• Title/Summary/Keyword: Source Selection and Evaluation

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Different Potential of Hematopoietic Differentiation in Two Distinct Mouse Embryonic Stem Cells (두 개의 다른 마우스 배아줄기세포의 차별적인 조혈세포 분화능)

  • Kim, Jin-Sook;Kang, Ho-Bum;Song, Jee-Yeon;Oh, Goo-Taeg;Nam, Ki-Hoan;Lee, Young-Hee
    • Development and Reproduction
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    • v.9 no.2
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    • pp.105-114
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    • 2005
  • Embryonic stem(ES) cells have tremendous potential as a cell source for cell-based therapies. Realization of that potential will depend on our ability to understand and manipulate the factors that influence cell fate decision and to develop methods for getting enough cell numbers for clinical applications. Hematopoiesis has been widely studied, and hematopoietic differentiation from ES cells is a good model to study lineage commitment. In this study, we investigated stemness and compared the efficiency of hematopoietic differentiation using two different mouse embryonic stem cell lines TC-1 and B6-1. Although the two cell lines showed known stem cell properties with minor differences, the embryoid body formation efficiency in methylcellulose was much higher in TC-1 than B6-1. When measured potentials of hematopoietic differentiation using functional(colony-forming cell) and phenotypic(specific marker expression) assays, we found that TC-1 can differentiate into hematopoietic cells in methylcellulose culture but B6-1 cannot. These results imply that we can improve the efficiency of hematopoietic cell differentiation by selection of proper cell lines and this may be also applied in the differentiation of human embryonic stem cells.

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Water Quality Improvement Plans based on the Analysis of Pollutant Discharge Characteristics and Water Quality Modelling of Seokmun Reservoir Watershed (석문호 유역 오염물질 배출특성 분석 및 수질모델링에 기초한 수질개선방안 연구)

  • Choi, Moojin;Jung, Woohyeuk;Choi, Jaehun;Kim, Youngil
    • Journal of Korean Society of Environmental Engineers
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    • v.39 no.10
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    • pp.581-590
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    • 2017
  • For effective improvement of water quality in Seokmun reservoir, this study implemented various analyses including the tributary water quality and flowrate monitoring, contamination of sediment, investigation of pollution source, selection of priority management target tributary by stream grouping method. The COD concentration of the majority of tributaries in Seokmun reservoir watershed was relatively higher than BOD concentration. The concentration of water pollutants regardless of water quality parameters in Yeokcheon, Dangjincheon, Sigokcheon, Baekseokcheon, small stream in Jinkwanri and Janghangri were higher than the other tributaries. The pollution sources in the Seokmun reservoir watershed were mostly distributed in the population, livestock, and industry. The pollutants, which located in Yeokcheon, Dangjincheon, Baekseokcheon, and small stream in Janghangri selected as priority management target tributary, should be preferentially reduced for improving the water quality in Seokmun reservoir. As the evaluation results of water quality in Seokmun reservoir for the effect of water quality improvement according to various scenarios using water quality model, it was found that the water quality in Seokmun reservoir due to the construction of a wastewater treatment plant for management of pollutants in the watershed would be satisfied the class V of water environment standard in reservoir.

Development of Mobile Cloud Computing Client UI/UX based on Open Source SPICE (오픈소스 SPICE 기반의 모바일 클라우드 컴퓨팅 클라이언트 UI/UX 개발)

  • Jo, Seungwan;Oh, Hoon;Shim, Kyusung;Shim, Kyuhyun;Lee, Jongmyung;An, Beongku
    • Journal of the Institute of Electronics and Information Engineers
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    • v.53 no.8
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    • pp.85-92
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    • 2016
  • Mobile cloud computing (MCC) is not just extensions of cloud concepts into mobile environments, but the service technologies that all mobile devices including smartphone can use the desired services by using cloud technology without the constraints of time and space. Currently, a lot of works on mobile cloud computing have been actively researching, whereas user interfaces are not so much researched. The main features and contributions of this paper are as follows. First, develop UI considering UX that is different from conventional interfaces supported by SPICE. Second, combine two button interface into one button interface when keyboard is used in mobile cloud computing clients. Third, develop a mouse interface suitable for mobile cloud computing clients. Fourth, in mobile cloud computing client, solve a problem that the selection of button/files/folder has at the corner. Finally, in mobile cloud computing clients we change mouse scroll mapping functions from volume button to scroll interface in touch-screen. The results of performance evaluation shows that users can input easily with the increased and fixed mouse interface. Since shortcut keys instead of the complex button keys of keyboard are provided, the input with 3-6 steps is reduced into 1 step, which can simply support complex keys and mouse input for users.

