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Marketing Research Articles Related to Pricing Research

Marketing Research Articles Related to Pricing Research

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"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.

A look at the buying process model

Published
June 2009
Author
Sharon S. Paik
Abstract
This article explains a method called the buying process approach, which helps pharmaceutical firms closely examine how patients move through the health care system. By identifying areas where problems occur and understanding how those problems affect patients’ use of health care brands, marketers can design strategies to overcome roadblocks.

* A marketer's guide to increasing prices

Published
October 2010
Author
Gerald Linda
Abstract
Finally on the upswing of a global economic meltdown, marketers are beginning to consider raising prices to recoup losses and keep up with inflation. The author offers several strategies, tactics and communication plans to increase prices without losing business.

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.

A tankful of potential

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.

* Behavioral economics: what it is and three ways marketers can use it

Published
March 2012
Author
Paul Conner
Abstract
This article defines behavioral economics and suggests three things marketers can do with behavioral economics phenomena to improve sales of their products and services.

Brazilian hair care firm Beleza Natural thrives by keeping close to its roots

Published
February 2010
Authors
Hy Mariampolski, Leticia Moreira Casotti and Maribel Carvalho Suarez
Abstract
On-site visits help researchers understand the icons and ideals used by a Brazilian hair care firm to both inspire and form a bond with its working-class customers.

By the Numbers: Under the influence

Published
May 2010
Author
Stephen J. Hellebusch
Abstract
The author replicated an experiment from Predictably Irrational to better understand the impact that arbitrary coherence might have on marketing research studies.

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: 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: Arbitrary incoherence, or, a failure to replicate

Published
December 2010
Author
Stephen J. Hellebusch
Abstract
In a follow-up to his May 2010 article on the same topic, the author reports on his attempts to further investigate the impact - or lack thereof - of arbitrary coherence.

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: 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.

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.

* Data Use: Seeing beyond the brand halo

Published
November 2011
Author
James A. Rohde
Abstract
The author shows how a closer look at some brand data can reveal helpful findings that would have otherwise gone unnoticed.

Data Use: The insidious top-box and its effects on measuring line share

Published
August 2008
Author
Bob Gertsley
Abstract
The popular top-box measure has serious flaws because it can mislead marketers with data that may be statistically significant but answers an irrelevant business question. Instead of relying on top-box, the author argues for choice experiments, which more accurately differentiate among similar concepts, more effectively measure cannibalization and make it easier to assess the overall impact of line extensions on a business.

Data Use: Toward a more optimized kind of revenue optimization

Published
May 2013
Author
Jeff Monroe
Abstract
The author reviews traditional applications of revenue optimization and offers an improved method that uses a multivariate approach.

Decide and buy

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.

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.

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.

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