АЛГОРИТМ ОЦЕНИВАНИЯ ФУНКЦИИ РАСПРЕДЕЛЕНИЯ ПРЕДЕЛЬНОЙ ЦЕНЫ ИНДИВИДУАЛЬНОГО СПРОСА В УСЛОВИЯХ НЕЯВНОГО МАРКЕТИНГОВОГО ИССЛЕДОВАНИЯ

Авторы: В. Шпырко, канд. экон. наук, ORCID ІD 0000-0003-4955-2685, доц.,
Ю. Ярмоленко, асп., ORCID ІD 0000-0002-4764-6146, Київський національний університет імені Тараса Шевченка, Київ, Україна

Аннотация: Представлен авторский метод проведения маркетингового исследования для определения статистических характеристик неизвестной величины, которая в иностранной литературе называется “Willingness-to-Pay”. Аналогично этот подход можно использовать для оценивания минимального уровня цен, при котором клиенты готовы продать товар. Было практически подтверждено, что имея результаты опроса с единственным вопросом “Купите ли вы данный товар за X у. е.?”, можно провести эксперимент и оценить характеристики реального распределения, которому подчиняется генеральная совокупность. Также даны рекомендации касательно проведения эксперимента и подбора соответствующих его параметров.

Ключевые слова: ценовая стратегия, willingness to pay, маркетинговое исследование, предельная цена.

Received: 06/11/19

1st Revision: 22/11/19

Accepted: 15/12/19

DOI:    https://doi.org/10.17721/1728-2667.2019/207-6/6

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