Overlay Multicast for File Distribution using Virtual Sources (파일전송의 성능향상을 위한 다중 가상소스 응용계층 멀티캐스트)

  • Lee Soo-Jeon;Lee Dong-Man;Kang Kyung-Ran
    • Journal of KIISE:Information Networking
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    • v.33 no.4
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    • pp.289-298
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    • 2006
  • Algorithms for application-level multicast often use trees to deliver data from the source to the multiple receivers. With the tree structure, the throughput experienced by the descendant nodes will be determined by the performance of the slowest ancestor node. Furthermore, the failure of an ancestor node results in the suspension of the session of all the descendant nodes. This paper focuses on the transmission of data using multiple virtual forwarders, and suggests a scheme to overcome the drawbacks of the plain tree-based application layer multicast schemes. The proposed scheme elects multiple forwarders other than the parent node of the delivery tree. A receiver receives data from the multiple forwarders as well as the parent node and it can increase the amount of receiving data per time unit. The multiple forwarder helps a receiver to reduce the impact of the failure of an ancestor node. The proposed scheme suggests the forwarder selection algorithm to avoid the receipt of duplicate packets. We implemented the proposed scheme using MACEDON which provides a development environment for application layer multicast. We compared the proposed scheme with Bullet by applying the implementation in PlanetLab which is a global overlay network. The evaluation results show that the proposed scheme enhanced the throughput by 20 % and reduced the control overhead over 90 % compared with Bullet.

The Prediction of DEA based Efficiency Rating for Venture Business Using Multi-class SVM (다분류 SVM을 이용한 DEA기반 벤처기업 효율성등급 예측모형)

