• The Korean Journal of Applied Statistics
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• v.25 no.5
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• pp.847-857
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• 2012

This article is concerned with choice-based conjoint analysis versus rating-based and ranking-based conjoint analysis. Choice-based conjoint analysis has a definite advantage in that the respondent's task of choosing the most preferred profile from several competing profiles adequately mimics consumer marketplace behavior. It is crucial to design the choice sets appropriate for the choice-based conjoint. Thus, this article suggests a new method to design the choice sets that are well-balanced. It augments the balanced incomplete block design and then obtains the dual design of the result to accommodate various numbers of profiles. In consequence, the choice sets designed by the new method have the desirable characteristics that each profile is presented to the same number of respondents, and pairs of any two distinct profiles occur together in the same number of choice sets. The balancing of the design increases the efficiency of the conjoint analysis. In addition, the pair-comparison scheme can improve the quality of data through the identification of contradictory responses.

• The Journal of Industrial Distribution & Business
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• v.15 no.3
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• pp.11-20
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• 2024

Purpose: This study focuses on the Chinese smartphone market to estimate product attributes influencing Chinese customers' preference for developing new smartphones through conjoint analysis. Research design, data and methodology: The online questionnaire survey is processed among Chinese potential smartphone customers. Conjoint analysis including traditional conjoint analysis (TCA) and choice-based conjoint analysis (CBCA), is used to analyze the useful data of 500. Results: Results indicate that price is the most important predictor while screen size is the least for Chinese customers' preference whether the method is TCA or CBCA. However, the importance of brand, capacity, CPU, and screen design is different. Moreover, based on each smartphone attribute level's utility, the new products with the best combinations are different compared with both methods. Finally, the predicted market shares of the top 3 products are the same with maximum utility rule model between TCA and CBCA. However, when considering with the new best combined product, they are significantly different. Conclusions: Managers should recognize the differences between TCA and CBCA and select the best method to develop new smartphones for sustainable business in the Chinese competitive market based on the important attributes of price, brand, capacity, CPU, screen design, and size.

• Journal of Distribution Science
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• v.17 no.2
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• pp.35-42
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• 2019

Purpose - There is little research on the market of foreign infant education materials. So, it is needed to deeply examine the development and preference factors of foreign infant education materials. Therefore, this study presents a future method and model for analyzing the important variables of buying foreign infant education materials. Research design, data, and methodology - The conjoint analysis method and model of this paper is used as follows. Conjoint analysis method is possible to derive the attributes to be analyzed through the model of the preferred factors, and then to derive the sub-attributes of the attributes. Results - This study derived preference attributes between brand benefit, equity (brand image, loyalty, awareness), distribution network (department store, specialty stores, discount store, internet mall), and service quality (tangibles, reliability, responsiveness, assurance, empathy) in infant education materials conjoint model. Conclusions - Since the opening of the education market in Korea, parents have a high education level due to low birth rate. The advantages of the conjoint analysis method have been extended to the study of infant education materials. Based on this, this paper will identify important attributes that are considered in preference of foreign infant education materials and help to establish and implement future marketing strategies.

• Korean Management Science Review
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• v.25 no.1
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• pp.139-147
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• 2008

Conjoint Analysis is marketers' favorite methodology for finding out how buyers make trade-offs among competing products and suppliers. Thousands of applications of conjoint analysis have been carried out over the past three decades. The conjoint analysis has been so popular as a management decision tool due to the availability of a choice simulator. A conjoint simulator enables managers to perform 'what if' question accompanying the output of a conjoint study. Traditionally the First Choice Model (FCM) has been widely used as a choice simulator. The FCM is simple to do, easy to understand. In the FCM, the probability of an alternative is zero until its value is greater than others in the set. Once its value exceeds that threshold, however, it receives 100%. The LOGIT simulation model, which is also called as "Share of Preference", has been used commonly as an alternative of the FCM. In the model part worth utilities aren't required to be positive. Besides, it doesn't require part worth utilities computed under LOGIT model. The simulator can be used based on regression, monotone regression, linear programming, and so on. However, it is not free from the Independent from Irrelevant Alternatives (IIA) problem. This paper proposes the EBA (Elimination-By-Aspects) model as a useful conjoint-like method. One advantage of the EBA model is that it models choice in terms of the actual psychological processes that might be taking place. According to EBA, when choosing from choice objects, a person chooses one of the aspects that are effective for the objects and eliminates all objects which do not have this aspect. This process continues until only one alternative remains.

