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A Study on Case for Localization of Korean Enterprises in India (인도 진출 한국기업의 현지화에 관한 사례 연구)

  • Seo, Min-Kyo;Kim, Hee-Jun
    • International Commerce and Information Review
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    • v.16 no.4
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    • pp.409-437
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    • 2014
  • The purpose of this study is to present the specific ways of successful localization by analyzing the success and failures case for localization within the framework of the strategic models through a theoretical background and strategic models of localization. The strategic models of localization are divided by management aspects such as the localization of product and sourcing, the localization of human resources, the localization of marketing, the localization of R&D, harmony with a local community and delegation of authority between headquarters and local subsidiaries. The results, by comparing and analyzing the success and failures case for localization of individual companies operating in India, indicate that in terms of localization of product and sourcing, there are successful companies which procure a components locally and produce a suitable model which local consumers prefer and the failed companies which can not meet local consumers' needs. In case of localization of human resources, most companies recognize the importance of this portion and make use of superior human resource aggressively through a related education. In case of localization of marketing, It is found that the successful companies perform pre-market research & management and build a effective marketing skills & after service network and select local business partner which has a technical skills and carry out a business activities, customer support, complaint handling with their own organization. In terms of localization of R&D, the successful major companies establish and operate R&D center to promote a suitable model for local customers. In part of harmony with a local community, it shows that companies which made a successful localization understand the cultural environment and contribute to the community through CSR. In aspect of delegation of authority between headquarters and local subsidiaries, it is found that most of Korean companies are very weak for this part. there is a tendency to be determined by the head office rather than local subsidiaries. Implication of this thesis is that Korean enterprises in India should carry forward localization of products and components, foster of local human resource who recognize management and system of company and take part in voluntary market strategy decision, wholly owned subsidiary, establishment and operation of R & D center, understanding of local culture and system, corporate social responsibility, autonomy in management.

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Determinants of Consumer Preference by type of Accommodation: Two Step Cluster Analysis (이단계 군집분석에 의한 농촌관광 편의시설 유형별 소비자 선호 결정요인)

  • Park, Duk-Byeong;Yoon, Yoo-Shik;Lee, Min-Soo
    • Journal of Global Scholars of Marketing Science
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    • v.17 no.3
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    • pp.1-19
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    • 2007
  • 1. Purpose Rural tourism is made by individuals with different characteristics, needs and wants. It is important to have information on the characteristics and preferences of the consumers of the different types of existing rural accommodation. The stud aims to identify the determinants of consumer preference by type of accommodations. 2. Methodology 2.1 Sample Data were collected from 1000 people by telephone survey with three-stage stratified random sampling in seven metropolitan areas in Korea. Respondents were chosen by sampling internal on telephone book published in 2006. We surveyed from four to ten-thirty 0'clock afternoon so as to systematic sampling considering respondents' life cycle. 2.2 Two-step cluster Analysis Our study is accomplished through the use of a two-step cluster method to classify the accommodation in a reduced number of groups, so that each group constitutes a type. This method had been suggested as appropriate in clustering large data sets with mixed attributes. The method is based on a distance measure that enables data with both continuous and categorical attributes to be clustered. This is derived from a probabilistic model in which the distance between two clusters in equivalent to the decrease in log-likelihood function as a result of merging. 2.3 Multinomial Logit Analysis The estimation of a Multionmial Logit model determines the characteristics of tourist who is most likely to opt for each type of accommodation. The Multinomial Logit model constitutes an appropriate framework to explore and explain choice process where the choice set consists of more than two alternatives. Due to its ease and quick estimation of parameters, the Multinomial Logit model has been used for many empirical studies of choice in tourism. 3. Findings The auto-clustering algorithm indicated that a five-cluster solution was the best model, because it minimized the BIC value and the change in them between adjacent numbers of clusters. The accommodation establishments can be classified into five types: Traditional House, Typical Farmhouse, Farmstay house for group Tour, Log Cabin for Family, and Log Cabin for Individuals. Group 1 (Traditional House) includes mainly the large accommodation establishments, i.e. those with ondoll style room providing meals and one shower room on family tourist, of original construction style house. Group 2 (Typical Farmhouse) encompasses accommodation establishments of Ondoll rooms and each bathroom providing meals. It includes, in other words, the tourist accommodations Known as "rural houses." Group 3 (Farmstay House for Group) has accommodation establishments of Ondoll rooms not providing meals and self cooking facilities, large room size over five persons. Group 4 (Log Cabin for Family) includes mainly the popular accommodation establishments, i.e. those with Ondoll style room with on shower room on family tourist, of western styled log house. While the accommodations in this group are not defined as regards type of construction, the group does include all the original Korean style construction, Finally, group 5 (Log Cabin for Individuals)includes those accommodations that are bedroom western styled wooden house with each bathroom. First Multinomial Logit model is estimated including all the explicative variables considered and taking accommodation group 2 as base alternative. The results show that the variables and the estimated values of the parameters for the model giving the probability of each of the five different types of accommodation available in rural tourism village in Korea, according to the socio-economic and trip related characteristics of the individuals. An initial observation of the analysis reveals that none of variables income, the number of journey, distance, and residential style of house is explicative in the choice of rural accommodation. The age and accompany variables are significant for accommodation establishment of group 1. The education and rural residential experience variables are significant for accommodation establishment of groups 4 and 5. The expenditure and marital status variables are significant for accommodation establishment of group 4. The gender and occupation variable are significant for accommodation establishment of group 3. The loyalty variable is significant for accommodation establishment of groups 3 and 4. The study indicates that significant differences exist among the individuals who choose each type of accommodation at a destination. From this investigation is evident that several profiles of tourists can be attracted by a rural destination according to the types of existing accommodations at this destination. Besides, the tourist profiles may be used as the basis for investment policy and promotion for each type of accommodation, making use in each case of the variables that indicate a greater likelihood of influencing the tourist choice of accommodation.

