管理者经济学4(视角独特,专门为管理者而写的经济学).pptVIP

Chapter 4: Techniques for Understanding Consumer Demand and Behavior Getting Information About Consumer Behavior Expert opinion Consumer surveys Test marketing and price experiments Analyses of census and other historical data Unconventional methods Consumer Surveys Direct consumer surveys Likely questions Limitations of direct surveys Conjoint analysis Uses a ranking system More realistic than direct surveys Test Marketing and Price Experiments Test marketing Allows companies to study how consumers handle, use, and repurchase a product Provides information on potential size of market Price