This article assesses empirically the extent to which the simulated shopping and paired-preference laboratory experiments generate externally valid estimates of consumers’ reactions to price changes in the market place. The question of whether the product class under consideration affects the external validity of the laboratory generated demand estimates is also examined.
Get full access to this article
View all access options for this article.
References
1.
CharltonP., and EhrenbergA. S. C.“McConnell's Experimental Brand Choice Data,”Journal of Marketing Research, 10(August 1973), 302–7.
2.
DavidH. A.The Method of Paired Comparisons.New York: Hafner Publishing, 1963.
3.
FerberRobert, and VerdoornP. J.Research Methods in Economics and Business.New York: Macmillan, 1962.
4.
GaborAndre, GrangerClive W. J., and SowterAnthony P.“Real and Hypothetical Shop Situations in Market Research,”Journal of Marketing Research, 7(August 1970), 355–9.
5.
HawkinsEdward R.“Methods of Estimating Demand,”Journal of Marketing, 21(April 1957), 428–38.
6.
“How Much Do Customers Know About Retail Prices?”Progressive Grocer, (February 1964), C104–6.
7.
OxenfeldtAlfred R.Pricing for Marketing Executives.San Francisco: Wadsworth Publishing, 1961.
8.
PessemierEdgar A.“An Experimental Method for Estimating Demand,”Journal of Business, 33(October 1960), 373–83.
9.
PessemierEdgar A., BurgerPhilip C., TeachRichard D., and TigertDouglas J.“Using Laboratory Brand Preference Scales to Predict Consumer Brand Purchases,”Management Science, 17(February 1971), B371–85.
10.
PessemierEdgar A., and TeachRichard D.“A Single Subject Scaling Model Using Judged Distances Between Pairs of Stimuli,” Institute Paper No. 143, Institute for Research in the Behavioral, Economic, and Management Sciences, Herman C. Krannert Graduate School of Industrial Administration, Purdue University, 1966.
11.
PessemierEdgar A., and TeachRichard D.“Pricing Experiments, Scaling Consumer Preferences, and Predicting Purchase Behavior,”Proceedings. Fall Conference, American Marketing Association, 1966.
12.
StoutRoy G.“Developing Data to Estimate Price-Quantity Relationships,”Journal of Marketing, 33(April 1969), 34–6.
