• 응용통계연구
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• 제25권6호
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• pp.987-997
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• 2012

The sales volume of men's cosmetics has drastically increased in Korea. In recent years, men's needs for cosmetics have been diversified and the consumer demand for functional cosmetics has greatly risen. In particular, male consumers have become more interested in essence product that is a light and concentrated treatment to correct skin problems. This research analyzes consumer preferences for essence-for-men through the use of choice-based conjoint analysis. This approach is adopted since the task of respondents to choose the most preferred option from several alternatives closely mimics actual marketplace purchasing behavior by consumers. New technique for the construction of choice sets is suggested based on the balanced incomplete block design, to accommodate a larger number of product profiles. The proposed design for choice sets is balanced and provides a tool to filter the contradictory choices. Conjoint analyses are performed to assess the relative importance of attributes and identify the most preferred profile of essence-for-men with respect to attributes such as emphasized function, price, type of content, and design of container. Some differences are indicated in the analysis results between age brackets as well as between groups classified by the amount of fashion item expenditures.

• 대한지역사회영양학회지
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• 제9권5호
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• pp.654-662
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• 2004

The purpose of this study was to assess the structure of the decision and the importance of the attributes in choosing food-related tour program. Questionnaires were developed in three languages- Japanese, Chinese, and English- given to 300 foreign tourists who have visited Korea in 2002. Statistical data analysis was completed using SPSS Win (ver 11.0) for descriptive analysis and conjoint analysis. The results of this study showed that the 'price' was the most important attribute (35.62%) in choosing a hypothetical food tourism program, followed by 'place' (27.35%), 'time' (26.01 %), and 'type of program' (10.22%). With respect to the relative importance values for each attribute by different groups, English- and Chinese-speaking tourists considered 'price' more than other factors, while 'time' was regarded as the most important factor for Japanese tourists. Therefore, it indicated the need to recognize the different needs among tourists and put these factors into consideration in developing the programs.

• 응용통계연구
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• 제17권2호
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• pp.205-218
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• 2004

제품이나 서비스에 대한 소비자의 선호도에 영향을 미치는 주요 속성들의 중요도를 평가하고 각 속성의 수준에 대한 선호도를 측정하며 제품프로파일에 대한 선호도를 예측하기 위하여 컨조인트분석이 사용되는데, 제품 포지셔닝이나 신제품 개발 분야에 이분석이 많이 활용되고 있다. 본 논문에서는 체비쉐프추정에 바탕을 둔 컨조인트분석에 관하여 연구하였는데, 소비자로 하여금 제품프로파일별 선호도를 순위로 응답하게 하는 경우 최소자승추정에 의 한 컨조인트 분석의 효율성이 상대적으로 낮다고 판단되기 때문이다. 따라서 새로운 개념의 휴대전화기에 대한 소비자들의 선호도를 조사하고 체비쉐프추정에 의한 컨조인트분석을 실행하여 신제품 개발에 활용하도록 하였다. 추정 방법 별로 예측타당성을 측정하여 비교하였는데, 체비쉐프추정에 의한 컨조인트분석이 최소자승추정에 의한 컨조인트분석보다 타당성이 높다는 사실을 확인하였다.

• 한국융합학회논문지
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• 제10권4호
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• pp.7-16
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• 2019

웨어러블 디바이스를 둘러싼 기업 간 경쟁이 치열해 짐에 따라, 소비자들의 수용성을 제고할 수 있는 기술기획이 필요한 상황이다. 이에 본 연구는 웨어러블 디바이스의 소비자 선호 속성을 파악함으로써 이 분야 기술기획을 위한 시사점을 제공하고자 하였다. 이를 위한 분석 방법으로는 컨조인트 분석을 활용하였다. 이 과정에서 초점집단면점을 주로 사용한 기존 연구들과는 달리 표준화 기구의 예지적 표준화 활동을 반영함으로써 분석의 객관성을 보완하고자 하였다. 예지적 표준화 활동으로는 국제전기기술위원회의 리에종 및 프로젝트 현황을 조사하였으며, 이를 바탕으로 컨조인트 분석을 설계하였다. 컨조인트 설문은 온라인으로 진행하여, 총 229명이 응답하였다. 분석 결과, 웨어러블 디바이스의 주용도와 강화된 기능이 중요한 속성으로 파악된 가운데, 속성 수준별 세부 선호도는 소비자 성별, 연령대별 다르게 나타났다. 따라서 웨어러블 디바이스의 기술기획 시에는 소비자 세그멘트별 차별화된 접근이 필요할 것으로 예상된다.