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Work Environment Measurement Results for Research Workers and Directions for System Improvement (연구활동종사자 작업환경측정 결과 및 제도개선 방향)

  • Hwang, Je-Gyu;Byun, Hun-Soo
    • Journal of Korean Society of Occupational and Environmental Hygiene
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    • v.30 no.4
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    • pp.342-352
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    • 2020
  • Objectives: The characteristics of research workers are different from those working in the manufacturing industry. Furthermore, the reagents used change according to the research due to the characteristics of the laboratory, and the amounts used vary. In addition, since the working time changes almost every day, it is difficult to adjust the time according to exposure standards. There are also difficulties in setting standards as in the manufacturing industry since laboratory environments and the types of experiments performed are all different. For these reasons, the measurement of the working environment of research workers is not realistically carried out within the legal framework, there is a concern that the accuracy of measurement results may be degraded, and there are difficulties in securing data. The exposure evaluation based on an eight-hour time-weighted average used for measuring the working environment to be studied in this study may not be appropriate, but it was judged and consequently applied as the most suitable method among the recognized test methods. Methods: The investigation of the use of chemical substances in the research laboratory, which is the subject of this study, was conducted in the order of carrying out work environment measurement, sample analysis, and result analysis. In the case of the use of chemical substances, after organizing the substances to be measured in the working environment, the research workers were asked to write down the status, frequency, and period of use. Work environment measurement and sample analysis were conducted by a recognized test method, and the results were compared with the exposure standards (TWA: time weighted average value) for chemical substances and physical factors. Results: For the substances subject to work environment measurement, the department of chemical engineering was the most exposed, followed by the department of chemistry. This can lead to exposure to a variety of chemicals in departmental laboratories that primarily deal with chemicals, including acetone, hydrogen peroxide, nitric acid, sodium hydroxide, and normal hexane. Hydrogen chloride was measured higher than the average level of domestic work environment measurements. This can suggest that researchers in research activities should also be managed within the work environment measurement system. As a result of a comparison between the professional science and technology service industry and the education service industry, which are the most similar business types to university research laboratories among the domestic work environment measurements provided by the Korea Safety and Health Agency, acetone, dichloromethane, hydrogen peroxide, sodium hydroxide, nitric acid, normal hexane, and hydrogen chloride are items that appear higher than the average level. This can also be expressed as a basis for supporting management within the work environment measurement system. Conclusions: In the case of research activity workers' work environment measurement and management, specific details can be presented as follows. When changing projects and research, work environment measurement is carried out, and work environment measurement targets and methods are determined by the measurement and analysis method determined by the Ministry of Employment and Labor. The measurement results and exposure standards apply exposure standards for chemical substances and physical factors by the Ministry of Employment and Labor. Implementation costs include safety management expenses and submission of improvement plans when exposure standards are exceeded. The results of this study were presented only for the measurement of the working environment among the minimum health management measures for research workers, but it is necessary to prepare a system to improve the level of safety and health.

