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Marketing Research Articles Related to Pricing Research

Marketing Research Articles Related to Pricing Research

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A strategic technique for health care product positioning

Published
June 1987
Author
Quirk's Staff
Abstract
Questions of pricing and pricing strategy are difficult for health care marketers. Several strategies have emerged to deal with price elasticity.

Trade Talk: Survey sizes up Iowa small businesses

Published
January 1989
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Small businesses face many obstacles, particularly in the first year of operation. This article summarizes the findings of a recent survey of Iowa small businesses commissioned by the Small Business Development Center.

Data Use: Conjoint evolves into discrete choice modeling

Published
October 1990
Author
Robert Roy
Abstract
This article profiles discrete choice modeling which, unlike conjoint modeling, does not require pairing of all attributes. Therefore, unrealistic products are not produced. The respondent does not rate, sort or rank-order, but instead acts as if he or she is in the marketplace, selecting which product to buy.

Data Use: Determining product feature price sensitivities

Published
November 1990
Author
Joseph Curry
Abstract
This article discusses several approaches to determining customer price sensitivities – analyzing actual sales as a function of price, laboratory purchase experiments and preference studies where buyers are asked to express their purchase likelihoods for a product at various price levels. The article then describes the use and advantages of a form of conjoint analysis that allows researchers to estimate both feature prices and the overall price in order to better measure price sensitivities of consumers.

Data Use: Using conjoint analysis for price optimization

Published
October 1991
Author
Richard D. Smallwood
Abstract
To the manufacturer with multiple products in a complex market, setting the prices of all the products in the portfolio can be an imposing task, particularly if the products compete with one another. This article demonstrates how conjoint analysis can help specify multi-product demand function. This leads to techniques for deriving the optimal pricing policy for a portfolio of products within a competitive environment.

Does your pricing study make this common mistake?

Published
April 1995
Author
Albert Fitzgerald
Abstract
Traditional price studies attempt to create a price curve that follows traditional economic textbooks: a straight line or a smooth, concave curve. This article discusses how many quantitative studies for business-to-business and advanced technology product purchases show that demand actually follows a Z-shaped price curve, how to interpret Z-shaped price curves and some implications for pricing research.

Visualizing buyer behavior with unconstrained models

Published
October 1997
Author
Betsy Charles
Abstract
The hierarchical assumption that customer satisfaction is necessary for loyalty and that loyalty is necessary for repeat purchase can bias results. The bias inherent in assumptions is avoided by using unconstrained models. This article discusses unconstrained models and how to use them.

"Gimme what you've got"

Published
February 1999
Author
J. Kevin Bokeno
Abstract
Impulse-buying behavior is increasing in traditionally high-involvement categories and in day-to-day purchases. This article discusses how time constraints have been the dominant theme of the buying experience in the ‘90s.

Study helps develop ticket options for Kennedy Space Center Visitor Complex

Published
May 2001
Author
William Bailey
Abstract
Kennedy Space Center Visitor Center used one-on-one interviews with 506 visitors to examine ticket pricing.

A look at the Chinese automobile market

Published
November 2004
Authors
Barton Lee and David Tatterson
Abstract
With massive growth in the middle classes, the car market in China is poised to explode.

Capturing the context of consumer decision-making

Published
December 2004
Author
Wilson Readinger
Abstract
Instead of focusing on what a consumer thinks about your product or service, look at how they think about it.

Consumer decision-making models, strategies and theories, oh my!

Published
February 2005
Author
Michael Richarme
Abstract
An overview of theories of the consumer decision-making process that aims to help marketers find the method(s) that will work best for them.

Data Use: Forecasting new product market potential in the pharmaceutical industry

Published
June 2005
Author
Yilian Yaun
Abstract
A primer on an analog-based approach to forecasting new product market potential.

Dissatisfaction surveys may be better than satisfaction surveys

Published
October 2005
Author
Albert Fitzgerald
Abstract
Companies should consider conducting dissatisfaction studies, rather than relying on satisfaction studies, to understand the factors leading to dissatisfaction and determine how to avoid frustrating future customers.

Data Use: Evaluating a market using P-E gap analysis

Published
June 2006
Author
William Bailey
Abstract
The addition of data on customer expectations and attribute importance to the gap analysis process paints a more detailed picture for companies seeking insight into the factors that customers consider during the purchase process.

Data Use: An overview of pricing research

Published
July 2006
Author
Keith Chrzan
Abstract
The author reviews several approaches to pricing research - including price sensitivity meters, purchase intention surveys, and designed pricing experiments - and discusses their relative strengths and weaknesses.

Data Use: Retooling a large health insurer’s pricing strategy

Published
June 2007
Author
Jen Coriell
Abstract
The article chronicles how a health insurer used workgroups to develop a pricing strategy that was sensitive to market changes and the effects of advertising and promotions.

Annual study shows consumers have grown tired of thinking about energy

Published
March 2008
Author
Suzanne Shelton
Abstract
Energy Pulse is a national consumer study that analyzes consumer energy use, energy conservation and purchasing behaviors relative to energy-efficient and “green” products and services. About to enter its fourth consecutive year in 2008, Energy Pulse is a national consumer study that analyzes consumer energy use, energy conservation and purchasing behaviors relative to energy-efficient and “green” products and services.

Trade Talk: Two vexing questions have been put to rest

Published
April 2008
Author
Joseph Rydholm, Quirk's Editor
Abstract
Recent studies have helped Quirk's Editor Joseph Rydholm answer two marketing-related questions. First, do shoppers who buy only the items featured in a grocery store's weekly coupons adversely effect the store's profits? And second, with the rise of superstores, where everything from motor oil to lettuce is available for purchase, are consumers ever put off by having disparate products next to each other in their shopping carts?

Trade Talk: The Web drives sales, but not all by itself

Published
July 2008
Author
Joseph Rydholm, Quirk's Editor
Abstract
A Pew study shows that while consumers do rely on the Web for information searches when shopping for products and services, in many cases they also consult in-store salespeople as part of the process.