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NTIS 바로가기응용통계연구 = The Korean journal of applied statistics, v.27 no.5, 2014년, pp.681 - 691
Ranking-based conjoint analysis(RBCA) and choice-based conjoint analysis(CBCA) have attracted significant interest in various fields such as marketing research. When conducting research, the researcher has to select one suitable approach in consideration of strengths and weaknesses. This article per...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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컨조인트분석가 활용되는 분야는 어떤 것이 있는가? | 마케팅조사를 비롯하여 다양한 학문 및 산업분야에서 활용되는 컨조인트분석은 소비자들이 제품의 각 속성을 어느 정도 중요시 하는지 측정하고, 선호하는 제품프로파일이 어느 것인지 파악하고, 경쟁 제품들의 시장점유율을 예측하기 위하여 실행된다. 컨조인트분석 결과는 신제품개발을 위한 제품특성의 최적화, 소비자 선호도분석 및 구매행동분석, 제품포지셔닝과 판매촉진을 위한 시장세분화 등에 광범위하게 활용된다. | |
컨조인트분석이란 무엇인가? | 마케팅조사를 비롯하여 다양한 학문 및 산업분야에서 활용되는 컨조인트분석은 소비자들이 제품의 각 속성을 어느 정도 중요시 하는지 측정하고, 선호하는 제품프로파일이 어느 것인지 파악하고, 경쟁 제품들의 시장점유율을 예측하기 위하여 실행된다. 컨조인트분석 결과는 신제품개발을 위한 제품특성의 최적화, 소비자 선호도분석 및 구매행동분석, 제품포지셔닝과 판매촉진을 위한 시장세분화 등에 광범위하게 활용된다. | |
순위기반과 선택기반 컨조인트분석을 적용하여 소비자 선호도를 분석하고 두 기법에 의한 시장점유율 예측치와 적중률을 비교한 결과는 무엇인가? | 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. |
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