• Title/Summary/Keyword: Conjoint analysis

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New Design of Choice Sets for Choice-based Conjoint Analysis

  • Kim, Bu-Yong
    • 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.

A Study of the Estimation of Utilities of Usage Attributes of BRT and Bimodal Tram Using Conjoint Analysis (Case of the City of Sejong) (컨조인트 분석을 이용한 BRT 및 바이모달 트램 이용 속성의 효용 산정 연구 (세종시를 중심으로))

  • Park, Sangmin;Kim, Kyung Hyun;Ko, Han Geom;Mok, Jai-Kyun;Lee, Jong-Hwa;Yun, Ilsoo
    • 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.

Development of the Interface Usability Evaluation Technique Using Integration of AHP and Conjoint Analysis (AHP와 Conjoint Analysis간의 통합에 의한 인터페이스 사용성 평가 방법 개발)

  • Moon, Hyung-Don;Park, Beom
    • 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.

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Application of Artificial Neural Network for Conjoint Analysis (컨조인트 분석 결과의 보완을 위한 인공 신경망의 활용)

  • Pak, Ro-Jin
    • The Korean Journal of Applied Statistics
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    • v.20 no.3
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    • pp.441-447
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    • 2007
  • The conjoint analysis is widely accepted in the field of marketing as a way to understand and incorporate the structure of customer preferences into the new product design process. We apply the conjoint analysis for understanding preferences about after school computer courses in elementary schools. We show that the artificial neural network analysis in addition to the conjoint analysis is very useful to understand the needs of elementary school students about after school computer courses.

A Study on the Comparison of the Predictability among Traditional and Choice-based Conjoint Analyses in the Choice of Service Products (서비스제품 선택에서 전통적 컨조인트기법과 선택형 컨조인트기법간의 예측력 비교에 대한 연구)

  • Lim, Byung-Hoom;Ahn, Kwang-Ho;Park, Uhn-Yong
    • 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.

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Conjoint Analysis for the Preferred Subjects of Elementary School Computer Education

  • Hur, Ji-Sun;Pak, Ro-Jin
    • Journal of the Korean Data and Information Science Society
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    • v.18 no.2
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    • pp.357-364
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    • 2007
  • This article has tried to identify the preferred subjects of after school computer educations in elementary schools by means of the conjoint analysis. We surveyed the fourth, fifth and sixth grade students from the three schools in Seoul. It has been found that graphic related courses are most preferred, though such courses are taught in public schools. Based on this research, we propose a new curriculum for after school computer education.

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A Study on the Semangum Tourism Development Strategy Using Conjoint Analysis (컨조인트 분석을 통한 새만금 관광개발 전략에 관한 연구)

  • Choi, Heung-Kyu
    • Journal of Agricultural Extension & Community Development
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    • v.16 no.3
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    • pp.615-641
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    • 2009
  • This study aims to develop Semangum tourism package that can be most suitable for the tourist. The data were obtained by a survey carried out between August, 17 and August, 24, 2009 with a sample of latent tourist of Semangum. Conjoint analysis has been used to estimate the relative importance of attributes. Four main attributes and two or three attributes levels for each determinant were chosen for conjoint analysis. Eleven model package were made using fractional factorial design, and presented to the latent tourist, who were asked to reply in order of their like. Results show that the most important attributes for tourist were in order of cost, connected tourism, accommodation and report activity.

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A Study on Designing Mobile Phone Display in Consideration of Elder People's Optical Characteristics and Preferences: Using Conjoint Analysis and Response Surface Method (장년층의 시각적 특성과 선호도를 고려한 휴대폰의 디스플레이 설계에 관한 연구: 컨조인트 분석과 반응표면분석을 활용하여)

  • Lee Sung-Hoon;Shin Yong-Sik;Park Yong-Gil
    • 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.

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Design of Personal Spiral Conjoint Analysis

  • Castel, Dennis;Saga, Ryosuke;Tsuji, Hiroshi
    • Industrial Engineering and Management Systems
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    • v.12 no.3
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    • pp.234-243
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    • 2013
  • In order to point out the best utility of a product (or a service), marketers need to clearly understand and measure the preference of the consumers. Among numerous marketing analysis techniques, the conjoint analysis is one of the popular tools for market research. One of the issues with this tool is the lack of feedback for the respondents. This paper proposes personal stepwise conjoint analysis based on an interactive Web-questionnaire allowing respondents to receive a diagnosis of their evaluation and giving the possibility to reconsider their evaluation. To validate our proposal, experimentation with forty-two respondents is also demonstrated. Experimental results, potential modifications and improvements are detailed in this paper.