• Communications for Statistical Applications and Methods
• /
• v.8 no.3
• /
• pp.651-659
• /
• 2001

Preference map is a widely used graphical method for the preference data set which is frequently encountered in the field of marketing research. This provides joint configuration usually in two dimensional space between "products" and their "attributes". Whereas the classical preference map adopts the ordinary least squares method in deriving map, the present article suggests the weighted least squares approach providing the better graphical display and interpretation compared to the classical one. Internet search engine data in Korea are analysed for illustration.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.14 no.2
• /
• pp.129-136
• /
• 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.

• Journal of Advanced Navigation Technology
• /
• v.15 no.5
• /
• pp.925-930
• /
• 2011

In this paper, we propose a method to apply the purchase preference of a user in on-line shopping mall. To analyze the preference, we use topic preference vector. The topic is purchase count of products. In this structure, we construct the association the four factors; Purchase Hit meaning the purchase count of product, Count meaning the purchase count by other users in interesting product, Preference meaning product preference, and product meaning information of the product. By this structure and the method, we could show that proposed method displayed the product applying user preference, effectively.

• Korean Management Science Review
• /
• v.28 no.1
• /
• pp.61-74
• /
• 2011

Not only the preference data but also the similarity data can be used for developing effective marketing strategies. Hahn et al.[10] proposes a methodology of representing a brand(focal brand)'s competitors in a single map called the Preference-Similarity Map, according to their relative preference to and similarity with the focal brand. They also proposes a way to derive the relative preference and similarity values from the survey collecting the choice data from differing choice sets. This study identifies the limitations of the preference and similarity measures proposed by Hahn et al.[10] and shows how these measures can be revised. This study also proposes how to implement the revised measures and analyze brands' positioning strategies. Based on the results of the previous studies on the effect of inter brand similarity on brand evaluations, this study assumes that it is important to analyze how much a specific brand is preferred to its close competitors when evaluating the effectiveness of the brand's positioning in the market. This study applies the proposed measures to the data used in Hahn et al.[10] and also show how the proposed measures are related to the parameters of the choice model proposed by Batsell and Polking[1].

• Journal of Advanced Navigation Technology
• /
• v.13 no.2
• /
• pp.296-301
• /
• 2009

In the self-directed learning, learner can construct learning course. But it is very difficult for learner to construct learning course with understanding the various learning contents's characteristics. This research proposed the method to support to learner the information of learning contents type to fit the learner as calculate the learner's learning preference when learner construct the learning course. The calculating method of learning preference used preference vector value of topic map. To apply this method, we tested 20 learning sampling group and presented that this method help to learner to construct learning course as getting the high average degree of learning satisfaction.

• Journal of KIISE:Software and Applications
• /
• v.35 no.8
• /
• pp.522-528
• /
• 2008

Topic map typically provide information to user through the selection of topics, that is using only topic, association, occurrence on the first topicmap which is made by domain expert without regard to individual interests or context, for the purpose of supplementation for the weakness which is providing personalized topic map information, personalization has been studied for supporting user preference through preseting of customize, filtering, scope, etc in topic map. Nevertheless, personalization in current topicmap is not enough to user so far. In this paper, we propose a design of PTRS(personalized topicmap ranking system) & algorithm, using both user profile(click through data) and basic element of topic map(topic, association) on knowledge layer in specific domain topicmap, therefore User has strong point that is improvement of personal facilities to user through representation of ranked topicmap information in consideration of user preference using PTRS.

• ETRI Journal
• /
• v.37 no.2
• /
• pp.317-327
• /
• 2015

A reliable analysis of consumer preference from a large amount of purchase data acquired in real time and an accurate customer characterization technique are essential for successful direct marketing campaigns. In this study, an optimal segmentation of post office customers in Korea is performed using a subspace projection-based clustering method to generate an accurate customer characterization from a high-dimensional census dataset. Moreover, a traditional temporal mining method is extended to an algorithm using the MapReduce framework for a consumer preference analysis. The experimental results show that it is possible to use parallel mining through a MapReduce-based algorithm and that the execution time of the algorithm is faster than that of a traditional method.

• Journal of Korean Society of Industrial and Systems Engineering
• /
• v.23 no.60
• /
• pp.47-55
• /
• 2000

Two experiments were conducted to examine the relationships between the color structure and the user preference of a CNS (Car Navigation System) digital map in terms of HSE (Human Sensibility Ergonomics). In the first experiment, the user's preference of color structures were investigated from the subjects' self-designed digital maps using a CNS digital map UIMS (User Interface Management System): in the second, statistical relation models between the user's color structure satisfaction level and the color components of CIE (Commission Internationale de ι'Eclairage) of the real products were suggested. For each experiment, CIE L*u*v* and CIE LCH color space were adapted, respectively, because they have their own characteristics of perceptual uniformity which enables the color components to transform a linear function.

• Fire Science and Engineering
• /
• v.33 no.5
• /
• pp.78-85
• /
• 2019

In complex buildings, Way-finding is the most important factor for safe evacuation. Recently, evacuation guidance systems using smartphones have been developed. However, smartphone evacuation guidance maps used in these studies appear different from those used in previous studies due to the lack of established standards. Therefore, in this study, we conducted a preference survey of evacuation guidance maps as a basic research for establishing evacuation guidance maps using smartphones. The components of smartphone evacuation guidance maps were selected using regulations and analyses conducted in previous studies, and preference surveys were conducted using the size of each component. Through this research, we suggested a method to create a high preference for each component of an evacuation guidance map.

• Journal of the Korean Geographical Society
• /
• v.15
• /
• pp.27-56
• /
• 1977