• Journal of Global Scholars of Marketing Science
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• v.16 no.4
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• pp.39-54
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• 2006

Marketing managers hope to maximize the success rate of new products by satisfying various needs of consumers. For this, an analysis called 'conjoint analysis' has been frequently applied in the process of new product development. This study was performed to compare the predictability of diverse conjoint analyses in choice of general hospitals. The comparison was performed among four models of traditional conjoint analysis and choice-based conjoint analysis. Results show that the hybrid conjoint analysis, which combined the traditional conjoint analysis and the choice-based conjoint model showed the highest predictive accuracy. Still two models show similar estimates of utility.

• Journal of Distribution Research
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• v.4 no.3
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• pp.47-64
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• 2000

This study introduces the mother logit model to predict consumer's store choices. The model is not based on the IIA assumptions and thus accounts for substitution among similar alternatives. The choice data as an input to the model is obtained through the conjoint-type choice experiment. The model is applied to consumer's choice of fastfood stores in the context where new store enters the market. The analysis shows that the substitution effects are significant and therefore the mother logit model predicts better than the IIA model. The mother logit model will be useful as well for the market structure analysis in capturing cannibalization among several brands.

• Environmental and Resource Economics Review
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• v.15 no.4
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• pp.741-760
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• 2006

As a part of the 21st Century Frontier Projects, Korea is building a proton linear accelerator complex. Using the discrete choice conjoint analysis method, this study evaluates the complex. Multinomial logit model is employed as an econometric model and Hicks' compensating variation is adopted as a welfare measure. The results show that an average willingness-to-pay (WTP) of a would-be user measured by the compensating variation is estimated by 1.93 million Korean won per hour for the specification of the complex being built.

• Proceedings of the Korea Technology Innovation Society Conference
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• 2003.11a
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• pp.87-100
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• 2003

본 연구는 마케팅 분야에서 주로 사용되는 신제품확산모델(new product diffusion model)들이 기본적인 배스 모형(Bass model)에 기반하여 개별 소비자의 이질성(heterogeneity)을 반영하지 못하고, 제품이 시장에 출시되기 이전 단계에 시장수요를 예측하지 못하는 한계를 극복하기 위한 방법론을 제시하기 위해 진행되었다. 연구에 사용된 방법론을 살펴보면, 먼저 컨조인트(Conjoint) 분석을 통해 제품의 개별 속성들에 대한 소비자의 선호 구조를 파악하고, 이를 통해 추정된 정적(static)인 소비자 효용함수를 시장 및 기술 환경의 변화에 대한 적절한 예측자료와 결합하여 동적(dynamic)인 효용함수로 전환함으로써 시간에 따른 동적(dynamic) 시장 점유율(market share)을 예측하고, 그 결과를 신제품확산모델로부터 도출된 잠재시장(market potential) 추정치와 결합함으로써 신제품의 판매량을 예측한다. 또한 본 연구에서 제시하는 모델을 한국의 30인치 이상 대형TV 시장에 대해 실증적으로 분석하였으며, CRT TV, Projection TV, LCD TV, PDP TV에 대한 시장수요를 예측하였다. 분석 결과, 소비자들은 TV 선택시 화질과 가격에 민감한 반응을 보이는 것을 알 수 있으며, 이를 바탕으로 한 시장 예측 결과, 단기적으로는 가격 경쟁력이 있는 Projection TV가 높은 시장 점유율을 보이지만, 50인치 이상 LCD TV가 상용화될 경우, LCD TV가 다른 TV들보다 상대적으로 많은 판매량을 보일 것으로 예측되었다. 또한 TV 크기에 따른 소비자들의 선택을 살펴본 결과 50∼60인치대에 비해 40인치대 크기의 TV가 많이 판매될 것으로 예상된다.

• Journal of Korean Society for Quality Management
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• v.45 no.1
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• pp.55-64
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• 2017

Purpose: A large number of attributes with mixed levels are often considered in the conjoint analysis. The respondents may have difficulty with scoring their preferences accurately because of many attribute items involved in each survey question. We research on the technique for reducing the number of attribute items. Methods: In order to reduce the number of attribute items in a survey question, we make a new attribute by merging two original attributes. A 'No question' option is also included as a new level in a merged attribute. Results: We propose BIB $6^4$ design in the case where we have four attributes with 2 levels and 3 levels, respectively and then analyze all the respondents survey data generated by the repeated simulation study in order to compare various model selection methods. Conclusion: How to reduce the number of attribute items is proposed and how to design and analyze the survey data are illustrated.

