Critique des méthodes de l'évaluation contingente et de l'analyse conjointe: application au cas du test de prix d'un concept de service innovant dans le secteur du logement social

Marine Le Gall-Ely () and Heuzé Loïg
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Marine Le Gall-Ely: ICI - Laboratoire Information, Coordination, Incitations - UEB - Université européenne de Bretagne - European University of Brittany - UBO - Université de Brest - Télécom Bretagne - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest
Heuzé Loïg: Delta Dore SA - Delta Dore SA

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Abstract: Innovation launches failures rate calls for a consideration of methods that can be used to test consumers' willingness to pay as soon as the conceptual stage. This paper aims at comparing two methods that can be used to reach this goal: contingent valuation and conjoint analysis. It exposes the results of two studies designed to gain insights on welfare lodgings residents' willingness to pay for a concept of information and multimedia services bundle. Results exhibit divergence in willingness to pay results and advocates research development on that subject.

Keywords: innovative goods and services; willingness to pay; contingent valuation; conjoint analysis; biens et services innovants; consentement à payer; évaluation contingente; analyse conjointe (search for similar items in EconPapers)
Date: 2006-12-01
Note: View the original document on HAL open archive server: https://hal.science/hal-00522830
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Published in Décisions Marketing, 2006, 49, pp.7-17

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