• 응용통계연구
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• 제27권2호
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• pp.185-195
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• 2014

순위기반 컨조인트분석은 마케팅조사를 비롯한 다양한 분야에서 널리 활용되고 있다. 이 분석기법은 다른 기법들에 비하여 몇 가지 장점을 가지고 있는 반면에, 응답자들이 다수의 제품프로파일들에 대한 선호도 순위를 정확하게 평가하기 어렵다는 한계를 가지고 있다. 본 논문에서는 응답효율성을 향상시키기 위하여 순위집합 개념을 도입한 새로운 선호도 측정방법을 제안한다. 응답자에게 순위집합들에 포함된 소수의 프로파일들에 대한 선호도를 순위로 평가하게 한 후 평가결과를 종합하여 프로파일 전체에 대한 순위를 얻는 방법이다. 이 방법에 의하면 응답자가 프로파일들에 대한 선호도 순위를 매기는 작업을 용이하게 할 수 있고 선호도 순위를 효율적으로 평가할 수 있다. 한편, 다수의 프로파일을 수용할 수 있는 순위집합을 체계적으로 구성하기 위하여 균형불완비블록설계를 확장하여 쌍체설계로 전환시키는 방법을 개발하였다. 제안된 측정방법을 채택한 순위기반 컨조인트분석을 여성용 향수제품에 대한 소비자 선호도분석에 실제로 적용하였다.

• 응용통계연구
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• 제25권5호
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• pp.847-857
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• 2012

This article is concerned with choice-based conjoint analysis versus rating-based and ranking-based conjoint analysis. Choice-based conjoint analysis has a definite advantage in that the respondent's task of choosing the most preferred profile from several competing profiles adequately mimics consumer marketplace behavior. It is crucial to design the choice sets appropriate for the choice-based conjoint. Thus, this article suggests a new method to design the choice sets that are well-balanced. It augments the balanced incomplete block design and then obtains the dual design of the result to accommodate various numbers of profiles. In consequence, the choice sets designed by the new method have the desirable characteristics that each profile is presented to the same number of respondents, and pairs of any two distinct profiles occur together in the same number of choice sets. The balancing of the design increases the efficiency of the conjoint analysis. In addition, the pair-comparison scheme can improve the quality of data through the identification of contradictory responses.

• 응용통계연구
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• 제27권5호
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• pp.681-691
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• 2014

마케팅조사 등 다양한 분야에서 순위기반 컨조인트분석과 선택기반 컨조인트분석이 많이 활용되고 있다. 컨조인트 분석가들은 각 분석 기법의 상대적인 강점과 약점들을 고려하여 상황에 적합하다고 판단되는 기법을 선택하여 사용한다. 본 연구는 컨조인트분석 기법을 선택할 때 참고할 수 있는 준거를 제공하기 위하여 두가지 기법의 예측력을 실증적으로 비교하고자 한다. 순위집합과 선택집합을 통합한 측정집합 개념을 새롭게 도입함으로써 동일한 소비자 집단에 두 가지 분석기법을 동시에 적용할 수 있는 조사를 설계하였다. 실제로 측정집합을 설계하여 RTD커피에 대한 선호도를 측정하고 순위기반과 선택기반 컨조인트분석을 적용하여 소비자 선호도를 분석하고 두 기법에 의한 시장점유율 예측치와 적중률을 비교하였다. 비교결과 두 기법의 예측력에 유의적인 차이가 없는 것으로 나타났다. 따라서 응답자의 응답결과를 사전에 점검하여 부실한 자료를 제외시킴으로써 자료의 품질을 향상시키려 하거나 컨조인트분석 결과를 바탕으로 시장세분화 작업을 하기 원하는 경우에는 순위기반 컨조인트분석을 채택하고, 선호도 측정과정에서 응답자의 부담을 덜어주고 실제 시장과 가장 유사한 상황에서 선호도를 측정하고자 하는 경우에는 선택기반 조인트분석을 채택할 것을 제안한다.