• 한국식생활문화학회지
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• 제24권1호
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• pp.51-57
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• 2009

The purpose of the study was to assess the relative preference for hot & spicy sauces using conjoint analysis, with focus on English consumers. From the results of the study, we were able to derive a standard with the best sauce attributes. The respondent group was selected from the CCFRA's customer database. The qualification criteria for inclusion in the sample were: the primary grocery shopper in the household, a consumer of a range of home cooked oriental & far eastern cuisines, enjoyed hot & spicy chili-based foods, and willing to buy hot chili-based oriental sauces. A total of 676 respondents completed the survey in which 76% were women, and all respondents were between the ages of 18 and 65 years. An online survey method was used and a conjoint analysis was adopted. In conjoint analysis, a product is described as a combination of a set of attribute levels, where a utility value is estimated for each attribute level. In summing up the results of this study, the sensory property (flavor) attribute was most important, the second was brand, and the third was price. For the sensory property attribute, a mild chili sauce of blended garlic, sugar, and lime scored highest. In terms of brand, Blue Dragon was selected as the best. The lesser known Korean Kochujang brand of "Hot&Joy" scored lowest with respect to brand value. Encouraging, however, was the description based on the Hot&Joy product: a hot chili sauce blended with ginger and garlic, which held appeal across age groups and genders. In terms of price, 75p per bottle had the best score.

• 품질경영학회지
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• 제33권4호
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• pp.103-110
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• 2005

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.

• 한국경영과학회지
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• 제31권3호
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• pp.107-125
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• 2006

We introduce a two-stage game theoretic model to support decision making processes for product Positioning and pricing in competitive environment. In the first stage, firms decide on entry and product position, in the second stage, firms compete with price. 'Alpha rule' is used as a choice model. Demand parameters of the choice model are estimated by conjoint analysis. We investigate conditions for the existence of Nash price equilibria in the pricing game. Nash equilibria in the entry and positioning game are produced using a concept of stable sets. An example of the online game industry in Korea is examined.

• 대한교통학회지
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• 제22권2호
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• pp.7-18
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• 2004

본 논문은 현재 물류부문에서 그 비중이 증가하고 있는 택배시장의 고객을 대상으로 고객의 선호도에 따른 적절한 시장세분화의 구축과 그 필요성을 제시하였다. 본 연구에서는 택배서비스의 가격탄력성을 측정하기 위해 Conjoint 분석을 이용한 효익세분화 방법을 이용하였다. 분석결과 택배고객은 그 특성에 따라 상이한 가격탄력성을 가지고 있으며, 그 탄력성에 따라 고객을 세분화할 수 있었다. 따라서 이러한 분석은 향후 택배고객을 세분화 할 경우 유용한 도구로 사용될 수 있으며, 고객의 욕구를 만족시킬 수 있는 기회를 제공해 줄 수 있을 것이다.

• 기술혁신연구
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• 제15권1호
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• pp.65-86
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• 2007

The purpose of the current study is to suggest a reliable starting point for roadmapping to overcome two common shortcomings of previous literatures that they do not demonstrate a robust methodology for roadmap and they describe the roadmapping process in the abstract. The proposed methodology for roadmapping considers four important business- and market-related factors: consumer requirements, engineering characteristics, the gap between the roadmapped technology and competing technologies, and future changes in consumer preferences. We capture consumer preferences using conjoint analysis and interconnect the above four factors using QFD (Quality Function Deployment). The model is applied to power line communications (PLC). The results show that there is a significant difference between priorities assigned to the engineering characteristics by expert alone and priorities determined by the roadmapping model.

• Environmental Engineering Research
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• 제13권1호
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• pp.41-48
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• 2008

The valuation of biodiversity is a fundamental step in conservation. The useful framework for analysing the economic value of biological resources is that of total economic value (TEV) and TEV comprises both use and non-use values, the former related to an actual use made of the resource, the latter to a willingness to pay for the resource independently of any use made of it. There are several valuation approacher in environmental economics literature. However, stated preference approach should be introduced for valuation of biodiversity because it can estimate non-use value as well as use value. Contingent Valuation and Conjoint Analysis are representative methods in stated preference and Conjoint Analysis can be more useful for valuation of biodiversity. Futhermore, the combination of ecology and economics to assess biodiversity leads to an integrated framework. Thus, interdisciplinary work is required, involving both economists and ecologists transferring elements or even theories and models from one discipline to another and transforming them for their specific, mutually consistent purpose.