{"product_id":"9783835003996","title":"Estimation of Willingness-to-Pay: Theory, Measurement, Application","description":"\u003ch1\u003eEstimation of Willingness-to-Pay: Theory, Measurement, Application\u003c\/h1\u003e \u003ch2\u003eBreidert, Christoph; Reutterer, Pro. Dr. Thomas\u003c\/h2\u003e \u003cp\u003eThe work of Christoph Breidert is positioned in a methodologically challenging area of marketing research that is highly relevant to both theoretical investigations and practical apphcations. Determination of willingness-to-pay for products and\/or services from a customers per­ spective is crucial for modern approaches to pricing decision-making. Based on the in­ creasing availability of individual transaction data (e. g. , scanner data, consumer panel data, and data from Smart Cards) remarkable improvements have been achieved in es­ timating advanced price response models based on observed purchase data. However, empirical price and\/or product variations are typically very Umited in such historical data which complicates accurate willingness-to-pay estimation or makes it even imprac­ tical. This is especially true when entirely new products are planned to be introduced or alternative marketing strategies (e. g. , product bundhng) are considered by the manage­ ment. While asking customers directly for their wiUingness or unwillingness to purchase a specific product at the designated price commonly results in unreahstic estimates, ex­ perimental survey-based methods turned out to be a promising approach for the indirect measurement of willingness-to-pay. Among the most prominent techniques within this methodological framework is conjoint (or trade-off) analysis, which aims at inferring re­ spondents preference structures based on their reactions to systematically varied profiles of product attributes (mostly including price) in an experimental design. In his work, Christoph Breidert provides a systematic overview of the competing methods that have been and are still applied in todays practical and theoretical pricing research.\u003c\/p\u003e \u003ch3\u003eDetails\u003c\/h3\u003e \u003cp\u003ePublished by: Deutscher Universitätsverlag\u003c\/p\u003e \u003cp\u003ePublication Date: 2006-07-26\u003c\/p\u003e \u003cp\u003eFormat: Paperback\u003c\/p\u003e \u003cp\u003eISBN-13: 9783835003996\u003c\/p\u003e \u003cp\u003eDOI: 10.1007\/978-3-8350-9244-0\u003c\/p\u003e \u003cp\u003eDimensions: 210cm x148cm\u003c\/p\u003e \u003cp\u003ePages: 135\u003c\/p\u003e ","brand":"Deutscher Universitätsverlag","offers":[{"title":"Default Title","offer_id":47388324462732,"sku":"9783835003996","price":80.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9783835003996.jpg?v=1775757868","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9783835003996","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}