• Title, Summary, Keyword: conjoint analysis

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A comparative study on validity of AHP and conjoint analysis: a case of cosmetics preference (계층적 의사결정과 컨조인트 분석의 타당성 비교: 화장품 선호 사례 조사)

  • Lee, Ji Hye;Jeong, Hyeong Chul
    • 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.

A Study on Consumer Preferences for Attributes of Wearable Devices: A Conjoint Analysis Reflecting Anticipatory Standardization Activities (웨어러블 디바이스의 소비자 선호 속성에 관한 연구: 예지적 표준화 활동을 반영한 컨조인트 분석)

  • Ji, Ilyong;Park, Hyo Joo
    • Journal of the Korea Convergence Society
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    • v.10 no.4
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    • pp.7-16
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    • 2019
  • As fierce competition is expected in the wearable devices marekt, it is needed to develop a technology planning that can increase consumer acceptance. This study aims to provide implications for technology planning of wearable devices by examining consumer preferences for the devices. For this purpose we employed a conjoint analysis. In the process of the analysis, we considered the trend of anticipatory standardization for wearable devices in an attempt to improve objectivity of analysis whilst many previous studies relied on focus group interview. For the anticipatory standardization information, we utilized liaisons and projects of wearable devices at International Electrotechnical Commission, and we designed a conjoint survey on the basis of the information. We conducted an online survey, and a total of 229 individuals responded to our survey. The result of conjoint analysis shows that main use and enhanced features were more important attributes than the others were. However, consumer preferences for detailed levels of each attribute were different by gender and age groups. This result implies that technology planning of wearable devices require distinct approaches by consumer segments.

Conjoint Analysis Based on the Chebyshev Estimation, with Application to New Product Development of Cellular Phone (체비쉐프추정에 의한 컨조인트분석 : 휴대전화기 신제품 개발에의 활용)

  • 김부용
    • The Korean Journal of Applied Statistics
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    • v.17 no.2
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    • pp.205-218
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    • 2004
  • Conjoint analysis is employed to decompose the consumer's preference judgements into the importance of attributes, and to predict the degree of preference for each profile of the products, services, or ideas. It has been widely used in industrial marketing, particularly in the areas of product positioning and new product development. This paper is mainly concerned with the conjoint analysis based on the Chebyshev estimation since the efficiency of the least squares estimator is lower than that of the Chebyshev estimator when the preferences are measured as the rank-order. A case study is performed on the preference for cellular phones. And it is shown that conjoint analysis based on the Chebyshev estimation is superior, in terms of the predictive validity, to one which is based on the least squares estimation.

Assessing Relative Preference for Hot/Spicy Sauces by Conjoint Analysis, Focusing on English Consumers (컨조인트 분석을 적용한 영국 소비자 집단의 매운 소스 선호도 조사)

  • Lim, Seong-Il;Han, Kyung-Soo;Burgess, Peter;Kim, Jae-Ho;Seo, Kyung-Mi
    • Journal of the Korean Society of Food Culture
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    • v.24 no.1
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    • pp.51-57
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    • 2009
  • The purpose of the study was to assess the relative preference for hot & spicy sauces using conjoint analysis, with focus on English consumers. From the results of the study, we were able to derive a standard with the best sauce attributes. The respondent group was selected from the CCFRA's customer database. The qualification criteria for inclusion in the sample were: the primary grocery shopper in the household, a consumer of a range of home cooked oriental & far eastern cuisines, enjoyed hot & spicy chili-based foods, and willing to buy hot chili-based oriental sauces. A total of 676 respondents completed the survey in which 76% were women, and all respondents were between the ages of 18 and 65 years. An online survey method was used and a conjoint analysis was adopted. In conjoint analysis, a product is described as a combination of a set of attribute levels, where a utility value is estimated for each attribute level. In summing up the results of this study, the sensory property (flavor) attribute was most important, the second was brand, and the third was price. For the sensory property attribute, a mild chili sauce of blended garlic, sugar, and lime scored highest. In terms of brand, Blue Dragon was selected as the best. The lesser known Korean Kochujang brand of "Hot&Joy" scored lowest with respect to brand value. Encouraging, however, was the description based on the Hot&Joy product: a hot chili sauce blended with ginger and garlic, which held appeal across age groups and genders. In terms of price, 75p per bottle had the best score.

A Study on Product Positioning based on Conjoint Analysis in a Competitive Market (경쟁시장에서 컨조인트분석에 기초한 제품포지셔닝에 대한 연구 : 온라인 게임을 중심으로)

  • Baek Seung-Kee;Rhim Ho-Sun;Park Myung-Sub
    • Journal of the Korean Operations Research and Management Science Society
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    • v.31 no.3
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    • pp.107-125
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    • 2006
  • We introduce a two-stage game theoretic model to support decision making processes for product Positioning and pricing in competitive environment. In the first stage, firms decide on entry and product position, in the second stage, firms compete with price. 'Alpha rule' is used as a choice model. Demand parameters of the choice model are estimated by conjoint analysis. We investigate conditions for the existence of Nash price equilibria in the pricing game. Nash equilibria in the entry and positioning game are produced using a concept of stable sets. An example of the online game industry in Korea is examined.

