Research Methods Track

Specific or Abstract Prices?

About this presentation

We discuss how best to set-up the price attribute in conjoint studies when specific product prices cannot be tested. We discuss the pros and cons of each approach and provide practical recommendations. This will provide practitioners with the confidence to expand the situations in which they use conjoint analysis to conduct pricing research, which will ultimately help promote conjoint analysis as a methodology across the Market Research industry.

Alexandra Chirilov & James Pitcher, GfK