• 한국의류학회지
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• 제14권2호
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• pp.129-136
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• 1990

The purpose of the study was to develope brand positioning map for ladies' ready-to-wear, to find out evaluative criteria in perception and preference to brands, and to persent the relationship between consumer's characteristics and brand preference. Subjects were selected for the housewives of middle and high socioeconomic classes living in Seoul area. A questionnaire including items of life style, self image, similarity between brands, preference degree to brands, and demographic variables was developed for the empirical study. The questionnaire was administrated to 137 housewives during fall in 1989. Data were analyzed by cluster analysis and multidimensional scaling method. The study had two research problems. The first research problem was to construct a brand perceptual map for ladies' ready-to-wear brands, selected for the study The perceptual map was constructed on the basis of brand similarity scores by multidimensional scaling method. As a result, brands were grouped into 4 clusters, and evaluative criteria for perceptual map were found to be fashionability (classic- fashionable) and familiarity (familiar-unfamiliar). The second problem was to construct a brand preference map for ladies' ready-to-wear brands, selected for the study. The preference map was constructed on the basis of brand preference scores by multidimensional scaling method. As a result, the brands were grouped into 4 clusters and evaluative critiera for preference map were found to be fashionability (unfashionable-fashionable) and image to age (mature-young directed). Also was shown the relationship among self image, age, socioeconomic class, and brand preference. The multidimensional scaling method was found to be useful as well as valid instrument for brand positioning research and the result can be utilized for establishing strategies for ladies' ready-to-wear brands.

• 한국경영과학회:학술대회논문집
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• 대한산업공학회/한국경영과학회 2002년도 춘계공동학술대회
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• pp.93-97
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• 2002

In this paper, we propose personalized recommendation techniques based on multidimensional scaling (MDS) method for Business to Consumer Electronic Commerce. The multidimensional scaling method is traditionally used in marketing domain for analyzing customers' perceptional differences about brands and products. In this study, using purchase history data, customers in learning dataset are assigned to specific product categories, and after then using MDS a positioning map is generated to map product categories and alternative advertisements. The positioning map will be used to select personalized advertisement in real time situation. In this paper, we suggest the detail design of personalized recommendation method using MDS and compare with other approaches (random approach, collaborative filtering, and TOP3 approach)

• 한국HCI학회:학술대회논문집
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• 한국HCI학회 2008년도 학술대회 2부
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• pp.399-404
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• 2008

사용자 중심의 메뉴 기반 인터페이스를 설계하기 위해서는 인간의 지식 구조를 이해하는 것이 중요하다. 인간의 지식 구조를 이해하게 되면, 인터페이스를 통해서 전달된 자극들이 만들어낸 개념들이 어떠한 관계를 가지고 정신 모형(mental model)을 형성하고 있는지 알 수 있다. 인간의 지식 구조는 MDS (Multidimensional Scaling)과 Trajectory Mapping을 이용하여 Visual Concept Map 으로 나타낼 수 있고, 이것을 바탕으로 인간의 지식구조를 시각적으로 이해할 수 있다. MDS 는 인간의 머릿속에 자리잡고 있는 개념들의 상대적 위치를 알려주고, Trajectory Mapping 은 개념들 간의 연결 상태를 보여준다. 즉, Trajectory Mapping 을 통하여 개념들 간악 인지적 정보를 알 수 있다. 본 연구에서는 MDS 와 Trajectory Mapping 을 이용하여 핸드폰 메뉴로부터 전달 받은 시각적 자극들에 악해 형성된 개념들에 대한 인간의 지식 구조를 Visual Concept Map 으로 시각화하였다. 그리고 이렇게 시각화된 지식 구조를 바탕으로 메뉴 구조를 개발하였다. 본 연구 결과, MDS 와 Trajectory Mapping 을 이용한 인간의 지식 구조의 시각화는 사용자 중심의 메뉴 기반 인터페이스를 설계하는데 유용하게 쓰일 수 있을 것으로 보인다.

• 보건행정학회지
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• 제5권2호
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• pp.127-154
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• 1995

The Korean hospital industry is rapidly changing along with the competition among hospitals. Until recently it was easy for hospitals to profit even without efficient management and competitive strategies. However, the increasingly intensive competition endanger their profits but also their survivals. Hospital managers have no choice but to seriously consider competitive management and marketing strategies to remain alive and prosper. This study introduces a useful methodology--perception map drawn using multidimensional scaling--for developing competitive strategies, and illustrates its application to developing a perception map of 9 Seoul-based general hospitals. We also suggest the concepts and examples of positioning strategies and patient satisfaction management system. One of the interesting findings is that the Samsung medical center which opened less than a year ago is ranked first in most aspects such as kindness, facilities, waiting time, and parking, and the second in clinical performance just after the Seoul National University Hospital.

• Journal of the Korean Data and Information Science Society
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• 제25권3호
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• pp.665-676
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• 2014

As social media draws attention as a business tool, organizations, large or small, are trying to exploit social media in their business. However, lack of understanding the characteristics of each social media led them to develop a naive strategy for dealing with social media. Thus, this study aims to deepen the understanding by comparatively analyzing how social media users perceive (the image of) each social media. Facebook, Twitter, YouTube, Blogs, Communities and Cyworld were chosen for our study and data from 132 respondents were analyzed using multidimensional scaling technique. The results show that there are meaningful differences in users' perception of social media attributes, which are grouped into four; information feature, motivation, promotion tool, usability. It is also analyzed whether such differences can be found between male and female users. (Such differences are also analyzed in both male and female users' perceptions.) Further, we discuss some implications of the research results for both practitioners and researchers.