Conjoint Analysis on the Academia-Industrial Cooperative Research Project Attributes for Culture Technology Research (문화기술 관련 산학협력 연구과제의 속성들에 대한 컨조인트 분석)

  • Jung, Uk
    • Korean Management Science Review
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    • v.29 no.3
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    • pp.13-21
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    • 2012
  • As culture technology is recognized as the important element of national industry, the necessity of the related policy development for enhancement of culture technology is magnified. In this study, we use conjoint analysis to investigate how the researchers from industry and academia think differently on the importance of several attributes in government-supported culture technology research project such as research period, size of research fund, inter-affiliated research requirement and interdisciplinary research requirement, and preference on those attribute levels. Also, we describes how a simulation experiment is designed to simulate participation shares of four alternative hypothetical research project profiles. This study will help establish the more effective policy of the national research program by understanding the preferential differences between industry and academia on the research project attributes.

Conjoint Analysis and QFD for a Reliable Starting Point of Technology Roadmap (기술 로드맵의 기초 작성을 위한 컨조인트 분석과 QFD)

  • Lee, Chul-Yong;Lee, Jong-Su
    • Journal of Technology Innovation
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    • v.15 no.1
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    • pp.65-86
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    • 2007
  • The purpose of the current study is to suggest a reliable starting point for roadmapping to overcome two common shortcomings of previous literatures that they do not demonstrate a robust methodology for roadmap and they describe the roadmapping process in the abstract. The proposed methodology for roadmapping considers four important business- and market-related factors: consumer requirements, engineering characteristics, the gap between the roadmapped technology and competing technologies, and future changes in consumer preferences. We capture consumer preferences using conjoint analysis and interconnect the above four factors using QFD (Quality Function Deployment). The model is applied to power line communications (PLC). The results show that there is a significant difference between priorities assigned to the engineering characteristics by expert alone and priorities determined by the roadmapping model.

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Conjoint Analysis for Contract Strategy for Promoting Successful Transfer of Patented Technology in Korean University (특허기술의 성공적인 거래 촉진을 위한 컨조인트 분석)

  • Ku, Min Joung;Sohn, So Young
    • Journal of Korean Institute of Industrial Engineers
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    • v.34 no.3
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    • pp.355-361
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    • 2008
  • Technology developers in academia tend to be short of professional knowledge and recognition of technology transfer strategies. It is even severe in Korea where the concept of employee's invention has just started to effect in academia. Wasteful contract negotiation disputes cannot only be painful but also can hamper better invention. The main purpose of this paper is to design guidelines for an optimal contract strategy for technology transfer from the perspective of the technology developer in academia, the intermediary and the receiver. Applying conjoint analysis, this study shows not only the relative importance of the attributes related to the technology transfer contract but also the most important conditions of the contract. It is expected that this study may improve the efficiency of technology transfer activities in academia in Korea.

Economic Valuation Methods of Biodiversity

  • Cho, Woo-Young;Bae, Doo-Hyun;Kim, Hong-Sok
    • Environmental Engineering Research
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    • v.13 no.1
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    • pp.41-48
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    • 2008
  • The valuation of biodiversity is a fundamental step in conservation. The useful framework for analysing the economic value of biological resources is that of total economic value (TEV) and TEV comprises both use and non-use values, the former related to an actual use made of the resource, the latter to a willingness to pay for the resource independently of any use made of it. There are several valuation approacher in environmental economics literature. However, stated preference approach should be introduced for valuation of biodiversity because it can estimate non-use value as well as use value. Contingent Valuation and Conjoint Analysis are representative methods in stated preference and Conjoint Analysis can be more useful for valuation of biodiversity. Futhermore, the combination of ecology and economics to assess biodiversity leads to an integrated framework. Thus, interdisciplinary work is required, involving both economists and ecologists transferring elements or even theories and models from one discipline to another and transforming them for their specific, mutually consistent purpose.

The Price Elasticity in the Parcel Service Market by Benefit Segmentation (택배시장의 효익세분화에 따른 가격탄력성에 관한 연구)

  • Kim, Geun-Sub;Kwak, Kyu-Seok
    • Journal of Korean Society of Transportation
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    • v.22 no.2
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    • pp.7-18
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    • 2004
  • This study aims to present the establishment and necessity of the proper market segmentation by customer preference. In this study, benefit segmentation method was employed using conjoint analysis to measure price elasticity by segmented groups. It presents that the price elasticity is different by characteristic of customers using parcel service in this result. Benefit segmentation, therefore, may use some useful marketing tool when a parcel service company segments the market to provide better service.