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Design/Methodology:
Face to face interview
with 100-500 (on average) respondents, each seeing around
6-12 choice sets of 3-9 brands. In order to cover a wide range
of brands and price combinations, a partial factorial design
for selecting choice sets is used. Five levels are covered
for each brand.
Marketing
Issues Addressed:
Price elasticity,
ability of brand to command a premium, how to respond to competitive
price tactics.
Analyses
Delivered:
Preference share
(not brand share) at different pricing scenarios, client DSS
module allows multiple scenarios to be run.
Works With:
Scanpro data from
retail (to set up realistic price ranges and to give reality
checks to estimates). BASES Price Advisor.
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