Mas Allá de la Suposición de Efectos Principales en Análisis Conjunto: Comparación Entre Análisis Conjunto Tradicional vs. Análisis Conjunto Basado en Elección. Enfoque Estadístico y Construcción de Diseños Aplicado al Desarrollo de Nuevos Productos

The assumption of only main effects in Conjoint Analysis methods has created a debate whether to focus or not on the impact of interactions in determining the most prefered combination of attributes of a product. In this research a comparison of Conjoint Value Analysis CVA and Choice-Based Conjoint CBC surveys were undertaken to contrast them through utility scores, importance values of attributes and goodness-of-fit using ready to drink beverages as the subject. The main effects assumption in the CVA composition rule was compared to the interaction terms in the CBC one. Two scenarios were developed; the first one considered inner characteristics of the subject and a sample size of 250 respondents. The second one considered the presentation characteristics of the subject and a sample size of 150 respondents. The two higher total utility scores were obtained in the CBC using an interactive composition rule. In Scenario 1 a higher goodness-of-fit was found in the CBC, including significant interactions, in contrast with Scenario 2, where no interactions were found, and CVA had a higher goodness-of-fit.