مقایسهٔ روش‌ها

	Van Westendorp Price Sensitivity Meter	Choice-Based Conjoint
حوزه	Marketing Research	Marketing Research
خانواده	Process / pipeline	Regression model
سال پیدایش	1976	1983
پدیدآور	Peter H. van Westendorp	Jordan J. Louviere & George Woodworth; Sawtooth Software (Bryan Orme)
نوع	Four-question survey method for perceived acceptable price ranges	Discrete-choice experiment for product preference and part-worth utilities
منبع بنیادین	Van Westendorp, P. H. (1976). NSS Price Sensitivity Meter (PSM) - A new approach to study consumer perception of prices. Proceedings of the 29th ESOMAR Congress, Venice, 139-167.	Louviere, J. J., & Woodworth, G. (1983). Design and Analysis of Simulated Consumer Choice or Allocation Experiments: An Approach Based on Aggregate Data. Journal of Marketing Research, 20(4), 350-367.
نام‌های دیگر	PSM, Price Sensitivity Meter, Van Westendorp PSM, NSS Price Sensitivity Meter	CBC, Discrete-Choice Conjoint, Choice Experiment Conjoint, Choice-Based Conjoint Analysis
مرتبط	4	4
خلاصه	The Van Westendorp Price Sensitivity Meter (PSM) is a survey technique that maps the range of prices consumers find acceptable by asking four open-ended questions about what price would seem too cheap, cheap (a bargain), expensive, and too expensive for a product. Introduced by Dutch economist Peter van Westendorp at the 1976 ESOMAR congress, it rests on the idea that consumers judge price not against a single point but against internal reference boundaries, below which quality becomes suspect and above which the product seems overpriced. From respondents' answers the analyst builds four cumulative distributions and reads off their intersections, which define an optimal price point, an indifference price point, and a range of acceptable prices bounded by the points of marginal cheapness and marginal expensiveness. Unlike methods that estimate a demand curve, PSM characterizes perceived price acceptability and is especially useful early in pricing, when little is known about a new product. It is quick, intuitive, and widely used, though it measures perception rather than purchase behavior or revenue.	Choice-based conjoint analysis (CBC) measures how consumers value the features of a product by observing the choices they make among competing, attribute-defined profiles rather than by asking them to rate attributes directly. Each respondent completes a series of choice tasks, picking the single most preferred alternative (often with a 'none' option) from a small set, and the pattern of choices across many tasks reveals the implicit trade-offs people make. The method grew out of Louviere and Woodworth's 1983 integration of conjoint measurement with discrete-choice theory, which showed that controlled choice experiments could be analyzed with the multinomial logit model. Because the choice task mimics a real purchase decision, CBC has become the dominant form of conjoint in commercial marketing research, popularized by Sawtooth Software. Estimation recovers part-worth utilities for every attribute level, either at the aggregate level or, more commonly today, individually through hierarchical Bayes. Those utilities then feed market simulators that predict shares of preference for new or hypothetical product configurations.