CHOICE-BASED CONJOINT ANALYSIS: AN APPROACH BY POISSON GENERALIZED LINEAR MODEL
Conteúdo do artigo principal
Resumo
This work was presented an application of Choice-based Conjoint Analysis (CBCA) methodology, however, for data analysis, it was proposed the use of linear Poisson Generalized model. The study was conducted with data of choice for the assessment, by 144 consumers, of eight samples of light yogurt strawberry flavor, varying the information of three ingredients (sugar, fat and protein) in a full factorial design. Inferences and results were presented in terms of estimating the main effect of the attributes, probability and choice ratio. It was concluded that the Poisson model can be used for data analysis in the CBCA, by presented similar results to traditional analysis employing the multinomial logit model. The practical results, the most likely choice was associated with yoghurt containing strawberry flavor light information: 0% of sugar, 0% fat and enriched with bioactive proteins.
Detalhes do artigo
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).