{"id":116378,"date":"2021-01-29T08:02:12","date_gmt":"2021-01-29T16:02:12","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=116378"},"modified":"2021-01-29T08:02:12","modified_gmt":"2021-01-29T16:02:12","slug":"diferencas-entre-o-gabor-granger-e-van-westendorp","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/pt-br\/diferencas-entre-o-gabor-granger-e-van-westendorp\/","title":{"rendered":"Diferen\u00e7as entre o Gabor-Granger e Van Westendorp"},"content":{"rendered":"<p>Conhe\u00e7a as diferen\u00e7as entre o Gabor-Granger e Van Westendorp com exemplos neste artigo. Compreenda esses dois m\u00e9todos de otimiza\u00e7\u00e3o e avalia\u00e7\u00e3o de pre\u00e7o ideal para produtos e servi\u00e7os em pesquisa de mercado.<\/p>\n<p>&nbsp;<\/p>\n<h2>Principais diferen\u00e7as entre o Gabor-Granger e Van Westendorp<\/h2>\n<p>A t\u00e9cnica de pre\u00e7os Gabor-Granger \u00e9 mais frequentemente utilizado com produtos j\u00e1 existentes e esse\u00a0modelo funciona com valores de pre\u00e7o pr\u00e9-definidos limitados pelo criador da pesquisa, onde o respondente necessita selecionar as op\u00e7\u00f5es dadas.<\/p>\n<p>Por outro lado, o Van Westendorp \u00e9 mais frequentemente utilizado para a fixa\u00e7\u00e3o de pre\u00e7os de novos produtos e os respondentes fornecem o pre\u00e7o para cada uma das op\u00e7\u00f5es de acordo com sua vontade, sem a presen\u00e7a de valores pr\u00e9-estabelecidos.<\/p>\n<p>&nbsp;<\/p>\n<h2>Gabor-Granger &#8211; flexibilidade do pre\u00e7o<\/h2>\n<p>\u00c9 um m\u00e9todo pr\u00e1tico e conveniente de pesquisa de pre\u00e7os para encontrar um valor que os entrevistados possam e queiram pagar por um determinado produto ou servi\u00e7o.<\/p>\n<p>Essa t\u00e9cnica fornece o ponto m\u00e9dio de pre\u00e7o, a curva de demanda e a flexibilidade do pre\u00e7o, o que ajuda os pesquisadores a determinar o valor correto de um produto. Este m\u00e9todo \u00e9 \u00fatil apenas quando voc\u00ea quer olhar para sua marca sem considerar a concorr\u00eancia.<\/p>\n<p>Nesta abordagem, os respondentes s\u00e3o expostos a um pre\u00e7o escolhido aleatoriamente da lista de pre\u00e7os pr\u00e9-determinada e decidem se comprariam por esse valor ou n\u00e3o. Ent\u00e3o o produto \u00e9 mostrado novamente, mas desta vez com um pre\u00e7o mais alto da lista de pre\u00e7os pr\u00e9-determinada. Se o respondente n\u00e3o estiver disposto a obter a mercadoria pelo pre\u00e7o prim\u00e1rio mostrado, a mercadoria \u00e9 mostrada novamente com um custo mais baixo da lista pr\u00e9-determinada. <strong>Este padr\u00e3o \u00e9 repetido v\u00e1rias vezes at\u00e9 que o pre\u00e7o mais alto que o entrevistado est\u00e1 disposto a pagar seja determinado.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><script>\nEMBED_PARAMS = {};\nEMBED_PARAMS.surveyID =8101393;\nEMBED_PARAMS.domain =\"\/\/static.questionpro.com\";\nEMBED_PARAMS.src =\"\/\/static.questionpro.com\/a\/TakeSurvey?tt=r8fB6vne3rM%3D\";\nEMBED_PARAMS.width =\"100%\";\nEMBED_PARAMS.height = \"600px\";\nEMBED_PARAMS.border = \"hidden\";\n<\/script><\/p>\n<div id=\"div_8101393\"><\/div>\n<p><script src=\"\/\/static.questionpro.com\/javascript\/embedsurvey.js?version=1\"><\/script><\/p>\n<h4>Quando usar o modelo de pre\u00e7os Gabor Granger?<\/h4>\n<p>Desenvolvido por dois economistas, Andr\u00e9 Gabor e Clive Granger, o Gabor-Granger est\u00e1 em uso desde os anos 60. Este m\u00e9todo \u00e9 particularmente \u00fatil quando:<\/p>\n<ul>\n<li>Voc\u00ea deseja obter uma estimativa de pre\u00e7o que est\u00e3o dispostos a pagar por seu produto ou servi\u00e7o.<\/li>\n<li>Voc\u00ea tem uma faixa de pre\u00e7os estabelecida que precisa de uma otimiza\u00e7\u00e3o.<\/li>\n<li>Voc\u00ea quer encontrar pontos de pre\u00e7os que otimizem a renda. Observe que um ponto de pre\u00e7o ideal de renda pode diferir de um ponto de pre\u00e7o ideal de lucro.<\/li>\n<li>Quando todos os outros componentes do produto ou servi\u00e7o s\u00e3o fixos e n\u00e3o podem ser alterados.<\/li>\n<li>Voc\u00ea quer determinar como a mudan\u00e7a no pre\u00e7o pode afetar a flexibilidade da demanda.<\/li>\n<li>Voc\u00ea s\u00f3 quer olhar para sua marca sem considerar a concorr\u00eancia.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2>Van Westendorp &#8211; sensibilidade do pre\u00e7o<\/h2>\n<p>Use a Van Westendorp quando voc\u00ea n\u00e3o tiver certeza de quais pontos de pre\u00e7o o mercado pode potencialmente aceitar. Este modelo funciona em todo um espectro de custos e fornecer\u00e1 aos usu\u00e1rios uma faixa de pre\u00e7o aceit\u00e1vel, entendendo a atitude dos respondentes em rela\u00e7\u00e3o a um produto ou servi\u00e7o.