  • Park, Ji-Young;Hong, Tae-Ho
    • Asia pacific journal of information systems
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    • v.19 no.2
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    • pp.139-155
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    • 2009
  • For the last few decades, many studies have tried to explore and unveil venture companies' success factors and unique features in order to identify the sources of such companies' competitive advantages over their rivals. Such venture companies have shown tendency to give high returns for investors generally making the best use of information technology. For this reason, many venture companies are keen on attracting avid investors' attention. Investors generally make their investment decisions by carefully examining the evaluation criteria of the alternatives. To them, credit rating information provided by international rating agencies, such as Standard and Poor's, Moody's and Fitch is crucial source as to such pivotal concerns as companies stability, growth, and risk status. But these types of information are generated only for the companies issuing corporate bonds, not venture companies. Therefore, this study proposes a method for evaluating venture businesses by presenting our recent empirical results using financial data of Korean venture companies listed on KOSDAQ in Korea exchange. In addition, this paper used multi-class SVM for the prediction of DEA-based efficiency rating for venture businesses, which was derived from our proposed method. Our approach sheds light on ways to locate efficient companies generating high level of profits. Above all, in determining effective ways to evaluate a venture firm's efficiency, it is important to understand the major contributing factors of such efficiency. Therefore, this paper is constructed on the basis of following two ideas to classify which companies are more efficient venture companies: i) making DEA based multi-class rating for sample companies and ii) developing multi-class SVM-based efficiency prediction model for classifying all companies. First, the Data Envelopment Analysis(DEA) is a non-parametric multiple input-output efficiency technique that measures the relative efficiency of decision making units(DMUs) using a linear programming based model. It is non-parametric because it requires no assumption on the shape or parameters of the underlying production function. DEA has been already widely applied for evaluating the relative efficiency of DMUs. Recently, a number of DEA based studies have evaluated the efficiency of various types of companies, such as internet companies and venture companies. It has been also applied to corporate credit ratings. In this study we utilized DEA for sorting venture companies by efficiency based ratings. The Support Vector Machine(SVM), on the other hand, is a popular technique for solving data classification problems. In this paper, we employed SVM to classify the efficiency ratings in IT venture companies according to the results of DEA. The SVM method was first developed by Vapnik (1995). As one of many machine learning techniques, SVM is based on a statistical theory. Thus far, the method has shown good performances especially in generalizing capacity in classification tasks, resulting in numerous applications in many areas of business, SVM is basically the algorithm that finds the maximum margin hyperplane, which is the maximum separation between classes. According to this method, support vectors are the closest to the maximum margin hyperplane. If it is impossible to classify, we can use the kernel function. In the case of nonlinear class boundaries, we can transform the inputs into a high-dimensional feature space, This is the original input space and is mapped into a high-dimensional dot-product space. Many studies applied SVM to the prediction of bankruptcy, the forecast a financial time series, and the problem of estimating credit rating, In this study we employed SVM for developing data mining-based efficiency prediction model. We used the Gaussian radial function as a kernel function of SVM. In multi-class SVM, we adopted one-against-one approach between binary classification method and two all-together methods, proposed by Weston and Watkins(1999) and Crammer and Singer(2000), respectively. In this research, we used corporate information of 154 companies listed on KOSDAQ market in Korea exchange. We obtained companies' financial information of 2005 from the KIS(Korea Information Service, Inc.). Using this data, we made multi-class rating with DEA efficiency and built multi-class prediction model based data mining. Among three manners of multi-classification, the hit ratio of the Weston and Watkins method is the best in the test data set. In multi classification problems as efficiency ratings of venture business, it is very useful for investors to know the class with errors, one class difference, when it is difficult to find out the accurate class in the actual market. So we presented accuracy results within 1-class errors, and the Weston and Watkins method showed 85.7% accuracy in our test samples. We conclude that the DEA based multi-class approach in venture business generates more information than the binary classification problem, notwithstanding its efficiency level. We believe this model can help investors in decision making as it provides a reliably tool to evaluate venture companies in the financial domain. For the future research, we perceive the need to enhance such areas as the variable selection process, the parameter selection of kernel function, the generalization, and the sample size of multi-class.

Occurrence and Behavior Analysis of Soil Erosion by Applying Coefficient and Exponent of MUSLE Runoff Factor Depending on Land Use (국내 토지이용별 MUSLE 유출인자의 계수 및 지수 적용을 통한 토양유실 발생 및 거동 분석)

  • Lee, Seoro;Lee, Gwanjae;Yang, Dongseok;Choi, Yujin;Lim, Kyoung Jae;Jang, Won Seok
    • Journal of Wetlands Research
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    • v.21 no.spc
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    • pp.98-106
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    • 2019
  • The coefficient and exponent of the MUSLE(Modified Universal Soil Loss Equation) runoff factor in the SWAT(Soil and Water Assessment Tool) model are 11.8 and 0.56 respectively, which are equally applied to the estimation of soil erosion regardless of land use. they could derive overestimation or underestimation of soil erosion, which can cause problems in the selection of soil erosion-vulnerable area and evaluation of reduction management. However, there are no studies about the estimation of coefficients and exponent for the MUSLE runoff factor by land use and their applicability to the SWAT model. Thus, in order to predict soil erosion and sediment behavior accurately through SWAT model, it is necessary to estimate the coefficient and exponent of the MUSLE runoff factor by land use and evaluate its applicability. In this study, the coefficient and exponent of MUSLE runoff factor by land use were estimated for Gaa-cheon Watershed, and the differences in soil erosion and sediment from SWAT model were analyzed. The coefficient and exponent of runoff factor estimated by this study well reflected the characteristics of soil erosion in domestic highland watershed. Therefore, in order to apply the MUSLE which developed based on observed data of US agricultural basin to the domestic watershed, it is considered that a sufficient modification and supplementation process for the coefficient and exponent of the MUSLE runoff factor depending on land use is necessary. The results of this study can be used as a basic data for selecting soil erosion vulnerable area in the non-point source management areas and establishing and evaluating soil erosion reduction management.

