Pricing Research

Head: Associate Professor John Dawes


Price is an important component of marketing strategy that directly affects profits. Price increases are likely to cause a decrease in sales, and price decreases are likely to have the reverse effect. But how can you predict the impact on volume as a result of a price change?


The Pricing Research Group within the Ehrenberg-Bass Institute conducts research on buyer response to price and price changes. Researchers in the Pricing Research Group specialise in the analysis of aggregated sales and pricing data to determine short-term and longer-term responsiveness to price.


To view the Pricing Research Groups Big Questions of Investigation, click here.



EhrenbergBass_CB_UniSARGB

Professor Andrew Ehrenberg
(1926 - 2010)

August 2010

We are very sad to lose a legendary figure in marketing, market research and the statistics field. Over his life Professor Andrew Ehrenberg’s contribution to the development of marketing science has been enormous. The Ehrenberg-Bass Institute (with colleagues at the Ehrenberg Centre, London SouthBank) will build on his legacy as we continue to develop empirical generalizations in marketing. 

We are sad to lose this great man who was a pioneer in our field, and a dear friend to his colleagues.
The Ehrenberg-Bass Institute

The Ehrenberg-Bass Institute has over 50 marketing scientists contributing to ground breaking research and analysis.

Our research discovers how buyers behave, brands perform and how marketing really works.

Our findings give meaning and context to marketing research, turning data into insightful and meaningful strategy.

We have experts in the areas of:

Advertising
Brand Equity
Marketing Metrics & Buyer Behaviour
Pricing
Media
Sustainable Marketing
Wine Marketing
© 2009 Ehrenberg-Bass Institute for Marketing Science