<\/p>\n<p>O m\u00e9todo <a href=\"https:\/\/www.questionpro.com\/features\/van-westendorp-price-sensitivity-question.html\">Van Westendorp<\/a> \u00e9 baseado em 4 perguntas abertas:<\/p>\n<ul>\n<li>A que pre\u00e7o este produto come\u00e7aria a ser mais barato?<\/li>\n<li>A que pre\u00e7o este produto come\u00e7aria a ser caro?<\/li>\n<li>A que pre\u00e7o este produto come\u00e7aria a ser t\u00e3o caro que voc\u00ea nunca consideraria compr\u00e1-lo?<\/li>\n<li>A que pre\u00e7o este produto come\u00e7aria a ser t\u00e3o barato a ponto de voc\u00ea duvidar da qualidade e n\u00e3o compr\u00e1-lo?<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><script>\nEMBED_PARAMS = {};\nEMBED_PARAMS.surveyID =8101443;\nEMBED_PARAMS.domain =\"\/\/static.questionpro.com\";\nEMBED_PARAMS.src =\"\/\/static.questionpro.com\/a\/TakeSurvey?tt=aGlTNSuJCXE%3D\";\nEMBED_PARAMS.width =\"100%\";\nEMBED_PARAMS.height = \"600px\";\nEMBED_PARAMS.border = \"hidden\";\n<\/script><\/p>\n<div id=\"div_8101443\"><\/div>\n<p><script src=\"\/\/static.questionpro.com\/javascript\/embedsurvey.js?version=1\"><\/script><\/p>\n<p>As respostas s\u00e3o exibidas em um gr\u00e1fico onde as interse\u00e7\u00f5es das quatro linhas (uma para cada pergunta) fornecem uma faixa de pre\u00e7o aceit\u00e1vel:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-113673\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2020\/10\/Van-Westendorp-Pricing-Method.png\" sizes=\"(max-width: 1225px) 100vw, 1225px\" srcset=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2020\/10\/Van-Westendorp-Pricing-Method.png 1225w, https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2020\/10\/Van-Westendorp-Pricing-Method-300x173.png 300w, https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2020\/10\/Van-Westendorp-Pricing-Method-450x260.png 450w, https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2020\/10\/Van-Westendorp-Pricing-Method-768x443.png 768w, https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2020\/10\/Van-Westendorp-Pricing-Method-992x573.png 992w\" alt=\"Van Westendorp Pricing Method\" width=\"1225\" height=\"707\" \/><\/p>\n<h4><\/h4>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Agora que voc\u00ea conhece as diferen\u00e7as entre o Gabor-Granger e Van Westendorp, \u00e9 hora de come\u00e7ar a <\/span><a href=\"https:\/\/www.questionpro.com\/pt-br\/tour\/\"><span style=\"font-weight: 400;\">pesquisar<\/span><\/a><span style=\"font-weight: 400;\">. Lembre-se que na<\/span><a href=\"https:\/\/www.questionpro.com\/pt-br\/\"> <span style=\"font-weight: 400;\">QuestionPro<\/span><\/a><span style=\"font-weight: 400;\"> temos as ferramentas de <\/span><a href=\"https:\/\/www.questionpro.com\/pt-br\/tour\/\"><span style=\"font-weight: 400;\">pesquisa online<\/span><\/a><span style=\"font-weight: 400;\"> e tamb\u00e9m <\/span><a href=\"https:\/\/www.questionpro.com\/pt-br\/mobile\/\"><span style=\"font-weight: 400;\">offline<\/span><\/a><span style=\"font-weight: 400;\"> que voc\u00ea precisa para o seu neg\u00f3cio decolar! Agende uma demonstra\u00e7\u00e3o sem compromisso, totalmente gratuita e em portugu\u00eas e conhe\u00e7a todos os<\/span> <span style=\"font-weight: 400;\">recursos que temos dispon\u00edveis em nossas <\/span><a href=\"https:\/\/www.questionpro.com\/pt-br\/features\/\"><span style=\"font-weight: 400;\">diferentes licen\u00e7as<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/ctademocompleta.questionpro.com\/?custom1=blog.rodap\u00e9\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-109079 size-medium\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2020\/08\/bota\u0303o-demo-1-300x46.png\" alt=\"agendar demonstra\u00e7\u00e3o\" width=\"300\" height=\"46\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Conhe\u00e7a as diferen\u00e7as entre o Gabor-Granger e Van Westendorp com exemplos neste artigo. Compreenda esses dois m\u00e9todos de otimiza\u00e7\u00e3o e [&hellip;]<\/p>\n","protected":false},"author":40,"featured_media":113811,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Diferen\u00e7as entre o Gabor-Granger e Van Westendorp | QuestionPro<\/title>\n<meta name=\"description\" content=\"Conhe\u00e7a as diferen\u00e7as entre o Gabor-Granger e Van Westendorp: dois m\u00e9todos de otimiza\u00e7\u00e3o e avalia\u00e7\u00e3o de pre\u00e7o ideal para produtos e servi\u00e7os. 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