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Ein empirischer Vergleich von Instrumenten zur Erhebung von Zahlungsbereitschaften

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  • Henrik Sattler

    (Universität Hamburg)

  • Thomas Nitschke

    (Universität Hamburg)

Abstract

Summary The article analyses empirically four methods of measuring willingness to pay (WTP), i.e., directly stated WTP, indirectly stated WTP (employing conjoint analysis), first price auction and Vickrey auction. The sample consists of 1,089 respondents and more than 3,000 individually measured WTP regarding 100 phone minutes for sale. As one result we found that the measured WTP differs significantly and also substantially between different methods. Furthermore, interviews without purchase obligation, i.e., hypothetic questions, have a clear hypothetical bias. The theoretical advantageousness of Vickrey auctions cannot be confirmed.

Suggested Citation

  • Henrik Sattler & Thomas Nitschke, 2003. "Ein empirischer Vergleich von Instrumenten zur Erhebung von Zahlungsbereitschaften," Schmalenbach Journal of Business Research, Springer, vol. 55(4), pages 364-381, June.
    • Handle: RePEc:spr:sjobre:v:55:y:2003:i:4:d:10.1007_bf03372709
    DOI: 10.1007/BF03372709
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    References listed on IDEAS

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    1. Klaus Wertenbroch, 1998. "Consumption Self-Control by Rationing Purchase Quantities of Virtue and Vice," Marketing Science, INFORMS, vol. 17(4), pages 317-337.
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    More about this item

    Keywords

    C81; D12; D40; D44; M31;
    All these keywords.

    JEL classification:

    • C81 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Methodology for Collecting, Estimating, and Organizing Microeconomic Data; Data Access
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General
    • D44 - Microeconomics - - Market Structure, Pricing, and Design - - - Auctions
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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