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| Author: | Blamires, C. |
| Title: | Pricing research techniques |
| Journal: | Journal of the Market Research Society
1997 : JAN, VOL. 39:1, p. 87-108 |
| Index terms: | PRICING RESEARCH GROWTH |
| Language: | eng |
| Abstract: | This paper seeks to review current pricing research techniques from the (hopefully) unbiased viewpoint of the user. Techniques are, for the purposes of the review, divided into direct techniques which simulate the point-of-sale situation and indirect techniques - the more "psychological" measures of which Granger-Gabor is one example. The advantages and limitations of these techniques are assessed and a new methodology outlined, which, it is suggested, provides improvements in several key areas by making use of elements of both. |
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