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Measuring Willingness to Pay: Methods for Pricing Strategy

I assume this is mostly being done for fun (right?) but entrepreneurs & marketers should know that you cannot assess willingness to pay with a poll. This paper gives a menu of methods to figure out pricing, plus a useful chart of pros & cons for each. https://
researchgate.net/publication/24
2382759_A_Review_of_Methods_for_Measuring_Willingness-to-Pay

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