• Journal of the Korea Institute of Military Science and Technology
• /
• v.13 no.1
• /
• pp.99-104
• /
• 2010

MDPREF(Multidimensional Preference Analysis) is a program for analysis of preferences. It is what is known as a vector model. This means that the objective of the MDPREF analysis is to identify a perceptual map displaying subject(attribute) vectors. To form the subject vectors visually, lines are drawn from the origin of the plot to each subject point. We analysis the defense industry infrastructure in fire power area by using MDPREF.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.14 no.2
• /
• pp.129-136
• /
• 1990

The purpose of the study was to develope brand positioning map for ladies' ready-to-wear, to find out evaluative criteria in perception and preference to brands, and to persent the relationship between consumer's characteristics and brand preference. Subjects were selected for the housewives of middle and high socioeconomic classes living in Seoul area. A questionnaire including items of life style, self image, similarity between brands, preference degree to brands, and demographic variables was developed for the empirical study. The questionnaire was administrated to 137 housewives during fall in 1989. Data were analyzed by cluster analysis and multidimensional scaling method. The study had two research problems. The first research problem was to construct a brand perceptual map for ladies' ready-to-wear brands, selected for the study The perceptual map was constructed on the basis of brand similarity scores by multidimensional scaling method. As a result, brands were grouped into 4 clusters, and evaluative criteria for perceptual map were found to be fashionability (classic- fashionable) and familiarity (familiar-unfamiliar). The second problem was to construct a brand preference map for ladies' ready-to-wear brands, selected for the study. The preference map was constructed on the basis of brand preference scores by multidimensional scaling method. As a result, the brands were grouped into 4 clusters and evaluative critiera for preference map were found to be fashionability (unfashionable-fashionable) and image to age (mature-young directed). Also was shown the relationship among self image, age, socioeconomic class, and brand preference. The multidimensional scaling method was found to be useful as well as valid instrument for brand positioning research and the result can be utilized for establishing strategies for ladies' ready-to-wear brands.

• Journal of the Korean Society of Food Culture
• /
• v.15 no.1
• /
• pp.51-58
• /
• 2000

This study is designed to 1) understand customers' choice behavior and preference of foodservices in campus and 2) provide recommendation on management strategies for university foodservice manager. Individual interview and focus group interview were used to identify important selection attributes. The questionnaire was developed and distributed to 480 Yonsei university students and statistical data analysis was completed using SPSS WIN/7.5 for descriptive analysis, multidimensional scaling and conjoint analysis. The results of this study were summarized as follows: Students evaluated four foodservices in different ways, and strength/weakness points could be identified from the evaluation patterns. Most students(51.1%) were frequently used 'A' foodservice, though they preferred other foodservices, and cost, mainly, caused the difference. Perceptual map from multidimensional scaling showed that preference and patronage were close with different attributes. Cost was most relatively important attribute to select foodservice in campus from conjoint analysis. Therefore, relative importance of attributes should be considered in customer preference survey for constructing management plan.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.26 no.1
• /
• pp.83-94
• /
• 2002

This study was intended to identify fabric impact on decision-making process for clothing purchase, to determine evaluation factors of clothing, and to analyze consumer's preference for fabric on clothing purchase. 396 questionnaires distributed to college students were analyzed by descriptive statistics, oneway ANOVA, correlation, factor analysis and multidimensional scaling. The results are as follows; (1) Fabric impacted on the pre-purchase evaluation and the post-purchase process. (2) 4 factors - physical properties, outer-consciousness, self-satisfaction, and appropriateness- were determined as evaluation factors. Though fabric was included in the physical properties, fabric presented high correlations with other evaluative elements. (3) The most preferred fabric was being composed of natural fiber in fiber contents and having softness in sensation. As a result of multidimensional scaling, 2 dimensions of fabric sensation were developed as 'soft-hard'and 'thin-thick'.

• Journal of the Korean Data and Information Science Society
• /
• v.15 no.2
• /
• pp.297-306
• /
• 2004

It is usual that multivariate data analysis produces related (small number of) artificial variates for data reduction. Among them, refer to MDS(multidimensional scaling), MDPREF(multidimensional preference analysis), CDA(canonical discriminant analysis), CCA(canonical correlation analysis) and FA(factor analysis). Varimax rotation of artificial variables which is originally invented in FA for easy interpretations is applied to diverse multivariate techniques mentioned above. Real data analysisis is performed in order to manifest that rotation improves interpretations of artificial variables.

