• Journal of Distribution Science
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• v.8 no.3
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• pp.27-35
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• 2010

As the population, buying power, and intensity of self-expression of the elderly generation increase, its importance as a market segment is also growing. Therefore, the mass marketing strategy for the elderly generation must be changed to a micro-marketing strategy based on the results of sub-segmentation that suitably captures the characteristics of this generation. Furthermore, as a customer access strategy is decided by sub-segmentation, proper segmentation is one of the key success factors for micro-marketing. Segments or sub-segments are different from sectors, because segmentation or sub-segmentation for micro-marketing is based on the homogeneity of customer needs. Theoretically, complete segmentation would reveal a single voice. However, it is impossible to achieve complete segmentation because of economic factors, factors that affect effectiveness, etc. To obtain a single voice from a segment, we sometimes need to divide it into many individual cases. In such a case, there would be a many segments to deal with. On the other hand, to maximize market access performance, fewer segments are preferred. In this paper, we use the term "sub-segmentation" instead of "segmentation," because we divide a specific segment into more detailed segments. To sub-segment the elderly generation, this paper takes their lifestyles and life stages into consideration. In order to reflect these aspects, various surveys and several rounds of expert interviews and focused group interviews (FGIs) were performed. Using the results of these qualitative surveys, we can define six sub-segments of the elderly generation. This paper uses five rules to divide the elderly generation. The five rules are (1) mutually exclusive and collectively exhaustive (MECE) sub-segmentation, (2) important life stages, (3) notable lifestyles, (4) minimum number of and easy classifiable sub-segments, and (5) significant difference in voices among the sub-segments. The most critical point for dividing the elderly market is whether children are married. The other points are source of income, gender, and occupation. In this paper, the elderly market is divided into six sub-segments. As mentioned, the number of sub-segments is a very key point for a successful marketing approach. Too many sub-segments would lead to narrow substantiality or lack of actionability. On the other hand, too few sub-segments would have no effects. Therefore, the creation of the optimum number of sub-segments is a critical problem faced by marketers. This paper presents a method of evaluating the fitness of sub-segments that was deduced from the preceding surveys. The presented method uses the degree of homogeneity (DoH) to measure the adequacy of sub-segments. This measure uses quantitative survey questions to calculate adequacy. The ratio of significantly homogeneous questions to the total numbers of survey questions indicates the DoH. A significantly homogeneous question is defined as a question in which one case is selected significantly more often than others. To show whether a case is selected significantly more often than others, we use a hypothesis test. In this case, the null hypothesis (H0) would be that there is no significant difference between the selection of one case and that of the others. Thus, the total number of significantly homogeneous questions is the total number of cases in which the null hypothesis is rejected. To calculate the DoH, we conducted a quantitative survey (total sample size was 400, 60 questions, 4~5 cases for each question). The sample size of the first sub-segment-has no unmarried offspring and earns a living independently-is 113. The sample size of the second sub-segment-has no unmarried offspring and is economically supported by its offspring-is 57. The sample size of the third sub-segment-has unmarried offspring and is employed and male-is 70. The sample size of the fourth sub-segment-has unmarried offspring and is not employed and male-is 45. The sample size of the fifth sub-segment-has unmarried offspring and is female and employed (either the female herself or her husband)-is 63. The sample size of the last sub-segment-has unmarried offspring and is female and not employed (not even the husband)-is 52. Statistically, the sample size of each sub-segment is sufficiently large. Therefore, we use the z-test for testing hypotheses. When the significance level is 0.05, the DoHs of the six sub-segments are 1.00, 0.95, 0.95, 0.87, 0.93, and 1.00, respectively. When the significance level is 0.01, the DoHs of the six sub-segments are 0.95, 0.87, 0.85, 0.80, 0.88, and 0.87, respectively. These results show that the first sub-segment is the most homogeneous category, while the fourth has more variety in terms of its needs. If the sample size is sufficiently large, more segmentation would be better in a given sub-segment. However, as the fourth sub-segment is smaller than the others, more detailed segmentation is not proceeded. A very critical point for a successful micro-marketing strategy is measuring the fit of a sub-segment. However, until now, there have been no robust rules for measuring fit. This paper presents a method of evaluating the fit of sub-segments. This method will be very helpful for deciding the adequacy of sub-segmentation. However, it has some limitations that prevent it from being robust. These limitations include the following: (1) the method is restricted to only quantitative questions; (2) the type of questions that must be involved in calculation pose difficulties; (3) DoH values depend on content formation. Despite these limitations, this paper has presented a useful method for conducting adequate sub-segmentation. We believe that the present method can be applied widely in many areas. Furthermore, the results of the sub-segmentation of the elderly generation can serve as a reference for mature marketing.

