• International Journal of Highway Engineering
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• v.14 no.6
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• pp.111-120
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• 2012

PURPOSES : This study is to suggest suitable lighting facility installation plans by finding out driver's preference for combination of lighting facility installation among landscape factors that affect driver visibility in tunnels. METHODS : SD method is used to extract emotional factors that affect drivers' preference, Components of tunnel lighting facility installation are evaluated through conjoint analysis and it suggested relative importance of attributes and utility values. RESULTS : In the aspects of satisfaction levels of components of tunnel lighting facility installation, Tunnel side, two lows, and solid line arrangement type has the highest level of satisfaction. Extract emotional factors that affect drivers' preference are "safety", "openness" and "amenity." In addition, the result of analyzing relative importance of attributes of tunnel lighting facility shows that numbers of lighting array has the highest importance and lighting facility arrangement has the lowest importance. Result of analyzing partial utility shows that the 2 low type among number of lows, the solid line arrangement type between arrangement types, placing in the middle part among lighting facility arrangement were highly preferred. CONCLUSIONS : In the case of lighting numbers, utility values of the first line and the second line showed us a big difference. Increasing the number arrays in the future reformation of lighting facility installation combination will be effective in enhancing the utility of the driver.

• Proceedings of the Korea Technology Innovation Society Conference
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• 2003.11a
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• pp.87-100
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• 2003

본 연구는 마케팅 분야에서 주로 사용되는 신제품확산모델(new product diffusion model)들이 기본적인 배스 모형(Bass model)에 기반하여 개별 소비자의 이질성(heterogeneity)을 반영하지 못하고, 제품이 시장에 출시되기 이전 단계에 시장수요를 예측하지 못하는 한계를 극복하기 위한 방법론을 제시하기 위해 진행되었다. 연구에 사용된 방법론을 살펴보면, 먼저 컨조인트(Conjoint) 분석을 통해 제품의 개별 속성들에 대한 소비자의 선호 구조를 파악하고, 이를 통해 추정된 정적(static)인 소비자 효용함수를 시장 및 기술 환경의 변화에 대한 적절한 예측자료와 결합하여 동적(dynamic)인 효용함수로 전환함으로써 시간에 따른 동적(dynamic) 시장 점유율(market share)을 예측하고, 그 결과를 신제품확산모델로부터 도출된 잠재시장(market potential) 추정치와 결합함으로써 신제품의 판매량을 예측한다. 또한 본 연구에서 제시하는 모델을 한국의 30인치 이상 대형TV 시장에 대해 실증적으로 분석하였으며, CRT TV, Projection TV, LCD TV, PDP TV에 대한 시장수요를 예측하였다. 분석 결과, 소비자들은 TV 선택시 화질과 가격에 민감한 반응을 보이는 것을 알 수 있으며, 이를 바탕으로 한 시장 예측 결과, 단기적으로는 가격 경쟁력이 있는 Projection TV가 높은 시장 점유율을 보이지만, 50인치 이상 LCD TV가 상용화될 경우, LCD TV가 다른 TV들보다 상대적으로 많은 판매량을 보일 것으로 예측되었다. 또한 TV 크기에 따른 소비자들의 선택을 살펴본 결과 50∼60인치대에 비해 40인치대 크기의 TV가 많이 판매될 것으로 예상된다.

• Journal of Korean Society for Quality Management
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• v.46 no.1
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• pp.27-38
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• 2018

Purpose: A large number of attributes with mixed levels are often considered in the conjoint analysis. In the cases where attributes have two or three levels, we research on the efficient design of survey questionnaire to estimate all the main effect and two factor interaction effects with a reasonable size of it. Methods: To reduce the number of questions in a questionnaire, the balanced incomplete block mixed level factorial design with minimum aberration was proposed by Lim and Chung (2016). Based on the number of questions and that of the respondents in that design, D-optimality criterion is adopted to find efficient designs where the main effect and two factor interaction effects are estimated. Results: The list of the number of questions and that of the respondents in efficient designs for survey questionnaire are recommended based on the D-efficiency of each design and the proposed selection criteria for the number of both questions and the respondents. By analyzing all the respondents survey data generated by the simulation study, we find the proper model. Conclusion: The proposed methods of designing survey questionnaires seem to perform well in the sense that how often the proper model is found in a simulation study where all the respondents survey data are generated by the simulation model.

