Sichtmann, Christina; Stingel, Susanne - In: European Journal of Marketing 41 (2007) 11/12, pp. 1359-1374
Purpose – Limit conjoint analysis (LCA) and Vickrey auctions (VA) are methods for measuring willingness‐to‐pay (WTP) currently under discussion. However, there are hardly any studies comparing the approaches in terms of their applicability and validity. This paper aims to analyze the...