| 書(shū)目名稱(chēng) | Estimation of Willingness-to-Pay | | 副標(biāo)題 | Theory, Measurement, | | 編輯 | Christoph Breidert | | 視頻video | http://file.papertrans.cn/316/315796/315796.mp4 | | 圖書(shū)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 | | 關(guān)鍵詞 | 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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