Demand preferences on residential building materials: Case study with Adaptive Conjoint Analysis

Abstract

This article aims to present and describe the methodology of a hybrid application technique of the Conjoint Analysis, called Adaptive Conjoint Analysis, developed by Johnson in 1987 to improve the complexity of the experiment by limiting the number of profiles presented to the interviewee and distributed by Sawtooth Software in 1991. To this end, this method has been used to carry out, in the province of Alicante, a scientific assessment of the standardized assessment, of the estimation of marginal rates for replacing the usefulness of residential building materials, to quantify the participant's change in perception caused by a change in material choice. From an operational point of view, estimating the relative importance of the attributes of the building materials evaluated, using the ACA, shows the great impact that the location of the material on the home has on the behavior of consumer choice. In the journey through the literature, none have been found that reflect, in Spain, in the use of this technique to carry out studies that allow improvement both the calculation of the estimation of the market value of a residential property and its use in architecture through building materials. This work, therefore, is a pioneer in these ways.