In eliciting customers' value, two kind of concepts can be used; willingness-to-pay and reference price. The two concepts affect on purchase decision complementarily. Hence, the survey about each of those concepts can be meaningful to marketers. On the other hand, considering the previous studies of external reference price, anchoring, and framing, whether external reference prices are offered or not can affect much on the result of the survey. With this background, this study analyzes the effect of difference in question (willingness-to-pay vs. reference price) and the effect of external reference price, considering products about which consumers do not have sufficient information and of which close substitutes are hard to be defined. For the analysis, data from a survey which was carried out for determining the level of price of summer universiade tickets were used. The result of analysis showed that the value of willingness-to-pay without showing the external reference price is lower than that of reference price with the external reference price, and that the coefficient of variation is lower in reference price with the external reference price. This shows that, even in simple open-end question method, the specific way of questions may result in big difference and emphasizes the importance of design of survey. On the other hand, when the external reference prices are offered in both of the questions, the results of willingness-to-pay and reference price become very similar. When the external reference prices are not offered, the two results also become similar. This means that whether or not showing the price of substitute products have dominant effect rather than the semantic difference of questions.