Market study using conjoint analysis for the implementation of a crowdsourcing application

Abstract

Globalization is nowadays a reality in which people from all over the world collaborates actively to spread knowledge across distances. They do this by using a mechanism called crowdsourcing in which users switch from a passive role to become involved with the creative process happening on the internet. Nevertheless, it is still a growing field in which a formalization is required due to its constantly changing condition. Due to this, the following paper aims to perform a deep analysis regarding the different aspects of crowdsourcing to try to classify and understand the different types and examples currently being used and their projections for the future. After this knowledge is acquired, the aim of this thesis is to perform a thorough market research in order to implement an application based on the market of crowdsourcing. This application will consist on giving users a series of challenges they have to fulfil, after a successful completion they will receive a compensation. The main tool for the market research was to create a series of surveys to the target group of the application, regarding different aspects of the application to determine which attributes have a higher relevance. Concerning the methodology of the research, conjoint analysis was used, as a powerful statistic tool which will enable the effective detection of the preferences of consumers based on their previous answers.