مقایسهٔ روش‌ها

	Van Westendorp Price Sensitivity Meter	Gabor-Granger Pricing
حوزه	Marketing Research	Marketing Research
خانواده	Process / pipeline	Process / pipeline
سال پیدایش	1976	1966
پدیدآور	Peter H. van Westendorp	André Gabor & Clive W. J. Granger
نوع	Four-question survey method for perceived acceptable price ranges	Direct purchase-intent pricing survey yielding a demand curve
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.	Gabor, A., & Granger, C. W. J. (1966). Price as an Indicator of Quality: Report on an Enquiry. Economica, 33(129), 43-70.
نام‌های دیگر	PSM, Price Sensitivity Meter, Van Westendorp PSM, NSS Price Sensitivity Meter	Gabor-Granger, Gabor-Granger Technique, Direct Price-Response Method, Purchase-Intent Pricing
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.	The Gabor-Granger method is a direct pricing-research technique that estimates a product's demand curve by asking respondents whether they would buy it at each of several price points. Developed by economists André Gabor and Clive Granger in the 1960s through surveys of how consumers perceive and react to prices, it asks a simple question, would you purchase at this price?, across a ladder of prices, usually presented in random order. Aggregating the share of people willing to buy at each price traces a stated demand curve, from which the analyst computes expected revenue at every price and identifies the price that maximizes it. Because it focuses on a single product rather than competitive trade-offs, Gabor-Granger is fast, intuitive, and well suited to setting or testing a price for an existing or clearly defined offering. It also yields a straightforward estimate of price elasticity. Its directness is both its appeal and its main weakness, since asking about price in isolation can prime respondents and overstate price sensitivity.