Was sind Kunden zu zahlen bereit? - Ein Vergleich der Open-Ended-, Gabor-Granger- und Van-Westendorp-Methode
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- Hofstetter, Reto & Miller, Klaus M. & Krohmer, Harley & Zhang, Z. John, 2021. "A de-biased direct question approach to measuring consumers' willingness to pay," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 70-84.
- Jonas Schmidt & Tammo H. A. Bijmolt, 2020. "Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 499-518, May.
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