• 인지과학
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• 제25권1호
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• pp.25-49
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• 2014

본 연구는 한 제품 군(음료)의 다양한 TV 광고들을 대상으로 광고 수용자들이 어떤 속성을 중심으로 광고를 인식하는지 알아보고자 하였다. 이를 위해 다차원척도법을 사용하여, 14개의 음료 광고들의 각 쌍에 대한 광고 수용자의 유사성 평정에 근거한 광고들의 포지셔닝 맵을 도출하였다. 광고 수용자의 인식 구조를 반영하는 포지셔닝 맵의 차원을 알아보고자 각 광고에 대한 주의 요소, 태도, 구매의도에 대한 평정치와 포지셔닝 맵 상의 각 광고 위치 좌표 간의 상관을 조사하였다. 실험 결과, 음료 광고인식 차원은 내용에 대한 주의, 색상, 움직임에 대한 주의 요소와 높은 상관을 보였다. 특히, 주의 요소들 중 내용에 대한 주의가 강조될수록 광고에 대한 감성적, 행동적 태도가 긍정적으로 형성되었으며, 구매 의도도 증가하였다. 이러한 결과는 주의를 끄는 내용이 담긴 광고가 소비자의 긍정적인 태도와 관련이 높음을 시사한다.

• 한국문헌정보학회지
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• 제41권2호
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• pp.335-357
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• 2007

다차원척도법(MDS)은 지적 구조의 시각화를 위해서 오랫동안 사용되어 왔다. 그러나 MDS는 지적 구조를 시각적으로 표현하는데 있어서 세부 구조의 표현력이 취약하다는 약점을 가지고 있다. 이 연구에서는 상관계수 행렬의 가공 방식과 MDS 알고리즘을 조합한 여섯 가지 MDS 지도 작성 방식을 파악한 다음, 실제 지적 구조 데이터에 적용하여 비교해보았다. 실험 결과에서 가장 나쁜 방식으로 파악된 것은 가장 널리 사용되고 있는 방식으로서, 상관계수행렬로부터 유클리드 거리를 산출한 후 ALSCAL 알고리즘으로 MDS 지도를 작성하는 방식인 것으로 나타났다. 반면에 가장 좋은 방식은 상관계수를 z점수로 표준화하여 유클리드 거리를 산출한 후 PROXSCAL 알고리즘를 사용하는 방식이었다. 결론적으로 MDS 처리 과정을 주의깊게 구성한다면 더 구체적이고 명확한 지적 구조를 파악할 수 있음이 확인되었다.

• 유통과학연구
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• 제19권2호
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• pp.15-24
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• 2021

Purpose: The research is to find out the perception of consumers for the convenience store (c - store) image in an emerging market, with a sample from Ho Chi Minh City. Research design, data, and methodology: Data were collected using a 24 - item structured questionnaire into six factors, namely: store atmospheric, merchandise, supplementary service, customer convenience, sales personnel, promotion. Five hundred consumers shopped at the different c - stores were collected for a multidimensional scaling technique that creates a perceptual map illustrating of c - store image. Results: The results point out that consumers' perception of a different c - store is different. The trend of c- stores are focusing on the dimensions of the function aspect. The customers also put their attention on the psychological dimension, which, in this case, is customer convenience with a sharp point. Almost all stores are bad on store atmospheric in customer- based. Conclusions: The modern retail store chains need to focus on elements to create a store image positioning and improve the perceptions of the consumers towards the store. Besides, customers not only visit the stores, not due to its convenient location, mass media or shopping experience, but also a strong identity for the store's brand image.

• 한국식생활문화학회지
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• 제15권1호
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• pp.51-58
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• 2000

This study is designed to 1) understand customers' choice behavior and preference of foodservices in campus and 2) provide recommendation on management strategies for university foodservice manager. Individual interview and focus group interview were used to identify important selection attributes. The questionnaire was developed and distributed to 480 Yonsei university students and statistical data analysis was completed using SPSS WIN/7.5 for descriptive analysis, multidimensional scaling and conjoint analysis. The results of this study were summarized as follows: Students evaluated four foodservices in different ways, and strength/weakness points could be identified from the evaluation patterns. Most students(51.1%) were frequently used 'A' foodservice, though they preferred other foodservices, and cost, mainly, caused the difference. Perceptual map from multidimensional scaling showed that preference and patronage were close with different attributes. Cost was most relatively important attribute to select foodservice in campus from conjoint analysis. Therefore, relative importance of attributes should be considered in customer preference survey for constructing management plan.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 1997년도 추계학술대회발표논문집; 홍익대학교, 서울; 1 Nov. 1997
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• pp.63-66
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• 1997

This paper is concerned with the current status and the prospectus of environmental investments in the manufacturing sector. A questionnaire survey was made to identify the concentrated fields of the investments. The collected data were analyzed by a multidimensional scaling method in order to provide a reasonable interpretation on the major factors which characterize the current situation and the prospectus of the investments as well as the relative position of each respondent company in a spatial map. The result tells us most respondents tend to concentrate their attention on end-of-pipe solutions due to technological tangibility and economic efficiency, etc.