Análisis conjunto mediante modelos lineales jerárquicos y modelos lineales jerárquicos bayesianos. Una aproximación desde el análisis multivariado.

Abstract

In order to evaluate the market strategy to be followed in the relaunch of a current financial product in the market, the company consulted its current and potential customers through a survey of the ideal financial product. The results were collected, processed and analyzed through Análisis Conjunto or Conjoint Analysis. The first evaluation is carried out through a conjoint analysis for ordered data, traditionally used in market research. Next, and in order to evaluate the results through different methodologies such as linear conjoint analysis, hierarchical linear conjoint analysis and Bayesian hierarchical conjoint analysis, the transformation of RANKING type data to SCORE type data is performed using homogeneity analysis.