• 대한지역사회영양학회지
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• 제7권3호
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• pp.354-360
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• 2002

The purposes of this study were (1) to understand how customers trade off one attribute against another when they choose a pizza restaurant, (2) to compare the importance of individual attributes with their relative importance and (3) to compare customers'brand choice patterns with the prediction of pizza restaurant operators. Empirical data for this study were collected from the customers (n=307) and operators (n=273) of flour famous pizza franchise restaurants in Korea, Pizza Hut, Mister Pizza, Domino's Pizza and Pizza Mall. The attributes and attribute levels for the hypothetical profiles were decided from the focus group discussion. A total of 16 profiles was selected from fractional factorial designs. The SPSS conjoint procedure was used to calculate utility scores and simulate profiles. The overall group statistics showed the relative importance of all attributes compared with one other. Taste was the most important attribute (32.48%) in choosing a pizza restaurant, followed by service (21.87%) , atmosphere (17.23%), price (15.17%) and speed of delivery (13.26%). There was a difference between the customers'ratings of the importance of the individual attributes and the ranking of the same attributes'relative importance as derived from the conjoint analysis. The operators rated service (26.54%) as also being important, as well as taste (27.76%), in choosing a pizza restaurant. The rankings of relative importance for pizza taste, service and price were statistically different in the customers'and operators'data (p < 0.001, p < 0.1, p < 0.5). Operators who want to differentiate themselves from their competitors should make decisions based on an increased understanding of their customers'brand choice decision process and measure the hidden needs of their customers.

• 대한가정학회지
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• 제46권5호
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• pp.63-71
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• 2008

The purposes of this study were (1) to analyze the absolute and relative importance of tourists' choice attributes of restaurants and (2) to compare tourists' choice patterns with the prediction of restaurant operators in the tourism provinces of Gangwon-do, Empirical data for this study were collected from the 77 tourists and 66 restaurants operators. The attributes and attribute levels for the hypothetical profiles were decided from a focus group interview and 15 profiles were selected from fractional factorial designs. The SPSS/WIN 12,0 conjoint procedure was used to calculate the utility scores and simulate the profiles, According to the analysis on the relative importance of tourists' choice attributes of restaurants, food taste was the most important attribute(36.9%), followed by facility cleanliness(28.5%), dishes cleanliness(24.5%), price(19.3%) and service(18.3%). The tourists' ratings of the importance of the individual attributes differed from the ranking of the relative importance of the same attributes as derived from the conjoint analysis. The operators rated dishes cleanliness(27.6%) as also important, followed by food taste(27.7%), in choosing a restaurant Tourists' preference and operators' prediction of hypothetical profiles showed significant difference in L(p < .05), O(p < .01), M(p < .05), and H(p < .01) restaurants. Operators who want to differentiate themselves from their competitors should make decisions based on an increased understanding of tourists' restaurant choice decision process and measure the latent needs of tourists in the tourism provinces.

• 한국정밀공학회:학술대회논문집
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• 한국정밀공학회 2003년도 춘계학술대회 논문집
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• pp.5-8
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• 2003

This paper presents a methodology to be able to select an appropriate RP system that suits the end use of a part. Evaluation factors used in process selection include major attributes such as accuracy, roughness, strength, elongation, part cost and build time that greatly affect the performance of RP systems. Crisp values such as accuracy and surface roughness are obtained with a new test part developed. The test part is designed with conjoint analysis to reflect users' preference. The part cost and build time that have approximate ranges due to cost and many variable parameters are presented by linguistic values that can be described with triangular fuzzy numbers. Based on the evaluation values obtained, an appropriate RP process for a specific part application is selected by using the modified TOPSIS(Technique of Order Preference by Similarity to Ideal Solution) method. It uses crisp data as well as linguistic variables, and each weight on the alternatives is assigned by using pair-wise comparison matrix. The ranking order helps the decision making of the selection of RP systems.