Predicting the Goshawk's habitat area using Species Distribution Modeling: Case Study area Chungcheongbuk-do, South Korea (종분포모형을 이용한 참매의 서식지 예측 -충청북도를 대상으로-)

  • Cho, Hae-Jin;Kim, Dal-Ho;Shin, Man-Seok;Kang, Tehan;Lee, Myungwoo
    • Korean Journal of Environment and Ecology
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    • v.29 no.3
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    • pp.333-343
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    • 2015
  • This research aims at identifying the goshawk's possible and replaceable breeding ground by using the MaxEnt prediction model which has so far been insufficiently used in Korea, and providing evidence to expand possible protection areas for the goshawk's breeding for the future. The field research identified 10 goshawk's nests, and 23 appearance points confirmed during the 3rd round of environmental research were used for analysis. 4 geomorphic, 3 environmental, 7 distance, and 9 weather factors were used as model variables. The final environmental variables were selected through non-parametric verification between appearance and non-appearance coordinates identified by random sampling. The final predictive model (MaxEnt) was structured using 10 factors related to breeding ground and 7 factors related to appearance area selected by statistics verification. According to the results of the study, the factor that affected breeding point structure model the most was temperature seasonality, followed by distance from mixforest, density-class on the forest map and relief energy. The factor that affected appearance point structure model the most was temperature seasonality, followed by distance from rivers and ponds, distance from agricultural land and gradient. The nature of the goshawk's breeding environment and habit to breed inside forests were reflected in this modeling that targets breeding points. The northern central area which is about $189.5 km^2$(2.55 %) is expected to be suitable breeding ground. Large cities such as Cheongju and Chungju are located in the southern part of Chungcheongbuk-do whereas the northern part of Chungcheongbuk-do has evenly distributed forests and farmlands, which helps goshawks have a scope of influence and food source to breed. Appearance point modeling predicted an area of $3,071 km^2$(41.38 %) showing a wider ranging habitat than that of the breeding point modeling due to some limitations such as limited moving observation and non-consideration of seasonal changes. When targeting the breeding points, a specific predictive area can be deduced but it is difficult to check the points of nests and it is impossible to reflect the goshawk's behavioral area. On the other hand, when targeting appearance points, a wider ranging area can be covered but it is less accurate compared to predictive breeding point since simple movements and constant use status are not reflected. However, with these results, the goshawk's habitat can be predicted with reasonable accuracy. In particular, it is necessary to apply precise predictive breeding area data based on habitat modeling results when enforcing an environmental evaluation or establishing a development plan.

The Effect of Mutual Trust on Relational Performance in Supplier-Buyer Relationships for Business Services Transactions (재상업복무교역중적매매관계중상호신임대관계적효적영향(在商业服务交易中的买卖关系中相互信任对关系绩效的影响))

