Mk 046

---
name: mk-046
description: "Price-sensitivity questionnaire design. Use when the task requires four price-perception questions and survey instructions. Apply this method to the specified inputs and verify the deliverable"
---

# 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

1. 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
2. The course material suggests ten price levels, starting at cost price and ending at the highest price among comparable competing products
3. For a simplified version, introduce the product's characteristics first, then ask separately about acceptance of the planned launch price and early-bird price
4. 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"