• Industrial Engineering and Management Systems
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• v.12 no.3
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• pp.234-243
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• 2013

In order to point out the best utility of a product (or a service), marketers need to clearly understand and measure the preference of the consumers. Among numerous marketing analysis techniques, the conjoint analysis is one of the popular tools for market research. One of the issues with this tool is the lack of feedback for the respondents. This paper proposes personal stepwise conjoint analysis based on an interactive Web-questionnaire allowing respondents to receive a diagnosis of their evaluation and giving the possibility to reconsider their evaluation. To validate our proposal, experimentation with forty-two respondents is also demonstrated. Experimental results, potential modifications and improvements are detailed in this paper.

• Journal of The Institute of Information and Telecommunication Facilities Engineering
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• v.4 no.1
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• pp.23-29
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• 2005

This study is about designing mobile phone display in consideration of elder people's preferences by reason of their optical weakness. The research is closely connected with designing user-friendly interface by considering user characteristics. The criteria for first experiment are font sizes, font types, line spacing and background colors. With the experiment result, relative importance of each attribute and subjective preference are investigated by conjoint analysis. Secondly, an optimal display design for elder people is presented by response surface method on the basis of the result of conjoint analysis, other statistical analyses, and user interviews.

• Proceedings of the Korea Society of Design Studies Conference
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• 1998.10a
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• pp.84-85
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• 1998

• Journal of the Korean Institute of Landscape Architecture
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• v.28 no.2
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• pp.18-27
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• 2000

The importance of constraints has been one of major issues in recreation for prediction of choice behavior; however, traditional conjoint choice model did not consider the effects of these variables or fail to integrate them into choice model adequately. The purposes of this research are (a) to estimate the effects of constraints in theme park choice behavior by the constraints-induced conjoint choice model, and (b) to test additional explanatory power of the additional constraints in this suggested model against the more parsimonious traditional model. A leading polling agency was employed to select respondents. Both alternative generating and choice set generating fractional factorial design were conducted to meet the necessary and sufficient conditions for calibration of the constraints-induced conjoint choice model. Th alternative-specific model was calibrated. The log-likelihood ratio test revealed that suggested model was accepted in the favor of the traditional model, and the goodness-of-fit($\rho$$^2$) of suggested and traditional model was 0.48427 and 0.47950, respectively. There was no difference between traditional and suggested model in estimates of attribute levels of car and shuttle bus because alternatives were created to estimate the effects of constraints independently from mode related variables. Most parameters values of constraints had the expected sign and magnitude: the results reflected the characteristics of the theme parks, such as abundance of natural attractions and poor accessibility in Everland, location of major fun rides indoor in Lotte World, city park like characteristics of Dream Land, and traffic jams in Seoul. Instead of the multinomial logit model, the nested logit model is recommended for future researches because this model more reasonably reflects the real decision-making process in park choice. Development of new methodology too integrate this hierarchical decision-making into choice model is anticipated.

• The Journal of Fisheries Business Administration
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• v.51 no.2
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• pp.1-13
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• 2020

The purpose of this study is to analyze consumer preference for fish farm HACCP certification using conjoint analysis. This study used raw flatfish product to evaluate the fish farm HACCP. In this study, 500 consumers were surveyed using panel survey and stratified sampling. In the recognition analysis, the farm HACCP certification system was found to be highly recognized by consumers. It can be seen that the brand assets accumulated by existing food and agricultural HACCP certification were transfered to the fish farm HACCP and absorbed. Consumers perceived fish farm HACCP certification as similar one with existing food and agricultural HACCP. Conjoint analysis evaluated three levels factors. The attributes and levels evaluated were : price(25,800 won, 28,400 won, 31,000 won), certification(fish farm HACCP, seafood traceability, and non certified), and origin(domestic, JEJU, and WANDO). The important levels were in order of price(40.8%), certification(30.2%) and origin(29.0%). We found that consumers give higher utility to fish farm HACCP certification compared with non certified and seafood traceability certification. Market simulation results showed that the fish farm HACCP product has 12%p higher market share than non certified products. Seafood traceability certification showed 4.6%p higher market share than non certified products.

