Gabor–Granger method

To use the Gabor-Granger method in a survey, one must find the highest price that respondents are willing to pay.

If it is not in the top 2 then the respondent is asked the same question for a random lower price.

This is done until you find the highest price the respondent is in top 2 on Purchase Intent Scale.

If they are not in top 2 for the lowest of the 5 prices, the respondent is usually coded as a zero or deleted from the analysis.

If they are not in top 2 on $5 then the respondent is coded as $4 as this was the highest price they are willing to pay.