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휴대전화기 신제품 개발을 위한 컨조인트분석

Conjoint Analysis for the Development of New Cellular Phone


Advanced function has been considered to be the most important aspect of the cellular phone. However, leading companies are now implementing the fashion branding strategy which stresses both high technology and appealing design. By means of the conjoint analysis, this research focuses on identifying the preferred design profile related to style of the key cover, color and texture of the case, and presence or absence of the noctilucent material coated on the part of surface. We also evaluate the relative importance of factors to determine the design concept of new cellular phone. Results indicate that consumers most prefer the silver-colored, sliding key cover phone with soft and noctilucent surface.

저자의 다른 논문

참고문헌 (12)

  1. Auty, S.(1995), 'Using Conjoint Analysis in Industrial Marketing', Industrial Marketing Management, Vol. 24, pp. 191-206 
  2. Barone, S. and Lombardo, A.(2004), 'Service Quality Design through a Smart Use of Conjoint Analysis', The Asian Journal of Quality, Vol. 5, pp. 34-42 
  3. Carroll, J. D. and Green, P. E.(1995), 'Psychometric Methods in Marketing Research : Part I, Conjoint Analysis', Journal of Marketing Research, Vol. 32, pp, 385-391 
  4. Green, P. E., Carroll, D., and Goldberg, S. M. (1981), 'A General Approach to Product Design Optimization via Conjoint Analysis', Journal of Marketing, Vol. 45, pp. 17-37 
  5. Green, P. E. and Rao, V. R.(1971), 'Conjoint Measurement for Quantifying Judgemental Data', Journal of Marketing Research, Vol. 8, pp. 355-363 
  6. Green, P. E. and Srinivasan, V.(1978), 'Conjoint Analysis in Consumer Research : Issues and Outlook', Journal of Consumer Research, Vol. 5, pp. 103-123 
  7. Green, P. E. and Srinivasan, V.(1990), 'Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice', Journal of Marketing, Vol. 54, pp. 3-19 
  8. Kamakura, W. A.(1988), 'A Least Squares Procedure for Benefit Segmentation with Conjoint Experiments', Journal of Marketing Research, Vol. 25, pp. 157-167 
  9. Kruscal, J. E.(1965), 'Analysis of Factorial Experiments by Estimating Monotone Transformations of the Data', Journal of the Royal Statistical Society (B), Vol. 27, pp. 251-263 
  10. Marshall, P. and Bradlow, E. T.(2002), 'A Unified Approach to Conjoint Analysis Models', Journal of the American Statistical Association, Vol. 97, pp. 674-682 
  11. Wittink, D. R. and Cattin, P.(1989), 'Commercial Use of Conjoint Analysis: An Update', Journal of Marketing, Vol. 53, pp. 91-96 
  12. Wittink, D. R., Vriens, M. and Burhenne, W.(1994), 'Commercial Use of Conjoint Analysis In Europe : Results and Critical Reflections', International Journal of Research in Marketing, Vol. 11, pp. 41-52 

이 논문을 인용한 문헌 (4)

  1. Pak, Ro-Jin 2007. "Application of Artificial Neural Network for Conjoint Analysis" 응용통계연구 = The Korean journal of applied statistics, 20(3): 441~447 
  2. Park, Hye-Min ; Park, Hee-Jun ; Baek, Min-Ho ; Park, Jong-Woo 2008. "Use of Conjoint Analysis to Test Customer Preferences on Database Service Quality for Knowledge Information" 한국IT서비스학회지 = Journal of Information Technology Services, 7(2): 13~23 
  3. 2012. "" 응용통계연구 = The Korean journal of applied statistics, 25(6): 987~997 
  4. Kim, Bu-Yong 2014. "New Method for Preference Measurement in Ranking-based Conjoint Analysis" 응용통계연구 = The Korean journal of applied statistics, 27(2): 185~195 


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