Research Methods Track

Managerial and Academic Considerations for Three Approaches to WTP

About this presentation

Marketers are interested in how much they can charge for enhanced product features. Conjoint analysis is also accepted in litigation, where assessed damages rely on defensible WTP estimation. Some WTP methods are more defensible and accepted than others in litigation cases. Yet, WTP approaches that are most relevant and explainable for marketers may not necessarily be the ones that are most defensible in court cases.

Bryan Orme & Keith Chrzan, Sawtooth Software | Greg Allenby, Ohio State University