Pricing Research

Objective

This course enables you to:

• understand how research can assist the pricing process.

Learning outcomes

By the end of the course, delegates should understand:

• the role of price as an economic variable, and how it combines with other marketing variables to form a ‘value proposition’ for consumers
• the role of different research approaches in this area
• the appropriate application of a range of current methods
• practical pitfalls and how to avoid them
• the strengths and weaknesses of econometric modelling
• the assessment of price effects in special areas, e.g. NPD, `innovation markets', durables, etc.
• the role played by new possibilities, e.g. web-based interviewing.

Who will benefit?

This course will benefit in-house market researchers, agency planners, research agency personnel and market researchers wishing to extend their knowledge of this specialised area.

Price

• Members £305 + VAT
• Non-members £455 + VAT

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