Use of the Conjoint Analysis Technique to Establish the Perceived Quality of Building Materials in the Residential Use - Preliminary Studies

In a highly competitive industry as is the current context, accentuated also by growing globalization, the perception of the quality of the building materials in residential use represents an impact on the estimation of the market value and consequently in the behavior of the user. Therefore the satisfaction of the needs and preferences of users should be clear, allowing evaluators to maximize the market value estimate and possibly increase profits in companies aimed at the construction industry.Starting from a critical analysis and reflecting on a previous research study that was designed an indicator of the perceived quality of the building materials used in houses (Alicante, 2009). In this article, we propose the study of the subjective perception by house users and professionals on the suitability of particular building materials in a specific location using the technique of Conjoint Analysis. To achieve this objective, a preliminary survey was designed and carried out in various public places throughout the province of Alicante (Spain) during the months of September and October (2011), and was completed by 36 users and 31 professionals. The obtained information was crucial to acquire scientific data that measures the implicit weight of variable quality for its subsequent application in the calculation of the market value estimate.In the case of paving, the best perceived materials according to users and professionals are parquet and wooden flooring when asked about bedrooms and living rooms and then ceramic or natural stone, for “humid areas� like bathrooms and kitchens. On the other hand, in the case of interior linings users and professionals prefer the marble and ceramics for “humid areas� and the paintings and the papers in “other rooms�.