Abstract
This chapter discusses how pricing studies are performed when conjoint analysis is applied. The general approach is to include price in the conjoint study as yet another attribute. We will explain how this is done, and review a selection of publications which explicitly focus on the estimation of willingness-to-pay (WTP).
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© 2006 Deutscher Universitäts-Verlag | GWV Fachverlage GmbH, Wiesbaden
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(2006). Conjoint Analysis in Pricing Studies. In: Estimation of Willingness-to-Pay. DUV. https://doi.org/10.1007/978-3-8350-9244-0_6
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DOI: https://doi.org/10.1007/978-3-8350-9244-0_6
Publisher Name: DUV
Print ISBN: 978-3-8350-0399-6
Online ISBN: 978-3-8350-9244-0
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