TÉCNICAS PARA EL ESTUDIO DE LA CANTIDAD TOTAL EN EL ANÁLISIS CONJUNTUAL: MODELOS DECISIONALES

Abstract

The use of the Total Amount as information to settle down how the clients assign the utility to the parts of a product is very
important in the applications of Conjoint Analysis. In this work the involved statistical modeling is characterized. In the
specialized literature they are only mentioned as techniques and not which of them are used. They combine the
models in a non-orthodox form for establishing behavioral patterns. In this contribution is settled down how in each procedure
diverse models are applied in the elicitation of the utilities and in establishing the relative importance of the attributes that
conform the studied products. Some application examples are used to illustrate the procedures.