Conjoint analysis tool for determining attributes on designing a graduate degree program

Abstract

In this paper the use of the analysis tool sets for defining attributes and determining the importance rank on the criterion of purchase decision of customers addresses, all of which constitutes one of the fundamental steps for designing of any product. Precisely this problematic a large group of professionals from different areas of knowledge in Santo Domingo de los Tsáchilas it faces. This article discusses the usefulness and analysis procedure set shown as a statistical tool to study the process of decision making of customers on the attributes of products and services at the time of purchase.The result of the application was to define the attributes considered by potential customers in the selection of a training program of graduate degree in correspondence with which their design will be made, taking into account the type of university, price, duration course and days of the week will be taught.