search query: @indexterm Price level / total: 354
reference: 186 / 354
| Author: | Clarke, J. |
| Title: | What price research? |
| Journal: | Management Decision
1988 : VOL. 26:3, p. 47-52 |
| Index terms: | MARKET RESEARCH PRICE LEVEL BRAND CHOICE |
| Language: | eng |
| Abstract: | Useful information about the structure of markets and the pricing of products can be achieved by simple research techniques. Two fields of research are covered: simple pricing questions (such as the Gabor-Grainger "buy-response" technique) and custom-built pricing studied based on simulated purchasing procedures. Three case studies of pricing goods are used to illustrate the value of pricing research in revealing the structure of markets as well as information about particular brands. Advice is given on the design of appropriate research. Examples are provided of how to present results in an easily understood way, both graphically and numerically, and how to interpret these results in the familiar terms of market share, elasticities, premiums. |
SCIMA