• Asia pacific journal of information systems
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• v.18 no.3
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• pp.1-20
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• 2008

Based on the multi-attribute utility theory (MAUT), we present a survey method to measure consumer preferences. The multi-attribute utility theory has been used to make decisions in OR/MS field; however, we show that the method can be effectively used to estimate the demand for new services by measuring individual level utility function. Because conjoint method has been widely used to measure consumer preferences for new products and services, we compare the pros and cons of two consumer preference survey methods. Further, we illustrate how swing weighing method can be effectively used to elicit customer preferences especially for new telecommunications services, Multi-attribute utility theory is a compositional approach for modeling customer preference, in which researchers calculate overall service utility by summing up the evaluation results for each attribute. On the contrary, conjoint method is a decompositional approach, which requires holistic evaluations for profiles. Partworth for each attribute is derived or estimated based on the evaluation, and finally consumer preferences for each profile are calculated. However, if the profiles are quite new and unfamiliar to the survey respondents, they will find it very difficult to accurately evaluate the profiles. We believe that the multi-attribute utility theory-based survey method is more appropriate than the conjoint method, because respondents only need to assess attribute level preferences and not holistic assessment. We chose swing weighting method among many weight assessment methods in multi-attribute utility theory, because it is designed to perform in a simple and fast manner. As illustrated in Clemen and Reilly (2001), to assess swing weights, the first step is to create the worst possible outcome as a benchmark by setting the worst level on each of the attributes. Then, each of the succeeding rows "swings" one of the attributes from worst to best. Upon constructing the swing table, respondents rank order the outcomes (rows). The next step is to rate the outcomes in which the rating for the benchmark is set to be 0 and the rating for the best outcome to be 100, and the ratings for other outcomes are determined in the ranges between 0 and 100. In calculating weight for each attribute, ratings are normalized by the total sum of all ratings. To demonstrate the applicability of the approach, we elicited and analyzed individual-level customer preference for new telecommunication services-WiBro and HSDPA. We began with a randomly selected 800 interviewees, and reduced them to 432 because other remaining ones were related to the people who did not show strong intention for subscription to new telecommunications services. For each combination of content and handset, number of responses which favored WiBro and HSDPA were counted, respectively. It was assumed that interviewee favors a specific service when expected utility is greater than that of competing service(s). Then, the market share of each service was calculated by normalizing the total number of responses which preferred each service. Holistic evaluation of new and unfamiliar service is a tough challenge for survey respondents. We have developed a simple and easy method to assess individual level preference by estimating weight of each attribute. Swing method was applied for this purpose. We believe that estimating individual level preference will be quite flexibly used to predict market performance of new services in many different business environments.

• Proceedings of the Korean Association for Survey Research Conference
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• 2011.10a
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• pp.63-81
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• 2011

The purpose of this study is to provide the newly developing ideas to compose an appropriate question and to point out the present problems in the utilization of survey result. It is very vital for the presidential preference not only to be a political achievement of the President himself, but also to be a influential base of people-related policy and its implementation. At first, it turned out to be inappropriate to make a question for the evaluation of presidential working performance in the perspective of questionnaire planning. As the respondents were not informed of what the President did, so they were more likely not to know whether the President did well or not. Secondly, the correlation analysis has been made between the evaluation question of the presidential working performance and policy-related questions including the direct one for the presidential preference in the aspect of statistical analysis. Through this process, the evaluation of the presidential working performance is not accountable and the direct question for the presidential preference is at best explainable. In conclusion, it seems more persuasive to compare the statistical outcome of the presidential preference which has been derived of to the high rating what the respondents think comprehensively not depending on a subjective decision by mass media.

• International Journal of Railway
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• v.4 no.2
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• pp.29-33
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• 2011

High-speed rail study needs to focus on passenger movements as a key element of the planning process. A particular challenge is obtaining comprehensive information on high-speed rail passenger movements. A national preference stated survey was conducted from October to November of 2011 to meet this challenge through direct personal interviews of travelers between Seoul and Busan (the so called Kyung-Bu corridor). Over 40 interviewers were hired and trained to conduct personal interviews at several stations along locations within Kyung-Bu Seoul and Busan corridor. A total of 4,550 travelers were interviewed, furnishing an extensive database on high-speed rail passenger movements. The methodology and procedure employed to collect the national data for Korean high-speed train KTX are described. Specific issues investigated include survey design, questionnaire and strategy. Lessons learned from the high-speed rail passenger movement study provide insights for other countries contemplating similar high-speed rail studies.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.12 no.8
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• pp.3430-3438
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• 2011

The purpose of this study is to set the Korean mandarine quality standards based on consumer preference survey. Until now the Korean mandarine's quality standards has been based on the fruit size. The Korean mandarine's quality in agricultural cooperative, citrus agricultural cooperative federation, and some agricultural corporation has been selected in accordance with its own brand of quality grade using a non-destruction sorting machine. But, setting the Korean mandarine's quality standards has been based on the convenient and routine method rather than the scientific and objective method, consumer's preference. According to the grade contents, the highest grade brand was required more than sugar $12^{\circ}Bx$ and less than acid 1.0% and the following grade brand was required more than sugar $11^{\circ}Bx$ and less than acid 1.0% uniformally. Thus, in this study, based on the consumers' preference of Korean mandarine, 4-level grades of sugar and 4-level grades of acidity were divided into the total 16-level grades. Based on them, 5-level grades were set.

