In this recent work we try to identify the characteristics of the franchisee profile that are preferred by the franchisor that operate in the spanish market. Franchisee profile is configured by several personal and business characteristics. This study is important because the franchisor must to do a correct selection of franchisees. In other case, when exist an error in
the selection of franchisee will be produced the failure of the point of sale and as consequence the deterioration of the image of mark of the franchisor will be produced. We use Conjoint Analysis methodology to research preferences of franchisor about profile of franchisee. The conclusions obtained show the relative important of the franchisee attributes and the characteristics that configured this profile