• Health Policy and Management
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• v.20 no.3
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• pp.1-20
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• 2010

Objectives : This study is purposed to segment dental service markets with reflecting customer's preference and to suggest some marketing strategies applied to each segmented market. Methods : The customer's data collected from a series of online survey comprise such factors as expertise of dentist, courtesy, clinic size, equipment, price and distance, including some socio-demographics. A conjoint analysis and a clustering analysis with estimated coefficients were performed to find out some dental market segments for three dental service types such as dental caries, esthetic treatments and dental implants. Results : Three or four market segments for each dental service type are derived from the analysis, and subsequently market characteristics for each derived segment are explored. Furthermore, some dental marketing strategies for each segment are suggested for better management. Conclusion : A conventional way of developing dental marketing strategies can be improved, while specific customer's preference are responded.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.11
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• pp.1605-1614
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• 2002

The purpose of this study was to identify the consumers who use the level of price as the indicator of the product quality. In order to implement the purpose of this study, Jeans market had been segmented by the mixture regression model, and price response function was calibrated for each segment. Based on the types of price response function, segments were allocated into one of two groups; the group using the level of price as the quality indicator or the group not using the level of price as that. Then, characteristics of both groups were compared in terms of product attributes and demographic variables. Data were co]looted from the sample of the 23o undergraduate and graduate students in Seoul. For the data analysis, mixture regression model, conjoint analysis, and t-test were used. As a result, jeans market was divided into 5 segments. Segment 1,2,3 were allocated into the group not using the level of price as the quality indicator while segment 4,5 were done into the other group. Significant differences existed between two groups in product attributes, not in demographic variables. Mixture model and conjoint analysis were proved to be an effective set of tools in market segmentation.

• Journal of the Korean Society of Food Culture
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• v.32 no.4
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• pp.287-294
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• 2017

This study analyzed the comparative importance of the selection of a restaurant for solo diners, and suggests a solution for the ideal type of the restaurant that are appealing to solo diners using conjoint analysis techniques. A total of 280 questionnaires were distributed to consumers who had experience dining alone from June $7^{th}$, 2017 to June $14^{th}$, 2017, and 261 were completed (93.21%). As a result, the importance of the attributes of the restaurant was found to be the menu for solo diners (36.92%), price (30.29%), seating for solo diners (20.87%), and serving time of food (11.91%). The ideal combination of selection attributes was found to be having a menu for a solo diner, having a seat for a solo diner, meal service time of less than 10 minutes, and a low price of 2,500won. These results will form a database that contributes to the development of differentiated products and is building marketing strategies that can satisfy the needs of solo diners.

• Culinary science and hospitality research
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• v.14 no.2
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• pp.215-224
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• 2008

The objective for this research was to clarify the preference for alternative restaurants with different combinations of factor levels: local specialty food, non-local specialty food, very attentive service, moderately attentive service, not attentive service, traditional decoration, modern decoration, \10,000, \15,000, and \20,000. Total 230 copies of questionnaire were completed. Conjoint experiment method was used to develop full restaurant profiles. Ordinal probit model was used to measure the effects of factor levels on the preference. Results of the study demonstrated that the ordinal probit model analysis result for the data also indicated a good model fit. The effects of factor levels on the preference were statistically significant. As expected, the estimates of implicit price to pay were statistically significant. Moreover, the customers were more willing to pay for local specialty than other factor levels. The customers also considered the food factor as a very important factor. This research suggested that the customer's decision-making process for restaurants was best modeled as a conjoint experiment method that combines various factor levels. And it showed the results could be used as good data for understanding the relationships between the factors and preference in choosing food and restaurants in tourist areas.

• Journal of Korean Society of Forest Science
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• v.104 no.1
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• pp.169-178
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• 2015

The purpose of this study is to obtain the basic information for developing new product and marketing strategies of salted wild vegetable. This study analyzes consumer's consumption behavior and preference on salted Allium victorialis using the conjoint analysis. The result shows that 'Container' is the most important factor among various attributes of salted Allium victorialis, followed by 'Origin of Salting Sauce Soy', 'Price', 'Traditional Food Quality Certification', and 'Area of production'.

• Journal of the East Asian Society of Dietary Life
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• v.27 no.3
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• pp.243-256
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• 2017

This study attempted to improve frying powder products based on 272 consumers' purchase conditions. Factor analysis by type was conducted on purchase attributes of consumers who purchased frying powder by categorizing them based on five factors-namely, convenience, information, diversity, safety, and economy. Five main factors were divided into four purchase attributes named various pursuit, convenience pursuit, economical pursuit, and inform/safety pursuit. Purchasing status of frying powder products was analyzed according to three independent variables such as age, meal preparation type, and purchase attributes. The top motivation for using frying powder was convenience. According to the importance-satisfaction analysis survey, taste, expiration date, and certification mark were chosen as highly important and high satisfaction characteristics for frying powder (p<0.001), whereas nutrition, oil absorption, adhesiveness, crispiness, origin, and food additives were highly important and low satisfaction characteristics (p<0.001). In the conjoint analysis, crispiness was the most important attribute of fried food.

• The Korean Journal of Applied Statistics
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• v.28 no.5
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• pp.951-963
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• 2015

The conjoint analyst in marketing are anxious to know whether there exist synergy or antagonistic effects between two attributes. That is to say, they are interested in estimating the main effects as well as the two factor interaction effects.We research the design of survey questionnaire so that all the main effects and two factor interaction effects are estimable by employing the resolution V balanced Incomplete Block Fractional Factorial Design. We screen vital few effects, find the proper model and obtain information for efficient concepts optimization by analyzing all respondents survey data.