• Information Systems Review
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• v.10 no.3
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• pp.155-183
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• 2008

Current trend of audit is to check the physical aspects of developed information system, such as checking the budget constraints, time constraints or functional fluency etc. However, ultimate goal of information system is to help the organization to achieve the competency over their competitors. Also, there are three different interest groups in system auditing, like audit requesting group, audited group and audit group, who may have different points of interests in auditing. Current auditing process, however, ignores this point, and so does not check the differences between three groups. This study tries to develop new auditing method to cure these two problems. Contributions of this study may be summarized as follows. First, Introduce the new indexes that can check the possibility that the information system may contribute the competency of organization. Also check the feasibility of indexes through Fuzzy AHP. Second, Divide the audit related person into three groups, and their different needs toward the information system was analyzed. Third, Analyze and compare the main interests of three groups, and weights of each groups to each indexes were calculated. Fourth, Fuzzy theory was applied to quantify the qualitative answers, which may minimize the ambiguity of questionnaire replies.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.10
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• pp.4432-4439
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• 2012

Previous studies on art pricing mostly focused on auction data because of the limitation of non-auction market data. This study investigated on both auction and non-auction markets to see the difference in art pricing mechanisms of both markets. Especially, while prior hedonic models included only quantatative variables to predict art prices, we added a qualitative measure, artistic value of a artwork, along with the original hedonic model to develop a more comprehensive model, and tested if his change may make more precise predictions. As a result, when we did not divide our data into auction and non-auction groups, we did not find any significant difference between the original hedonic model and the new model including artistic value. However, when we separated non-auction group from auction group, we found that predicted prices in the new model showed significantly closer values to the actual prices. This study contributes to our knowledge on art pricing by showing that artistic value may have important but differential impacts on different art dealing channels.

• Journal of the Korean Society for Library and Information Science
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• v.39 no.1
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• pp.147-166
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• 2005

The purpose of this study is to redefine the concept and scope of universal service and to develop universal service policy of South Korea for Korean reunification. The basic assumption of this study is that well developed universal service may contribute to the eventual reunification by ensuring equal access to information resources for the two peoples. The theoretical foundation of this study includes social capital and diffusion of innovations theory. This study uses policy analysis as both data collection and data analysis, more specifically qualitative policy analysis with triangulation for improving credibility. Data for the analysis were collected through legislation, other policy documents, and major agreements between North and South Korea related to informatization and unification. This study, identified the major characteristics of universal service and explored the current universal service in South Korea by analyzing major poicy instruments of South Korea. In addition, this study presented a great possibility of cooperating in telecommunication policy and telecommunication infrastructure. Consequently, this study proposed policy recommendations in five areas: 1) redefining the scope of universal service, 2) developing a unified telecommunication infrastructure, 3) developing policy instruments, 4) restructuring government organizations, and 5) creating a participatory universal service model for Korean reunification.

• Information Systems Review
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• v.11 no.1
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• pp.85-106
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• 2009

Current trend of audit is to check the physical aspects of developed information system, such as checking the budget constraints, time constraints or functional fluency etc. However, ultimate goal of information system is to help the organization to achieve the competency over their competitors. Also, there are three different interest groups in system auditing, like audit requesting group, audited group and audit group, who may have different points of interests in auditing. Current auditing process, however, ignores this point, and so does not check the differences between three groups. This study tries to develop new auditing method to cure these two problems. Contributions of this study may be summarized as follows. First, Redefine Information Systems Audit from a service point of view. Second, Divide the audit related person into three groups, and their different needs toward the information system was analyzed. Third, Analyze and compare the main interests of three groups, and weights of each groups to each indexes were calculated. Fourth, Fuzzy theory was applied to quantify the qualitative answers, which may minimize the ambiguity of questionnaire replies.

