Van Westendorp and Gabor-Granger
A price from four acceptability questions, or from buy-at-a-price.
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When to use it
Use Van Westendorp when each person gave four prices: too cheap, cheap, expensive, and too expensive. The crossings of those curves are the range people accept. Use Gabor-Granger when each person was offered prices and said whether they would buy. A multi-attribute choice is conjoint.
Van Westendorp
The plot is the share of people who find the price too cheap, cheap, expensive, or too expensive, at each price. The point where “too cheap” crosses “expensive”, and where “too expensive” crosses “cheap”, bound the prices the sample will accept. An indifference price is where “cheap” crosses “expensive”.
Gabor-Granger
Prop
Type
Reading the output
Van Westendorp is four cumulative curves. Read the crossings, not a single mean price. Gabor-Granger is the share who would buy at each offered price, so the curve falls as the price rises. Neither replaces a conjoint when price is one attribute among several.
Coming from SPSS
SPSS has neither item. Tensr lists both under Analyze → Survey techniques, next to NPS and the brand funnel.
Related
Conjoint prices a profile from part-worths. MaxDiff ranks items, not prices.