Product Design and the Pricing Decision:
A Sequential Approach
Ronald Tatham, Jeffrey P. MillerandVidyut VashiBurke Marketing Research, Cincinnati
Introduction
One of the most rewarding situations in marketing research is one in which the product manager challenges you with a problem; you create a protocol to derive a solution; and the procedure withstands customary validity tests. The purpose of this discussion is to present our experiences with such a situation and elaborate on the procedures used. To introduce the key issues we can take the view of a product manager who is confronted with...