  • Noh, Jeon-Pyo
    • Journal of Global Scholars of Marketing Science
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    • v.19 no.4
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    • pp.32-43
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    • 2009
  • Trust has been studied extensively in psychology, economics, and sociology, and its importance has been emphasized not only in marketing, but also in business disciplines in general. Unlike past relationships between suppliers and buyers, which take considerable advantage of private networks and may involve unethical business practices, partnerships between suppliers and buyers are at the core of success for industrial marketing amid intense global competition in the 21st century. A high level of mutual cooperation occurs through an exchange relationship based on trust, which brings long-term benefits, competitive enhancements, and transaction cost reductions, among other benefits, for both buyers and suppliers. In spite of the important role of trust, existing studies in buy-supply situations overlook the role of trust and do not systematically analyze the effect of trust on relational performance. Consequently, an in-depth study that determines the relation of trust to the relational performance between buyers and suppliers of business services is absolutely needed. Business services in this study, which include those supporting the manufacturing industry, are drawing attention as the economic growth engine for the next generation. The Korean government has selected business services as a strategic area for the development of manufacturing sectors. Since the demands for opening business services markets are becoming fiercer, the competitiveness of the business service industry must be promoted now more than ever. The purpose of this study is to investigate the effect of the mutual trust between buyers and suppliers on relational performance. Specifically, this study proposed a theoretical model of trust-relational performance in the transactions of business services and empirically tested the hypotheses delineated from the framework. The study suggests strategic implications based on research findings. Empirical data were collected via multiple methods, including via telephone, mail, and in-person interviews. Sample companies were knowledge-based companies supplying and purchasing business services in Korea. The present study collected data on a dyadic basis. Each pair of sample companies includes a buying company and its corresponding supplying company. Mutual trust was traced for each pair of companies. This study proposes a model of trust-relational performance of buying-supplying for business services. The model consists of trust and its antecedents and consequences. The trust of buyers is classified into trust toward the supplying company and trust toward salespersons. Viewing trust both at the individual level and the organizational level is based on the research of Doney and Cannon (1997). Normally, buyers are the subject of trust, but this study supposes that suppliers are the subjects. Hence, it uniquely focused on the bilateral perspective of perceived risk. In other words, suppliers, like buyers, are the subject of trust since transactions are normally bilateral. From this point of view, suppliers' trust in buyers is as important as buyers' trust in suppliers. The suppliers' trust is influenced by the extent to which it trusts the buying companies and the buyers. This classification of trust using an individual level and an organization level is based on the suggestion of Doney and Cannon (1997). Trust affects the process of supplier selection, which works in a bilateral manner. Suppliers are actively involved in the supplier selection process, working very closely with buyers. In addition, the process is affected by the extent to which each party trusts its partners. The selection process consists of certain steps: recognition, information search, supplier selection, and performance evaluation. As a result of the process, both buyers and suppliers evaluate the performance and take corrective actions on the basis of such outcomes as tangible, intangible, and/or side effects. The measurement of trust used for the present study was developed on the basis of the studies of Mayer, Davis and Schoorman (1995) and Mayer and Davis (1999). Based on their recommendations, the three dimensions of trust used for the study include ability, benevolence, and integrity. The original questions were adjusted to the context of the transactions of business services. For example, a question such as "He/she has professional capabilities" has been changed to "The salesperson showed professional capabilities while we talked about our products." The measurement used for this study differs from those used in previous studies (Rotter 1967; Sullivan and Peterson 1982; Dwyer and Oh 1987). The measurements of the antecedents and consequences of trust used for this study were developed on the basis of Doney and Cannon (1997). The original questions were adjusted to the context of transactions in business services. In particular, questions were developed for both buyers and suppliers to address the following factors: reputation (integrity, customer care, good-will), market standing (company size, market share, positioning in the industry), willingness to customize (product, process, delivery), information sharing (proprietary information, private information), willingness to maintain relationships, perceived professionalism, authority empowerment, buyer-seller similarity, and contact frequency. As a consequential variable of trust, relational performance was measured. Relational performance is classified into tangible effects, intangible effects, and side effects. Tangible effects include financial performance; intangible effects include improvements in relations, network developing, and internal employee satisfaction; side effects