MK-046 | Price-sensitivity questionnaire design
For a regular chat, upload packs/mk-046.md. It includes the shared rules, this method, and required references
Purpose
This skill delivers: Four price-perception questions and survey instructions
A willingness-to-pay survey is not actual purchasing; retain the sampling scope and price conditions
Required inputs
Provide: Product costs, target audience, raw survey responses, or survey purpose
Method
- The full PSM uses four questions: good value/definitely would buy, somewhat expensive but still acceptable, so cheap that quality is questioned, and so expensive that the respondent definitely would not buy
- The course material suggests ten price levels, starting at cost price and ending at the highest price among comparable competing products
- For a simplified version, introduce the product's characteristics first, then ask separately about acceptance of the planned launch price and early-bird price
- Determine the survey sample size from audience size. The source refers to a Sample Size Calculator; there is no single fixed response count
Calculations and interpretation
Check sampling, valid responses, and the ordering of price questions; willingness to pay is neither actual purchasing nor a profit guarantee
Required output fields
| Order | Field | How to complete |
|---|---|---|
| 1 | Question number | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 2 | Original method's purpose | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 3 | Question | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 4 | Price unit | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 5 | Response format | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 6 | Applicable scenario | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 7 | Validation rules | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
Method sources
Source file: 營業額提升主要關鍵（一）縱深橫寬產品/產品線企劃策略
Location: PSM
Source basis: extracted from course materials
Source URL: https://docs.google.com/presentation/d/1lIddPByRFVZeT-TR3CSaL_lEKkpJRloL6JQBLg1fO50/edit
English translation of source excerpt:
Van Westendorp's PSM (Price Sensitivity Measurement) fundamentally asks about the target consumer's acceptance of a price. It asks not only whether a price is expensive or cheap, but also which price is "too cheap"
