Jim Holzman at Ace Ticket has a few premium seats in the front row. He would like to find out how much extra he can charge for those tickets, relative to identical seats right behind in the second row. To do so, he decided to run a survey. Which of the following questions is LEAST likely to elicit an honest answer? a. What is the most you would be willing to pay for front row seats?
b. Would you purchase front row seats at a 10% premium over second row seats?
c. Giving respondents a tradeoff leads to more honest and accurate responses. Would you rather sit in the first row, or sit in the second row and get a t-shirt with the teamâs name?