A Study on Status of Landscape Architecture Industry with National Statistics (국가통계자료를 활용한 조경산업 현황 연구)

  • Choi, Ja-Ho;Yoon, Young-Kwan;Koo, Bon-Hak
    • Journal of the Korean Institute of Landscape Architecture
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    • v.50 no.5
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    • pp.40-53
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    • 2022
  • This study carried out to provide the methodology and basic status material of using Korean national statistics needed to find the actual state of the landscape architecture industry. The landscape architecture industry was classified into 'Design', 'Construction Management', 'construction', 'Maintenance & Management', 'Materials', 'Research', 'Education', and 'Administration' areas. In each field, business types were systemized and associated in accordance with Korean standard industrial classification and legislations pertinent to construction. Among them, the business types directly defined in the construction related legislations under the Ministry of Land, Infrastructure and Transport were focused on, and the establishment, association, integration, distribution, duplication, and omission of national statistics were analyzed. As a result, the business types of statistical analysis were selected. In order for commonality of statistical items and minimized error of interpretation, semantic analysis was conducted. Finally, the number of registered business types, the number of workers, and sales were selected. Based on them, the analysis framework applicable to fundamental analysis and evaluation of the actual state of the industry was proposed. Actual national statical data were applied for analysis and evaluation. In 2019, the number of registered business types related to the landscape architecture industry was 12,160, the number of workers by business type was 106,296, and the sales by business type were 8,308.5 billion KRW. The number of registered business types and the number of workers had been on the rise from 2017, whereas the sales had been on the decrease. It is required to come up with a plan for industrial development. This study was conducted with the national statistics established by multiple public institutions, so that there are limitations in securing consistency and reliability. Therefore, it is necessary to establish systematic and consistent national statistics in accordance with 「Landscaping Promotion Act」. In the future, it will planned to research application and development plans of national statistics according to subjects including park and green.

The Effects of Occupation-Based Community Rehabilitation for Improving Occupational Performance Skills and Activity Daily Living of Stroke Home Disabled People: A Single Subject Design (작업기반 지역사회 재활이 뇌졸중 재가 장애인의 일상생활과 작업수행 기술에 미치는 효과)

  • Moon, Kwang-Tae;Park, Hae Yean;Kim, Jong-Bae
    • Therapeutic Science for Rehabilitation
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    • v.9 no.2
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    • pp.99-117
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    • 2020
  • Objective : The purpose of this study was to study the effects of occupation-based community rehabilitation on occupational performance skills and activities of daily living in stroke disabled persons living in the community, and to investigate the changes in occupation quality and satisfaction. Methods : In this single-subject ABA design study with follow-up evaluation, one severely disabled person diagnosed with stroke who lived in the community was recruited. The procedure consisted of a total of 25 sessions for 17 weeks. Intervention was according to occupation-based community rehabilitation, and the researcher visited the subject's home. Individualized intervention was applied according to the OTIPM. The intervention was composed of task assignment and feedback, home environment modification, information-related caregiver education, and community resource network. The evaluation of each session included the changes in the frequency of occupational performance skills, the quality of occupational performance in daily life, and the changes in occupational satisfaction, activities of daily living, quality of life, and maintenance of in the occupational performance skills during follow-up. The results were visually analyzed using a bar graph and a linear graph. Results : The results showed that the occupation-based community rehabilitation improved activities of daily living such as putting on socks, shoes slip-on, and upper body dressing garment within reach. Within the framework of the AMPS, it was confirmed that the quality of occupational performance was improved in all the subjects, and the degree of satisfaction also improved. Conclusion : This study showed that occupation-based rehabilitation can improve the occupational performance skills of stroke home disabled people positively affect the quality of occupational performance in daily life. Therefore, I think it is meaningful that useful for them.