• Journal of Korean Society of Transportation
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• v.33 no.5
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• pp.470-477
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• 2015

VMS informs the public of traffic and weather information in real time and functions to facilitate traffic flow. However, as smart phone navigation becomes more popular with the rapid propagation of the smart phone, the efficiency and applicability of VMS are challenged. Accordingly, this study aims to investigate the drivers' preference for the traffic information service between VMS and smart phone navigation by conducting a survey using a stated preference in Busan Metropolitan City in August 2013. This study found that 60% of survey respondents prefer VMS to the smart phone navigation. Further analysis to investigate the preference focused on the smart phone users revealed that female, younger, more educated, and less experienced drivers more rely on the smart phone navigation. Consequently, this study implicates that private and governmental institutes have to take a measure to develop the integrated traffic information system.

• Korean Journal of Community Nutrition
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• v.11 no.4
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• pp.520-533
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• 2006

The purpose of this study was to investigate satisfaction and preference for current military meal service and food behaviors and food habits of some military personnel in Chunchen and Wonju of the Kwangwon area. The results are as follows. In the anthropometric survey, average height of the subjects was 175.03 $\pm$ 5.30 cm, average weight was 69.15 $\pm$ 7.74 kg. As a result of surveying satisfaction in the current food service, an item high in satisfaction was adequacy of serving hours, whereas an item of low satisfaction was diversity of menu. The item of food service improvement needs of the subjects were in order more variety of menu, nutrition, preference, sanitation, cooking method. As a result of surveying eating behavior of the subjects, most items were high medium response. They preferred soju and relish and also they liked the bokkum cooking method. As a result of surveying food habits of the subjects, items of good habits were regularity of meals, marginal meals, diversity of food intake, dairy and dairy products, avoiding too exciting meals and natural food diet; whereas, items of bad habits were fast food intake, alcohol, smoking, carbonated and caffeine beverages, skipping breakfast. snacks, fatty food intake, yellow or green vegetable intake and fruit and seaweed intake. Following is the result of a survey on the preference of meals by cooking method serving the current military meal service. They liked one-dish meals such as Bokkeumbap, Bibimbap, Tteokguk, whereas, they disliked curryrice, Jajangbap. In case of soup, they liked soup made from meat better than vegetable soup or soup made with fish. Also they liked pot stem better than soup. Generally they liked meals containing meat in most cooking methods. These results suggest that continuous and practical nutrition education to change food habits in military life are necessary to Prevent chronic disease with increasing age.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.12 no.7
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• pp.2996-3005
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• 2011

The purpose of this study is to set the Hallabong tangor's quality standards based on consumer preference survey. Until now the Hallabong tangor's quality standards has been based on the fruit size. Hallabong tangor's quality in agricultural cooperative, citrus agricultural cooperative, and some agricultural corporation has been selected in accordance with its own brand of quality grade using a non-destruction sorting machine. But, setting the Hallabong tangor's quality standards has been based on the convenient and routine method rather than the scientific and objective method, consumer's preference. According to the grade contents, more than sugar $13^{\circ}Bx$ and less than acid 1.10% has been used uniformly. Thus, in this study, based on the consumers' preference of Hallabong tangor, 5-level grades of sugar and 7-level grades of acidity were divided into the total 35-level grades. Based on this, 5-level grades were set and were divided into selling product grades(1~3) and non-selling product grades(4~5).

• Journal of Cadastre & Land InformatiX
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• v.46 no.1
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• pp.3-21
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• 2016

This study analyzes the key factors of 3D spatial information in accordance with the establishment of aerial and ground equipment fusion, and the quality improvement solutions are delivered from the preference survey. Furthermore, it investigates the factors affecting the quality of the individual technical elements through the establishment of three-dimensional spatial information. It is for identifying the priority which needs to be improved, and this data will be used to identify the evaluation for factors, the technology development and its application. For this purpose, the presence or absence of equality is judged by the quantitative techniques through the preference survey of the gap between the experts of spatial information and survey and the general users who have experiences on 3D spatial information.

• KSCE Journal of Civil and Environmental Engineering Research
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• v.32 no.6D
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• pp.565-569
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• 2012

This study selected blind spot areas for public transportation in four metropolitan cities including Busan, Daegue, Gwangju, and Daejeon. Then this study developed a nested logit model and analyzed the changes of mode choice behaviors after adopting rapid transit system using stated preference(SP) survey. As the study results, blind spot areas have more potential public transportation demand and tendency to shift to public transportation from autos than built-up areas. This study results can be utilized to evaluate demand changes for new rapid transit system in a circular expressway and an arterial highway connecting CBD and surrounding areas. The study results also can be utilized to analyze the potential public transportation demand in the surrounding areas.

• Journal of the Korean Society of Food Culture
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• v.3 no.1
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• pp.57-66
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• 1988

The results obtained by survey on 599 respondents of different age groups for preference of 84 prepared foods were subjected to statistical principal component analysis, factor analysis, analysis of variance, scheffe verification, and discriminant analysis so as to find a structure of preference for foods. The results may be summarized as follows: 1. The results of the factor analysis indicate that 84 prepared food items may be classified into 3 groups and that by knowing an indvidual's preference to one prepared food, one can presume his preference to the others in the same group without carrying out actual test. 2. The results from an analysis of variance showed that most of primary school children extremely liked snacks, seniors liked Korean cooking, primary school children and collegians had weaknesses for western cookings while kindergarden children and adults over 50 years old disliked them.