Comparar métodos

	Gabor-Granger Pricing	Van Westendorp Price Sensitivity Meter
Área	Marketing Research	Marketing Research
Família	Process / pipeline	Process / pipeline
Ano de origem	1966	1976
Autor original	André Gabor & Clive W. J. Granger	Peter H. van Westendorp
Tipo	Direct purchase-intent pricing survey yielding a demand curve	Four-question survey method for perceived acceptable price ranges
Fonte seminal	Gabor, A., & Granger, C. W. J. (1966). Price as an Indicator of Quality: Report on an Enquiry. Economica, 33(129), 43-70.	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.
Outros nomes	Gabor-Granger, Gabor-Granger Technique, Direct Price-Response Method, Purchase-Intent Pricing	PSM, Price Sensitivity Meter, Van Westendorp PSM, NSS Price Sensitivity Meter
Relacionados	4	4
Resumo	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.	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.