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| Author: | Morgan, R. P. |
| Title: | Ad hoc pricing research - some key issues. |
| Journal: | Journal of the Market Research Society
1987 : APR, VOL. 29:2, p. 109-121 |
| Index terms: | MARKET RESEARCH CONSUMER CHOICE RETAIL PRICING PRODUCT PREFERENCE |
| Language: | eng |
| Abstract: | Research techniques currently available for ad hoc pricing problems are summarized. The problem of pricing is outlined. The elements of pricing methodologies are listed and analyzed. The most important decision problems are discussed. A short description is presented about the pricing context, the product field, the price and the consumer. Points to consider in choosing the right pricing research technique are summarized. The importance of practical experience is stressed. The problem of building a pricing simulation model is outlined. Possibilities are mentioned about using computers. |
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