Instructions
Stop by your local flea market. There are numerous vendors who specialize in selling lures and this would allow you to speak directly with the sellers--and sometimes buyers--to learn about prices.
Search through the auction sites on the Internet to see what prices the specific lures that you are interested in are selling for.
Purchase an antique fishing lures valuation guide from a bookstore to find the appraised price of the lures.
Join the National Fishing Lure Collector's Club (NFLCC), which is an active organization full of hobbyists who can help you understand the pricing of the pieces.