The van Westendorp Price Sensitivity Meter – Are We Using It Incorrectly?
Reveals inconsistencies in the use of this pricing method; generally recommends avoiding its use
Reveals inconsistencies in the use of this pricing method; generally recommends avoiding its use
A review of both direct questioning techniques like willingness to pay, monadic designs, and van Westendorp, and trade-off techniques such as conjoint, for use in pricing research.