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Befragungsbasierte Methoden zur Ermittlung von Preisresponsefunktionen: Preisbereitschaft oder Kaufbereitschaft?

Author

Listed:
  • Holger Müller

    (Faculty of Economics and Management, Otto-von-Guericke University Magdeburg)

  • Steffen Voigt

    (Faculty of Economics and Management, Otto-von-Guericke University Magdeburg)

  • Bernd Erichson

    (Faculty of Economics and Management, Otto-von-Guericke University Magdeburg)

Abstract

In experimentellen Studien werden Preis- und Kaufabfragen eines monadisch (isoliert) prä-sentierten Verbrauchsgutes in einem 2x2 faktoriellen Design auf hypothetischer Ebene reali-siert oder mit einer anreizkompatiblen Lotterie verknüpft. Zwecks Validierung erfolgte außer-dem ein reales Kaufangebot. Die Ergebnisse weisen die Existenz eines Bias der hypotheti-schen Abfrage nach. Ferner bestätigt sich, dass Kaufabfragen höhere Kaufanteile und Zah-lungsbereitschaften als Preisabfragen induzieren. Im Rahmen der Abschätzung valider Zah-lungsbereitschaften erweist sich die lotteriegekoppelte Kaufabfrage als leistungsfähige Alter-native zu den in der Literatur weitläufig empfohlenen preisabfragebasierten Designs (BDM-Lotterie, Vickrey-Auktion). Hierzu wird im Beitrag eine Übersicht bisher verwendeter Indika-toren für die Validierung von Zahlungsbereitschaften vorgestellt. Abschließend erfolgt eine Diskussion grundlegender Einsatzmöglichkeiten und Grenzen der Ermittlung von Zahlungs-bereitschaften auf Basis monadischer Designs. In experimental studies, two techniques (closed-ended vs. open ended approach) for measur-ing willingness to pay (WTP) of a consumer good presented in a non-competitive environ-ment (monadic design) were applied. For validation a real option to buy was offered. Both approaches were applied hypothetically or in an incentive compatible lottery in a 2x2 factorial design. Our studies support verified findings of previous empirical research like the occur-rence of an hypothetical bias. We observe higher shares of choice as well as higher WTPs re-vealed in the closed-ended approach. Compared to open-ended approaches widely recom-mended in literature (BDM-Lottery, Vickrey Auction), linking closed-ended approaches with a binding lottery turns out to be a useful design for determining valid WTPs. In addition, a se-lection of applied indicators for cross validations of derived price response functions is pre-sented. Finally, results give rise to discuss fields of application and constraints of monadic de-signs for determining consumer´s willingness to pay in general.

Suggested Citation

  • Holger Müller & Steffen Voigt & Bernd Erichson, 2009. "Befragungsbasierte Methoden zur Ermittlung von Preisresponsefunktionen: Preisbereitschaft oder Kaufbereitschaft?," FEMM Working Papers 09027, Otto-von-Guericke University Magdeburg, Faculty of Economics and Management.
  • Handle: RePEc:mag:wpaper:09027
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