• Asian Pacific Journal of Cancer Prevention
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• v.17 no.7
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• pp.3139-3145
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• 2016

Cancer is the leading cause of morbidity and mortality worldwide, characterized by irregular cell growth. Cytotoxicity or killing tumor cells that divide rapidly is the basic function of chemotherapeutic drugs. However, these agents can damage normal dividing cells, leading to adverse effects in the body. In view of great advances in cancer therapy, which are increasingly reported each year, we quantitatively and qualitatively evaluated the papers published between 1981 and December 2015, with a closer look at the highly cited papers (HCPs), for a better understanding of literature related to cytotoxicity in cancer therapy. Online documents in the Web of Science (WOS) database were analyzed based on the publication year, the number of times they were cited, research area, source, language, document type, countries, organization-enhanced and funding agencies. A total of 3,473 publications relevant to the target key words were found in the WOS database over 35 years and 86% of them (n=2,993) were published between 2000-2015. These papers had been cited 54,330 times without self-citation from 1981 to 2015. Of the 3,473 publications, 17 (3,557citations) were the most frequently cited ones between 2005 and 2015. The topmost HCP was about generating a comprehensive preclinical database (CCLE) with 825 (23.2%) citations. One third of the remaining HCPs had focused on drug discovery through improving conventional therapeutic agents such as metformin and ginseng. Another 33% of the HCPs concerned engineered nanoparticles (NPs) such as polyamidoamine (PAMAM) dendritic polymers, PTX/SPIO-loaded PLGAs and cell-derived NPs to increase drug effectiveness and decrease drug toxicity in cancer therapy. The remaining HCPs reported novel factors such as miR-205, Nrf2 and p27 suggesting their interference with development of cancer in targeted cancer therapy. In conclusion, analysis of 35-year publications and HCPs on cytotoxicity in cancer in the present report provides opportunities for a better understanding the extent of topics published and may help future research in this area.

• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.252-264
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• 2019

The purpose of this study is to explore the meaning of the essence through the parenting experience of the mother with ADHD child and to divide the parenting experience into the domains and categories. The data was collected through several depth interviews with 12 semi-structured questionnaires of the mother with ADHD child. The analysis of the data has adopted a consensus qualitative research method(CQR) that describes the phenomenon based on the collected data and can deduce inductive conclusions. Through CQR, various experiences of ADHD mothers were deeply analyzed. Through the consensus process, 12 cases were combined and quantified to understand the overall pattern and specificity. As a result, 11 domains and 51 categories were derived. The 11 areas were classified as 'Ignorance of ADHD symptom', 'Confronting ADHD diagnosis', 'Peripheral reaction after ADHD diagnosis', 'Acceptance of ADHD diagnosis', 'Ambivalence for medication', 'ADHD active treatment intervention', 'Family support','Social support', 'Social perception change', and 'Mature parent'. This suggests that early treatment and intervention for ADHD child is significant. Also, appropriate intervention is required based on accurate understanding through acceptance of ADHD diagnosis and that parent education can lead to positive life for child and mother of ADHD. Finally, based on this, I made suggestions the future research.

• The Korean Journal of Franchise Management
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• v.10 no.2
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• pp.49-58
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• 2019

