혼합된 수준들의 속성들을 갖는 컨조인트 분석 = Conjoint analysis with mixed levels of attributes

다국어 초록 (Multilingual Abstract)

Purpose: The conjoint analyst in marketing are interested in detecting whether there exist synergy or antagonistic effects between two attributes. In the cases where attributes have two or three levels, we research on the design of survey questionnaire to estimate all the main effect and as many two factor interaction effects as possible. Methods: We consider the balanced incomplete block (BIB) mixed level factorial design 2^f× 3^g or fractional factorial design. To reduce the number of questions in a questionnaire, we propose the balanced incomplete block mixed level design with minimum aberration which is generated by implementing proc factex in SAS. Also, we propose using two or three level BIB factorial design instead of mixed level designs by transforming three level attributes into two attributes of two levels and two level attribute into three level attribute by using dummy level technique. Results: We propose three methods for designing survey questionnaire where the block and design generators are found with practical number of questions in a questionnaire. By analyzing all the respondents survey data generated by the simulation study, we find the proper model and do the concepts optimization. Conclusion: The proposed methods of designing survey questionnaires seem to perform well in the sense that the proper model, and then the optimal concept is found in a case study where all the respondents survey data are generated by the simulation study.

참고문헌 (Reference)

1 김부용, "휴대전화기 신제품 개발을 위한 컨조인트분석" 한국품질경영학회 33 (33): 103-110, 2005

2 임용빈, "컨조인트 분석에서 실용적인 설계, 분석 및 컨셉 최적화" 한국통계학회 28 (28): 951-963, 2015

3 Luce, R. Duncan., "Simultaneous conjoint measurement : A new type of fundamental measurement" 1 : 1-27, 1964

4 Wu, C. F. J., "Experiments : planning, analysis, and optimization" John Wiley & Sons 2011