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Conjoint Analysis for the Development of New Cellular Phone  

Kim, Bu-Yong (Department of Statistics, Sookmyung Women's University)
Publication Information
Journal of Korean Society for Quality Management / v.33, no.4, 2005 , pp. 103-110 More about this Journal
Abstract
Advanced function has been considered to be the most important aspect of the cellular phone. However, leading companies are now implementing the fashion branding strategy which stresses both high technology and appealing design. By means of the conjoint analysis, this research focuses on identifying the preferred design profile related to style of the key cover, color and texture of the case, and presence or absence of the noctilucent material coated on the part of surface. We also evaluate the relative importance of factors to determine the design concept of new cellular phone. Results indicate that consumers most prefer the silver-colored, sliding key cover phone with soft and noctilucent surface.
Keywords
Conjoint Analysis; New Product Development; Cellular Phone;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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