OnDemand WTP Pricing Research

Tag: Conjoint Analysis

Book: Estimation of Willingness-to-Pay – Theory, Measurement, Application

Book: Estimation of Willingness-to-Pay – Theory, Measurement, Application

Summary: With the Price Estimation scene (PE scene) Christoph Breidert introduces a new method to estimate willingness-to-pay. It works as an additional interview scene appended to conjoint analysis and offers the respondents a dynamically generated sequence of product choices with assigned prices. The customers indicate whether they would actually purchase the presented product profiles. Authors: […]

Book: Getting Started with Conjoint Analysis – Strategies for Product Design & Pricing Research

Book: Getting Started with Conjoint Analysis – Strategies for Product Design & Pricing Research

Summary: Ask people what they want, and they say, “the best of everything.” Ask them what they would like to spend, and they say, “as little as possible.” Assessing consumer preferences and willingness to pay through direct rating scales, with separate questions about product features and prices, often fails to capture trade-offs that underlie consumer […]