Description
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Consumer preferences are a significant factor when trying to enhance the future success of distribution models in the online music market. This study focuses on the concept of conjoint analysis in order to measure what features of online download services are appreciated the most. Therefore, an online survey is conducted involving 150 subjects. The five attributes that are being evaluated during the conjoint analysis are: legality of the download, price per song, copy protection, download time, and variety of music downloads offered. In the survey legality and price are regarded as the most important factors by the participants. While copy protection still appears to be somewhat important, the download time and variety were preferred least. Considering these results, an attempt is then made to assess and enhance music download services. This book is directed at professionals in the music industry, decision makers in media companies and finally, anyone with a special interest in the online music market.
(Text)
Consumer preferences are a significant factor when trying to enhance the future success of distribution models in the online music market. This study focuses on the concept of conjoint analysis in order to measure what features of online download services are appreciated the most. Therefore, an online survey is conducted involving 150 subjects. The five attributes that are being evaluated during the conjoint analysis are: legality of the download, price per song, copy protection, download time, and variety of music downloads offered. In the survey legality and price are regarded as the most important factors by the participants. While copy protection still appears to be somewhat important, the download time and variety were preferred least. Considering these results, an attempt is then made to assess and enhance music download services. This book is directed at professionals in the music industry, decision makers in media companies and finally, anyone with a special interest in the online music market.
(Author portrait)
Matthias Luecker Matthias Luecker, Dipl.-Kfm.: Study of Business Administration at the University of Cologne. Major research interests include Media Management, Finance and Economics.
