Towards the adaptive questionnaire generation using soft computing

A central problem in marketing is the clear understanding of consumer´s choice or preferences. This is achieved by designing questionnaires and then analyzing the answers of would be customers. The traditional approach in the conjoint analysis has been the designing of non-adaptive questionnaires. The questionnaire is predetermined and not at all influenced by respondent´s answers. This paper aims to design the questionnaire that is influenced by respondent´s answer by implementing soft computing and approximate reasoning methodologies. The further extensions of the soft computing methods for product recommender system have been also discussed to design adaptive questionnaire.