• Journal of Korea Technology Innovation Society
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• v.14 no.spc
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• pp.1256-1284
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• 2011

Although a existing consumer market have been studied in depth in the new technology product market, the market research on the overall level of value chain to consist of consumers, distributors, and manufacturers is weak. Therefore, in this paper consumers' purchase of new technology products were simulated and analyzed by a consumer selection model and a multi-agent model, which consist of consumers, distributors and manufacturers. Our research was focused on customer preference study in new technology product market by using conjoint analysis and discrete choice model. And changes in consumer behavior based on adoption of new technologies and offering of incentives were analyzed by ABM (Agent-based Model). In conclusion, the market share of technology products was risen when provision of incentives corresponding to inventory level and demand for new technology products occurred at the same time.

• Proceedings of the Korea Water Resources Association Conference
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• 2015.05a
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• pp.129-129
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• 2015

2011년 후쿠시마 원자력발전소 사고 이후, 발전원의 위험사고비용 및 환경피해비용에 대한 관심이 대두되고 있다. 전력은 생산과정 뿐만 아니라 발전소 건설, 발전소 운영, 송 배전을 통한 전력 공급, 폐기물처리 등의 각 과정에서 다양한 환경비용을 야기하고 있다. 따라서 발전원의 환경영향을 수용자적 입장에서의 평가할 필요가 있다. 본 연구에서는 컨조인트 분석법의 일종인 선택실험법을 적용하여 발전에 따른 환경영향 속성들에 대해 평가한 후, 발전원별로 상이한 속성 값에 속 성별 추정치를 반영하여 발전원별 환경비용을 수용자적 입장에서 추정하였다. 발전원부문이 환경에 미치는 영향에 대한 속성을 온실가스 배출, 건강피해, 지역피해, 온배수 배출로 선정하였고, 제시금액은 비교 대상 발전원들의 전력거래 단가 및 가구당 지출하는 월평균 전기요금수준을 기준으로하여 35,000원에서 75,000원까지의 총 다섯 가지 속성수준으로 구분하였다. 다항로짓모형을 적용하여 발전원별 각 환경영향에 대한 속성별 한계지불의사액 추정하고, 발전원간의 환경비용을 산정하였다. kWh 당 수력발전(0원/kWh) 대비 타 발전원의 추가 환경비용은 26원/kWh­832원/Wh로 환경적 영향 측면에서 국민수용성이 가장 높게 나타났다.

• The Korean Journal of Food And Nutrition
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• v.22 no.1
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• pp.141-149
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• 2009

The elderly population in Korea is growing rapidly and their needs for long-term care has also increased. By the year 2018, our society will be approaching aged society and by 2026 it will be a super-aged society. The purpose of this study was to employ conjoint analysis to establish the relative importance of foodservice encounters in terms of determining the utility values of hospital foodservice for elderly patients. According to the results pearson's R(0.420) and Kendall's tau(0.402) statistics showed that the model fits the data well(p<0.05). The relative importance scores of hospital foodservice encounters were as follows: dietary counseling with dietetics(51.2%), foodservice personnel(48.7%), and food(0.1%). A soft cooking method(0.001) was preferred to a general cooking method(0.001), and kind foodservice personnel(0.086) were preferred to quick service(-0.086). Finally, counseling with a dietitian once a week(-0.138) was preferred to counseling twice a week (-0.276). Based on this conjoint analysis, the most preferable model for foodservice at a long-term care facility would be; soft cooking methods, kind service by foodservice personnel, and dietetic counseling once a week. Overall, a better understanding of the specific needs of our institutionalized elderly is one of the key elements that can help our long-term care system develop improved foodservice programs.

• The Journal of the Korea Contents Association
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• v.14 no.12
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• pp.924-934
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• 2014

In the last 10 years the digital music contents market has grown rapidly. However digital music contents product and services are not managed with product planning and price policy considered customer attitude and digital music contents values. This study is to define the value properties of digital music contents services based on streaming and download as genre, price, sound quality, and usage appliance, and suggest the strategic market price and service composition of digital music contents service by customer attitudes about the value properties. The research used the conjoint analysis methodology based on the hedonic price model and collected 405 questionaries by users of Korean digital music contents services to the analysis. Hence 'sound quality' in download platform, and 'appliance' in streaming platform were the elements to evaluate the customer attitude. The results present the music contents productions and companies have to provide the differentiated services and price by the value properties of user preference in the market.

• Journal of Distribution Research
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• v.16 no.3
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• pp.105-133
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• 2011

Short Abstract: This study investigates the effects of price and other variables on consumers' purchasing decision for eco-friendly foods. This study pays particular attention to the effect of price that may influences consumers' decision to buy eco-friendly foods. The empirical findings are summarized as follows. First, the descriptive results of the survey show that "detailed explanation for the products," "distribution channel," "reliability of the labeling for eco-friendly foods" are more important than price and other factors. Second, the ordered logit analysis vindicates that such situational factors as number of children and existence of patient in the family are the most important variables to explain the degree of satisfaction level when considering the price level of eco-friendly foods. Finally, the results of the conjoint analysis indicate that consumers regard distribution channel as the most important factor, and reliability of labeling system and level of price position second and third, respectively. The present study concludes with suggesting some policy implications and directing future studies.