Discussions on the Distribution and Genesis of Mountain Ranges in the Korean Peninsular (I) : The Identification Mountain Ranges using a DEM and Reconsideration of Current Issues on Mountain Range Maps (한국 산맥론(I) : DEM을 이용한 산맥의 확인과 현행 산맥도의 문제점 및 대안의 모색)

  • Park Soo Jin;SON ILL
    • Journal of the Korean Geographical Society
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    • v.40 no.1 s.106
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    • pp.126-152
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    • 2005
  • In recent years, there are some confusions related to the definition and existence of mountain ranges, which have been described in current geography text books. We contend that these confusions came from the lack of understanding on the geomorphological processes that form the mountain system in Korea. This research attempts to clarify the definition of mountain ranges and offer geological and geomorphological explanations about the formation of them. Based on the analyses of the social and cultural causes underlying the recent debates on the existence of mountain ranges, we tried to identify the relationships among the definition of mountain ranges, geological structure of Korea, and the forming processes of mountain ranges. The current and past mountain range maps were compared with geological structures, geological maps, surface curvature, and hill shade maps. The latter two maps were derived from a Digital Elevation Model of the Korean Peninsular. The results show that we are able to prove the existence of most mountain ranges, which provides a useful framework to understand the geological evolution of Korean peninsular and formation of mountainous landscape of Korea. In terms of their morphological continuity and genesis, however, we identified five different categories of mountain ranges: 1) Uplift mountain ranges(Hamkyeong Sanmaek, Nangrim Sanmaek, Taebaek Sanmaek), which were formed by the uplift processes of the Korean Peninsular during the Tertiary; 2) Falut mountain ranges(Macheonryeong Sanmaek, Sobaek Sanmaek, Buksubaek Sanmaek), whirh were directly related to the uplift processes of the Korean Peninsular during the Tertiary; 3) Trust mountain ranges(Jekyouryeong Sanmaek, Kwangju Sanmaek, Charyeong Sanmaek, Noryeong Sanmaek), which were formed by the intrusion of granite and consequent orogenic processes during the Mesozoic era; 4) Drainage divide type mountain ranges, which were formed by the erosion processes after the uplift of Korean Peninsular; 5) Cross-drainage basin type mountain ranges (Kangnam Sanmaek, Eunjin Sanmaek, Myelak sanmaek), which were also formed by the erosion processes, but the mountain ranges cross several drainage basins as connecting mountains laterally We believe that the current social confusions related to the existence of mountain ranges has partly been caused by the vague definition of mountain ranges and the diversity of the forming processes. In order to overcome theses confusions, it is necessary to characterize the types of them according the genesis, the purpose of usages and also the scale of maps which will explains the mountain systems. It is also necessary to provide appropriate educational materials to increase the general public's awareness and understanding of geomorphological processes.

Reconsideration of Rare and Endangered Plant Species in Korea Based on the IUCN Red List Categories (IUCN 적색목록 기준에 의한 환경부 멸종위기 야생식물종에 대한 평가)

