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

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To determine the willingness-to-pay (WTP) for products and/or services from a customer perspective is crucial for modern approaches to pricing. With the Price Estimation ( PE scene) Christoph Breidert introduces a new method to estimate WTP. It works as an aditional interview scene appended to conjoint analysis and offers the respondents a dynamically generated sequence of product choices with assigned prices.

Author(s): Christoph Breidert
Year: 2006

Language: English
Pages: 135