Rationale and design of moderated choice experiments: a strategic pricing application

Abstract

Common methods for pricing research ask respondents to evaluate multiple pricing scenarios. Likely respondents can allow some carry‐over to occur from one scenario to the next. In a study wherein such carry‐over conflicts with the objectives of the research a different experimental design will be more appropriate. Moderated choice experimental designs are introduced and illustrated in a study of every day low price pricing of a consumer durable good. Substantive conclusions about durable goods pricing strategies and about moderated choice experiments are reported.

Citation

Chrzan, K. (2001), "Rationale and design of moderated choice experiments: a strategic pricing application", Journal of Product & Brand Management, Vol. 10 No. 5, pp. 293-300. https://doi.org/10.1108/EUM0000000005847