include those not included either in the tangible or intangible effects. Three hundred fifty pairs of companies were contacted, and one hundred five pairs of companies responded. After deleting five company pairs because of incomplete responses, one hundred five pairs of companies were used for data analysis. The response ratio of the companies used for data analysis is 30% (105/350), which is above the average response ratio in industrial marketing research. As for the characteristics of the respondent companies, the majority of the companies operate service businesses for both buyers (85.4%) and suppliers (81.8%). The majority of buyers (76%) deal with consumer goods, while the majority of suppliers (70%) deal with industrial goods. This may imply that buyers process the incoming material, parts, and components to produce the finished consumer goods. As indicated by their report of the length of acquaintance with their partners, suppliers appear to have longer business relationships than do buyers. Hypothesis 1 tested the effects of buyer-supplier characteristics on trust. The salesperson's professionalism (t=2.070, p<0.05) and authority empowerment (t=2.328, p<0.05) positively affected buyers' trust toward suppliers. On the other hand, authority empowerment (t=2.192, p<0.05) positively affected supplier trust toward buyers. For both buyers and suppliers, the degree of authority empowerment plays a crucial role in the maintenance of their trust in each other. Hypothesis 2 tested the effects of buyerseller relational characteristics on trust. Buyers tend to trust suppliers, as suppliers make every effort to contact buyers (t=2.212, p<0.05). This tendency has also been shown to be much stronger for suppliers (t=2.591, p<0.01). On the other hand suppliers trust buyers because suppliers perceive buyers as being similar to themselves (t=2.702, p<0.01). This finding confirmed the results of Crosby, Evans, and Cowles (1990), which reported that suppliers and buyers build relationships through regular meetings, either for business or personal matters. Hypothesis 3 tested the effects of trust on perceived risk. It has been found that for both suppliers and buyers the lower is the trust, the higher is the perceived risk (t=-6.621, p<0.01 for buyers; t=-2.437, p<0.05). Interestingly, this tendency has been shown to be much stronger for buyers than for suppliers. One possible explanation for this higher level of perceived risk is that buyers normally perceive higher risks than do suppliers in transactions involving business services. For this reason, it is necessary for suppliers to implement risk reduction strategies for buyers. Hypothesis 4 tested the effects of trust on information searching. It has been found that for both suppliers and buyers, contrary to expectation, trust depends on their partner's reputation (t=2.929, p<0.01 for buyers; t=2.711, p<0.05 for suppliers). This finding shows that suppliers with good reputations tend to be trusted. Prior experience did not show any significant relationship with trust for either buyers or suppliers. Hypothesis 5 tested the effects of trust on supplier/buyer selection. Unlike buyers, suppliers tend to trust buyers when they think that previous transactions with buyers were important (t=2.913 p<0.01). However, this study did not show any significant relationship between source loyalty and the trust of buyers in suppliers. Hypothesis 6 tested the effects of trust on relational performances. For buyers and suppliers, financial performance reportedly improved when they trusted their partners (t=2.301, p<0.05 for buyers; t=3.692, p<0.01 for suppliers). It is interesting that this tendency was much stronger for suppliers than it was for buyers. Similarly, competitiveness was reported to improve when buyers and suppliers trusted their partners (t=3.563, p<0.01 for buyers; t=3.042, p<0.01 for suppliers). For suppliers, efficiency and productivity were reportedly improved when they trusted buyers (t=2.673, p<0.01). Other performance indices showed insignificant relationships with trust. The findings of this study have some strategic implications. First and most importantly, trust-based transactions are beneficial for both suppliers and buyers. As verified in the study, financial performance can be improved through efforts to build and maintain mutual trust. Similarly, competitiveness can be increased through the same kinds of effort. Second, trust-based transactions can facilitate the reduction of perceived risks inherent in the purchasing situation. This finding has implications for both suppliers and buyers. It is generally believed that buyers perceive higher risks in a highly involved purchasing situation. To reduce risks, previous studies have recommended that suppliers devise risk-reducing tactics. Moving beyond these recommendations, the present study uniquely focused on the bilateral perspective of perceived risk. In other words, suppliers are also susceptible to perceived risks, especially when they supply services that require very technical and sophisticated manipulations and maintenance. Consequently, buyers and suppliers must solve problems together in close collaboration. Hence, mutual trust plays a crucial role in the problem-solving process. Third, as found in this study, the more authority a salesperson has, the more he or she can be trusted. This finding is very important with regard to tactics. Building trust is a long-term assignment; however, when mutual trust has not been developed, suppliers can overcome the problems they encounter by empowering a salesperson with the authority to make certain decisions. This finding applies to suppliers as well.

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Mature Market Sub-segmentation and Its Evaluation by the Degree of Homogeneity (동질도 평가를 통한 실버세대 세분군 분류 및 평가)

  • Bae, Jae-ho
    • 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.

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