  • Chang, Chin-Sung;Lee, Heung-Soo;Park, Tae-Yoon;Kim, Hui
    • The Korean Journal of Ecology
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    • v.28 no.5
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    • pp.305-320
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    • 2005
  • Recently 64 species in Korea have been ranked as rare and endangered taxa by the Ministry of Environment using two categories, I and II. The original threat categories produced by the Ministry of Environment were developed to provide a standard for specifying animals and plants in danger of extinction and has been influential sources of information used in species conservation in Korea. However, the criteria by Ministry of Environment were applied to the whole taxa only by regional boundaries, especially in South Korea, rather than international context, and it also lacked an explicit framework that was necessary to ensure repeatability among taxa because of the absence of quantitative criteria to measure the likelihood of extinction. The World Conservation Union (IUCN) has developed quantitative criteria for assessing the conservation status of species. The threatened species categories, the 2000 IUCN Red List, proposed by SSC (Species Survival Commission) of IUCN have become widely recognized internationally. Details of threatened Korean plants, identified by applying the IUCN threat categories and definitions, were listed and analyzed. The number of species identified as threatened was only 34 out of 64 taxa (48.4%), while the rest of taxa were rejected from the original lists. Many of the species (51.6%, 33 taxa) excluded from the original list proposed by Ministry of Environment do not qualify as Critically Endangered, Endangered or Vulnerable because these taxa were widely distributed either in Japan or in China/far eastern Russia and there is no evidence of substantial decline in these countries. An evaluation of taxa in Korea has been carried out only based on subjective views and qualitative data, rather than quantitative scientific data, such as rates of decline, distribution range size, population size, and risk of extinction. Therefore, the national lists undermine the credibility of threatened species lists and invite misuse, which have been raised by other cases, qualitative estimate of risk, political influence, uneven taxonomic or geographical coverage. The increasing emphasis on international responsibilities means that global scale is becoming more significant. The current listings by Environment of Ministry of Korea should be challenged, and the government should seek to facilitate the resolution of disagreements. Especially the list should be flexible enough to handle uncertainty and also incorporates detailed, quantitative data. It is suggested that the highest priorities for the Red List should be given to endemic species in Korea first. After setting up the list of endemic species to Korea, quantitative data on population size and structure, distributional range, rated of decline, and habitat fragmentation should be collected as one of long term projects for the Red list categories. Transparency and accountability are the most important key factors. Also, species assessors are named and data sources referenced are required for the future objective evaluations on Korean plant taxa.

A Study on the Present Conditions of Conservation & Management of the Natural Monuments of Korea (국내(國內)의 천연기념물(天然記念物) 보존(保存) 관리(管理) 실태(實態))

  • Na, Moung-Ha;Lee, Jin-Hee;Lee, Jae-Keun
    • Journal of the Korean Institute of Traditional Landscape Architecture
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    • v.28 no.2
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    • pp.127-136
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    • 2010
  • This study is aimed at reviewed and analyzed in order to suggest the improved plans related to natural monuments. The summary of this study is as followings; First, Replacing the current term 'cultural properties', which denotes the meaning of 'goods', we need to devise an new categorization that separates such properties into cultural heritage and natural heritage under the national heritage framework. Second, the designation criteria for natural monuments should be divided into the individual realm for animals and plants respectively, since they are not divided in the current Act. Third, the guidelines for naming of natural monuments should be established with the following new categories in accordance with the clear standards. Fourth, such imbalances require us to give priority to the relatively neglected types and areas. Fifth, as the big and old trees account for more than a half of the designated plants, it is necessary to search out new resources(wet plant communities, seashores, sand dune plant communities, etc.) such as geological resources, mineral springs, hot springs, and fossils that are in danger of completely being exploited and exhausted. While most of the designated animals are protected nationally, the existing designation system is required to protect habitats and breeding places for the systematic and efficient conservation. Sixth, as long as we need to preserve those historical and cultural resources for the future generations from national and global perspectives, we should enhance their values by designating them as natural monuments even though they are protected by other regulations such as the natural environment area. Seventh, as a result of the survey, we found that more budgets and experts in the local governments, more empowered organizations, more active public participation should be provided for the better Natural Monument management in Korea. Eighth, the Lap of Natural Heritage in the National Research Institute of Cultural Heritage needs to be developed to the Natural Heritage Institute to conduct the diverse activities such as researches, restoration, exhibition and education programs in a systematic and efficient way. Ninth and the last, major damages to natural monuments can be generally categorized into the artificial one and natural one, respectively. The artificial damages include toxics, soil covering, excessive humidity, fire, construction and management works, unlawful damages, fishing, oil spillage, etc, and the natural ones include lightning, storms(typhoons), heavy snowfalls, damage by insects and diseases, lack of prey, etc. This study will become meaningful in that it proposes specific measures for the improvement of the institutions, designation, and management of natural monuments on the basis of the comprehensive analysis on natural monuments. We wish to leave the other subjects related with this study to the future researches.