Purpose - As the growth potential of the cultural contents industry steadily grows, the cinemas industry is growing fast especially due to popularity and commerciality. The recent in the cinemas industry is evolving on multiplex cinemas that combine cultural facilities such as theaters, restaurants, and shopping centers. Due to the rapid growth of multiplex cinemas, many researchers have studied the characteristics of visiting customers in Korea. Among them, selection attribute of multiplex cinemas, including the service quality and physical environment, is important because it may examines the cause of customer 's behavior. Thus, this research focuses on the effects of the selection attributes of the multiplex cinemas on customer satisfaction and their loyalty. This research suggests the guidelines for how cinemas should manage their customers and build their customers satisfaction and loyalty that improve business performance. Research design, data, and methodology - This study tests the structural relationship between selection attributes of multiplex cinemas, customer satisfaction, and loyalty. selection attributes of multiplex cinemas divide into five sub-dimensions such as movies facility quality, services, cleanliness, accessibility, and snack bars quality. In order to examine the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. The data were collected from 100 students in their 10-20s and were analyzed using SPSS 22.0, SmartPLS 3.0 and fsQCA program. Result - The findings of this research are as follows. First, all selection attributes except cleanliness have significant positive impacts on customer satisfaction and loyalty. Second, customer satisfaction has significant positive impact on loyalty. Third, as a result of fsQCA, high satisfaction and high accessibility were the necessary conditions on loyalty. Fourth, the necessary conditions for male and female groups were different. Conclusions - The implications of this study are as follows. Overall, multiplex cinemas should manage selection attributes basically regardless of the type of theater. Especially, cleanliness was not significant, but the customer probably consider it an essential and basic factors. Also, they are able to manage the selection attributes differently depending on the type of gender. For the male customers, it is effective that centralized strategy and for female customers, it is effective that emphasized the multiplex cinemas image.

• Journal of the Korean Society of Marine Environment & Safety
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• v.29 no.2
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• pp.238-247
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• 2023

Liquefied petroleum gas (LPG) is an attractive fuel for ships considering its current technology and economic viability. However, safety guidelines for LPG-fueled ships are still under development, and there have been no cases of applying LPG propulsion systems to small and medium-sized ships in Korea. The purpose of this study was to perform an objective risk assessment for the first marine LPG engine system and propose safe operational standards. First, hazard and operability (HAZOP) analysis was used to divide the engine system into five nodes, and 58 hazards were identified. To compensate for the subjectivity of qualitative evaluation using HAZOP analysis, fuzzy set theory was used, and additional risk factors, such as detectability and sensitivity, were included to compare the relative weights of the risk factors using a fuzzy analytical hierarchy process. As a result, among the five risk factors, those with a major impact on risk were determined to be the frequency and severity. Finally, the fuzzy technique for order of preference by similarity to ideal solution (TOPSIS) was applied to select the risk rank more precisely by considering the weights of the risk factors. The risk level was divided into 47 groups, and the major hazard during the operation of the engine system was found through the analysis to be gas leakage during maintenance of the LPG supply line. The technique proposed can be applied to various facilities, such as LPG supply systems, and can be utilized as a standard procedure for risk assessment in developing safety standards for LPG-powered ships.

• Korean Journal of Remote Sensing
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• v.23 no.2
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• pp.145-152
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• 2007

The polarimetric backscattering coefficients of a wet-land rice field which is an experimental plot belong to National Institute of Agricultural Science and Technology in Suwon are measured using ground-based polarimetric scatterometers at 1.8 and 5.3 GHz throughout a growth year from transplanting period to harvest period (May to October in 2006). The polarimetric scatterometers consist of a vector network analyzer with time-gating function and polarimetric antenna set, and are well calibrated to get VV-, HV-, VH-, HH-polarized backscattering coefficients from the measurements, based on single target calibration technique using a trihedral corner reflector. The polarimetric backscattering coefficients are measured at $30^{\circ},\;40^{\circ},\;50^{\circ}\;and\;60^{\circ}$ with 30 independent samples for each incidence angle at each frequency. In the measurement periods the ground truth data including fresh and dry biomass, plant height, stem density, leaf area, specific leaf area, and moisture contents are also collected for each measurement. The temporal variations of the measured backscattering coefficients as well as the measured plant height, LAI (leaf area index) and biomass are analyzed. Then, the measured polarimetric backscattering coefficients are compared with the rice growth parameters. The measured plant height increases monotonically while the measured LAI increases only till the ripening period and decreases after the ripening period. The measured backscattering coefficientsare fitted with polynomial expressions as functions of growth age, plant LAI and plant height for each polarization, frequency, and incidence angle. As the incidence angle is bigger, correlations of L band signature to the rice growth was higher than that of C band signatures. It is found that the HH-polarized backscattering coefficients are more sensitive than the VV-polarized backscattering coefficients to growth age and other input parameters. It is necessary to divide the data according to the growth period which shows the qualitative changes of growth such as panicale initiation, flowering or heading to derive functions to estimate rice growth.