Gabor-Granger

Warning: Sawtooth Software considers Choice-Based Conjoint and Adaptive Choice-Based Conjoint as the preferred techniques for measuring price sensitivity. Please use the Gabor-Granger approach with caution.

Description

Respondents answer a series of pricing questions. The question completes once the highest price the respondent is willing to pay has been determined.

• The _DynamicPriceX variables will record the order the respondent saw prices; if the respondent sees the third price first, _DynamicPrice1 = 3.
• The _DynamicResponseX variables will record the responses relative to the order that the respondent saw the prices; if the respondent clicks the second button for the first price they see, _DynamicResponse1 = 2.
• The _FixedResponseX variables will record the responses relative to the order that the prices were defined; if the respondent clicks the second button when shown the fourth price, _FixedResponse4 = 2.
• The _HighestPrice variable will record the highest price marked as acceptable, or 0 if no price was marked as acceptable.
• The _Radio variable is for internal use and should not be modified.

Instructions

• Requires Better Lighthouse Library.
• Header 1 has two possible question texts, the former for a five-point Price Laddering question and the latter for a yes-no Price Laddering question.
• Footer has text that will be displayed after the exercise is complete.
• Line 5 of the HTML defines the prices to be offered to respondents, from least to greatest.
• The variables "_DynamicPriceX," "_DynamicResponseX," and "_FixedResponseX" should be duplicated so that one of each variable exists for each price on line 5.

Options

• The first price a respondent sees is determined by line 6 of the HTML:
  • my $start = 4; - Respondents start on the fourth lowest price.
  • my $start = 'middle'; - Respondents start on the middlemost price.
  • my $start = 'random'; - Respondents start on a random price.
• The acceptable and unacceptable response options are defined on lines 7 and 8 of the HTML. It is standard to either include two acceptable responses and three unacceptable responses (default), or one acceptable response and one unacceptable response ("Yes" and "No").
• Line 9 defines how the question selects the next price to display. 1 will display the next adjacent price; 2 will display a random valid price.
• Whether the question should require a response can be set on line 10. The error message to display if not responded to can be set on line 11.