A Study of Educational System for Medical Technologists in Korea (한국(韓國)의 의료기사(醫療技士) 교육제도(敎育制度)에 관(關)한 조사(調査) 연구(硏究))

  • Song, Jae-Kwan;Lee, Gun-Sub;Kim, Byong-Lak;Kim, Chung-Rak;Cho, Jun-Suk;Huh, Joon;Lee, Joon-Il
    • Journal of radiological science and technology
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    • v.6 no.1
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    • pp.131-181
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    • 1983
  • After the investigation on, and the analysis of, the educational system for medical technicians and the present educational situation for medical technologies in this country, the following conclusions were drawn. 1. As of March 1983 the current academic system for education in medical technologies included the regular 4-year college courses and those of the 2-year professional junior college courses. But except in the cases on clinical pathology and physical therapy, there were no college-level departments. Particularly, no educational institutions, at whatever level, had a department for working therapies. 2. The total number of credits needed for graduation from a department of medical technologies was 150 points at a regular 4-year college and 85 to 96 points at a 2-year professional college. The obligatory minimum number of credits for a student at a professional college was set at 80 points and above. 3. As for the number of the educational institutions for medical technologies in this country, there were one regular college and 14 professional colleges, a total of 15 institutions. As many as 14 colleges had departments of clinical pathology, 12 had departments of Radiotechnology, 11 had departments of physical therapy, 12 had departments of dental technology, and eight had departments of dental hygiene. 4. The total capacity of the professional colleges in admitting new enrollment each year were 1,920 for clinical pathology, 1,552 for radiology, 1,012 for physical therapy, 1,334 for dental technologies, 828 for dental hygiene, an aggregate of 6,646 for all of the professional college departments. 5. The total number of graduates from the 12 professional colleges by department during the period of 1965-83 were 7,595 for clindical pathology, 4,768 for radiology, 2,821 for physical therapy, 3,000 for dental technologies, and 1,787 for dental hygiene, totalling 19,971 for all departments in the professional colleges. 6. In the state examination for licensed medical technicians, 12,446 have passed from among the total of 26,609 participants, representing a 45% passing ratio. By departments the ratios showed 44% for clinical pathology, 39.7% for radiology, 51.2% for physical therapy, 42.5% for dental technology, 72.5% for dental hygiene and 73.1% for working therapy. 7. As for the degree of satisfaction shown by the people in this field, 52.2 percent of the teaching staffs who responed to the questionaires said they were satisfied with their present profession, while the great majority of medical technicians(66%) replied that they were indifferent to the problem. 8. The degree of satisfaction shown by the students on their enrollment in this particular academic field was generally in the framework of indifference(43.7%), but mere students(36.5%) were satisfied with their choice than those were not satisfied(14.4%) 9. As for the student's opinions on the lectures and practicing hours, a good many students replied that, among such courses as general science and humanities courses the basic medical course, the major course and practicing hours, the hours provided for the general courses(47.1%) and practicing(47.6%) were insufficient. 10. When asked about the contents of their major courses, comparatively few students (23.6%) replied that the courses were too difficult, while a convincing majority(58.5%) said they were neither difficult nor easy. As for the appropriateness of the number of the present teaching staffs, a great majority(71.0%) of the students replied that the level of the teaching personnel in each particular field was insufficient. 11. Among the students who responded to the poll, good part of them(49.5%) wanted mandatory clinical practicing hours, and the the majority of them(64.6%) held the view that the experimental and practicing facilities of their schools were insufficient. 12. On the necessity of the attached hospitals, 71.1% of the teaching staffs and 58.0% of the medical technicians had the opinion that this kind of facility was indispensable. 13. As for the qualifications for applicants to the state examination in the licensing system for medical technicians, 52.2% of the teacher's and 36% of the medical technicians replied that the present system granting the qualifications according to the apprenticeship period should be abolished. 14. On the necessity of improving the present system for education in medical technologies, an overwhelming majority(94.4% of the :caching staffs, 92.0% of the medical technicians and 91.9% of students) of these polled replied that the present system should be changed for the better. 15. On the method of changes for the present educational system, a great majority(89.4% of the teaching staffs, 80.4% of the medical technicians and 90.1% of the students) said that the system must be changed so that it fits into the reality of the present day. 16. As for the present 2-year program for the professional colleges, 61.6% of the teachers, 72.0% of the medical technicians and 38.8% of the students expressed the hope that the academic period would be extended to four regular years, hemming a full-fledged collegelevels program. 17. On the life-long eductional system for medical technicians, there was a considerable number of people who expressed the hope that an open university system(38.9% of the teaching staffs, 36.0% of the medical technicians) and a graduate school system would be set up. 18. As for the future prospects for medical technicians as professionals, the optimists ana pessimists were almost equally divided, and 41.1% of the teaching staffs 36.0% of. the technicians and 50.5% of the students expressed an intermediate position on this issue.

