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ARS VP Presents at Sawtooth Conference
Jane Tang presented at the Sawtooth Software Conference her paper on Influencing Feature Price Tradeoff Decisions in CBC Experiments. Sawtooth Software is one of the world’s most widely used analytical and survey interviewing systems; the conference was in Florida, USA from March 23-27.
Jane Tang, Vice-President of Analytical Intelligence, presented results from a recent study examining several manipulations and their impact on respondents’ price/feature tradeoff decisions, including narrow vs. broad scale manipulation, Built-Your-Own (BYO) exercise, and pricing exercises such a budgeting session, a Van Westendorp price sensitivity measure and point of sale price comparisons.
Tang also examined the impact of Sawtooth Software’s Adaptive Choice Based Conjoint (ACBC) exercise on respondent price elasticity. Tang concluded that the BYO exercise, separately or in combination with most pricing exercises, was effective in reducing the price premiums respondents placed on advanced features of products. ACBC was also effective in reducing respondent’s price elasticity.
Click here to read more about the Sawtooth Software Conference.
Click here to read an abstract of Influencing Feature Price Tradeoff Decisions in CBC Experiments.
Click here to request a copy of the presentation.