• The Korean Journal of Applied Statistics
• /
• v.14 no.2
• /
• pp.305-320
• /
• 2001

다차원선호분석(mutidimensional preference analysis)은 여러 상품들에 대한 개인(또는 그룹)의 선호도를 알아보기 위한 분석방법으로 결과는 보통 2차원 그림으로 제공된다. 본 연구에서는 의미있는 두 가지 최적척도 기준을 제안하고 이와 연관된 행 및 열표시자를 유도하고 있으며, 아울러 사전지식을 반영하기 위해 부분수량화를 다차원선호분석에 도입하는 방법을 제시한다. 또한 본 연구에서 제시한 다차원분석기법들을 실제 인터넷 검색엔진에 대한 선호도 자료에 적용한다.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.16 no.4 s.44
• /
• pp.393-403
• /
• 1992

This Study intended to provide positioning strategies of brand Image for ladies' ready to wear by analysing the perceptual dimensions of working women. The subjects were devided into two groups according to the fashion involvement, and in each group, a positioning map was composed by use of multidimensional scaling. 251 subjects of this study were gathered into stratified sample groups from working women in Seoul, being subdivided according to their each occupation and age. The data were analysed by frequency, percentage, average, $x^{2}-test$, 1-test, Factor Analysis, cronbach's $\alpha$. Also, KYST, PROFIT, PREFMAP for multidimensional scaling were used. The results were as follows. 1. Two groups were identified according to degree of fashion involvement: high-involvement group, and low-involvement group. 2. From the analysis of the similarity of brand image, high involvement group percieved greater difference in brand image than low involvement group. 3. From the analysis of the evaluation of brand attributes, the evaluations in self expression, fashionability, design, sales promotion activity, sociality, quality, fit showed differences bet-ween high involvement group and low involvement group. 4. From the analysis of the preference of brand image, the distribution of preference and ideal point were different between high involvement group and low involvement group.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.24 no.3
• /
• pp.313-322
• /
• 2000

The purpose of this study was to investigate the characteristic and image of oriental costume designs which represented among three countries, Korea, China and Japan. The specific objectives were: 1) to find out the positioning of oriental costume design. 2) to find out relation to oriental costume image and preference. The stimulus were 75 costume designs of contemporary costume which represented the traditional images of three countries Korea, China and Japan. The main survey of questionary consisted of their evaluation of the oriental costume image by 26 semantic differential bi-polar scales and the subjects were 99 female students majoring in clothing and textile. The data were analyzed by Multidimensional Scaling Method and Regression Analysis. The specific objective were as follows: 1. According to image positioning. The oriental costume design was classified by simple-decorative, soft-hard. 2. As result of regression analysis. The preference of oriental costume image was related to attractive factor.

• The Research Journal of the Costume Culture
• /
• v.9 no.4
• /
• pp.629-638
• /
• 2001

This study was intended to identify the desired image and fabric preference of woman college student for apparel and the relationship between these variables. Data were collected by questionnaire distributed to 260 woman college students through August to September of 2000. After eliminating incomplete questionnaires, 236 were analyzed. The most desired image was neat, and the most preferred fabric was natural fiber textile in fiber contents and light and soft in fabric sensation. The avoided image was masculine, and the negative sensation was heaviness. As a result of factor analysis, 7 factors -cute, intellectual, animate, neat, mature, sporty, sexy- were determined in image. And 8 factors -soft, durable, flat, rigid, light, bulky, heavy, pliable- were determined in fabric sensation. These factors explained large percentage of variance respectively. Multidimensional scaling was employed to analyze the relationship between desired image and fabric preference. Two dimensions were accepted to interpret the relationship. One of the results showed the closeness among the natural fiber textile, lightness, durability and natural image. And the short distance among the blended textile, elasticity, warmness and sporty image was presented.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.13 no.4
• /
• pp.1-14
• /
• 2011

This study is to analyze the image similarity and the preference for clothing stores in the 6 giant discount chains in Daejeon. The survey for this study was based on the questionnaires accomplished by 257 people through the multidimensional scaling. The results are as follows First, 6 clothing stores had 4 image groups located in 4 coordinates. CW(Costco Wholesale), NH(Nonghyup Hanaro-Mart), and SZ(Save Zone) had a similar distinct image, while HP(Home Plus) and EM(E-Mart), and LM(Lotte-Malt) also had similar differentiated images. Second, according to the preference analysis in terms of demographic characteristic, NH had the lowest preference from the people of all the different ages, while SZ had the highest. HP, EM, CW, and LM had their own preference in the following order: in the thirties, forties, and over fifties. Meanwhile, relatively, SZ is preferred by the people in their twenties and people over age fifty liked CW more. Third, according to the analysis of the preference for clothing stores in the giant discount chains in terms of educational background, clothing consumers who had high school degrees preferred NH and LM, people with 2 year college degrees liked HP and EM more, while 4-year college graduates and people with higher education had preference for SZ. Finally, according to the preference analysis in terms of income level, higher income groups preferred SZ and CW and lower income groups liked LH and LM more, while HP and EM had high preference from all kinds of income groups.