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Measuring the Economic Impact of Item Descriptions on Sales Performance (온라인 상품 판매 성과에 영향을 미치는 상품 소개글 효과 측정 기법)

  • Lee, Dongwon;Park, Sung-Hyuk;Moon, Songchun
    • Journal of Intelligence and Information Systems
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    • v.18 no.4
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    • pp.1-17
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    • 2012
  • Personalized smart devices such as smartphones and smart pads are widely used. Unlike traditional feature phones, theses smart devices allow users to choose a variety of functions, which support not only daily experiences but also business operations. Actually, there exist a huge number of applications accessible by smart device users in online and mobile application markets. Users can choose apps that fit their own tastes and needs, which is impossible for conventional phone users. With the increase in app demand, the tastes and needs of app users are becoming more diverse. To meet these requirements, numerous apps with diverse functions are being released on the market, which leads to fierce competition. Unlike offline markets, online markets have a limitation in that purchasing decisions should be made without experiencing the items. Therefore, online customers rely more on item-related information that can be seen on the item page in which online markets commonly provide details about each item. Customers can feel confident about the quality of an item through the online information and decide whether to purchase it. The same is true of online app markets. To win the sales competition against other apps that perform similar functions, app developers need to focus on writing app descriptions to attract the attention of customers. If we can measure the effect of app descriptions on sales without regard to the app's price and quality, app descriptions that facilitate the sale of apps can be identified. This study intends to provide such a quantitative result for app developers who want to promote the sales of their apps. For this purpose, we collected app details including the descriptions written in Korean from one of the largest app markets in Korea, and then extracted keywords from the descriptions. Next, the impact of the keywords on sales performance was measured through our econometric model. Through this analysis, we were able to analyze the impact of each keyword itself, apart from that of the design or quality. The keywords, comprised of the attribute and evaluation of each app, are extracted by a morpheme analyzer. Our model with the keywords as its input variables was established to analyze their impact on sales performance. A regression analysis was conducted for each category in which apps are included. This analysis was required because we found the keywords, which are emphasized in app descriptions, different category-by-category. The analysis conducted not only for free apps but also for paid apps showed which keywords have more impact on sales performance for each type of app. In the analysis of paid apps in the education category, keywords such as 'search+easy' and 'words+abundant' showed higher effectiveness. In the same category, free apps whose keywords emphasize the quality of apps showed higher sales performance. One interesting fact is that keywords describing not only the app but also the need for the app have asignificant impact. Language learning apps, regardless of whether they are sold free or paid, showed higher sales performance by including the keywords 'foreign language study+important'. This result shows that motivation for the purchase affected sales. While item reviews are widely researched in online markets, item descriptions are not very actively studied. In the case of the mobile app markets, newly introduced apps may not have many item reviews because of the low quantity sold. In such cases, item descriptions can be regarded more important when customers make a decision about purchasing items. This study is the first trial to quantitatively analyze the relationship between an item description and its impact on sales performance. The results show that our research framework successfully provides a list of the most effective sales key terms with the estimates of their effectiveness. Although this study is performed for a specified type of item (i.e., mobile apps), our model can be applied to almost all of the items traded in online markets.