• Proceedings of the Technology Innovation Conference
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• 2009.02a
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• pp.627-647
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• 2009

일반적으로 실무에서 공학적인 상충(Trade-offs)의 문제를 해결하는 가장 대표적인 방법론으로 트리즈(TRIZ)가 있다. 지금까지 트리즈관련 연구에 의하면 공학적 파라미터간의 모순을 해결하는 데는 트리즈의 유용성이 이미 확인되었다고 볼 수 있다. 하지만 제품 설계에 있어 트리즈의 사용 범위를 반드시 공학적인 파라미터간의 모순을 해결하는 데 사용을 국한시킬 필요는 없다. 관점을 달리하여 선행설계 엔지니어가 처음부터 소비자의 요구사항에 대한 컨조인트(Conjoint)단계에서 모순을 푼다면 공학적인 문제로 환언(Reduce)시키거나 분화(Breakdown)시켜 제한조건하에서 지엽적이고 복잡한 모순 문제를 풀지 않아도 될 것이기 때문이다. 본 논문에서는 고객 니즈 중심의 컨조인트와 공학 파라미터 모순 해결의 트리즈의 사고를 자연스럽게 연결하기 위해서 제약이론(TOC)의 갈등해소도(CRD : Conflict Resolution Diagram)를 도입하도록 한다. 갈등해 소도는 목적을 달성하기 위해 전행조건의 갈등요소를 확인한 후 타협안을 찾지 않고 잘못된 가정을 엎을 대책으로서 주입(injection) 제시하여 목표를 달성하는 방법이다 따라서 컨조인트의 고객 니즈 최적화를 달성하기 위해 세부 고객 니즈의 갈등요소를 확인하고 트리즈를 주입시켜 제품 설계 목적을 달성할 수 있게 적용하고자 한다. 본 연구의 목적은 첫째, 제약이론(TOC)의 사고를 바탕으로 트리즈를 이용하여 고객니즈의 모순관계를 해결하는 진보된 컨조인트 방법론을 제시하는 것이다. 이 방법론을 앞으로 Conjoint-TRIZ라 표기하도록 하겠다. 둘째, 본 연구에서 제시한 Conjoint-TRIZ 방법론을 자동차 인테리어 설계의 새로운 접근법으로 적용을 시도하여 그 유용성을 검증한다.

• Culinary science and hospitality research
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• v.14 no.4
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• pp.106-118
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• 2008

Even though the number of food courts increased in recent years, there were few studies about them. Considering the effects of a food court on the sales of a mall or other shopping spots, it was necessary to analyze what kind of attribute attracts customers. For this research, conjoint analysis was used to test which attribute was the most decisive factor, and the results of this study were as follows. First, price was the first factor that customers attached great importance to. Next were time required from order to eat and menu diversity. Second, cluster analysis used by the individual value of utilities derived through the conjoint analysis showed two clusters. Third, the most preferred food court form gained 35.4% potential market share from the simulation. The information gained from this analysis provided an important starting point for marketing and determined what kind of attribution was considered in being part of the malls or buildings. Also, it could be made full use of creating and executing the most effective marketing strategies.

• Journal of the Korea Society of Computer and Information
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• v.16 no.4
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• pp.205-214
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• 2011

With the success of Kindle, an electronic book reader developed by Amazon.com, there has been a growing interest in both electronic books and readers in Korea. In this paper, we analyze electronic book user needs through fuzzy analytic hierarchy process (AHP) and conjoint analysis. First, we select the important factors which can affect the intention to purchase electronic book readers by applying the fuzzy AHP with the help of electronic book experts. Next, we perform conjoint analysis to reveal the detailed needs of electronic book users for each of the selected factors. Some useful implications and research limitations are also presented with future research directions.

• Korean Management Science Review
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• v.32 no.3
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• pp.1-12
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• 2015

This study aims to analyze the efficiency of the government policy of Nanotechnology which is expected to minimize nanotechnology's potential risk, using the methodology of conjoint analysis and market share analysis. The attributes of conjoint analysis were divided into potential risk factor and the policy factor. It was found that the policy factor could alleviate the potential risk, subsequently increasing consumers' utility. Additionally, the government certification was more powerful than the mandatory labelling. The market share also increased in result of the nanotechnology-applied product with the certification or labeling either. The result of this study can be used as a reference to related policy makers in the fields of Nanotechnology.

• The Korean Journal of Applied Statistics
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• v.29 no.5
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• pp.921-933
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• 2016

In this paper, we consider the comparisons of the personal preferences of analytic hierarchy process (AHP) and conjoint analysis (CA) which contain very relatively small number of alternatives. However, a direct performance comparison is not easy because these two methods have a much different process to achieve the final decision. Therefore, we adopt a validity and reference method with empirical case study for cosmetics preference of female college students. In case study, conjoint analysis has the merit of measuring internal validity; however, AHP has the merit of measuring predictive validity.