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Posted by Dave Patten on January 26, 2000 at 09:44:08:
I've got likelihood to buy reactions to various price points across a five point scale (certain, very likely, fairly likely, not very likely and not at all likely). When estimating sales volumes I've previously weighted 1 for the top box and .5 for the second and ignored all others. I think this is a conservative estimate. However it's been recommended that I should use the top four boxes, using .9, .6, .3 and 0.05 weightings. But it seems a little generous to me to assume that .3 of fairly likelys will buy?
I'd rather air on the side of caution when estimating volumes though.
If anyone out there has some experience to share, or can point me towards some literature on the subject I would be eternally grateful.
Thanks
Dave Patten
Consumers' Association, UK
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