Pricing surveys that estimate the elasticity of demand are directed at showing optimal price points, perceptions of prices too low and too high. Pricing surveys are often designed to show the demand for the product or service for different segments of the market, but may also include different usage situations.

Segmentation Variables
Demographic
Cultural trends (that might support/conflict with our product or service; intentions to repurchase, etc.)
Ability to purchase

Uses
Current usage situations
identify new uses
measure peer influence/strength of recent trends

Product Loyalty
Awareness of product and attributes, benefits, quality
Repurchase and Purchase Rates (within segments)
Economic motivations for purchase

Alternative Products
Pricing relative to competitive products
Availability of near substitute products
Possibility of upstream or downstream integration (introduction of product)

Price Setting and Elasticity of Demand Analysis
Van Westendorp

(1) the price at which the product is so cheap that the respondent would question its quality;
(2) the price at which the product is inexpensive, but no so inexpensive that the respondent would question its quality;
(3) the price at which the product is expensive, but not so expensive that the respondent would consider it; and
(4) the price at which the product is so expensive that the respondent would not consider it

Impact of Incentives
Impact of incentives to defray costs (in actuality or psychologically) – coupons, cents off – tie-ins, contests, promotions

Associations, Tie-ins and Bundling

Bundling ability to increase revenue?

Intention
Intention to purchase within measurable time frame
Intention to increase purchases

Conjoint analysis for price setting
Conjoint analysis can be used to test combinations of price with product attribute bundles