• Journal of The Institute of Information and Telecommunication Facilities Engineering
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• v.4 no.1
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• pp.23-29
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• 2005

This study is about designing mobile phone display in consideration of elder people's preferences by reason of their optical weakness. The research is closely connected with designing user-friendly interface by considering user characteristics. The criteria for first experiment are font sizes, font types, line spacing and background colors. With the experiment result, relative importance of each attribute and subjective preference are investigated by conjoint analysis. Secondly, an optimal display design for elder people is presented by response surface method on the basis of the result of conjoint analysis, other statistical analyses, and user interviews.

• Proceedings of the ESK Conference
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• 1998.04a
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• pp.93-98
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• 1998

Recently, consumers are tend to purchase the user-centered designed product using interface enginnering and human factors techniques. Therefore, it is important that the designer's requirements should be analyzed focused on the human machine interface. This paper described the interface usability evaluation technique(suvjective evaluation) for the interface between user and product. This methodology is the integrated interface usbility evaluation method AHP and Conjoint Analysis. AHP(Analytic Hierarchy Process) is a multicriteria decision model to give priority after expressing hierarchically for decision making problem. Conjoint Analysis enduavors to unravel the value, or partworths, that consumers place on the product or service's attributes from experimental subjects' evluation of profiles based on hypothetical products or services. A new usability test methodology proposed by this paper includes techniques jointed both consistency test by AHP and experimental subjective evaluation of profiles by Conjoint Analysis for evaluating the user's emotion and impression.

• The Korean Journal of Applied Statistics
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• v.27 no.2
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• pp.185-195
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• 2014

Ranking-based conjoint analysis is widely used in various fields such as marketing research. While the ranking-based conjoint affords several advantages over the rating-based or choice-based conjoint, it has a serious shortcoming that respondents have much difficulty in ranking the product profiles in order of preference when many profiles are involved. This article suggests a new method for the preference measurement to improve the response efficiency. The method employs the concept of ranking sets that let the respondent evaluate a small number of profiles at a time. Through the proposed method, preference rankings of profiles obtained from each ranking set are aggregated to generate overall rankings. The balanced incomplete block design is expanded and transformed to the dual design in order to construct well-balanced ranking sets that can accommodate a large number of profiles. The proposed method is applied to the analysis of consumer preferences for perfume-for-women.

• Industrial Engineering and Management Systems
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• v.2 no.1
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• pp.55-62
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• 2003

This paper deals with the difficulties involved in analyzing and designing a management system to reduce the risks and improve the productivity of new product development. In this paper, a method is described to analyze user information and determine product specifications based on a stimulus-response model, the conjoint measurement of users needs, and product characteristics deployment. The proposed method can analyze the effect of a partial price on the contribution ratio based on the order of preference of product profiles through a smaller number of product profiles. The strengths and weaknesses of this method are examined as the method is applied to the case study of a mobile computer intended for personal use.

• International Journal of Highway Engineering
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• v.19 no.4
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• pp.45-52
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• 2017

PURPOSES : This study was initiated to estimate the utilities of usage attributes of BRT and Bimodal Trams using a conjoint analysis method in order to identify the important features pertaining to the use of BRT and Bimodal Trams. METHODS : For this purpose, important attributes and those level in the use of BRT and Bimodal Trams in the city of Sejong were identified. Next, a profile questionnaire pertaining to BRT and Bimodal Trams was designed for the conjoint analysis, and a survey was conducted in the city of Sejong. Using SPSS software, conjoint analysis was performed to identify the important attributes vis-$\acute{a}$-vis the use of BRT and Bimodal Trams in the city of Sejong. Finally, the utilities for individual attributes were calculated based on the models estimated by the conjoint analysis. RESULTS : The results of the conjoint analysis were used to identify the important attributes. With regard to the usage of BRT, users indicated that fare was the most important attribute with the highest utility. In the case of Bimodal Trams, the users indicated that the number of seats and internal environment were the most important attributes with the highest utilities. CONCLUSIONS : Based on the results of the conjoint analysis, the important attributes pertaining to the use of BRT and Bimodal Trams in the city of Sejong were identified. Our study indicates that BRT in the city of Sejong needs to be upgraded to improve the utilities of the important attributes. Currently, Bimodal Trams has not been introduced completely in the city of Sejong. However, in the future, when the introduction of Bimodal Trams is completed, the important attributes should be emphasized in order to improve the quality of its service.

• Journal of the Korean Home Economics Association
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• v.44 no.12
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• pp.105-115
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• 2006

The purpose of this study is to apply conjoint analysis to fashion product development. Conjoint measurement was undertaken on the traditional casual market, composed of Polo, Beanpole, Maru and Giordano brands. Product's attributes, such as brand name, price, country of origin and style, were selected as choice factors. Twelve profiles were used for full-profile stimulus cards method. Based on the importance and utility rates of the product attributes, preferences for the products currently in the market and simulated products were calculated. The results increased our understanding of the trends in traditional casual market and assisted in the preparation of marketing strategies for each brand.