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Marketing Research/Price Elasticity

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Expert: Alex J. Caffarini - 8/21/2009


Question
Hi Alex,

I am looking for a resource that can provide price elasticity numbers for various consumer electronics PDA, cell phones, netwroking equipment, computing devices, GPS, netbooks, etc...

Thanks,
-M

Answer
Mette,

I know there are a lot of broad essays on price elasticity on the Internet, as well as reports on price elasticity in various industries.  However, I am not sure of any that exist specifically consumer electronics industries.  Your best bet might be to see if a market research company like Mintel or MarketResearch.com has published statistics in some of the reports they sell.

The other, more expensive, alternative would be to conduct your own pricing survey to measure price elasticity.  In these, you might use either a Gabor-Granger or Van Westendorp Pricing technique.  Since you're looking at multiple categories of consumer electronics, such a method may prove extremely costly and unwieldy.

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Alex J. Caffarini

Expertise

Alex Caffarini is the President and founder of Analysights, LLC, a marketing analytics firm that enables companies to enhance their marketing performance through sophisticated data analysis. Alex has nearly 20 years of marketing research and data analysis experience, specializing in survey research, predictive modeling, and data analysis. Alex’s experience spans several industries, including banking, insurance, retail, consumer packaged goods, and non-profit. Alex has developed statistical models for Harris Bank, NCH Marketing Services, Hammacher Schlemmer, and other companies. He has also designed and managed survey projects for the Schaumburg Business Association, Brocade Communications, and the American Medical Association. Alex has also designed and published a number of market-sizing reports for the coupon and food retailing industries. Alex holds a B.B.A. in Economics and an M.B.A. in Marketing and Quantitative Methods, both from Loyola University Chicago, where he also teaches database theory.

Experience

I have nearly 20 years of marketing research experience across several different industries, including banking, insurance, retail, and non-profit.

Organizations
American Marketing Association American Statistical Association Marketing Research Association Schaumburg Business Association

Publications
"10 Costly Marketing Research Mistakes" was cited in "Principles of Marketing" by Jeff Tanner and Mary Anne Raymond. Also: eZinearticles.com RIS News

Education/Credentials
M.B.A. in Marketing and Quantitative Methods, and B.B.A. in Economics, both from Loyola University Chicago.

Past/Present Clients
Elgin Community College, Harris Bank, Brocade Communications, Schaumburg Business Association

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