| 书目名称 | Estimation of Willingness-to-Pay | | 副标题 | Theory, Measurement, | | 编辑 | Christoph Breidert | | 视频video | | | 图书封面 |  | | 描述 | The work of Christoph Breidert is positioned in a methodologically challenging area of marketing research that is highly relevant to both theoretical investigations and practical apphcations. Determination of willingness-to-pay for products and/or services from a customers per spective is crucial for modern approaches to pricing decision-making. Based on the in creasing availability of individual transaction data (e. g. , scanner data, consumer panel data, and data from Smart Cards) remarkable improvements have been achieved in es timating advanced price response models based on observed purchase data. However, empirical price and/or product variations are typically very Umited in such historical data which complicates accurate willingness-to-pay estimation or makes it even imprac tical. This is especially true when entirely new products are planned to be introduced or alternative marketing strategies (e. g. , product bundhng) are considered by the manage ment. While asking customers directly for their wiUingness or unwillingness to purchase a specific product at the designated price commonly results in unreahstic estimates, ex perimental survey-based methods turned out to be | | 出版日期 | Book 2006 | | 关键词 | Conjoint analysis; Online-surveying; Pricing; Statistics; marketing | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-8350-9244-0 | | isbn_softcover | 978-3-8350-0399-6 | | isbn_ebook | 978-3-8350-9244-0 | | copyright | Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2006 |
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发表于 2025-3-21 16:20:29
