속성 병합에 의한 컨조인트 분석 (Conjoint analysis by merging attributes)

서지정보

· 발행기관 : 한국품질경영학회
· 수록지 정보 : 품질경영학회지 / 45권 / 1호 / 55 ~ 64페이지
· 저자명 : 임용빈, 박가희, 정종희

초록

Purpose: A large number of attributes with mixed levels are often considered in the conjoint analysis. The respondents may have difficulty with scoring their preferences accurately because of many attribute items involved in each survey question. We research on the technique for reducing the number of attribute items.
Methods: In order to reduce the number of attribute items in a survey question, we make a new attribute by merging two original attributes. A ‘No question’ option is also included as a new level in a merged attribute.
Results: We propose BIB 6 4 design in the case where we have four attributes with 2 levels and 3 levels, respectively and then analyze all the respondents survey data generated by the repeated simulation study in order to compare various model selection methods.
Conclusion: How to reduce the number of attribute items is proposed and how to design and analyze the survey data are illustrated.

영어초록

Purpose: A large number of attributes with mixed levels are often considered in the conjoint analysis. The respondents may have difficulty with scoring their preferences accurately because of many attribute items involved in each survey question. We research on the technique for reducing the number of attribute items.
Methods: In order to reduce the number of attribute items in a survey question, we make a new attribute by merging two original attributes. A ‘No question’ option is also included as a new level in a merged attribute.
Results: We propose BIB 6 4 design in the case where we have four attributes with 2 levels and 3 levels, respectively and then analyze all the respondents survey data generated by the repeated simulation study in order to compare various model selection methods.
Conclusion: How to reduce the number of attribute items is proposed and how to design and analyze the survey data are illustrated.

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