A Look at Big Data and the Conjoint Analysis

Authors

  • Manuela Linares-Barbero Universidad de Lima (Perú)

DOI:

https://doi.org/10.26439/interfases2015.n008.581

Keywords:

big data, conjoint analysis, software Sawtoot

Abstract

This article aims to expose the use of Big Data in Conjoint Analysis or analysis of sets (trade-off analysis). Companies  are always developing new products, which is aided by the use of market data in in order to research and identifying the preferences of their targeted customers. Currently, the cluster analysis is one of the most used tools within market research. This is because it helps cut costs in the process. Through descriptive research, various investigations using conjoint analysis can be reviewed to gather information and simulate software tools like Sawtooth, taking advantage of Big Data technology. It can be concluded that transactional and social information used with Big Data can efficiently aid researchers if used in conjunction with the conjoint analysis.

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Author Biography

  • Manuela Linares-Barbero, Universidad de Lima (Perú)

    Ingeniera de sistemas por la Universidad de Lima. Magíster en Administración de Negocios (MBA) por la Universidad de Lima y máster en Administración por la Universidad Autónoma de Barcelona; certificación en E-Commerce (Comercio Electrónico) por la Universidad de Coventry (con honores); posee la certificación en Chartered Institute of Management Accounting (CIMA, Nivel Gerencial) y en inglés avanzado por la Universidad de Cambridge (CAE). Tuvo bajo su responsabilidad brindar soporte funcional y operativo a empresas financieras, productivas y educativas, así como capacitación a usuarios finales en las soluciones de negocio. Actualmente se desempeña como consultora independiente de negocios y tecnología. Es docente en la Universidad de Lima.

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Published

2015-04-04

Issue

No. 008 (2015)

Section

Dissemination papers

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Last updated 03/05/21

How to Cite

A Look at Big Data and the Conjoint Analysis. (2015). Interfases, 8(008), 163-176. https://doi.org/10.26439/interfases2015.n008.581