АЛГОРИТМ ОЦІНЮВАННЯ ФУНКЦІЇ РОЗПОДІЛУ ГРАНИЧНОЇ ЦІНИ ІНДИВІДУАЛЬНОГО ПОПИТУ В УМОВАХ НЕЯВНОГО МАРКЕТИНГОВОГО ДОСЛІДЖЕННЯ

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

Анотація: Представлено авторський метод проведення маркетингового дослідження для визначення статистичних ознак випадкової величини, що в іноземній літературі має назву “Willingness to Pay”. Аналогічно даний підхід можна застосо- вувати для оцінювання мінімального рівня цін, за якого клієнти готові продати товар. Було практично підтверджено, що маючи результати опитування з одним питанням “Чи придбаєте ви товар за Х у. о.?”, можна провести експери- мент та оцінити характеристики реального розподілу, якому підпорядковується генеральна сукупність. Також представлено рекомендації щодо проведення експерименту та підбору відповідних параметрів.

Ключові слова: цінова стратегія, willingness to pay, маркетингове дослідження, гранична ціна.

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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