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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.
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Analyses Delivered: |
- Preference share (not brand share) at different pricing scenarios, client DSS module allows multiple scenarios to be run.
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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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