitative Research Online – an Exploratory Study Into the Preferred Attributes of an Iconic Digital Music Player", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 519-526.


Alexander Reppel, Royal Holloway, University of London, UK
Thorsten Gruber, Manchester Business School, University of Manchester, UK
Isabelle Szmigin, Birmingham Business School, University of Birmingham, UK
Rodiger Voss, PH Ludwigsburg, Germany


E - European Advances in Consumer Research Volume 8 | 2007

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